Internet medical treatment: "winners eat all" or "competition"?

In the traditional Internet field, all parties involved in the market have always believed in a so-called "winner-take-all" concept. Once a company in the market has become a giant, the opportunities of other companies are very slim, and the fate is not acquired or long-term. Encroached by giants and new entrants, and even some people assert that the second child is not dead. And in some specific areas, it is true that the industry's number one company occupies a large share of the market, leaving little room for the next few market spaces.

The “winner-take-all” in the Internet field is currently mainly used for relatively light models such as social, entertainment, travel and retail. In these areas, products are standard, and so-called services are more of a shopping experience. There are no special requirements for the service provider's skills, and regional restrictions are also weak. This is a model that can be replicated quickly. The core advantage is who can occupy the flow of traffic and provide quality products and services. Therefore, as long as the internal management ability is strong and the capital is assisted, it can successfully build competitive barriers within a few years and completely defeat the rest of the competitors.

In the past decade, the Internet industry has created the myth of one market after another, which further exacerbates the market's recognition of the "winner-take-all" theory. This kind of thinking has been used since the beginning of last year’s hot Internet medical investment. Many investors believe that as long as the company enters a company that has deep 2-3 years of deep resources and strong team management capabilities, it will help this quickly. Class companies establish barriers to form a "winner-take-all" situation. However, since Internet medical care has not yet found a clear business model, this argument has rarely been mentioned.

But even if Internet medical care finds the right business model and grows up in the future, the theory of “winners eat” is still not applicable in this field.

First, the regional characteristics of medical care determine the localization of online business.

Although there are remote clinics in the United States like Teladoc, there are so many consumers in the medical market that no one can concentrate all of their customers. Therefore, in the field of remote consultation of unfamiliar doctors and patients, the United States also has American Well and Doctor on Demand and other companies. This is mainly because the insurance companies originating in the United States are very decentralized, and even the largest giants cannot extend their business to all states.

In China, the market segmentation is more obvious. Although the coverage of medical insurance is the widest, the medical insurance in each place is separate and it is unable to control the hospital. Therefore, the most powerful medical market is now the top three hospitals with the most patients. Each of these top three hospitals is an independent ecosystem, and the impulse to expand is obvious. Moreover, these hospitals are very strong and the negotiation is very difficult. The current Internet medical treatment is more to provide services for these large hospitals. Internet healthcare faces a highly fragmented market where no one can monopolize resources. In contrast, the market concentration in the United States is much larger, and insurance companies already have a large number of members, and they can get a lot of money when they talk about the next one.

Therefore, in the future development of the market, if the medical insurance can be managed in a unified manner and there is a willingness to implement effective control fees, or the commercial insurance can grow and develop, the market concentration will increase. However, from the experience of the United States, even this is difficult to change the market's dispersion. Companies with a lower market share are likely to achieve better development in the regional market.

Secondly, the subdivision and professionalism of the medical field are also doomed to the dispersion of Internet medical care.

Medical care itself is a highly specialized field. Doctors are trained far longer than other fields, and medical care is an industry that requires a lot of experience. Therefore, the professionalism of doctors is destined to increase their supply indefinitely.

Further, the medical field is very subdivided and each disease is very different. Interlaced, such as the mountain, is also fully applicable to all segments of medical care, which is destined to be eager for Internet medical companies to be deeply ploughed in various segments. Therefore, the fastest development of Internet medical care in the United States is still in the field of general practice. . However, the general level at the grassroots level in China is not trusted by patients, which also restricts the development of Internet medical care.

Under the premise of limited supply and market segmentation, Internet medical care must be developed in the short to medium term, and it is necessary to find a market segment and deepen it. The premise of large-scale development does not exist yet. Even if the general market develops in the future, the characteristics of localization still limit the market share of any company to monopolize.

Of course, in some segments, the concentration will increase with the development of the market, but it is still impossible to have a big situation. Take the US PBM market as an example. Although several giants have divided this market, no company has dared to say that it has an absolute advantage. In the final analysis, the demand side of this market is too fragmented and the requirements are completely different. The services provided by each company are limited by their own capabilities and business models. It is obviously unrealistic to hope that the winners will be all-inclusive.

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