In December 2015, the first Internet hospital was unveiled in Wuzhen. After one year, the number of domestic Internet hospitals was close to 40. The Internet medical companies involved were not a micro-medical company. Internet medical treatment, which once attacked the city on the Internet, has begun to use offline as a battleground for a new round of competition.
Not long ago, the micro-medicine launched the first general-purpose center in Hangzhou, and plans to establish 100 chain-wide general-purpose centers in China within three years. This is another action after the Internet hospitals, micro-medicine force offline market. Two years ago, the business model of Internet medical care was concentrated on the Internet portal. What we are seeing now is a new commercial structure with an online and offline closed loop. From Internet hospitals to general-purpose centers, Internet medical treatment, once considered a slogan, will eventually go where?
Online medical care is limited, can you find a new blue sea under the deep ploughing line?
According to the traditional Internet thinking, doing traffic, doing portals, and doing platform seems to be the inevitable choice for Internet medical treatment, and it is also the mainstream business model before the emergence of Wuzhen Internet Hospital. But why is the micro-medicine suddenly exerting strength and offline, and attracting the health of Ali, the good doctor to follow online, and some large-scale Internet medical platforms are also eager to try? Perhaps it should be said from three aspects: traffic conversion, business model, and policy environment.
Before 2016, there were six “unicorns†in the domestic Internet medical industry , namely registered network (predecessor of micro-medicine), doctor of spring rain, good doctor, clove garden, seeking medical advice and safe doctor. It can even be said that the six companies are each hegemonic, but under the double squeeze of capital and system, the functions, modes and styles are gradually merging, especially in the case of a small amount of difference, it is difficult for each family to tell the story. The reason is that although a large amount of online traffic has accumulated, it is difficult to bring these online traffic to the offline in exchange for the hospital's revenue share. The top three and specialist hospitals are overcrowded, and the demand for Internet traffic is not obvious. On the other hand, under the red line of the policy, the mode of realization of medical e-commerce and online consultation is limited. It seems that it is a last resort to choose offline testing.
Micro-medicine is not the first Internet medical player to try offline mode. Dr. Chun Yu, Lilac Garden, and Almond Doctor started the layout of the offline clinic. For Internet medical care, the core of the big cake is still involved in insurance and e-commerce, while the offline is the "necessary condition" for medical insurance and medical e-commerce. From a larger perspective, micro-medicine has been advocating graded diagnosis and treatment. The emergence of Internet hospitals has gradually brought doctors more practice, electronic prescriptions, and electronic health records to a certain extent. The whole department has become the first diagnosis and An important part of the triage, which is probably one of the reasons driving micro-medicine continuous offline exploration.
Of course, the gradual advancement of medical reform is also an important factor for Internet medical care from the online to the offline. For the medical system that is hard to return, the application of “Internet +†means new vitality. In fact, from Wuzhen Internet Hospital to more than 30 Internet hospitals in China, it is not unrelated to the policy dividends given by various provinces and cities. The development of Internet hospitals from 0 to 1 has made the online and offline closed-loop medical system a new consensus. At the same time, the scale of Internet medical advancement is larger and the form is more diverse.
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