Subject to the complexity of China's health care system and the single payment side, Internet medical care is facing a great development dilemma. In addition to some companies that have better resources or have been in the industry for many years, other companies that rely on capital to build up in the short term face greater challenges.
Under the background of the story that the online market can no longer continue to tell the capital market, the offline story has become a lifeline for Internet medical treatment. Whether it's entering offline clinics, community health centers, or directly acquiring hospitals, it's the picture of the next story.
However, the entry of Internet medical care into the offline line does not help the development of its own business. In the reality of the coldening of the capital market, if we still stick to the Internet thinking, we think that using the Internet + offline medical treatment can get rid of the difficulties.
First of all, the inherent contradiction of the current Chinese medical system determines that offline medical care cannot be lightly operated.
Internet medical companies rarely use heavy assets when they enter the line, relying on a large number of hiring doctors to conduct business self-employment. It is based on its consistent light asset operation model, to build a offline platform to attract doctors to practice more, or simply to cooperate directly with offline medical institutions to promote business development.
The biggest problem with this model is that even with a full set of facilities, the source of the doctor is extremely unstable and it is difficult to form a continuous user. If it is a general practitioner, the patient does not recognize it at all, and is not willing to pay a relatively high medical examination. If it is a famous doctor, the user is relatively limited and cannot expand on a large scale.
Of course, after a certain period of time, some well-funded Internet medical companies began to try to acquire offline community hospitals or higher-level hospitals to truly expand their business. However, any hospital is subject to the total amount of medical insurance prepaid, and its own growth bottleneck is very obvious. Although some payment methods have been found through this method, the market scalability is still very weak. It is impossible to incite the market with a few community hospitals or a medium-sized hospital. However, Internet hospitals once again provide a breakthrough in the story of this type of model.
According to the logic of the Internet hospital, as long as there is an offline physical hospital, it can quickly expand and replicate, thus creating a brand new market. However, as a variant of telemedicine in China, Internet hospitals cannot deviate from the characteristics of telemedicine itself. Whether it is a consultation for a serious illness or a follow-up for a chronic disease, it is only a very niche market.
Although the volume of the consultation for small diseases can support a market, in China, because the price of medical services itself is already very low, the payer has no willingness to control the fees in remote consultation. Therefore, Internet hospitals in China can only become a tool for the expansion of second-rate and third-tier hospitals, which greatly reduces the overall market size.
According to the estimates of medical consulting company Latitude Health, the market size of Internet hospitals can only reach 2.73 billion yuan in 2020, of which the market size of service income and pharmaceutical income is 480 million yuan and 2.24 billion yuan respectively.
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