In 2003, scientists completed the human genome map, and since then, medical technology has made great progress. New medical and health models and tools will change people's traditional ways of monitoring, medical treatment and health care, and gradually form a new industrial chain. From prevention to medical treatment, medical treatment and recovery, a large number of start-ups cut into every point of the medical industry chain.

How to define new medical services?

At present, there are many concepts about information technology used in the medical field, such as telemedicine, mobile medicine, Internet medicine, digital medicine, etc. these concepts overlap with each other, but they are slightly different in connotation and extension. Here, we first make a distinction and analysis of the concept, which will help us to understand and discuss the same concept.

1. Telemedicine

In addition to the literal understanding, telemedicine is first and foremost a medical behavior, which has a narrow scope and must be provided by medical institutions and qualified personnel. According to the description of comparative grounding, there are two modes of telemedicine: one is B2B, that is, cooperation between institutions and two different medical institutions; the other is B2C, which directly provides medical services to patients outside the medical institutions.

2. Mobile medicine

This is called mHealth in foreign countries. MHealth was defined as "medical services provided through mobile devices" at the 2010 U.S. mobile health summit. Dr Francis Collins, director of the National Institutes of Health (NIH), once said that "mobile devices provide an incredibly low-cost and real-time way to assess disease, exercise, imaging, behavior, social interaction, environmental toxins, metabolites and a range of physiological variables.".

The concept of mobile healthcare in China was introduced in 2011

In March 2011, gooddoctor released its iPhone app,

In November 2011, Chunyu palm doctor went online,

In December 2011, the health Internet channel of dingxiangyuan began to release corresponding special articles,

In the first half of 2012, a large number of mobile medical start-ups were launched,

In the second half of 2012, mobile medical products for single sector began to appear gradually,

In 2013, the field began to become a hot investment spot, with frequent conferences and academic discussions,

In 2014, a number of heavyweight enterprises began to emerge, including bat, which began to attack across different fields and enter mobile healthcare.

3. Internet medicine

It includes health education, medical information inquiry, electronic health records, disease risk assessment, online disease consultation, electronic prescription, remote consultation, remote treatment and rehabilitation and other forms of health housekeeping services with the Internet as the carrier and technical means.

4. Digital medicine

Digital medicine applies modern computer technology and information technology to the medical field. The emergence of digital medical equipment greatly enriches the connotation and capacity of medical information. From the visualization of one-dimensional information, such as ECG and EEG, to the two-dimensional information, such as CT, MRI, color ultrasound, digital X-ray machine (DR) and other medical image information, and then three-dimensional visualization, and even four-dimensional information, such as real-time dynamic display of three-dimensional heart. These information enrich the technology of medical diagnosis and make medicine enter a new visual information era.

This paper mainly uses the concept of mobile medicine, but according to the specific application environment, it will also use other concepts to express.

What are the subdivisions of domestic mobile medical products?

The narrowest sense of mobile medicine is the closed-loop of sensor + app + serve (SAS). With the help of the latest sensor technology and the efficiency of mobile Internet, high-quality medical services are extended through the Internet, emphasizing the provision of medical services, which is a radiation of medical resources through intelligent mobile devices. But according to the broad definition of mHealth in the American medical community, we try to roughly classify different products (it is inevitable that they overlap each other). The current domestic mobile medical products can be roughly divided as follows:

The first category: Doctor tools. It usually includes patient medical record management, drug information, clinical guidelines, cutting-edge medical information, etc., which can help doctors in their daily work.

The second type: self consultation platform. Including patient self diagnosis or pre diagnosis, doctor-patient communication platform, patient mutual assistance platform, contracted private doctors, etc., which can bring convenience for ordinary people and patients to obtain medical information and diagnosis and treatment in daily life.

The third category: single subject area. Focus on a certain kind of disease or a single field, according to the characteristics of the disease with the help of the mobile Internet, provide the management of chronic diseases to patients (PM, patient management). At present, common fields include dentistry, cardiovascular, diabetes, respiratory diseases, skin diseases, pregnancy, etc.

The fourth category: hardware combination. Users usually need to buy special hardware. After physiological information is measured, it will be recorded automatically through app. At present, it mainly includes blood pressure, blood sugar, heart rate, body temperature, urine information and other indicators. In addition, there are some mobile monitors, remote fetal monitoring and other devices, which can also send information to patients and family members in time through app. Such products are generally the attempt of medical device companies in the field of mobile medical, or the development of wearable hardware companies for specific user needs.

The fifth category: Medical Association platform. It is mainly developed by a third-party supplier or his manufacturer, or commissioned by the government or medical institutions. It usually includes the functions of registration, appointment, checking the information in the hospital, checking the laboratory test sheet, etc. Such platforms are now in the trend of integration with WeChat and Alipay.

Category VI: pharmaceutical e-commerce platform. Provide complete drug information, drug use instructions, disease inquiry, and recommend drug purchase services based on the user's geographical location, including several of the largest e-commerce platforms in China at present, and the online sale of prescription drugs after the license plate is opened in the future will usher in a blowout in the market scale.

The seventh category: new medical media. In addition to the services for medical institutions and enterprises, through the transmission of medical information, patient health education (PE, patient education) can be carried out. At the same time, doctors, pharmaceutical enterprises and patients can be connected, and communities can be established to serve patients, using the general platform architecture of micro blog and wechat of mobile Internet. Therefore, in a broad sense, it also belongs to the category of mobile medical.

Mobile medical industry is a slow and hot industry that needs professional knowledge. Before most people get used to mobile medical devices / applications and realize the value of using these devices / applications, it will take a while, and the industry also needs time to be redefined, and new business models are emerging.

What are the business models of mobile healthcare?

No matter which direction to explore the business model in depth, because the doctor resources are still firmly bound in the high wall of public hospitals, the real core problem of mobile medical companies is how to leverage this resource. Most of the current consumer mobile medical devices focus on the monitoring and recording of some simple data, lack of in-depth data mining and poor interaction. More importantly, most of the mobile medical enterprises on the market have not solved the most core problem: whether it is chronic disease management or providing telemedicine for customers, the final receiver of all data should be doctors. However, due to the lack of fundamental liberation of doctors in public hospitals in China, it is difficult for doctors to provide detailed and sufficient professional advice for customers through these mobile medical services.

"Chinese hospitals have the most Internet thinking. Their entrance is outpatient registration, which is almost free, and their profit model is inspection and prescription." Zhang Qiang, founder of China's first doctor group, said that more and more doctors and hospitals have gradually formed an equal relationship, which enables doctors to pay more attention to patients' needs, and also enables patients to have higher requirements for the quality and convenience of medical services, which in turn provides service space for mobile medical services. The regulations on personnel management of public institutions of the State Council has been implemented on July 1, 2014, and many doctors are optimistic about the reform. Liao Xinbo, a former inspector of the health and Family Planning Commission of Guangdong Province, said that many doctors are looking forward to the free flow of doctors from unit to social people. "It can not only reflect the value of doctors, but also enable patients to receive better medical services.". There is an irreversible trend of untiing.

Back to the topic of mobile medical business model, choose different entry points, there will be different business models, there are many people who want to take a share in the field of mobile medical!

（1） Medical and health platform

Google

Page and Brin (the two founders of Google) are wary of entering this highly regulated market, but this time Google will focus on fitness and nutrition. At the Google I / O Developers Conference in June 2014, Google released a health tracking application development platform. In August 2014, Google officially released the preview SDK of the platform to developers.

Google Health, which has tried to save medical records for both patients and doctors in 2008, stopped the project in 2013. Its current Google fit, like Samsung s health, pays more attention to nutrition and exercise.

Google fit is similar to the healthkit launched by apple. It provides an API for tracking data and storing data for third-party health tracking applications. The data provided by existing health applications are all isolated and one-sided, so users can not get a comprehensive understanding of their health status. Therefore, one of the main functions of the platform is equivalent to a system that can collect user health data, and it will also promote the quantification of self to a new level, combining walking, sleep and other data with medical data.

The data collected by wearable devices must be improved in accuracy if they want to be valued by doctors; on the other hand, doctors also need to deal with data training to learn how to use these data more efficiently. The platform is just the beginning, not the end. To use this app, you need to log in to your Google account, and then the movement data under the Google account will be synchronized. In terms of function, Google fit is mainly an application to record the movement state, including three states: step recording, running and cycling. When you use it, you don't need to set it or open it specially. It can record in the background and automatically classify your motion records.

Apple

When Apple launched healthkit in June 2014, it focused on hospitals and research groups such as Mayo Clinic to build new partnerships with them. Apple, working with epic, which records 51% of patients across the country, began digesting health data from more than half of patients across the country. At the same time, doctors will be able to monitor the condition of these patients. You can know the patient's blood pressure by clicking the epic label before going out, which will be welcomed by physicians. "

Apple focuses on health and medical care in IOS 8 system, and develops hardware and software to monitor the blood flow of users by using apple watch. This function can predict the heart attack of users, send out alarm in time and call emergency call. It is understood that Apple has recruited many health and medical experts. In the future, wearable devices will not only make communication more convenient, but also help users in health.

For wearable devices, medical treatment has become an important and even core application scenario. Large area of continuous contact with the skin at the bottom of the watch can obtain a lot of data by using sensors, so that it can be applied to the health field, which is impossible for smart phones and bracelets. Apple watch is a device that focuses on health management, with relatively specific functions. It manages personal health through system data.

In March 2015, Apple launched research kit, a medical and health service platform modeled on the app store for IOS, which is an open platform that allows medical professionals to create diagnostic apps and access iPhone. Similar to healthkit, there are many data sharing apps. This platform can help researchers and medical practitioners to collect and sort out medical data of patients through the smartphone iPhone, covering breast cancer, diabetes, Parkinson's disease, cardiovascular disease and asthma.

high pass

At the end of 2011, Qualcomm life was established with an investment of US $100 million. It also has a Qualcomm life foundation and advisory committee to sponsor the medical electronics innovation competition with us $10 million to collect suggestions from the medical community, academia and manufacturers. The business model of Qualcomm life is not like that of its parent company, Qualcomm launched two major medical products, one is the 2net sensor hub, the other is the wireless communication module for medical use, which is integrated into the 2net medical platform. It is understood that both Qualcomm life's sensor hub and internal wireless communication module have passed the certification of the U.S. Food and Drug Administration (FDA) and are in line with the health insurance portability and Liability Act (HIPAA) and other products, and have been mass produced and launched.

In November 2014, Qualcomm announced that it would fund the establishment of a research institute, the mobile health innovation center (ccmhi), sponsored by the George Health Institute, a non-profit research organization. It is reported that ccmhi will first carry out an analysis of the current situation of China's digital health policies, laws, standards, projects and research activities, based on which Promote other work. According to Qualcomm, ccmhi plans to conduct a mobile health project development test for chronic disease management.

Intel Health Alliance

The chip giant hopes to solve medical problems with big data. Intel, IBM and Philips launched the continua Health Alliance, and jointly invested $250 million with Ge in technology research and development such as home and remote care, so as to obtain its sales resources. Its future offensive in mobile medical is worthy of further observation.

（2） Hardware sales for consumers

There is a large class of mobile health applications for consumers in the market. Through a wearable hardware, physiological parameters such as heart rate, diet, exercise and sleep are monitored. The current business model is mainly hardware sales for consumers. If smart phone giants can build platforms for health and fitness data, hardware first mobile medical companies will be in trouble. Wearable devices have many basic functions, including tracking running distance, heart rate, etc., but this will become the standard configuration of smart phones or smart watches, and the smart phone system platform can provide a more concise and seamless experience. Perhaps seeing the bottleneck, Nike has decided to stop making fuelband hardware and focus on the software ecosystem. Lark, another start-up company that launched fitness bracelets, also announced to give up hardware products and specialize in applications, and has integrated with Samsung's s s heath platform. Smart phones with low power consumption sensors are the ultimate wearable mobile medical devices.

Zeo - provides mobile sleep monitoring and sleep guidance

Its product, Zeo, is a wrist strap and head sticker that can be connected to a mobile phone or a bedside device via Bluetooth to record the sleep cycle at night and give a quality score. Users can have a quantitative understanding of their sleep by monitoring score changes or comparing it with the average of the same age group. In addition, for people with poor sleep, Zeo also provides personalized sleep guidance to find possible problems through some tests. Zeo's products are available in many department stores in the United States, with a set of $149. Subsequent revenues also include commissions for personalized recommendations of products and medicines.

Jiuan medical - ihealth series products

The company launched a blood pressure meter that can be connected to the iPhone, established a subsidiary in Silicon Valley, and its products entered the apple store and other channels. Ihealth series has a variety of family mobile health products, such as sphygmomanometer, blood glucose meter, weight and fat scale, exercise recorder, blood oximeter, etc., as well as professional mobile medical equipment such as electrocardiograph. The ihealth health watch can be directly connected to the wechat service number "ihealth smart watch" without going through the mobile app. Users can view and share personal sports health data in wechat, open the entrance of the smart hardware and wechat social relations. The hardware can share and exchange data with users and users' social relations, and convert data information into social language at the same time , and spread through use scenarios.

Toshiba - wearable biosensor

The silmee bar type wearable device can detect ECG, pulse wave, body movement, skin temperature, etc. of human body, and supports the waterproof characteristics of ipx5 / ipx7 standard. Most of the target customers are universities, scientific research institutions and enterprises, which are mainly used for testing purposes or scientific research.

The advantage of hardware is not enough for mobile medical companies to occupy a favorable position for a long time. Only to gain the first mover advantage in the channel is to occupy the commanding height of the mobile medical market. Only by rapidly promoting the series of products to medical insurance and hospital doctors, occupying professional channels and forming user stickiness can they be regarded as real mobile medical treatment, otherwise they can only linger between electronic consumer goods and medical devices, and the advantages of product hardware are no longer obvious.

（3） Talk about the mode of self inspection and consultation

Doctors in some medical institutions hold a negative attitude about whether online diagnosis can replace doctors' consultation. A doctor in a top three hospital in Shenzhen said that doctors should observe the patient's condition in person, inquire the disease development process, medical history, disease family history, medication and other information in detail, and then cooperate with the inspection of modern medical devices for diagnosis and treatment. "At present, mobile medical only judges whether several basic indicators exceed the standard according to the inspection data and indicators, and it is unclear whether an individual is ill or not." The doctor said that at present, mobile medical service is unable to see the symptoms of the disease face to face, and online consultation is the only way to make a diagnosis.

Since 2011, a large number of similar mobile medical applications have sprung up rapidly, but the applications relying on user health self-examination and consultation do not seem to see a good profit point. If doctors have to go through professional tests to make diagnosis for patients, the products developed by these companies are not practical enough except for appointment and registration.

Doctor Chunyu - positioned for light consultation

Self diagnosis, inquiry and guidance are the complete service chain of Chunyu. As of August 2014, "Chunyu doctor" has activated 27 million users, 30000 registered doctors (50% of whom have opened air clinics), and an average daily visit of 39000. China's medical resources are so scarce and demand is so great that it is almost certain to earn money. Zhang Rui firmly positioned Chunyu as a mobile Internet company.

On Chunyu platform, doctors in charge are the main ones, and the fragmentation time of doctors in charge of second-class and first-class hospitals is selected as the starting point. "The utilization rate of beds in the second tier a hospital is only 80%. The fragmented time of calling non top doctors will bring great value." Zhang Rui: "the ability of the attending doctors in the second tier a hospital is enough to answer the user's questions. There is no need for thousands of troops to enter Beijing and thousands of troops to cooperate."

In August 2014, Chunyu obtained a round C financing of US $50 million. Although "Chunyu doctor" has gradually become the largest company in this field in China, it lacks a profit model and cannot see the future direction. In 2014, Chunyu began to charge doctors, and the biggest problem facing them was the loss of customer resources to free companies.

Good doctor - positioning as a professional medical service platform

For Wang hang, who regards good doctor as a medical service company, he relies more on doctor resources. He must carefully distinguish the consultation of doctors on the platform of good doctor and the practice in hospital. Searching doctor's information is the biggest use of good doctors at present. Good doctors have a huge database of nearly 320000 doctors. In the professional and asymmetric medical industry, the resources accumulated by good doctors are extremely scarce and expensive.

With a large number of visits from both doctors and patients, good doctors have repeatedly refused to put advertisements from pharmaceutical companies and private hospitals. "We serve patients.". Online consultation, the main income channel for good doctors: telephone consultation. "The timeliness of telephone consultation can play a great role in many critical times," Wang said, noting that this is the future of a good doctor.

The telephone consultation includes several links: collect the patient's condition data according to the professional requirements, and the good doctor team will give a plan, including selecting the appropriate doctor, coordinating the time of both sides, and finally connecting the two sides' phones. Wang said that China's medical reform will make doctors' services more and more valuable, and good doctors have always hoped to become a platform for doctors' economic man. （4） Other modes

Apricot forest

It mainly serves doctors. Case collection, medical literature and medical information, and provide doctors with medical tools. The main products are "medical records", "medical pocket", "medical literature", etc.

"Medical record folder" - to help doctors record, manage and search medical record data with smart phones in clinical work.

"Medical literature" - medical journals in the machine, summarizing domestic and foreign medical journals.

"Medical pocket" - medical database in mobile phone, including clinical guide, Pharmacopoeia, laboratory manual, medical scale, calculator and other commonly used data of clinical practice.

Ding Xiang Yuan

The core business model is "drug data technology service". Dingxiangyuan founded by Li Tiantian is positioned to serve doctors. According to the data, dingxiangyuan has accumulated more than 4 million registered members, of which 2 million are doctors, accounting for 77% of China's 2.69 million doctors. In dingxiangyuan, doctors can get a lot of medical data and technical services.

In September 2014, dingxiangyuan received a $70 million C round investment from Tencent. Its current corporate customers mainly include pharmaceutical companies, medical equipment companies, hospitals and biotechnology companies. Ding Xiangyuan believes that the introduction of Tencent strategic investment will help industry customers make better use of wechat and dingxiangyuan platform for compliant and efficient multi-channel marketing and digital asset management. In addition to the above plans, it is also very challenging for DXY to try to establish a free practice platform for doctors.

Li Tiantian said that online consultation between doctors and patients is not sustainable, and there are hidden dangers in medical quality and patient safety. In his opinion, offline medical institutions provide a platform for doctors to practice freely, which is one of the current choices for dingxiangyuan to enter the field of public health. Dingxiangyuan tends to have offline interaction between doctors and patients, and manage the process through online means. With the gradual opening of the policy of encouraging doctors to practice more than one point, dingxiangyuan will invest in online and offline "doctors' free practice training" and establish "doctors' free practice fund".

Registered network

The registered network, which has obtained more than $100 million of financing from Tencent leading investment, is also gradually extending its tentacles offline. Liao Jieyuan, CEO of the registration network, revealed that the registration network will soon open a standard access port for doctors to create their own brand communication and patient service platform and launch the recommendation activity of "good doctors around", which is the first plan after the cooperation between the registration network and Tencent.

Epocrates

Provide doctors with clinical information reference on mobile phones and charge drug companies. Main drugs and clinical treatment database. In 2012, 75% of Epocrates' revenue came from pharmaceutical companies, mainly providing accurate advertising and questionnaire services. Electronic medical record management service.

Zocdoc

Recommend doctors for patients according to their geographical location, insurance status and doctor specialty, and make appointments directly on the platform. Zocdoc adopts the business model of free for patients and charging doctors. Patients can choose and make appointments with doctors. Doctors may get more patients, especially those covered by insurance, which means more income. Doctors need to pay $250 a month to use the zocdoc platform. In the future, medical insurance companies may be charged. Insurance companies all want patients to see doctors with high "cost-effective", and the recommendation of zocdoc may affect the choice of patients and reduce costs for insurance companies.

Vocera

Vocera provides mobile communication solutions for hospitals. Its core product is a mobile device that allows doctors and nurses to wear on their necks or on their chest. It can send and receive information, call and set reminders anytime and anywhere, replacing the BPS used in hospitals. In the United States, the requirement of patient information security is very high. There is a special HIPPA act to regulate the use and transmission of information. In general, mobile devices are not allowed to transmit information related to patients (for example, doctors cannot use personal email to send patient information). Vocera's equipment meets HIPPA requirements and is suitable for use by the team.

WellDoc

Diabetes management platform, charging insurance companies. Focusing on chronic disease management, its main product is mobile + cloud diabetes management platform. Patients can easily record and store blood glucose data with mobile phones. The cloud algorithm can provide personalized feedback for patients based on blood glucose data, and remind doctors and nurses in time. The system has passed the approval of FDA medical devices, and has proved its clinical effectiveness and economic value in clinical research, so it has been reimbursed by two medical insurance companies and provided to the insured diabetic patients. Welldoc also works with pharmaceutical companies to use their pharmaceutical representatives to sell the service to doctors.

（5） Bat's actions in the field of mobile medicine

This part will be checked in detail later, here is only a brief introduction.

Baidu focuses on obtaining data to provide ammunition for big data calculation of AI. For example, the establishment of mobile medical business unit (big data and new business have this direction, but the focus is different), baidu doctor app (providing closed-loop service for doctor seeking, doctor appointment and doctor evaluation), dulife (now more cooperation with bracelet, and the part of medical health has been transferred to big data), baidu medical brain, strategic investment medical network and cooperation with 301 Hospital, etc.

Ali cut into the market from pharmaceutical e-commerce, and successively invested in medical platforms such as medical seeking and drug seeking network, u-medicine and u-medicine, Huakang panorama network, etc. Early last year, Ali bought CITIC in twenty-first Century, renamed Ali health after the launch of Alipay's "future hospital" plan. Alipay will open its own platform capabilities to medical institutions, including account system, mobile platform, payment and financial solutions, cloud computing capabilities, big data platform, etc., to help hospitals establish mobile medical service system. In addition, Ali's healthy prescription electronic platform has been trial run in Beijing, Hebei and Hangzhou.

Tencent invests in dingxiangyuan, acquires the registration network, online micro medical support wechat registration, and uses the advantages of communication and social field to establish the link between patients and doctors, so as to enter the market from the traffic entrance.

What are the challenges facing the mobile healthcare entrepreneurial team?

Talent shortage

The short board of the mobile medical entrepreneurial team is not to find it elites or the big winners of the medical industry, but to find talents who can translate, connect, transform and ultimately realize efficiently across borders. On the one hand, many doctors in China do not receive mobile medical treatment psychologically. Doctors' long-term living habits are not easy to change and subvert. Patients believe that mobile medicine will have a positive impact on convenience, cost and medical quality, and regard mobile medicine as one of the ways to strengthen the control of their own health status, while doctors express their resistance to the loss of control of patients. Therefore, doctors' habits are also a bottleneck in the development of mobile medicine. On the other hand, due to the high professional threshold. China's doctor industry is under great pressure, with uneven distribution of medical resources and many industry restrictions, which leads to the lack of doctors in the mobile medical field that can be developed. Professional talents in the mobile medical field have become an urgent need of mobile medical.

Regulatory risk

Medical treatment has always been a key regulatory industry of the state, and the policy risk and regulatory risk of entering medical treatment, especially the emerging mobile medical field, are relatively high. Many mobile medical applications are to let patients diagnose their own diseases, which has a considerable risk. Once the consequences of misdiagnosis are very serious, therefore, the state is bound to strengthen the management of mobile medical. In the stage of imperfect policy and supervision, it is a big problem to determine whether doctors and institutions are qualified. Whether websites and apps are qualified for medical practice needs to be confirmed by relevant departments. Finally, how to identify the medical responsibility in the virtual world is even more difficult.

Now the mobile health and medical industry is in a mess, and relevant departments are focusing on the problems in this industry. Due to the existence of industry practitioners who do not meet the standards, the relevant departments have noticed the industry problems, and will be supervised by the regulatory authorities in the future, which will be a double-edged sword - the benefits to the industry, obviously, will improve the industry access threshold, so that no medical professional team will be kicked out of the team, regulating the industry; and the negative is also As you can guess, China's regulation is usually very strict. The ultimate regulation of this industry is license plate. Once license plate access is required, the access threshold of this industry will be very high, and the acquisition of license plate will be a long and difficult process of interest game.

The existing model can't solve the fundamental problem of medical treatment

At present, the impact and change of mobile medical treatment on hospitals are mainly focused on the improvement of registration and payment process. These functions can indeed help patients reduce a lot of time and cumbersome processes in diagnosis and treatment. However, according to Dr. Zhang Qiang, these functions do not solve the fundamental problems in medical treatment, because after saving the time and process of registration and payment, patients cannot To realize the purpose of seeing doctors immediately and starting diagnosis and treatment, "patients still have to wait for doctors. They used to wait in line. Now they are sitting outside and playing with mobile phones. I personally don't like this function. It's not a great internet function."

When it comes to the current mobile medical model, Zhang Qiang believes that the most important thing is to grasp the actual needs of doctors. He believes that for different doctors, they should solve their different needs. "For example, doctors get 25 yuan or 50 yuan for answering a patient's question on the mobile medical platform, which is not attractive for some experts." According to Zhang Qiang, the role of giving doctors 50 yuan to hire doctors to answer patients' questions is limited, which is not enough to solve the real needs of all doctors, nor really improve the motivation of doctors willing to use the mobile Internet.

The barriers for mobile healthcare startups are not strong, especially for service companies without core technologies. Mobile medical applications should find a balance between professional and non professional. "Not professional, sooner or later, too professional, easy to find death, and cooperation with medical experts should be cautious." To be successful, mobile healthcare startups need to make sure that their solutions are simple enough to easily integrate into the current infrastructure, and that technology and healthcare professionals must be strong.

How do startups get enough revenue?

"I didn't know there was a profitable mobile medical company, and now it's just throwing money," said Wu Yu, a senior business consultant at the Norwegian Embassy in China In China, due to the vast territory and uneven distribution of medical resources, some remote areas are seriously inadequate in medical coverage. The traditional medical treatment in the countryside is only a drop in the bucket and cannot solve the fundamental problem. With the popularization of 4G network with ultra-high data transmission speed in the whole country, cross regional communication of mobile medical treatment can solve this problem well. This is a market that many companies covet for a long time, but so far it is basically burning money.

At present, enterprises are cutting in at all points of the mobile medical industry chain, but how to get enough income after cutting in is a big problem. We should pay attention to the five sources of charges: pharmaceutical manufacturers, private hospitals, commercial insurance, government procurement, and enterprise employers. The revenue model is based on services rather than traditional paid downloads.

Insurance is naturally combined with medical treatment. As the payer, insurance is an important part of the medical and health industry chain in Europe and America, and even can affect the pricing of drugs and services. For the mobile medical industry, Zhang Jiang, general manager of aninformation investment fund, said that from the trend of Europe and the United States, insurance companies, for the purpose of reducing costs and improving service level, have a deep integration with mobile medical and health, and are partners in the closed-loop business model. But considering the national conditions - medical services have a monopoly in China, and mobile medical care is just beginning to develop in China - in China, the largest payer is currently medical insurance, not commercial insurance companies. According to foreign experience, most of the mobile medical business models are paid by insurance companies, while most of China's mobile medical companies will go to pharmaceutical companies to cash in the traffic. At present, the participation of insurance companies is relatively small.

Mobile medical care has not been included in the medical insurance project, so users need to pay for it. In the view of consumers and doctors, the success of mobile healthcare is not achieved by simple technological innovation, the key is to create a business model that satisfies users. Because users will pay for it automatically only when they are satisfied, which is a more critical problem than technology faced by domestic mobile healthcare.

Mobile medical products and services are largely not paid by individuals, and third-party payment inevitably involves the use of financial and payment instruments. In the future, the medical industry will also involve the use of leasing and credit tools. Now many enterprises do not realize this, but entrepreneurs need to have reserves in this regard.

What is the future development direction of mobile medicine?

Price is never the core issue. A start-up company must find out the changes of market consumers and consumer demand to meet the problems they need to solve, and your products will have opportunities.

Yu Zhengkun, a partner of IDG capital, said that from the perspective of business model, due to policy restrictions, "short-term mobile medical treatment is burning money, and investors must be very patient, not that they can make money and exit after 2-3 years of investment." From the perspective of trend, there is a huge opportunity for the combination of medical and Internet, especially mobile Internet. "Because they are close in natural attributes, it is easier to cut in. Everyone has the demand for health management. Whether it is for the elderly, children, or patients with chronic or major diseases, real-time monitoring and early warning play a very important role in disease control. "

The first development direction of mobile medicine is data accuracy: users can use dazzling devices or applications to measure various index data of human body, but at present, the data of these measurements are relatively rough, and may lose a lot of information, which has little clinical value for doctors.

The second development direction of mobile medicine is socialization: after the freshness, it should also be sticky, keep users, and create business value through these users. Users of entertainment products can upload the data collected by such hardware or software to the network and share it with their families, friends and peers, which is the most common embodiment of socialization.

Data density determines value

The value of mobile medical hardware is no longer determined by the cost of hardware itself, but by the amount of data generated every day, the liquidity of data and the value obtained through comparative analysis of data. Hardware will only play the role of a data acquisition tool, we can regard it as a data source. Hardware + data transmission + data analysis + data feedback form a complete service platform. In terms of the whole platform, its value is directly proportional to the number of data sources.

In the future, mobile medical devices will not be separated from big data. Simple hardware devices and modular data analysis based on devices will not solve the problem, but increase the cost in vain. Users no longer pay attention to the computing power of the device, but also pay more attention to the appearance of the device (as the display of personalized taste), the lightness and the unimpeded nature of data collection to normal life, which determine the density of data collection.

Only with enough data density can the device show its value. For manufacturers, we should abandon the profit model in the hardware era. Hardware sales will no longer be the only source of profits. How to make users recognize services, provide data continuously, and give personalized improvement suggestions based on user data to attract users to pay continuously is the source of sustained benefits.

In the new mode, both hardware and service should have the ability of fast iteration. The hardware will be more comfortable, more convenient, smaller and more impersonal. At the same time, more sensors will be integrated, and the data sources will be more and more abundant. The data analysis service will use more kinds of data to cross analyze. Without user intervention and through data intelligent learning, people can get an important life in a day It can also let the platform provide personalized methods to optimize users' life rules. When users accept and rely on it, continuous payment for services will become the mainstream of revenue.

Looking at the data in a new way, we no longer interpret the single data, but analyze the volatility of continuous data and look for anomalies. For example, in the initial stage of chronic disease monitoring, it is necessary to work closely with doctors, and the equipment provides information. For chronic disease management and post disease rehabilitation, they should also be combined with medical professionals, not to achieve medical accuracy, but to have certain requirements for consistency and stability, as a reference, combined with the accumulation of traditional data for "intelligent analysis" In the analysis model of continuous data, the basis of analysis is no longer the single point physical sign value but the change rule of physical sign, and the demand for accuracy is not so strong. In this way, we can balance the relationship between acquisition accuracy and cost in the process of hardware design.

Through the analysis model of wearable mobile medical devices combined with big data, we have the opportunity to find the abnormal rhythm of physical signs before the formation of disease and timely intervene to adjust to avoid the formation of disease.

Big data development direction of mobile medical products

First, if precision marketing is carried out, there is a question about whether users are willing to share private data. There is a certain legal dispute about sharing private data without the consent of users. However, anonymous collective data can't realize the precise placement of advertisements. "For pharmaceutical enterprises and medical institutions with marketing needs, its value will be greatly reduced.".

Second, although big data is a future development trend, "it's not easy to expect to earn money through big data at present", which requires accurate data and large data volume. Although doctors and pharmaceutical manufacturers want to get these data, users' acceptance needs further consideration.

It's not yet known how big the market is, and once many people start using devices that track heart rate and daily exercise data, the opportunity becomes some incredible new opportunity.