In 2016, a paper “Health China 2030†Planning Outline ignited China's health management, and the awakened national health awareness has spawned many business forms.
In 2017, the head enterprises received large amounts of financing, and the powerful giants such as technology giants, real estate, and insurance cross-border food. The health management companies that ushered in the flow of funds still face unclear positioning and business models after one year. The status quo of maturity and barbarism.
In 2018, health management did not have the same policy as the previous two years. With the improvement of people's health awareness, enterprises began to try to provide health management services directly to the population. The fitness industry is still hot, and the awareness of preventive medicine is further popularized.
Health management This pre-diagnosis market, with the innovative business model as the starting point, most of them are still in the early stages, and the profit model is still being explored. As an “imported productâ€, like all imported goods need to be localized, the practice of health management in China has gone a different way from the United States. In 2018, it was a relatively quiet year for health management. Most companies are in Expand your business line and explore the monetization model. In the next three years, what kind of path will health management take, this article will show you the following points:
1. After the first wave, health management is seeking a monetization path
2. What are the darlings of capital under the fog?
3. The offline mode becomes an attempt of service-oriented enterprises
4. AI+ health management, becoming a new scene for AI landing
5. Health management will likely become a resource for the integration of buyers, and ultimately it is necessary to establish a closed-loop ecosystem.
After market education, health management needs to “make business doneâ€
IBM has pointed out in a report on population health management in 2017 released its survey results show that by the end of the decade, population health management methods will become the US health care delivery and management services in the most commonly accepted.
For payers and health care providers, the importance of population health management is increasing, as the application of new payment models drives the importance of health care outcomes and value beyond quantity. Even though the current PHM is in the process of development and maturity, it has begun to change: focus on pre-disease patients to help them stay healthy for a longer period of time, while exploring more effective ways to manage chronic diseases.
China's health management has been published in 2015. It is generally believed that with the rapid development of China's aging population, serious pollution of the natural environment, the rapid increase of chronic non-communicable diseases, and the rapid growth of medical expenses, social problems have promoted health management. The development of this industry.
Domestic health management generally represents a functional medicine, with data monitoring as an entry point, and an ecosystem outside the diagnosis and treatment process is gradually being established.
Since health management does not involve the core diagnosis and treatment links, the threshold is low, and the health management service is not like the standard process diagnosis and treatment service. It is necessary to make a targeted plan according to the physical condition and health goals of the person. The service standard is not defined, and Involved in the supervision of service qualifications, therefore, today's market is still facing the problem of barbaric growth.
In the evaluation of the health management industry, Zeng Qiang, the deputy chairman of the Health Management Branch of the Chinese Medical Association and the director of the Health Management Research Institute of the People's Liberation Army General Hospital (301 Hospital), once said: "There are more than 3,000 professional health management in China. In the company, many hospital medical examination centers have also transformed from a single physical examination to comprehensive health management. At the same time, many institutions in the society have used the banner of health management to collect money, which has mixed the entire industry and caused certain harm to the vital interests of the people."
Although there are business models in different directions such as corporate health management, Internet + health management, health management information system, and family doctor health care, there is still no clear definition of health management in the market. The health care-based service industry Still preempting the market concept of “health managementâ€.
For the evolution and evolution of health management, market education is a difficult problem that the former enterprise needs to spend a lot of time to overcome. When the reporter interviewed the wonderful health CEO Kong Fei, he said with no gratification: "The biggest change now is no one. Ask me if my health management is just a need."
In a market, although companies face many competitors, but the same goal, market education is the most important thing for all health management companies. When preventive replacement therapy is the first choice, the business model at this track will find the demand side and achieve revenue.
What are the darlings of capital under the fog?
Health management industry financing events as of November, 2018, data source: Arterial Network Database
Throughout the financing of the health management industry in 2018 (as of November), there were 26 financing events in the current year, with financing amounting to more than 1.16 billion yuan.
Compared with last year's hot sports and fitness field, this year's health management platform products have once again recovered and become the darling of capital.
Relative to the medical attributes of the Internet medical platform, the health management Internet platform is more about starting from the healthy lifestyle of users. In addition, the subdivided health track such as psychology and sleep has a place in the financing of the past years.
Statistics on total financing and events in the past three years, data source: Arterial Network Database
From the perspective of financing in the past three years, the total amount of financing has increased year by year, and the financing incident has decreased year by year. In the more than 4,000 data on financing events in the arterial network database, we have selected enterprises that have been financing for three consecutive years. This part of the enterprise represents both the favor of capital and the market view to a certain extent.
Companies that have raised their financing times three or more times since 2016, data source: Arterial Network Database
The seven companies selected above have been financing three or more times since 2016. In the capital market in the past few years, the enterprises with the product form of the Internet platform mainly used the platform user volume and the liquidation model to convince the capital, a large number of The head company was born in an innovative company that uses the Internet as a means.
In our statistics, in addition to the establishment of a physical medical institution for Ai Nei Medical, which is related to Hemodialysis, the rest of the companies still provide health management services based on an online model. Among them, Miao Health started with Health Management in Canada in 2018. The Center jointly established a joint venture company to develop the business of the offline health management center.
After entering 2018, another capital winter came. According to industry insiders, in the field of chronic disease management and health management, platform-based enterprises need to find ways to improve the user's stickiness. The cost of pulling a lot of new and revitalizing is high, like the first two. As long as the "data good-looking" companies can get money, it is more difficult now, because the capital side also has difficulties in fundraising, so the company's operational logic needs to follow the "all based on real needs" rules. It also means that after the online traffic dividends are retired, medical services are returning to trust mode.
When health management goes offline, services still need medical endorsements.
In the discussion of the business model, the two views put forward by Zhang Ying, the founding partner of Jingwei Venture Capital, fit the development of the health management industry:
First, the means of commercial realization are becoming more and more abundant, and commercial realization is becoming more and more important. The emergence of every new thing, especially in the form of business, profit is always the most concerned issue of the market and capital.
Second, the period of burying the product as a user has become a past tense. All light companies will be heavy in the future, and they must also be heavy. Only by doing heavy can they effectively resist the giants to enter, and only in this way can they become bigger.
With this point of view, we will find that, just as Internet Medical tried to do offline entry last year, health management has also begun an offline model. In essence, this has nothing to do with the trust of medical care. Attempts in the past few years have made health management close to preventive medicine and functional medicine, and to provide medical-related services. The service model opposite the line has become inevitable.
Here, we present several different forms of offline health management centers for companies involved in health management services.
Different corporate health management centers have different focuses (data sources: public information and arterial network interviews)
As the leading health management platform in China, Miao Health has won more than 50 million users in the four years since its establishment. In the first three years of its establishment, it has received 450 million large-scale financing, becoming a star favored by both capital and users. One of the projects.
Kong Fei said that there are three key points in 2018:
The first is to “make business done†and explore the means of commercial realization in the past on the premise that product traffic continues to escalate;
The second is to use the power of the offline, combined with the Internet capabilities and the world's best health management center - the Canadian Health Management Center, to truly prevent the transfer of medical care;
The third is to link the data connection capabilities of the wonderful + platform, the United Nations Ministry of Information and Information Technology Research Institute and the National Center for Disease Control and Chronic Disease Management Center to promote the interoperability standards of China's wearable devices. Kong Fei told the arterial network reporter: "If wearable The interoperability standards of the equipment need to pass the 'five trials and five sessions', and Miao Health has already passed the 'three trials and three sessions'."
In the prevention and health care for the whole population, the elderly population is a high-risk population with chronic diseases, and more needs value-based care and health care services. With reference to the US Iora Health, more than 22 grassroots chain aged care institutions are set up throughout the United States to provide a basis for the elderly. The health care model has now completed five rounds of a total of $220 million in financing. Among the homogenized services, special services are a fast way to open the market and spread the brand.
The family has a health community chain health management clinic in deep empowerment real estate, based on the creation of an intelligent health community and the provision of family-based preventive medicine services, the family doctor service and child health management as a special item, using the annual service package The mode, based on the family, charges a service fee ranging from 7,000 to 10,000 per year. In the two years since its establishment, the family has been healthy and has served more than 35,000 owners and 1054 family doctors. In this way, it is not unreasonable that the domestic service focus will be more biased towards the elderly and children.
The 7+1 Medical Center, which is more inclined to chronic disease management, is actually more closely integrated with medical resources in terms of services. “Controlling sugar is effective†is the 7+1 slogan and the core of its service.
Since its establishment in 2017, 7+1 has adopted a multi-to-one service model for all-person, full-time, and full-time professional medical teams, scientifically developed a personalized sugar control program and continued to follow up, and has achieved a sugar control program with an efficiency of 95%. At present, the service has entered the Ping An insurance product system and become a diabetes insurance.
Health insurance innovation form, data monitoring drives health management
In the eight-year medical health trend predicted by the well-known consulting firm Frost & Sullivan, the health data-driven insurance industry forecasts that personalized health risks driven by lifestyle and health data will reshape Health insurance industry.
In November this year, US insurance giant Hengkang Life Insurance announced that it would stop the sale of traditional insurance and announced in advance that health management has become the standard for health insurance. All Health Insurance policies will be accompanied by the “Vital Health Insurance Plan†to provide customers with Fitbit, Garmin and Polar fitness equipment, based on health behavior data and health management, to motivate customers to live a healthier lifestyle. The purpose of the fee.
There is no doubt that today's health insurance policy is aging and cannot meet the individual needs of individuals. Therefore, Frost & Sullivan expects the growth rate of the health insurance industry to be below 1.5% in 2018. To ensure future growth in global insurance benefits, many insurers have begun offering data and digital-driven health care services to their policyholders and reducing potential claims costs.
By the end of 2019, 5-10% of health insurance plans will be associated with interactive policies in some form that are driven by lifestyle and health data.
Frost & Sullivan's research shows that interactive policies will continue to be popular around the world as it enables insurers to use personal data to achieve personalized premiums, discounts and rewards.
Previously, health management may not have been integrated into China's medical culture, but Frost & Sullivan believes that health management will become a “healthy cultureâ€.
Domestic startups such as Miao Health and 7+1 Healthcare, as mentioned above, are working with insurance to provide data support for the development of personalized insurance products based on the collected health data.
AI+ new management of health management, becoming another track of AI landing
On the other hand, in terms of disease prediction and risk warning, AI and cutting-edge technologies such as health big data and wearable devices have become the main driving force in the health management ecosystem, and have spawned new formats such as AI+ health management. Health management has also become one of the four product lines of artificial intelligence following medical imaging, case literature analysis, and virtual assistants.
As the first technology company in China to build an open platform for AI technology in the vertical field of health care, Li Yuxin, the founder of health benefits, believes that the pain points of the industry can be divided into two points: one is the product level, and the other is the technical level.
First, the product level. The widespread product/service in the industry is too fragmented and fragmented, which makes it difficult for the C-side to identify and select products/services that are suitable for them. Therefore, health benefits are being integrated at the application layer. “The industry needs further integration, which is what health is doing and what is being done, and it is also the source of business models.â€
Second, the technical level. The technology needs to be combined with the scene, but the current industry is mainly based on output technology, and the research on the scene requirements is insufficient. AI technology is a general-purpose technology that responds to different scenarios and needs to combine scenes and form skill modules that respond to the needs of the scene, such as food identification, gesture recognition, and auxiliary diagnosis and treatment. Therefore, health-friendly health care AI technology open platform Health AI is in technology. The result of the integration of layers.
At the same time, Li Yuxin said that the industry is not able to get through the technology layer and the application layer. Now the scene is less intelligent and the portal is too scattered. It is difficult to get through. But health benefits have formed a targeted solution that seamlessly connects scenarios and technologies, such as smart-age care, smart communities, and smart homes' full-scenario health management solutions.
At present, the health-friendly Health AI platform has been connected with open platforms such as Baidu, Keda Xunfei, Jingdong and Xiaomi to fill the technical vacancies in the health care field for various platforms; also for more than a dozen mainstream smartphones such as Huawei, OPPO and vivo. And all kinds of intelligent terminals, providing skills access; and in the aspects of pension real estate, smart communities, traditional chains, etc., health benefits have contributed to the overall solution, including skills development, service robots, physical services, offline centers, etc. The ground-based smart retirement project has become a benchmarking community for first-tier cities.
In terms of business model, it is beneficial to adhere to the platform strategy to empower the B-end enterprise, which provides software and hardware empowerment, management systems, and scenario solutions for upstream enterprises, helping enterprises to quickly improve the product/service experience and efficiency; The company's products/services enter the overall solution.
In addition, Li Yuxin revealed that with the support of AI technology, commercialization has been in good condition, and there are nearly 100 partners in health and benefit, including many giants and unicorns. The company will announce a new round of financing at the end of the year, which is expected to exceed 100 million yuan.
In the enterprise service, health management ultimately needs to form a "closed loop"
Through observations of foreign health management companies, it has also been found that many health management companies' “home†comes from providing health management services to enterprises. The employee health welfare business has become a new high place for medical health and a major source of business for health management companies. It eventually evolved into an HMO model that combines medical health services with insurance coverage. This type of company includes Caesars Medical Group and United Health Group.
From the business model of Oscar Health, Clover Health and other unicorns abroad, the health management business will be integrated by the buyer. Driven by large insurance companies, domestic companies such as Ping An and Taikang are short-term for such companies, hospitals and doctors. The large-scale integration of medical resources is the next step for insurance companies.
The leading international health insurance companies have three major characteristics in health management:
The first is to segment customer groups and provide targeted services. Foreign insurance companies usually classify customers according to their risk levels, specifically identify the different health claims of the segmented population, and then provide appropriate health management projects in a targeted manner.
The second is to provide closed-loop health management. Through data collection, data analysis, health intervention and evaluation feedback, we will build a closed loop system of health management; actively use innovative technologies such as implanted medical equipment , mobile medical , big data analysis, cloud computing and other technologies to improve the key links in the closed loop.
The third is to establish a health management ecosystem. Foreign insurance companies have cooperated with technology innovation companies, medical technology companies, pharmaceutical companies, medical institutions, health consumption companies, etc. through investment and shareholding, mergers and acquisitions, joint ventures, etc., to establish a health management service ecosystem.
Therefore, a large number of “effective†health management or chronic disease management services around health services, especially data provable, do not rule out the inclusion of insurance, the reasons for which refer to the ultimate goal of health management, namely – control fees. With the development and popularization of health insurance, especially technology-based insurance, the use of health management for control is a way for insurance companies to realize their own interests.
In the aspects of chronic disease management and sub-health management, it is especially necessary to create a closed loop of health management for chronic diseases or sub-health groups through the viscousness in a certain disease or certain populations. In this link, human services are not available. This is not replaced by Internet technology.
In this ecosystem, service is an important part. The core of the health management model is to create a closed-loop ecosystem with human-centered coverage of “insurance + hospital + Internet medical care†and “prevention + treatment + rehabilitationâ€. Cooperation and resources of institutions and multiple links.
Although from the United States, it is most likely to be promoted by large medical insurance companies, but in combination with the domestic situation, pharmaceutical companies have become the buyers of health services, in order to achieve patient management, and to develop their own development through the integration of upstream and downstream resources. The path is not impossible.
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