With the development of Internet medical care , especially the entry of giants such as BAT and Ping An, the theory of building an ecological circle has begun to flourish. Many startups believe that they can enter the giant industry chain to ensure their bright future, while the giants also transplant the platform thinking that has succeeded in other fields to the medical field, and believe that building a closed-loop industry will be their own competitive advantage. Important conditions. However, from the dilemma of China's medical itself and the characteristics of the medical market itself, the ecological circle is just a wishful thinking.
China's medical system is not centered on control fees. Integrative medicine with core control fees is currently difficult to develop, not to mention integrated Internet based on the offline system. Since the integrated medical system cannot be developed, the construction of the Internet medical ecosystem has encountered the first challenge.
To build an ecosystem, you must have users get the full process of service on their own platform or industry chain. But for the medical field, the whole process of the service must have a complete system: from the payer to the basic medical care to the big hospital, and even the pharmacy. But the core starting point for building such a complete process is to control costs, not to allow users to spend more. Therefore, the platform of the medical service industry is different from other industries, which also makes it impossible for Internet medical services to expand revenue by becoming a platform. Of course, the ecosystem can improve the user experience and improve user satisfaction, which will lead to word-of-mouth effects and further stick to users. But in the medical field, word of mouth comes from the efficacy, which is the final treatment result, and it depends on the doctor's ability. Under the current situation that patients only believe in the top three hospitals, the doctor's ability is based on the organization. The so-called ecosystem can only rely on large hospitals that are expanding indefinitely. This is precisely the contradiction with the demand for fees for the medical platform, which is also doomed to the inherent contradiction of the Internet medical ecosystem.
Second, social and traffic is not a competitive advantage for Internet healthcare. Another implication of the ecosystem is that it can control the flow of traffic in its own hands by establishing a platform for the entire industry chain, or by increasing the interaction between users, thereby increasing user stickiness. Due to the subdivision of the medical industry , market demand is not mass integration. Moreover, the demand for medical care has great urgency, and it is difficult to create demand. Therefore, trying to build an ecosystem through traffic thinking is very difficult. From a social perspective, doctors are more demanding for research and business. The social needs between patients are very low, and due to the characteristics of Chinese culture, patients are very jealous of their own conditions. Therefore, the medical field does not have random social needs, and even if the ecosystem is constructed, it is difficult for users to interact. Moreover, even in the field of post-disciplinary follow-up based on familiar doctor-patient relationships, social interaction is not a major requirement for the platform.
Again, the system constrains the construction of the ecosystem. Internet medical care in China has a relatively strong path dependence. The current status of the medical system is that large hospitals have gathered the best resources and talents to siphon patients; basic medical care lacks medicine and medicine, and cannot attract patients. At the same time, the payer has no control over the medical institution, and the product is attached to the distorted form of medical service. To build an ecosystem, you must have a relatively complete system to provide quality services before, during, and after treatment. Under the current distorted medical system, the construction of the ecological circle cannot be discussed. It is impossible to build an entire system only on the already overcrowded top three hospitals.
From the above analysis, it is only a myth that Internet medical technology tries to build a winner-take-all model by building an ecosystem. Even in the United States, where Internet medical care is rapidly developing, no company dares to say that it is creating a ecosystem that can form a closed loop. Even Caesar Insurance, which has successfully provided integrated medical models under the Internet, has no such ambition to do so. The reason is that medical care is a very fragmented industry both geographically and in the field. As the saying goes, the industry has a specialization. The highly segmented industry of healthcare needs to occupy a dominant market position in various segments.
Therefore, the development of Internet medical care in China is not to acquire a large number of users through large-scale staking, and to build a platform for the entire industry chain to stick to users, thereby increasing revenue and forming a positive cycle. The development of Internet medical care is more to take the lead in achieving breakthroughs in very small segments. Of course, for the giants, entering the offline integrated medical field is not a good way out, but the demand for capital and patience is long-term, and the overall operational talent is scarce. In the process of integrated medical development under the Internet, Internet tools will gradually be favored by the market, thus further promoting the development of Internet medical care. But because of the regionality and subdivision of medical care, all of this is far from the ecological circle. If there is really an ecosystem of Internet medical care in the future, it is estimated that it can only exist in a certain city, not a national one. But the premise is that the city's offline medical system, especially the basic medical system, has been highly integrated into one system. Of course, it may not be too far to achieve this.
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