Compared with other industries, changes in the medical field are always slower and more difficult. In the Internet with the "open" and "sharing" nature, when many industries earned a lot of money, China's mobile medical care has become a hot spot for investment, but the dilemma of the profit model has not been able to get rid of.

The US mobile medical conference mhealth summit has just concluded, sending an important message: mobile medical is evolving into a complete ecosystem from some simple applications and wearable devices, and is playing an increasingly larger role in medical care. effect. Derek Aberle, president of Qualcomm, summarized the three main characteristics of the system: first, breakthrough technology; second, valuable, to ensure patient safety and medical quality; third, payable.

There is no doubt that the payable problem is the profit model. The author believes that mobile medical care needs to master two core resources: one is a doctor and the other is a patient. But unfortunately, the domestic doctor-patient interaction (also known as telemedicine ) is more famous than the two major companies: Good Doctor Online, "Spring Rain" doctor, although many investors are optimistic about their prospects, willing to pay for it , but still not achieving profitability.

In contrast, mobile medical companies in the United States have already explored a certain profit model. Epocrates is the world's first listed mobile medical company to provide doctors with a reference on clinical information on mobile phones. Its main products are pharmaceutical and clinical treatment databases. The main source of income is pharmaceutical companies, and some of them come from doctors' software services. fee. Take ZocDoc as an example. It is a platform that can recommend doctors and complete appointments based on information such as location, insurance status, and doctor's profession. Its profit model is that it is free for patients but charges doctors. In order to get more patients, especially those covered by medical insurance, doctors need to pay $250 a month.

In fact, in addition to pharmaceutical companies, doctors are willing to "pay the bill", the author concluded that the United States mobile medical payment party, there are two very important forces: insurance companies, employers. Such institutions have paid for the payment problem and have become an important thrust for the rapid development of mobile medical in the United States.

So why is institutional payment feasible in the US, but has not yet made a way in China? It is easy to understand that pharmaceutical companies value doctor resources and are willing to pay fees. What is the insurance company and employer value? In fact, insurance payments in the United States are completely different from those in China. They implement commercial insurance. Insurance companies are concerned about whether members are healthy and how to keep medical costs to a minimum. What employers are most concerned about is whether employees are healthy, because it determines the amount of premiums they pay for commercial insurance and the efficiency of their work. With this motivation, both insurance companies and employers are willing to pay for telemedicine services, health management tools, and more. According to a survey conducted by human resources consulting firm Towers Watson, 52% of large US employers say they will provide telemedicine services to employees in the coming year.

However, in China, the main payers of Dr. Good Online and Chun Yu are all individuals and are “ retail investors”. Chinese doctors are also extremely difficult to become payers because they are not free people like American doctors. They just need to find a good “muse” (hospital), and they almost no need to find ways to compete for patients for medical insurance. The most important thing is that China is a typical government-led social health insurance. There is no doubt that this relatively closed and traditional system will take a long time to achieve a “marriage” with mobile health care. In the employer's case, since the employee's medical insurance is paid in proportion to the salary, the premium paid by the employer is not directly related to the actual medical expenses incurred by the employee, so it is difficult to have the incentive to pay for the telemedicine.

From this point of view, compared with the payment side of China Mobile Mobile Medical, we can easily find that due to the huge difference in the medical market and system, the payment problem of China Mobile Medical has “congenital deficiency”, which is one of the key reasons for the profit dilemma. China Mobile Medical is still on the way to “starting a business” and has a long way to go. The author believes that China Mobile's payers will be turned from individuals to institutions, pharmaceutical companies may be ahead, big companies are second, and medical insurance is the last. Mobile medical companies may start with big companies and pharmaceutical companies to find a point of convergence and solve the payment problem.

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