Editor's Note: Today, many people are talking about mobile healthcare and the industrial ecology behind it. It seems that mobile medical care is the perfect tool to subvert the medical industry 's dysentery. Take your mobile phone to see a doctor, smart bracelet to monitor your physical condition, wireless fall prevention equipment to protect your safety, and remote consultation to help doctors thousands of miles away to treat you. The condition... everything is far away but at your fingertips. More and more companies are entering the mobile medical industry, especially listed companies, and they are more enthusiastic about using mobile medical aura to brighten themselves.

In the eyes of brokerage researchers, Internet medical care is still the biggest outlet in 2015, and it is also an industry that must be deployed in the future. Founder Securities Li Dajun believes that mobile medical has four advantages as a valuable investment theme: real growth, policy catalysis, mergers and acquisitions. Active and BAT enter. However, the mobile medical industry has just started, and the business is in the stage of layout and expansion. If mobile medical care is divided into three areas: pre-hospital, in-hospital and post-hospital, it will be found that mobile medical care presents a kind of grand scene behind the scenes. It is the intensive homogenization competition and the helplessness of the medical core.

a pre-hospital service market in the Red Sea

In the mobile medical market before patients seek medical care, two major businesses have been recognized: appointment registration services and online consultation services. Although online consultations try to get themselves into the hospital as part of the diagnosis and treatment, whether it is through private doctors or through flow data management, the current situation is still based on inquiries and suggestions, and ultimately patients need to go to the hospital for medical treatment.

Appointment registration service pays great attention to hospital resources. Excellent appointment registration platform can provide functions such as outpatient plus, appointment expert number and doctor selection. Because this field is the most blank market for traditional medical services, Internet companies can easily enter and even The hospital is also willing to open its own registration system to Internet companies to allow them to operate in a standardized manner. So in the past, lining up in the night or taking the number from the ox to the mobile phone APP to make an appointment, even through the APP to inform the doctor in advance, the patient's largest registered pain point before the doctor was accurately discovered by mobile medical, and generated value.

Pharmaceutical companies in listed companies are more willing to cooperate with mobile medical companies that provide appointment registration services. Pharmaceutical companies are very concerned about Internet access, because they can accurately push drugs based on patient data. Fosun Pharma is a joint example of registered websites. Listed companies self-built appointment registration platforms, such as Haihong Holdings launched the new health official website and the new health mobile app.

The GF Securities Research Report pointed out that the main customers of medical health Internet advertising are pharmaceutical companies and medical institutions. In 2013, the scale of Internet advertising for pharmaceutical companies reached 630 million yuan, a year-on-year increase of 40%. The market for online advertising in the hospital industry reached 6.42 billion yuan, a year-on-year increase. 65.1%.

However, the appointment registration market has become the main field of BAT. They have the absolute advantage of data processing and platform entry. They get the sticky use of patients through the registration service, and obtain the user health data through the service, and enter the medical industry for them. Paved the way.

Although the competition in the registration service market is extremely fierce, there are also some competitors with capital support. Zhang Kangang, the chairman of KANG, released the “Guideline” APP in April this year, and officially entered the mobile medical field through the appointment registration service. For his competition in this market, he told reporters on the financial website: "BAT has controlled a lot of Internet portals, but they have entered too many fields, and it is impossible to have so much energy to directly operate medical services. So professional companies for medical services. Will work with BAT to develop the medical market, not to say that BAT monopolizes the industry."

Compared with the Internet giants who make appointments, the online consultation service can be said to be the most popular area for listed companies, because it has become a broader imagination space for Internet hospitals, so it is not only a pharmaceutical listed company, real estate, finance, etc. Non-pharmaceutical listed companies have stepped into this field. Langma Information, Yihua Real Estate (Yihua Health, Yunsheng Industrial (Yunsheng Medical), Hainan Haiyao, Taige Medicine, etc. These listed companies have self-built or M&A investment online consultation companies, and they have not hesitated to change the securities abbreviation. In the determination to enter the medical industry, the company's share price is also rising. Taking Yihua Real Estate as an example, after investing in a network hospital with a premium of 100 times and changing its name to Yihua Health, the stock price has doubled in just a few months, which shows the market's pursuit.

Online consultation can establish a communication platform between doctors and patients online, and then directly access doctor resources and patient data. The most cutting-edge enterprises in this field have strategic cooperation with Dr. Chun Yu), Good Doctor (strategic cooperation with Tencent Holdings 00700), and clove garden Baidu doctors, etc. With the help of Internet giants and listed companies, they have entered their own resources while importing capital into these companies, and they have been at the forefront of their battle for physician resources.

Simple online communication can only be medical advice, and it is impossible to realize the real consultation. So some mobile medical devices are connected to the online consultation field, in order to provide doctors with more pre-medical data, Jiu'an Medical, Bao Wright and other medical equipment listed companies have cooperated with online medical care companies to seek Internet expansion and mobile applications.

A large number of mobile medical companies hope to obtain traffic and customer stickiness through online consultation. However, the fact is that it is more difficult to obtain doctor resources than imagined. Doctors are less sensitive to new things, and most doctors and patients are It is not the mainstream user of the Internet. The process of accustomed to training becomes extremely difficult. In particular, the medical and medical habits of the underlying attributes cause doctors to do limited things through the Internet, and connect online consultations to hospital systems, with doctors. Data communication is a huge gap.

In the face of the shortage of doctor resources, even Ali Health has extended an olive branch to 180,000 clinics, indicating that this year will attract more clinics (outpatient departments) to settle in the Ali Health Cloud platform, first to develop small and medium-sized hospitals and clinics with insufficient patient resources. Instead of being a well-known physician in a large hospital as a core object. Due to the fierce competition in the homogenization of the online consultation industry, and the most scarce doctor resources are their lifeblood, the competition in this industry has become fierce.

In-hospital informatization lacking software

Compared with the fierce competition in the pre-market, the core medical patients in the medical industry are the most vulnerable areas of mobile medicine. Many software companies have first deployed medical information , but there are few hardware products.

Even so, when medical informationization is widely used, the experience of the patient end is still the product of the last century. Medical records, laboratory tests, and queues are paid. These widely criticized medical treatments have opened a door for mobile medical treatment. But after a delay, I could not hear the knock on the door.

Yang Hongqiao, chairman of the company, said in an interview with the financial industry website that the demand for mobile medical care exists in the medical treatment. The hospital wants better management, the doctor needs quick consultation and reduces errors, and the patient expects convenient medical treatment. The demand for the three can be relied on by mobile medical services, but because mobile medical hardware has a relatively high threshold and lacks data information and software support, real mobile medical care is difficult here.

At present, Core Lianda is doing mobile medical nurse station and ward management system, but Yang Hongqiao thinks this is not enough: "The key is to achieve open source, the hospital only has open source HIS system, introduces mobile medical enterprise, open source through medical data and software system. Based on the full participation of patients, we can promote the development and application of mobile medical hardware products."

In the field of medical informatization, hospitals are willing to invest funds to improve internal management efficiency and data connectivity, but rarely include patients in their own informationization fields, which makes mobile medical care difficult to display, although a large number of software listed companies have raised The banner of mobile medical care is taking the old road of medical information engineering. Listed companies such as Weining Software, Wanda Information, Yanhua Intelligent, Neusoft Group, and Donghua Software, under the impetus of mobile medical concepts, have different levels of premium performance.

Opening the mobile medical market with software as a starting point is a way. Neusoft Group will increase its investment in the medical Internet industry by 3.8 billion yuan to create a standardized standard for medical Internet. Liu Zhenren, chairman of Neusoft, judges that all processes are under one standard. Under the supervision of a system, all supply chain management is carried out under one system, and the interconnection between medical data is the general direction of medical reform.

Nowadays, some hospitals have begun to establish mobile medical records, online payment and clinical data management, which is open to mobile medical care. Wang Shan, dean of Peking University People's Hospital, told reporters on the financial website: "Peking University People's Hospital has been doing information construction. We do not exclude the Internet, nor do we reject the free model. The emergence of the Internet has made the integrated medical and health service system The efficiency has been greatly improved, and it has really made it possible for all types of medical institutions at all levels to take care of the whole population, all-round, and the entire life cycle."

In the medical and nursing processes, mobile medical devices have begun to be applied, providing convenience for doctors to move ward rounds, nurses' mobile care, etc. On mobile terminals, laptops, wireless check-in carts, PDAs, and tablets have become hospitals. Implement several devices that are typically selected for mobile medical applications. More mobile device usage and data management have become the new blue ocean market for the mobile medical industry.

As Yang Hongqiao said, the essence of medical care is that doctors should treat patients, mobile medical care provides standardized management for hospitals, and improves efficiency for doctors. It is a tool, software and hardware are indispensable.

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