The payer will influence the development trend of China Mobile Medical

There are two ways to focus on mobile medical investments in full swing. The first focuses on medical professional attributes and the second focuses on consumer mass application attributes.

The first is a medical-centric mobile product, mostly designed for professional applications. For example, the technology company developed by Shanghai Jiaotong University has developed a remote electrocardiogram diagnosis service for community hospitals. Since most community hospitals lack professional electrocardiogram diagnosis doctors, many complicated cases cannot be properly checked in community hospitals, and doctors are forced to let patients Move to a higher level hospital. This ECG remote application developed by Jiaotong University can transmit the ECG back to the data center in real time and diagnose and return it within 15 seconds. This is a more practical application of mobile medical in the professional field.

Another example of partial medicine is the ICU (Serious) service in the United States. A US company called Advanced ICU Care provides remote monitoring of life-threatening symptoms for critically ill patients and delivers them to doctors' mobile devices in real time, helping doctors keep track of patient dynamics and record continuous data to aid diagnosis.

Like this kind of mobile medical products for doctors or hospitals, the entry threshold is relatively high, and the strength and manpower of early research and development investment is relatively high, but once the product is recognized by the market, it can directly win the payer, that is, the hospital or doctor, because this type The product directly facilitates the diagnosis process, and the effect can be said to be immediate.

The first medical model has higher requirements for entry into the industry, but as long as it can solve the actual problems of the hospital, the payer still exists, then the second model, in China, faces the dilemma of low entry barriers and lack of payers.

The second category of mobile medical products is the fashionable products that are currently being fired and targeted at mass consumers, such as wearable devices, sports monitoring equipment, mobile health testing, and health management services. Such products are in great demand in the US market because insurance companies, as medical payers, have a strong incentive to use these devices or services in order to control the patient's condition and control medical costs. Therefore, insurance companies either include these health service companies or work with such mobile medical companies to include products in insurance plans. In this way, the mobile medical company found the payer.

In China, the payer of this second model is only the consumer himself. Even if these services can help control the patient's condition, it can really reduce the cost of medical care in the management of chronic diseases, and it is impossible for medical insurance to pay for these services. China's commercial insurance is concentrated on the major illness insurance similar to life insurance, which is a one-off payment, regardless of the diagnosis and treatment process and disease management. In the current environment, only consumers may pay for these services, but consumers are extremely sensitive to price and lack of motivation. Therefore, it is difficult to make mobile medical care bigger than the personal market.

It is likely that the pharmaceutical company will bring the dawn of this kind of consumer mobile medical care. At present, some multinational pharmaceutical companies have begun to cooperate with hospitals through health management. For example, Sanofi has begun to establish a diabetes chronic disease management plan. Through cooperation with some technology companies, hospitals and local social security, Sanofi has launched diabetes management services, including blood glucose monitoring, regular control information, and expert services. Pharmaceutical companies are willing to be the payers of such health management service partners, in order to make their medicines play a better role in ensuring long-term relationships with hospitals.

This model cannot be said to be unique to China. In the United States, many pharmaceutical companies have gone to the service side through health management, and through drug guidance, supervision, expert consultation and other services, improve the loyalty of drugs used in hospitals and ensure drug efficacy. This model belongs to a new channel marketing of pharmaceutical companies. In China, this is likely to be a way out for mobile health and wellness services. Because pharmaceutical companies are willing to pay for these health services. Under the background of a large number of patented drugs expiring and fierce competition, pharmaceutical companies are not able to win the market by relying on hospital sales channels as in the past, and it is inevitable to intervene in health services, which may be for mobile consumption. The medical model brings the gospel.

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