A cross-border revolution is taking place in the area of health, and mobile medicine is the central driving force of that revolution。
According to data released by the apt, china's market size for portable mobile medical devices was $420 million in 2012, and this number is expected to reach close to $5 billion by 2017, a nearly tenfold increase。
The mobile medical industry requires participants to have three-wheel-drive medical resources, it technology and internet thinking, both to play with the internet and to have sufficient experience in the health sector itself. Although the “threshold” is high, it still attracts a large number of companies to “battlejacking”. Naturally, this is due to the unlimited business opportunities brought about by mobile medicine。
However, the lack of mature experience and successful business models for reference, as well as the inherent thresholds of product certification, technology accumulation and regulatory policy variables in the field of health care, make the path to mobile medicine necessarily uneven. On the basis of a summary of the current situation in the mobile health sector, the daily economic news identified obstacles to the development of the industry; and liu yi, president of the medical board of the leading trader nine an, provided an in-depth interview with his perspective on the prospects for mobile medical care and its development. At the same time, the package provides detailed information on the latest developments in mobile medicine in internet enterprises and the current patterns of the mobile health industry chain。
"the word mobile medicine is a chinese misinterpretation." dr. Ceo zhang zhang told the journalist of the daily economic news that the concept of mhealth (mobilehealth, mobile health) originated abroad and that this model is based on data and is intended for a group that is not a patient or patient in the strict sense, but a user. In addition to the testing and analysis of indicators of the medical dimension, it includes the management of health dimensions such as nutrition, weight loss and sleep. Thus, unlike traditional medicine, the primary role of mhealth is to serve users and help them prevent diseases。
Industry sources have indicated to journalists that the country's mobile health-care industry is not yet well established, that there is greater homogenization of products and services, that differentiated competition is still being explored by relevant manufacturers and that future leaders will emerge to develop industry “rules of the game”。
While the market prospects for the mobile health sector are generally considered to be wide within the industry, there are difficulties in terms of uncertainty at the policy level, uncertain profitability, inadequate health resources and inadequate data collection. In particular, at the policy level, there is a potential for greater barriers to the mobile health sector。
Cross-cutting competition strong/
The daily economic news journalist learned that a number of mobile medical manufacturers abroad have explored relatively mature business models, broken down by object of charge, mainly for users (consumers), doctors, hospitals, pharmacists and insurance companies。
For example, the first mobile medical listing company worldwide, epocrates, mainly provides clinical reference for doctors and charges pharmacies through the provision of accurate advertising and questionnaire services. It is known that in january 2013, epocrates was acquired by the united states provider of health care technology, athenahealthinc, at a price of approximately $292 million。
According to the icsr, in the context of the development process of the united states mobile medical industry, the needs of patients (users) are directed towards the management of both medical and health dimensions, of which the medical dimension is more focused on chronic disease management, while the needs of doctors emphasize more efficient communication within and outside hospitals. At present, the industry's opportunities coexist with challenges based on the needs of both sides. The chronic scarcity of physical health resources, the pressure on health care payments and medical rehabilitation, the penetration power of the internet and the development of electronic and medical technologies can be seen as enabling factors. Even so, the complexity of the health sector itself and the dependence of users on traditional online diagnostic models have created some obstacles to the advancement of mobile medicine。
It is expected that by the end of 2017, china's mobile medical market will have surpassed 10 billion yuan to reach 12. 33 billion yuan。
"do it early and be the first; do it late, get up early and get up late." in an interview with the daily economic news reporter, liu yi, president of the medical board of nine an, and founder of ihealth, stated that the mobile medical industry's road companies were conducting research in various directions, including tests by listed companies in the field of medical equipment and competition between tech giants and entrepreneurial companies with mobile internet genes。
According to guo yang, the market size of china's mobile health-care industry is growing year by year. In the macro-environment, the ageing of the country's population is becoming more acute, the gap between the supply of and demand for health-care resources is widening markedly, and major manufacturers are now working on resources and technology. He pointed out that mobile medical manufacturers in the country were operating for a short period of time, that the industry was still at an exploratory stage and that the current homogenization of mobile medical-related products and services was significant, which had also led producers to explore differences. As a result, cross-cutting competition within the industry has become more intense as products continue to be developed and optimized。
Guoyang assessed that market patterns were too even and did not facilitate the consolidation of relevant standards, but that such competition was to some extent conducive to promoting product innovation. According to the pattern of the market growth cycle, there will be a number of leading players in the late-stage mobile health sector, who will be future smart and healthy market rules makers。
Data analysis service providers with wide prospects/
At present, the mobile medical industry tends to favour chronic rather than acute diseases at the hardware, software and service levels。
In response to the reasons behind this phenomenon, ceo lee seung-hee, founder of sugar-care technology, analysed the daily economic news reporter that acute diseases occur mostly in emergency situations and that more testing is usually required, and that patients with chronic diseases are generally aware of their own situation and are better suited to the need for mobile medical care to address “light consultations”。
According to dr. Spring rain's vice-president, pilgrim, mobile medicine does not solve all the underline medical problems. In the case of dr. Spring rain, for example, the app currently has access to 18 sections, a much smaller number than the number of separate sections in hospitals, because, taking into account the use of the network by individual sections, there is little value in having access to a platform such as radiology, which allows for behavioural intervention of users through remote consultations。
In addition, pilgrim stressed to the daily economic news reporter that the quality of offline medical care, measured by the level of hospitals and physicians, was not suitable for online applications, since between doctors and patients (users), mobile medical care focused on the quality of doctor services。
According to xu zhi peng, the best value of mobile medicine will be reflected in large data and health management, and the future of the relevant data analysis service providers is wide. At this stage, however, large-scale data analysis in the true sense is not yet possible owing to inconsistent data and insufficient sample sizes collected by different brands of smart hardware equipment, which could have an impact on the promotion and development of products。
With regard to the current profit model for the mobile medical industry, xu zhipen indicates that there are a broad range of categories: hardware, which earns income by selling smart products; and application, which can be charged both to users and to resources and advertising, to third-party enterprises and institutions. In the long run, fees and cooperation with insurance companies, medical institutions, etc. Will be relatively mature。
Pilgrim added that the current pattern of fees in the mobile medical industry could be seen as a test act of commercialization, that mature business models were still being explored, and that the value of the data collected by smart hardware would depend on the utilization and development of the later industry。
Telecommunication operators reaping profits/
According to the apt annual report on the mobile medical market in china 2012-2013, china's mobile medical industry providers at the start-up stage are in five main categories: telecommunications operators, medical appliances, hospitals, system integrators and internet companies. The report predicts that, over the next five years, telecommunications operators will become “major agents” and beneficiaries of industrial development。
In an interview with the daily economic news journalist, cases of mobile medical manufacturers working with traditional communication operators and virtual operators have emerged, in addition to multi-dimensional cooperation with the government, genetic companies, hospitals, medical institutions and insurance companies。
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