How to break the mobile medical profit deadlock?

From a professional perspective, mobile medical devices can be divided into fitness (such as Fitbit), primary disease management (such as smart sphygmomanometer), and clinical symptom monitoring (such as cardiac stent surgery developed by Mayo Clinic) product). In addition to being the first category of competition in the Chinese market by electronic hardware manufacturers, the second category is more concerned by the investment community, while the third category is basically blank, and there are no products that can really affect clinical decision-making. The positioning of the three types of products is gradually narrowing, from the first category to the public, the second to the slow patient group, and the third to the patient group.

How to break the mobile medical profit deadlock?

The second category of products has three market characteristics, functional limitations, high similarities, and weak services. The most common functions are three types of tests, blood pressure, blood sugar and electrocardiogram. There are many startups in each field, such as Kangkang blood pressure, 37 blood pressure, MUMU blood pressure, heart cloud, etc. in the blood pressure field, and sugar control technology, sugar director and so on. A few of these are financed, and most are still looking for directions.

The state of China is that most companies still focus on technology development and products, and focus on the function of the product itself, rather than the possibility of turning it into a third category – taking a clinically accurate route. This approach is understandable on the premise that the market is relatively immature. Positioning primary disease management is a compromise, more specialized than the first category of mass products, but lower than the third category required clinical trials and inputs, and a larger customer base.

But the market seems to be in a stalemate. Many very similar products have sprung up like mushrooms, and most are waiting for financing. The choice of investors seems to be very broad, but in fact, there are very few real ones. Because these products are too similar, connected to the mobile terminal, relying on personal payment, it is difficult to make a breakthrough in profitability. A small number of investors may choose to lead the way in a single field. In the mobile medical wave, advance layout is always beneficial.

From the perspective of the booming mobile medical care in the United States, the breakthrough in the product itself is not very likely. One approach is to create an "integration" through integration functions, focus on providing multiple indicators to track and then make a platform; the other is to take a professional route, FDA certification, increase the threshold, the initial investment may be larger, but later by the doctor After approval, it becomes a paid item, and the user base is stable and the competition barrier is high.

These two routes are currently difficult in China. If it is to be a centralized platform, China does not have such conditions. Health tracking has not yet formed a large-scale application in chronic disease groups. The data is fragmented and the user's viscosity is poor. The second route has a large investment and needs the support of traditional medical enterprises. The biggest problem is whether it can break through the hospital. Chinese hospitals are still in a state of increasing medical expenses and making more money. Before turning into value medical care, hospitals have no incentive to accept auxiliary products for control fees.

The only remaining route is service, which may change the profit margin caused by individual buying. More than mobile medical care, it is difficult to make personal purchases difficult. In the past few years, the market has been eager to buy, such as ordering, vertical e-commerce, and so on. Finally, it has been proved that large-scale (corporate) enterprise customers can guarantee the scale and speed of development.

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