Release date: 2016-04-21
Last month, the drug retail enterprises that had been raging were collectively opposed to the national drug electronic supervision code, and finally ended up with the compromise of the drug retail enterprises by the State Food and Drug Administration. Ali Health was forced to reciprocate the transfer of the national drug electronic supervision system to the State Food and Drug Administration. It also meant that its main income would be zeroed. The situation that was once optimistic was suddenly reversed. Some people think that this action basically sentenced Ali’s death to death.
The outlook is bearish, mobile medical 90% or will become cannon fodder
The statement of the death penalty is somewhat exaggerated. After all, Ali’s health is rich in Ali. Ali has enough strength and resources to support Ali's health to continue to develop, such as planning to inject it into the Tmall Medical Museum for a long time. But realistically, Ali’s attempt to control China’s drug retail and circulation big data has gone bankrupt by starting with electronic drug regulation.
At the same time, the planning and development of Ali's health has also suffered serious setbacks. From the fate of Ali's health, we may be able to glimpse the difficulties of mobile medical care today.
Compared with the booming Internet+ in other industries, the medical industry has become much calmer. In addition to the rapid development of drug e-commerce, which is guided by pure sales, substantial mobile medical services have been difficult to promote. For example, the Internet consultation that is most concerned by everyone is slow, and only a few of the Wuzhen Internet Hospital are still in the pilot. Many mobile medical projects can only use the name of health consultation, and the policy of the edge of the ball, first occupy the resources and then explore the development.
Some time ago, the industry also made a big scandal. It was reported that many netizens in recent days reported that they had suffered from "disguised request for red envelopes" and "patient privacy" during the "network consultation" such as WeChat and "Good Doctor" APP. It is difficult to guarantee a series of questions. It is understood that a variety of mobile health apps have similar behaviors to stimulate the enthusiasm of doctors and improve the activity of the platform. Most hospitals also acquiesced in the behavior of their doctors to register for major mobile health platforms because they can increase the visibility and influence of hospitals.
At present, most of the mobile medical fields are Internet entrepreneurial projects, and real medical subjects such as hospitals are not interested or reluctant to invest. Despite years of exploration, existing mobile medical projects have not been able to come up with a business model that suits China's national conditions. It will only become a hidden worry in the whole industry by "burning money" and not making money for development. The industry has even begun to show the pessimistic argument that "90% of mobile medical enterprises will become cannon fodder".
What is the reason for mobile medical trouble?
On the one hand, the patient has strong medical needs, and on the other hand, it is an entrepreneurial project that is eager to try. Why do mobile medicines that seem to be booming are facing difficulties. What are the reasons for restricting the development of mobile medical care in China?
First, it is the current policy that limits the development of mobile healthcare. Taking into account the particularity of the medical industry, in order to ensure the safety of patients' lives, at present, doctors are not allowed to conduct online medical treatment in China, and the legal effect of electronic prescriptions has not yet been recognized. This is the embodiment of the country's responsibility for the health and safety of patients, and the attitude towards mobile medical care abroad is also very cautious. It should be said that it is understandable that the policy is conservative and lagging behind in the health and safety of patients.
For example, according to the regulations of the Practitioner's Law, doctors must personally inspect and investigate before implementing medical preventive and health care measures, and they cannot make a decision without personal medical examination. The relevant person in charge of the National Health and Family Planning Commission said that “online medical diagnosis and treatment (currently) is not allowed, and only health consultation can be done.†The existing “network consultation†behavior is legally prohibited. According to the regulations of the National Health and Family Planning Commission, medical personnel who provide telemedicine services directly to patients outside the medical institution shall agree with the medical institutions that they are registered to practice. These existing regulations have limited the development of mobile medical care to some extent.
Second, the shortage of medical resources is difficult to resolve. The biggest contradiction in mobile medical care is the lack of quality doctors. At present, good doctors in China are scarce resources, mainly reflected in two concentrations, one is concentrated in a few large cities, and the other is concentrated in a few large hospitals. Good doctors with real professional skills are concentrated in a few large hospitals in big cities, and they don’t even have time to carry out mobile health care. Only by revitalizing doctor resources can mobile medicine play a real role, rather than being used for registration and enquiry.
Again, who should make mobile medical rules and how data security issues are guaranteed. This is also an important reason for Ali Health's exit from the National Drug Electronic Regulatory Code program. What pharmaceutical companies are worried about is that Ali Health operates the entire drug electronic regulatory code system, and the big data of the entire industry is owned by it. The pharmaceutical companies are the producers of these data, and after paying the corresponding service fees, they need to do so. Paying high prices has left them with a lingering fear and caused a collective rebound. So, who will lead the rules of mobile medical care in the future? Who owns the ownership of the data, how to protect data security and user privacy issues? Waiting for these are all problems that need to be solved.
Finally, the problem of changing consumers' attitudes is accustomed to the so-called free Internet model, and the technical value of doctors is hard to be recognized by the society. Taking the "good doctor" red envelope storm mentioned above as an example, the doctor provides professional consulting services for patients, and it is understandable to collect the reward. Limited to the existing regulations, the platform can only stimulate the enthusiasm of the doctor by means of virtual gifts. Consumers generally lack the value of medical services, but instead think that doctors are asking for red packets in disguise. The appreciation of several yuan to ten yuan is only a symbolic recognition of the doctor's labor. It is far from the so-called red envelope, but it still causes controversy. This shows that the society has low recognition of the value of doctors' professional skills and urgently needs to correct this kind of bad. Values.
How can we promote mobile medical care out of the predicament?
So, how can mobile medical care break through the bottleneck and move toward greater development?
First, we must break through the limitations of current policies. Based on the current situation of the medical market, the policy will be adjusted to help mobile medical care move forward gradually. Taking foreign countries as an example, Feng Wen, an associate professor of the Department of Health Policy and Management at Peking University School of Public Health, said: “There are already some countries that allow doctors to follow the Internet for chronic diseases. But the premise is that doctors must be able to master patients as comprehensively as possible. Medical treatment and medical examination information."
This of course requires a top-level design plan that looks forward to the development and needs of mobile healthcare. The premise is to establish a unified national electronic health record. On the basis of ensuring data security and public welfare and patient privacy, it is necessary to open up information barriers between patients and hospitals that are not connected with each other, which is conducive to optimizing resources and reducing excessive Inspection and treatment. In 2015, China also started the pilot of Internet hospitals in Wuzhen, Zhejiang Province, and recently added two Internet hospitals in the western region. With the smooth progress of the pilot work, it is believed that the policy on mobile medical care will become more and more lenient in the future, and the situation of strict supervision and openness will be maintained as much as possible.
Second, establish a grading medical system to allocate medical resources more rationally. At present, the resources of large hospitals are scarce, and many community primary hospitals are facing shrinking business. The reason is that many patients in the community's primary hospitals can be optimistic about the psychological factors, have rushed to the big hospitals for medical treatment. In fact, the condition of most patients can be optimistic in the community primary hospitals, and even through mobile medical treatment can be convenient. After the implementation of the grading, the pressure on the large hospitals is reduced, the resources of the doctors are allocated, and the resources of the community primary hospitals are more fully utilized. In this way, the core medical resources of mobile medical care are also more abundant, creating more favorable conditions for mobile medical care.
In addition, mobile medical entrepreneurs should not focus on the medical service, and can try to expand the broader market space. According to the definition of the International Health and Wellness Member Organization (HIMSS), mobile health (mHealth) refers to the provision of medical services and information through the use of mobile communication technologies such as PDAs, mobile phones and satellite communications (and of course the Internet). Mobile medical applications cover basic care, public health research, emergency care, chronic disease management, self-help medical services and many other areas. In these areas, entrepreneurs can go boldly, and there are no strict policy restrictions like basic care, and their market prospects are promising.
Of course, the most important thing is that the relevant entrepreneurial projects should get out of the circle of circles and disregard the business model as soon as possible. Return to the core issue of how to create value for users. Otherwise, mobile medical care that can only be registered and queried is difficult to become a climate, can not retain users, and can not slide the market position of traditional medical care, sustainable development is impossible to talk about.
Source: Bio-Exploration
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