The Internet boom has swept the medical industry in 2014, bringing revolutionary changes to traditional medical services. At the beginning of the new year, Tencent officially announced the listing of its first WeChat mobile hardware "Teng Ai Sugar Doctor" blood glucose meter. At the same time, Sannuo and Yicheng will also release new products of WeChat Internet Glucose Meter in early February. In the domestic market, where foreign-invested companies represented by Johnson & Johnson, Roche and Abbott “big three†occupy a large market share, domestic manufacturers are trying to use the Internet platform to blow up the wind and actively explore the industrial opportunities of transformation and counterattack.
Price threshold is lowered
As the country with the largest number of diabetic patients in the world, the awareness rate, control rate and compliance rate of diabetes are at a low level. The important reason is that blood glucose monitoring has not received enough attention, which leads to patients unable to adhere to regular blood glucose monitoring. One of the major factors is the high cost of blood glucose test strips, and the medical insurance does not realize the expense reimbursement.
At present, the price of foreign-brand blood glucose meter test paper is generally maintained at 4~5 yuan/piece, and the price of domestic brand blood glucose meter test paper is kept at 2~3 yuan/piece, but due to the high frequency of blood glucose monitoring in diabetic patients, daily blood glucose monitoring The fee may exceed 20 yuan. "The business logic of the Internet is that 'the wool is out of the cow'. Although the business model still needs long-term exploration, we still don't want to make money from the '羊' before the emergence of the 'cow', only the excess profit is cut off. Let the patient use the blood glucose meter as much as possible to have other possibilities." Qiu Kairu, the product manager of the Tencent Glucose Meter project team, told the author.
"Sheep" is undoubtedly a diabetic patient. The traditional business model of traditional blood glucose meter manufacturers is to make profits by selling hardware and consumables to patients. The price of test strips is always high. However, this reality is about to be changed. The newly-launched “Teng Ai Sugar Doctor†blood glucose meter automatically records and displays the measurement results in addition to the innovative appearance of the product, automatically generates a blood glucose data table, and passes the blood sugar abnormality. In addition to the selling point of WeChat, other interesting points are the low cost of testing: the average price of test strips is only 1 yuan / article. In addition, Sanno and Yicheng will release the new WeChat platform blood glucose meter products, the cost of each blood glucose monitoring may also be maintained at 1 yuan / article. According to this trend, the era of "free blood glucose test papers for free" seems to be not far away.
Yang Lijun, the person in charge of the WeChat blood glucose meter project team of Sannuo Biosensing Co., Ltd., believes that in recent years, domestic blood glucose meter manufacturers have significantly improved their product quality, brand awareness and market share. Through the strong intervention of Tencent and WeChat blood glucose meters, A sharp drop in the price of test strips may directly slam the sales of foreign brands of blood glucose meters. "If Tencent's blood glucose meters and consumables are sold at low prices, and even exploring the commercial model of free test strips, it will further lower the price threshold for diabetics using blood glucose meters."
Faced with the price cliffs that may come, foreign brands of blood glucose meter manufacturers generally expressed their wait and see in the interview with the author. In the response email, Roche Diagnostics said that it did not pay much attention to Tencent and WeChat connected blood glucose meter related products. It is not convenient to comment on the product format. As for whether it is possible to adjust the sales price of blood glucose meter, the company currently has reservations; Johnson & Johnson also has The author expressed the same view. In the face of domestic blood glucose meter manufacturers embracing the Internet one after another, whether it is possible to adjust the market strategy of blood glucose meter products in the future, Johnson & Johnson believes that it is too early to be followed, and it is still necessary to track market feedback.
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