Embracing out of hospital prescription drugs, Internet medicine should also "get rid of virtual reality"?

“ Medicine is for use , Life matters .”

More than 1800 years ago , Wangshuhe, a medical scientist who lived at the turn of the Wei Dynasty and the Western Jin Dynasty , Write down your feelings . More than 1800 years later , Especially in some epidemic control areas , Many patients face the problem that it is difficult to buy drugs , This old saying is more thought-provoking .

Difficult medication , The main difficulty lies in prescription drugs , Especially for some chronic diseases that need long-term medication . This kind of product , Not like OTC The flexibility to buy or replace drugs . Although many policies have been issued everywhere , Support the one-time purchase and medical insurance reimbursement of drugs with a longer period , But it is the individual patient , Unexpected situations are always unavoidable .

Because of that , When Ali is healthy 、 Jingdong health 、 Center Technology 、 Dingdang health and many other internet medical enterprises , When they bring prescription drugs and chronic disease drugs into their vast territory , When they also opened the offline drugstore next to the hospital ,“ Internet medicine sells medicine ” The verdict of , It deserves some new interpretations .

Prescription drugs for Internet medicine “ Get an electric shock ” The history of

2020 year 11 month 12 Japan , Issued by the State Food and drug administration 《 Measures for supervision and administration of drug network sales （ Solicitation draft ）》, The document proposes that , To ensure that the source of the e-prescription is authentic 、 On the premise of reliability , Allow prescription drugs to be sold online . Go back to history , prescription “ surf the internet ” The policy has changed many times , But in the end, the limited power is delegated to the platform .

On another level , This is also in line with the outflow trend of prescription drugs supported by the state .2015 year , The State Council issued guidance on the pilot medical reform ： stay 100 Several pilot cities , The proportion of drugs in public hospitals must be reduced to 30% following . Since then, the policy has continued to extend , A large number of prescription drugs began to flow to the hospital pharmacy 、DTP Pharmacy 、 Network channels .

Relatively speaking , Internet medicine will receive a little more attention in accepting prescription drugs than traditional pharmacies , On the one hand, the industry itself strives for recognition more actively , On the other hand , The policy is also exploring the improvement of patient experience , And the efficiency of Internet channels is indispensable . From the perspective of the hospital , They are willing to leave their Internet hospital function construction to more professional people , And internet medical enterprises gain access to the medical system .

however , To the circulation of drugs , Practice is much more difficult than theory . Back before internet medical access to prescription drugs , Two core obstacles to electronic prescription and medical insurance payment are in front of us .

The former , At present, it has been well solved . For Ali's health 、 Jingdong health 、 For the wonderful doctor and other consulting platforms under Yuanxin Technology , Prescribe online and dispense medications , It is already a normal process .

the latter , As the local medical insurance payment system itself has not achieved a game of chess , Therefore, internet medical enterprises can only realize the integration with medical insurance in their own key areas “ Interconnection ”.

For all that , The vision of Internet medicine to seize the out of hospital market of prescription drugs remains unchanged . Now that the outflow of prescriptions has become an established fact , So it actually becomes a great springboard for connecting doctors and patients , and OTC Drugs are not professional and necessary enough , It lacks this effect .

This has led some to focus on prescription drugs 、 Internet medical enterprises that retail special drugs outside hospitals ：

· It is located in the field of tumor diseases ,2021 The revenue of special drug pharmacy in 31.4 Billion , Proportion in total revenue 87%.

· Based on the whole life cycle of patient medical services, we have rushed to the round center technology of HKEx , The retail sales are about 85% From prescription drug sales . By 2021 year 12 month 31 Japan , The online and offline platforms of Yuanxin technology provide about 56800 A variety of products , The product portfolio covers the national food and drug administration 2015 Approved since 83 Of the innovative cancer drugs 60 paragraph , exceed 1800 One inventory unit is prescription drugs for cardiovascular diseases .

· The larger Ali health ,2022 The revenue of prescription drug business increased in the fiscal year 105.2%.

Drive the drugstore to the gate of the third grade a hospital

The pharmacy , Itself is medicine + retail + Service is the product of three attribute sets , Especially when taking out prescription drugs , Most drugs want to really enter the doctor-patient relationship , The first step is to go to the nearest place to the hospital .

The reason is simple , Relying solely on the internet medical enterprise's own Internet hospital system , It is difficult to support the scale effect . Many patients who stay offline at present , Is the best short-term entrance .

for instance , As a well-known hospital in Hunan and even the whole southern region , Xiangya Hospital of Central South University has more than ten specialties, ranking among the top ten in China , It also attracts patients from all over the country .

therefore , A street away from Xiangya Hospital of Central South University , It is densely distributed, including JD 、 Ali health 、 Physical pharmacies of internet medical enterprises such as Yuanxin technology , And the common people 、 Yifeng 、 Dajia Weikang and other traditional pharmacies 、DTP Drugstore brand stores , Total approximate 20 home . The geographical competition to seize out of hospital prescription drugs is huge , Can be seen .

Hetao, founder of Yuanxin technology, once judged that , Future routine medication 、 Drugs for chronic diseases will be gradually socialized . He said ：“ We have a very clear model here , It's called building the closest distance to the prescription , The pharmacy must be on the main channel after the patient leaves the hospital , Be very accessible .”

By 2021 year 12 month 31 Japan , Yuanxin technology has 264 A pharmacy , Cover 327 A top three hospital , Yes 176 The pharmacy is located in the hospital 300 Rice range . Sipai health has 91 A specialty pharmacy , among 42 Home gains “ Serious illness medical insurance dual channel qualification ”. Near water first , It is our common dream .

The price of entry is , Heavy assets 、 Heavy operation 、 Re service attributes , Put forward continuous challenges to offline investment . Think healthy , Center Technology , And although not focused on prescription drugs 、 But insist on the Dingdang health of offline self built drugstores , Are facing obvious losses .

however , Just 2021 In terms of the year data , Each has achieved a good year-on-year growth ：

· Dingdang health revenue 37 One hundred million yuan , Year-on-year growth 65%;

· Sipai health revenue 34.7 One hundred million yuan , Year-on-year growth 29%;

· Revenue of Yuanxin technology 59.38 One hundred million yuan , Year-on-year growth 63.6%.

Yuanxin technology still achieves high growth rate in the case of high base , It comes from its out of hospital comprehensive patient service income , That is, out of hospital pharmacy service and out of hospital medical service 、 The growth of the customer base of self operated pharmacies .

The high margin products in traditional pharmacies are health products , Ordinary OTC The profit margin of drugs is uneven , Drainage is more meaningful . And out of hospital prescription drugs 、 Chronic disease drugs 、 Characteristics of special new drugs , It is often influenced by medical policies , Present high unit price 、 Low gross profit . Think healthy 2021 The annual gross profit margin is 8.2%, Circle center technology is 9%.

What's interesting is that , Dingdang health 、 Think healthy 、 Of the three technologies of circle center , Center Technology 2021 The amount of loss in is the smallest . Fast growth , Loss restraint , This may be an ideal state for growth enterprises .

Although traditional pharmacies are ambitious 、 Chinese Medicine pharmacies are covetous , When Internet medicine is making the layout of prescription drugs and special drug pharmacies , It should be more clear , I don't want to earn this temporary cash flow , But to provide the original power for the flywheel effect .

Hetao, the founder of Yuanxin technology, once put the hospital pharmacy , Locate in the local drug service center ：“ Whether at the store or at home , In fact, we have to solve a problem of convenience , And the local store is actually the best way , Coupled with the liberalization of online medical insurance payment , Medical insurance itself is also a localized management , This may be the future of building a follow-up 、 Including a major form of chronic disease medication .”

From the performance of traditional brand pharmacies , Pharmaceutical retail was originally a large-scale business , The store is the entrance to everything . The market was willing to give higher valuations to Internet healthcare , Is to value them and seize the entrance , But not stay at the entrance of ambition .

Big fish and big fish , Why is it difficult to grasp ？

In the story of medical insurance , Medicine may be an eternal bond . After all, for many chronic patients , After a prescription , All we need is long-term medication .

However , This perspective is not deep enough . The value judgment of medicine , There are many related factors . From the whole supply path , Number of pharmacies 、 Prescription quantity 、 Sales order quantity 、 Number of suppliers 、 The number of pharmacists and other indicators , There should be effective positive correlation growth , This can verify the real sales effect of the pharmaceutical platform .

for instance , Circle center pharmacy 、 When Sipai health sells drugs to patients , At the same time, it is also helping the source pharmaceutical manufacturers to open up the market . This entrance is not only the entrance for Internet medicine to enter the whole course of patients , It is also the marketing entrance for pharmaceutical companies . And many pharmaceutical companies , What we need is such a channel to help us open up the situation .

such as , Zejing Pharmaceutical Co., Ltd. is a company specializing in cancer 、 Bleeding and blood diseases 、 Innovative drug enterprises in many treatment fields such as hepatobiliary diseases , It and Sinopharm 、 Shanghai medicine 、 Center Technology 、1 Drug network and other channels , In the country DTP Cooperation in pharmacy and other fields .

There are many such enterprises ,2021 year , Zhousiyuan, deputy director of the drug evaluation center of the State Food and drug administration, said publicly ：“ Our innovative medicine has started the process of quantitative change .”

In the context of the outflow of prescription drugs , Internet medical enterprises should not only catch patients and hospitals , There are also those pharmaceutical enterprises that need to be realized . Just like in the prospectus of Yuanxin technology , Customer 、 supplier 、 Number of pharmaceutical companies served, etc B End indicators , The same is growing at a high speed .

This is a long-term mutual assistance , The core purpose is , The internet medical platform should make its role more than platform and channel , But for the hospital 、 In patients with 、 Pharmaceutical companies bring added value .

More precisely , Internet medical service serves the medical scene , What are the links in the scene , It should think about how to solve this problem , Instead of paying too much attention to what the Internet is good at .

Internet + After all, medical treatment needs two hands , This is a difficult but correct thing .

The idea of Hetao, founder of Yuanxin technology, is ：“（ Medical insurance ） These elements are separated in the traditional system , Now it depends on who can link them well , And these businesses have their own rhythm , Sometimes we use a certain business as a lever to achieve rapid scale , Then go to asymmetric competition .”

by comparison , The patient's mistrust 、 The speed of medical insurance payment is slow “ A long time ago ” problem , Instead, it is the easiest thing to solve with time .

Over a hundred years ago , German psychologist Karl · Buhler proposed “Aha moment” Concept ——“ Aha moment ”, Defined as an epiphany node , Let people have a deep understanding of some uncertain situations before .

Internet medicine is often criticized , Beneath the gorgeous skin are “ Interrogation + Selling medicine ”. But suppose there are so few enterprises , Can find the fulcrum of lever from selling medicine , Pry up more valuable strategies , Internet medicine will naturally usher in its own “ Aha moment ”.

source ： Hong Kong Stock Research Institute