Although the current industry standard path is still being explored, it does not affect the rapid development of this industry.
China's medical and health market is on a par with the world-class medical highland because of its large scale, rapid growth and wide incremental space. Thanks to the release of medical consumption demand and the guidance of policies to the medical system, China's medical and health market has reached 13 trillion, which has developed rapidly in the past eight years, with a compound annual growth rate of 13%, and now it has become the second largest market in the world. According to a report of Sullivan Consulting, the total market size of pharmaceutical e-commerce in China last year was 654.38+087 billion yuan, and it is expected to exceed 558 billion yuan in 2025. In the foreseeable future, both medical and business models will face a new leap, and the China market is on the eve of a new era of digital medical care.
It is precisely because of paying attention to the prospect of this market that many domestic and foreign enterprises have set foot in it one after another and made strategic layout around the three major themes in the frontier field of digital medical care in the post-epidemic era. One is digital therapy. Efficient and innovative digital treatment methods such as cognitive behavioral therapy and software empowerment; Second, early screening and prevention of diseases. Through big data technology and online patient education, effective early screening and prevention are carried out before the clinical symptoms of diseases appear, so as to improve the cure rate and health level of patients; The third is the user experience under the connected ecology. Multinational giants cooperate with local governments to realize the integration of user experience into their digital ecology in the Internet era, thus achieving service upgrade.
At present, domestic start-ups and enterprises, including Shangtang Technology, Shangkang Information (Kang Shu App), Good Sleep 365, Micropulse, Keji, Firefly, etc., are focusing on digital therapy, which also makes a complementary medical innovation value chain ecosystem taking shape.
Chea Chang, director of AI drug research of Shangtang Technology, believes that the digital medical market in China has broad prospects and great potential. Shang Tang Smart Medical firmly believes that with the help of cutting-edge technologies such as artificial intelligence, digital innovation will profoundly affect all aspects of drug research and comprehensive health decision-making between doctors and patients.
"China will become the first country in the world to realize the integration of online and offline O2O in medical care, and provide patients with a wonderful journey of illness. This mode of online and offline cooperation and service provision is very familiar to consumers in many FMCG fields, such as cosmetics, but not necessarily in the medical industry. Especially with the deepening of aging and the emergence of more medical needs, people need to better prevent diseases and raise their awareness of disease prevention. It is not enough to rely solely on physical resources, and a better ecosystem must be established. " Dr. He Enting said.
According to the report "Review and Prospect of M&A Activities in China Medical and Health Service Industry in 20021Mid-term" by PricewaterhouseCoopers, from 20 13 to the first half of 20021,the total M&A investment in medical and health services in China exceeded 280 billion yuan. Among them, 20 16 and 20 19 have shown the peak of M&A investment in the industry. In the first half of 20021,M&A transactions were mainly contributed by financial investors, accounting for 72% of the total transaction amount. The transactions of financial investors are concentrated in the field of digital medical care, including artificial intelligence-assisted diagnosis and treatment, medical informatization, online diagnosis and treatment and health management.
According to the forecast of MarketsandMarkets, the global digital therapy market will grow from 202 1 USD to 13 1 USD in five years, maintaining a growth rate of more than 20%. However, in China, due to various factors, the commercial application of digital therapy is still in the early stage of market cultivation.
In fact, patient-centered health ecosystems are emerging all over the world to meet the increasingly severe challenges. According to McKinsey's report "The Future of Healthcare in Asia: Digital Healthcare Ecosystem", Asia is paving the way for a digital health ecosystem, and potential ecosystem stakeholders can create value by taking bold strategic actions. This ecosystem aims to provide the right care seamlessly at the right time and in the right environment by integrating three key "components": one is the network of medical service providers across medical institutions, the other is to analyze patients' needs by using relevant data such as behavior, society and health, and select the appropriate intelligent system of health service providers; The third is the technical backbone, which enables data and opinions to flow among health service providers.
In this regard, Ma Jing, head of commercialization of Sanofi China, said that changing from a technology to a product faces great challenges, one of which is supervision. Globally, how to supervise digital therapy has become a great challenge, especially for a software-based product. In the face of the continuous iteration of Internet enterprise software, all iterations should be carefully verified, and even the impact of re-registration on enterprises should be confirmed. This also requires regulators to think about how to define the products of digital therapy.
"If digital therapy is treated as a medical device, whether it is a low-risk or high-risk field has also become a topic of debate among many people in the industry. After all, in order to realize productization and commercialization of medical devices, it is necessary to consider their regulatory path, provide relevant clinical verification data to prove their safety and effectiveness, and finally get a registration certificate. These are all things that many digital therapy companies or start-ups need to consider. " Ma Jing said.
"So, from the company's point of view, we should treat it differently. It is precisely because of so many different factors that we are required to have different digital strategies and consider how to make good use of China's digital platform in the process of promoting local strategies. " Xie Lei said.
We can see that enterprises engaged in digital therapy are emerging in an endless stream, and some of them pursue the mode of rapid listing and rapid iteration, which has great demand for clinical data and clinical use feedback. Therefore, they have already entered the hospital through the free gift system to get in-hospital data training and feedback from clinicians.
This has also led many enterprises to plan to return to the state that the business relationship of information companies is harder, rather than the system performance, because the system is not easy to sell and the homogenization competition is serious. Under the homogeneous competition mode, the digital therapy industry as a whole is in a "trial" state. Therefore, how to get through the commercialization mode and realize the landing operation has become a key.
In this way, under the new life cycle of China's independent innovative drugs, how to empower the development of China's digital medical industry and promote the completion of digital medical care through the integration and link of industrial chain elements such as capital, innovation, R&D and clinic has also become a key. Especially in the medical and health industry, compared with other industries, the threshold of such industries is relatively high and the capital chain is relatively long, so it is difficult to achieve innovation in three to five years.
With the continuous development of social environment, policies and capital, the innovation incubation of multinational pharmaceutical companies can further promote the deep integration of biotechnology enterprises and industrial development, open up the blocking point in the integration of science and technology and economy, transform scientific and technological advantages into industrial advantages, and continuously promote the transformation of scientific and technological innovation achievements to accelerate the landing.
Different from Sanofi, as a leader in optics and optoelectronics, Zeiss actively expands cross-border cooperation, and at the same time focuses on new digital technology empowerment innovation, and is committed to creating user-centered, data-interconnected solutions and integrated ecosystems, with innovative optical technologies to help the development of health care.
Xie Lei said that at present, Zeiss has established China Digital Solutions Center to build its own digital products and solutions for some very special digital products and solutions in China. "For example, in the field of eye health, we have localization, including cooperation with Ali. For young people's eye health programs, they can better understand how to protect their eyes, and they can also better cooperate with hospitals online and offline to help them improve their eye health. " Xie Lei said.
In promoting commercialization, multinational companies have a relatively sound system. At present, the pharmaceutical industry in China is advancing the industrial upgrading of "all-round independent innovation". At this stage, multinational companies will build innovation centers in China, aiming at the most valuable cutting-edge technologies in China, so as to achieve a win-win goal. From the current development path, talent, capital and basic research are the three important factors of independent innovation, and multi-party cooperation and * * * * sharing with multinational enterprises will also become the mainstream trend of China enterprises in the future.
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