"Internet Health + Insurance": Pattern or Story?

Almost everyone believes that medical care is a big, long-term business, and the future of Internet medical care is bright and not profitable. But since the birth of this industry, it has not stopped looking for business models. Today, they seem to have found an answer that looks quite like the ultimate answer: insurance. why?

Examining the entire industry chain of medical services can be broadly divided into five parts: patients, hospitals, doctors, businesses (drugs, devices, etc.) and payments. Subject to multiple factors, the traditional medical service system has a lot of pain points.

In this context, Internet medical care, which relies on efficient and convenient mobile Internet technology, has filled the pain points within two years. But there is no business model so far, but it has become a major "pain point" for Internet medical care.

“The huge amount of financing can't mean that it already has a profit model, and even if it has already earned income, whether this income method is stable and sustainable will have to be tested by time.” Chen Weiguang, founding partner of Lanchi Ventures, believes that the business model of Internet medical still remains. Time to explore.

In theory, all aspects of the industrial chain can become a source of income for Internet medical care. However, in China's medical market, hospitals and doctors are in a strong position due to monopoly or scarcity; patients have strong demand, but have not yet generated full trust and dependence on online medical care. These three parties are currently unlikely to be the payers of Internet medical care.

Pharmaceutical companies have a high degree of marketization and fierce competition, and they have a strong willingness to pay for Internet medical care as a marketing and promotion channel. As a result, most Internet healthcare startups have partnered with pharmaceutical companies as e-commerce and data development as a predictable profit point.

However, such a model will make Internet medical companies basically become "channel vendors" of pharmaceutical companies. As a result, entrepreneurs who are not satisfied with this have tried to find a breakthrough in the payment side. More specifically, more and more Internet medical companies are communicating the direction of cooperation with insurance companies.

As the last link in the medical service industry chain, will access insurance become the ultimate model for Internet medical exploration in business model exploration, or is it just another story told in this industry?

Insurance business, what do people want to do?

Here we selected three Internet medical companies as subjects of investigation: Micromedicine Group, Dr. Chun Yu and Ping An Health. As a fast-growing company with different models and plans to connect to insurance, what kind of model will they adopt?

Micro Medical Group: Micromedical ACO

The way in which the micro-medicine group is connected to insurance is to open up a whole new business segment: Micromedical ACO.

After completing a new round of financing, the major strategic challenge was changed to the name of Micromedicine Group, and a new type of business was proposed: Micromedical Responsibility Medical Plan (hereinafter referred to as “Accountable Care Organization”).

Specifically, the ACO of the Micro Medical Group consists of three parts:

The first part is to provide users with three levels of medical protection. The third-level medical insurance of the Micro Medical Group includes the first-level responsible medical team, the second-level local tertiary hospital, and the third-level corresponding academic leader. Among them, the second level and the third level are relatively easy to understand, and the responsible doctor group is a special feature of the micro-medicine ACO.

Micromedicine Group provides ACO users with doctors within three kilometers. Due to the relative shortage of general practitioners in China, this group of responsible doctors may include different disciplines such as physicians, pediatricians, and Chinese doctors to provide users with family doctors. Service.

It can be seen that in the three-level medical security system, the micro-medicine group is not the main body providing medical services, and the main body is the medical institutions and doctors on the platform. The Micro Medical Group is an information service platform, and the third-level medical security system implements layer-by-layer referrals based on the user's condition.

The second part is to understand the user's physical condition through health checkup, genetic testing, etc., to achieve population segmentation, and to form targeted health management programs and health management recommendations to achieve the overall goal of improving user health.

The third part is to provide users with a supplementary medical insurance based on the existing basic medical insurance. The role of supplementary medical insurance is to provide users with payment guarantees at their own expense in addition to basic medical insurance.

Liao Jieyuan, founder and CEO of Micro Medical Group, revealed that micromedical ACO has been exploring cooperation with insurance companies since last year, both for group users and for individual users. The launch of the micro-medical ACO will be launched on a case-by-case basis based on the preparation of medical resources in each locality.

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