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行業(yè)聚焦:后疫情時(shí)代的互聯(lián)網(wǎng)醫(yī)療
時(shí)間:2020-03-04 21:14:02
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

互聯(lián)網(wǎng)醫(yī)療迎來(lái)了支付方,需求方和服務(wù)方三者共同改革的時(shí)代轉(zhuǎn)點(diǎn)。在網(wǎng)絡(luò)就診需求穩(wěn)健增高,網(wǎng)絡(luò)醫(yī)療加入醫(yī)保范疇,政府著力推動(dòng)進(jìn)步的大背景下,互聯(lián)網(wǎng)醫(yī)療在未來(lái)的高速發(fā)展是可預(yù)期的。

誰(shuí)是當(dāng)今互聯(lián)網(wǎng)醫(yī)療下行業(yè)玩家?

該行業(yè)目前的兩大主要組成是互聯(lián)網(wǎng)醫(yī)院和互聯(lián)網(wǎng)在線問(wèn)診平臺(tái)(以下簡(jiǎn)稱(chēng)在線問(wèn)診平臺(tái)),兩者有很大區(qū)別,運(yùn)行范疇皆于商業(yè)模式皆不同。本質(zhì)上來(lái)說(shuō),互聯(lián)網(wǎng)醫(yī)院是嚴(yán)肅醫(yī)療的延伸,在線問(wèn)診平臺(tái)主要滿足消費(fèi)醫(yī)療需求。

互聯(lián)網(wǎng)醫(yī)院

互聯(lián)網(wǎng)醫(yī)院要遵循嚴(yán)格的管理法例。1)互聯(lián)網(wǎng)醫(yī)院必須有實(shí)體醫(yī)療機(jī)構(gòu)作為線下支撐。線上提供的治療科目不得超出所依托的實(shí)體醫(yī)療機(jī)構(gòu)的科目范圍。2)互聯(lián)網(wǎng)醫(yī)院不可以提供首診,首診必須在實(shí)體醫(yī)療機(jī)構(gòu)?;ヂ?lián)網(wǎng)醫(yī)院可以提供慢性病和常見(jiàn)病復(fù)診,可以開(kāi)具電子處方。

互聯(lián)網(wǎng)醫(yī)院的好處是大大提升了就診體驗(yàn)。線上可操作的問(wèn)診,開(kāi)處方,支付和配管管理,為患者省去了排隊(duì)繳費(fèi)與候診的時(shí)間。于政府而言,互聯(lián)網(wǎng)醫(yī)院方便了分散流量,促進(jìn)區(qū)域醫(yī)療資源公平分配,優(yōu)化了醫(yī)療資源利用率。

對(duì)于掛牌醫(yī)院來(lái)說(shuō),互聯(lián)網(wǎng)醫(yī)院的運(yùn)營(yíng)可為其帶來(lái)遠(yuǎn)程診療服務(wù)的掛號(hào)費(fèi)和診療費(fèi)。以江蘇省為例,根據(jù)江蘇省物價(jià)局文件(蘇價(jià)醫(yī)〔2018〕154 號(hào)),互聯(lián)網(wǎng)醫(yī)院門(mén)診費(fèi)價(jià) 格在 10-50 元/次區(qū)間,遠(yuǎn)程會(huì)診價(jià)格在 200-600 元/次區(qū)間,遠(yuǎn)程診斷項(xiàng)目?jī)r(jià)格在50-300 元/次區(qū)間。具體價(jià)格受醫(yī)院級(jí)別和服務(wù)類(lèi)型的影響而變化。

平臺(tái)型廠商

此類(lèi)的典型代表包括:平安好醫(yī)生。平臺(tái)型廠商受政策限制,只能提供健康咨詢(xún)服務(wù),而不能進(jìn)行診療服務(wù),不能開(kāi)具處方。目前很多平臺(tái)型公司靠聘用大量的名醫(yī),因此可以吸引患者到平臺(tái)上問(wèn)診。

以平安好醫(yī)生的個(gè)例來(lái)說(shuō),在線咨詢(xún)一類(lèi)的家庭醫(yī)生服務(wù)是其早期業(yè)務(wù)開(kāi)展的核心,是流量的入口。但在網(wǎng)聯(lián)網(wǎng)醫(yī)院的建設(shè)推動(dòng)普及后,更多二、三級(jí)醫(yī)院會(huì)加入建設(shè)自己的互聯(lián)網(wǎng)醫(yī)院平臺(tái)。屆時(shí),前期在外部平臺(tái)入駐的醫(yī)生預(yù)計(jì)將逐步回流至自有醫(yī)院平臺(tái) 。創(chuàng)收方面,在線問(wèn)診平臺(tái)更多通過(guò)將流量引流至電商業(yè)務(wù)來(lái)實(shí)現(xiàn)。

如何看待互聯(lián)網(wǎng)醫(yī)療的發(fā)展趨勢(shì)?

該行業(yè)正經(jīng)歷著需求方,服務(wù)方和支付方三者同步進(jìn)階的時(shí)代轉(zhuǎn)點(diǎn),在三者的協(xié)力下必將迎來(lái)行業(yè)的改革。

從需求方來(lái)看

患者線上問(wèn)診的積極性顯著提升。據(jù)易觀數(shù)據(jù)顯示,春節(jié)期間主流平臺(tái)的在線問(wèn)診日活量同比顯著增長(zhǎng),且維持持續(xù)攀升態(tài)勢(shì)。阿里健康數(shù)據(jù)顯示疫情期間,中老年通過(guò)網(wǎng)絡(luò)購(gòu)買(mǎi)藥品/醫(yī)療器械/保健品的比例提升明顯。該群體的潛在醫(yī)療需求量最大,頻次最高?;ヂ?lián)網(wǎng)平臺(tái)提供的快速?gòu)?fù)診/網(wǎng)絡(luò)續(xù)方和便捷購(gòu)藥的服務(wù)為他們帶來(lái)的就診升級(jí)體驗(yàn)是不可逆的,一旦養(yǎng)成習(xí)慣該群體的后續(xù)留存率有望持續(xù)高位。

從支付方來(lái)看

以前互聯(lián)網(wǎng)就醫(yī)不能使用醫(yī)保支付,這導(dǎo)致患者需要自掏腰包在線上看病,極大地影響了患者就診積極性。

2 月以來(lái),天津、浙江、北京、江蘇、四川、上海、武漢等地相繼 出臺(tái)互聯(lián)網(wǎng)診療醫(yī)保支付相關(guān)政策,覆蓋包括常見(jiàn)病和慢性病的在線復(fù)診和在線購(gòu)藥等多 方面醫(yī)療服務(wù)。3 月 2 日,國(guó)家醫(yī)保局聯(lián)合衛(wèi)健委聯(lián)合發(fā)布政策,明確將符合條件的“互聯(lián)網(wǎng)+”醫(yī)療服務(wù)費(fèi)用納入醫(yī)保支付范圍。全國(guó)各個(gè)省市后續(xù)或?qū)⒊雠_(tái)類(lèi)似政策,支付方的態(tài)度已經(jīng)十分明朗。

從服務(wù)方來(lái)看

衛(wèi)健委(代表了醫(yī)院)2 月 4 日-2 月 8 日連續(xù)發(fā)布兩份政策文件, 鼓勵(lì)互聯(lián)網(wǎng)醫(yī)療行業(yè)發(fā)展。一改之前對(duì)互聯(lián)網(wǎng)醫(yī)院,互聯(lián)網(wǎng)醫(yī)療較為謹(jǐn)慎的態(tài)度,明確提出要“大力”發(fā)展。從政府這“謹(jǐn)慎推動(dòng)”到“大力發(fā)展”的轉(zhuǎn)變可推測(cè),接下來(lái)全國(guó)隔離的互聯(lián)網(wǎng)醫(yī)院建設(shè)會(huì)發(fā)展迅速。

兩大玩家,未來(lái)誰(shuí)掌天下?

投資建議:我們認(rèn)為互聯(lián)網(wǎng)醫(yī)療行業(yè)迎來(lái)重大變革,行業(yè)有望加速發(fā)展,疊加傳統(tǒng)信息化的高景氣,醫(yī)療信息化行業(yè)雙輪驅(qū)動(dòng)的時(shí)代正式到來(lái),重點(diǎn)推薦衛(wèi)寧健康(27.330, -2.52, -8.44%)、思創(chuàng)醫(yī)惠(16.260, -0.64, -3.79%)、創(chuàng)業(yè)慧康(25.680, -1.61, -5.90%)、久遠(yuǎn)銀海(45.450, -2.12, -4.46%),建議關(guān)注阿里健康、平安好醫(yī)生。


來(lái)源:人民幣交易與研究

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