Mainstream Internet medical business model
Medicine is the largest market of immediate needs, but also China is currently facing the biggest pain points, many companies are trying to use the power of the Internet to solve the problem of the current allocation of health care resources and a variety of serious medical field pain points, however, the observation of the most famous a few "star enterprises But for the mass consumers, there is not a particularly large and direct help.
Hangzhou.com: provides an integrated solution for diagnosis and treatment. It solves the problem of registration, but it also solves the problem of consumers in a very small fragment of the entire medical field.
Dr. Chunyu: builds a doctor-patient communication platform with a light consultation model, and gradually cooperates with pharmaceutical e-commerce platforms and offline hospitals/clinics to explore the path of commercial realization. However, the government is currently the dominant role in healthcare, and Dr. Chunyu needs to face many policy barriers.
Will medical beauty become a breakthrough in Internet health care
The reason why these mainstream Internet health care business models are difficult to get a breakthrough in the field of Internet health care is also very simple, they are involved in the field of serious health care has always been to the core of the public hospitals, and the public hospitals are difficult to break the ice of the system easily, the health care insurance is a topic that can't be bypassed, and in such a case, you want to get a breakthrough! is faced with numerous obstacles.
Relative to these business models that are still struggling to find a breakthrough in the serious medical field, the imagination of the consumer healthcare field is much larger, especially in the field of healthcare, has a unique advantage:
1. Healthcare is the highest degree of marketization of all branches of healthcare in the field, not in the scope of healthcare insurance coverage, the user has a very high willingness to pay, do not need to struggle to pry the inherent system of public hospitals;
2. The inherent system of public hospitals;
2. The volume of the medical beauty industry is not small and fast-growing, in five years the scale is expected to exceed 500 billion, is likely to become the largest consumer health care market;
3. Medical O2O model is basically mature - online plastic surgery diary with the user to communicate with the choice of hospital doctors, online paid appointments, offline treatment The O2O model is basically mature - online look at plastic surgery diary and user communication, choose hospital doctor, online payment booking, offline treatment, postoperative online feedback effect and thus influence other users decision-making. This social e-commerce model has formed a complete closed loop and demonstrated clear business logic in all medical programs, and has become the business model of almost all medical O2O. We can simply summarize this model as: "Decision-making socialization, medical e-commerce", and this model was firstly proposed and practiced in the market by New Oxygen APP, which was called "New Oxygen Model" by Jin Xing, CEO of New Oxygen.
"Oxygen mode" integrates upstream and downstream industrial resources to form a complete ecological chain, and all parties can quickly complement each other's resources and maximize benefits through the O2O platform. It is for this reason that the "New Oxygen Model" ensures a strong vitality.
Can the "new oxygen model" be applied to other consumer medical fields
In the fields of dentistry, dermatology, infertility, men's health, and high-end women and children, the new oxygen social e-commerce model does have a chance, but there are some key points to pay attention to:
1, plastic surgery's special feature is that it can change through the user's photo. lies in the fact that its changes can be shared through the user's photos, before and after the comparison will be able to see the effect of treatment, which naturally prevents the search for the water army, brush the praise, however, other types of diseases can not necessarily be realized in this way.
2, medical beauty in the minds of consumers is a certain risk, so consumers rely on the platform is relatively high, and areas like dentistry, consumers do not have such a mentality, and the density of dental clinics is very large, China has more than 70,000 dental clinics, consumers of dental clinics is close to their homes and the requirements of the higher, so whether it is possible to form such an O2O platform is to be observed;
3, medical care is a very important part of the health care system. p>
3, whether the medical institutions themselves are strong enough motivation for e-commerce. 30% of the cost of the medical industry in marketing, medical institutions themselves there is an urgent need to find new Internet marketing channels, while the other consumer health care field is such a motivation?
4, industry growth rate. Changing consumers' habits and perceptions is difficult, but the medical field is growing rapidly, with a large number of new consumers entering the market every year, while for other consumer medical field is there such a fast growth rate?
This shows that the new oxygen model in the field of consumer health care is not a hundred tries, in the consumer health care in each segment is still separated from the line of work, medical O2O is a very strong industry specificity.
Risks and bottlenecks of the new oxygen model
The new oxygen model is essentially to quickly become a vertical trading platform in a certain consumer medical field, and in the Internet industry, this kind of competition story has been staged in countless fields, and after the bloodbath there is only one left in the end is the most common ending. So in order to replicate this model in a vertical field, the most important thing is to be fast, fast to form a monopoly on the C-end users and B-end medical resources, and fast to form a closed-loop transaction, so that the latecomers do not have the opportunity to re-enter.
Taking the case of Xinoxin, according to the third-party data monitoring, the monthly new users of Xinoxin App is 4.6 times more than the second place in the industry and 8 times more than the third place. If you can achieve such a leading edge, coupled with the addition of C-end users, you can quickly monopolize the market and avoid being caught in a bitter battle.
Another focus of the new oxygen model is social e-commerce, that is, to form a community and review platform first, and then cut the transaction, the community and review is not good to do, the medical field of social and review is even more difficult to do, which is also a big challenge to the entrepreneur's operational ability.