Mobile medicine: brutal growth in tangled confusion

Recently, I participated in the China Hospital Management Week. More than 1,000 participants were mainly public hospital management and medical management personnel. The leaders of the Health Planning Commission and the leaders of many well-known top three hospitals took turns to discuss and discuss it. A conference of mainstream thinking in hospitals. I don't know whether it is because of hospital demand or catching up with fashion. The theme of the conference is actually "Internet vent." However, depending on the schedule, it is still talked about medical reform and hospital management. Seeing the venue is also a pharmaceutical company and a medical device company, which is basically a replica of the real hospital ecology.

During the meeting, I was fortunate to hear the hospital management sharing of Fan Jia, Director of the Zhongshan Hospital and the Director of the Department of System Reform of the Health Planning Commission, Mr. Liang Wannian, on the original interpretation of the public hospital reform policy, which was extremely rich. Mr. Liang’s 40-minute speech was delivered, and the top-level design of the government was indeed deduced and fully considered the interests of the relevant parties. The key point emphasized by Director Liang is that the government strongly demands that the hospital cut off the interest chain of drug sales, and compensate for the price increase of medical services by lowering the price of drugs. Drug companies should not be lucky, the coming is always coming, and not too far.

At the venue, I paid more attention to the attitude of hospitals and doctors to mobile medicine , especially at the main table and several deans for dinner. Compared with the boiling mobile medical entrepreneurial fever, the attitude of public hospitals is still relatively reserved. Dean and directors are somewhat aware of some mobile medical projects, and obviously some projects have also talked to them about cooperation. However, the impression of mobile medical care still stays on the online registration payment or online consultation, and the latter is regarded as a smart phone game. In a seminar on hosting a mobile medical treatment, I intend to focus on the impact of mobile medical care on hospitals. The views of the guests quickly agreed: mobile is a tool, and mobile medical care is a supplement to the existing system. There is some value in convenience and efficiency. The status of the doctor cannot be shaken. The hospital is still the main body of treatment.

In the thousands of satisfied eyes in the meeting, I couldn't help but start to get confused. If the value of mobile medical care is just to soy sauce for the system, then hundreds of thousands of entrepreneurial forces and tens of billions of real money are not too stupid? I saw that the guests from Tencent also frequently agreed that modestly saying that Tencent is opposed to subverting medical treatment and can only build roads for the medical system. I asked him how Tencent of Tencent's mobile medical care can pay off. Is road repairing for long-term road tolls? The guests did not answer directly. I can't take the lead in the hospital at home, but those who do mobile medical care must think about these three issues.

First of all, is it a supplement to the current system or a subversive? Non-touching the existing interest distribution pattern can be seen as a supplement to the core rules of the current system, such as appointments, registration, referral, remote consultation and hospital brand promotion. The influence of the distribution pattern of interests or the core rules can be regarded as a disruptor, such as hospital decentralization and reverse reconstruction of patients. It is unreasonable to be entangled in subversion to close all hospitals and all doctors to lay off. It is wrong to assert that the Internet is a tool, and it is wrong to subvert the life like a car or a phone. People's illnesses and deaths or emotions can't be subverted, but people's lifestyles are reshaped by cars and phones, not to mention the powerful mobile Internet. If you don't like to subvert the word, we can also say refactoring. Look at the people who look down on the phone in the venue to know how much WeChat has refactored their lives. Products can be made from the perspective of refactoring and supplementation. The difficulty of starting and the future are very different.

Second, who will pay for mobile medical? It is obvious from the eyes of the officials that the changes in the medical insurance system must be very careful, not to mention the focus of the two years on changing the attached system to public hospitals. Under the premise of the public hospital's independence, the large-scale intervention of commercial insurance is only a dream. Without the payment of medical insurance and commercial insurance, the social efficiency increase brought by most mobile medical projects will be unpaid. As a current payer, can the patience of VCs persist until the day the true payer determines?

Many mobile medical projects may support up to one year of money in this year, and it is impossible to continue in the second half of next year.

Finally, how does mobile work well? Everyone agrees that Internet + medical care is low-frequency and service-driven, but in the public hospitals, the quality of doctor resources is extremely scarce. Even with high pay, there are fewer doctors willing to spend time on mobile medical services, and fewer large and medium-sized hospitals willing to receive services for free. There are no doctors and hospital resources to provide medical services, artificial intelligence is also a cloud. Mobile medical is really not APP plus cheap customer service plus medical representatives to promote part-time. Many products have been built since the beginning of the X million doctors, it is no wonder that the dean should be looked down upon. The doctor's daily work has been overloaded, and how to make them interested in reading documents, cases and patients on the mobile phone after work. Not only from a technical point of view, but also from a professional, from a human perspective.

Mobile healthcare is a strange world: entrepreneurs and investors are boiling into the fire, and governments, hospitals and doctors are frosty. Originally, the dialogue fusion between the two environments is the most ideal ending. Unfortunately, the current mobile medical business has gradually entered the magic road, burning money to buy customers, superstitious virus marketing, copying pure Internet companies to do product operations. If someone is willing to prove the clinical benefits of their products to fight for doctors and prove how they can save health care costs to fight for hospitals and the government, will the previous three problems be solved?

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