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当前位置: 首页 > 新闻 > 业界动态
疫情推动互联网医疗“入春”:医生资源告急,不及用户数万分之一
时间:2020-03-18 16:30:49
文章发布:李阳
原创作者:未知
来源:互联网

过去的两个月,新冠疫情给各行各业都带来不小的冲击。3月16日国家统计局公布的数据显示,2020年1、2月份规模以上工业增加值同比下降13.5%,全国服务业生产指数同比下降13.0%。

在一片寒冬中,互联网医疗行业却在疫情的推动下提前迎来了春天。据易观千帆监测数据显示,2020年春节期间(腊月二十九至正月初六),互联网医疗在线问诊领域独立APP日活最高峰达到了671.2万人,最大涨幅接近160万人,涨幅高达31.28%。

各大互联网医疗平台都迎来数据暴涨。截至3月17日,微医新冠肺炎实时救助平台累计访问量已经突破1.2亿人次,累计免费咨询人次超过了163万;企鹅医生平台在线问诊已服务咨询患者超过600万人次平台,总注册用户数量1700万,其中付费患者数环比增长122.66%;平安好医生疫情期间平台累计访问人次达11.1亿,APP新注册用户量增长10倍。

有了流量加持的互联网医疗是要走上发展的快车道了?

市场扩容,盈利拐点或将提速

“这次新冠肺炎疫情,我们相信是互联网医疗的市场认知拐点。”微医集团董事长兼CEO廖杰远对蓝鲸财经表示,“全社会确确实实地第一次对互联网医疗真正形成了一致的共识。尤其对我们这个行业来讲,可能30天的时间,对整个行业的推动可能都超过3年。”

对于互联网医疗企业而言,市场渗透率过低一直是行业发展路上拦路虎。长期以来,互联网医疗企业依托营销获客,但与网约车、外卖等业务不同,烧钱在医疗赛道上并不奏效,几年时间过去,大部分人对线上问诊仍抱有疑虑。

以阿里健康为例,2014年港股借壳上市以来连年亏损。其2019年中期业绩报告显示,公司实现营收41.17亿元人民币,同比增长119.1%;净利润亏损762.9万元,同比收窄91.5%。其中,销售及市场推广开支3.3亿元人民币,同比增长52.85%。

新冠疫情给长期陷于获客困境的互联网医疗企业带来一场受众以亿计的用户教育,长达几个月的时间也培养了用户的习惯,多家研报都认为2020年互联网医疗渗透率会创下新高。

除此之外,一位业内分析师对蓝鲸财经指出,疫情期间有关互联网医疗的政策也在逐步放开,尤其是纳入医保的相关政策落地,对于整个行业而言是长期重大利好,持续亏损的互联网医疗行业的盈利拐点可能因此提前到来。

2018 年以来,互联网医疗发展路径逐渐清晰,国家相继发布了互联网医疗的纲领性文件及互联网诊疗、互联网医院、远程医疗三个配套文件,但尚缺医保支付关键一环。中国医保在医疗总支出中占比71.4%(2018 年),医保能否覆盖的重要性不言而喻。

3月2日,国家医保局、国家卫生健康委印发《关于推进新冠肺炎疫情防控期间开展“互联网+”医保服务的指导意见》(以下简称《意见》)。《意见》指出,经卫生健康行政部门批准设置互联网医院或批准开展互联网诊疗活动的医疗保障定点医疗机构,按照自愿原则,与统筹地区医保经办机构签订补充协议后,其为参保人员提供的常见病、慢性病“互联网+”复诊服务可纳入医保基金支付范围。

微医方面对蓝鲸财经表示,互联网诊疗纳入医保支付,这是湖北武汉、山东泰安等试点地区的一小步,却是全行业的一大步。医保支付的放开,会极大扩大在线诊疗的服务人群和服务内容,互联网医疗行业真正进入一个加速发展的时代,这也意味着,能够打通在线问诊、开药、支付等闭环的服务被纳入了政府购买服务范围,这对产业市场空间是一次大扩容。

企鹅杏仁集团总裁马丁认为,医保作为“付费方”,需要考虑如何在有限的资源里,最大限度的提供最大的保障。常见病、慢性病线上复诊服务纳入互联网医保,对互联网医疗行业发展确实是十分利好的便民措施,而对医保本身而言,也是很好的节约成本的方式。

接下来的发展似乎也佐证了这些观点。日前,国家医疗保障局局长胡静林在2020年出版的第六期《求是》杂志上发表署名文章。文章称,武汉针对门诊重症慢病患者的需求,每日纳入医保支付的“互联网+”医疗服务费用超过1300单,向定点零售药店流转处方超过1100单。

政策的开放,流量的支持,互联网医疗行业走上了一个快速扩容的道路,但这条路真的好走么?

难啃的骨头在供给能力

互联网医疗行业快速扩容一方面说明具有其广阔的市场前景,但另一方面也对其医疗供给能力提出巨大的挑战。

目前,中国优质医疗资源主要集中在大型公立医院。 原先由于没有医保接入,大型实体医院推进互联网医院建设的动力不强,只有部分病源相对缺乏的中小型医院愿意开展互联网医疗业务,截止2019 年11 月,互联网医院牌照仅发放269 家,而全国二级以上医院有12801家。

同样的,作为医疗资源核心的医生群体也处于紧缺状态。疫情期间,各大互联网医疗平台问诊需求激增,微医、阿里健康、企鹅医生等在推出在线义诊的同时,也都在不断号召动员更多医生加入进来。

据丁香园创始人李天天近日透露,丁香园现有医生用户存量为200多万,但实际参与在线问诊的医生数量仅有1.5万多人。医生与用户的比例还没达到万分之一。

多位业内资深人士对蓝鲸财经表示,丁香园的情况并不是特例,而是业内常态。同时他们指出,医生资源的紧缺也迫使各家互联网医疗平台探索更多线上线下的合作可能性,高效地打通线上线下医疗资源、扩张自身医疗资源供给能力可能就是未来互联网医疗平台的核心竞争点。

连接了超过3200多家医疗机构、36万多医生的微医也表示依托实体医疗机构是其开展服务的基础,而且它认为接下来互联网医院与实体医疗机构会长期保持这种线上线下密切合作的关系。

同时微医方面对蓝鲸财经强调,未来数字健康服务的关键在于“通”,只有在线上把医疗、检查检验、药品、医保和数字化五个要素打通,打造更多线上线下结合、医药保健养贯通的一站式服务,才能满足人们的不断增长的就医需求、健康需求。

与此同时,聚集了45万医生的企鹅医生平台则将目光转向基层医疗。企鹅医生方面对蓝鲸财经表示,这次疫情的爆发,让其意识到医疗供给还是非常的稀缺,尤其基层医疗在整个环节中作用的缺失。

企鹅医生方面认为,对于互联网医疗行业来说,当下直接帮助大型三甲医院是不太奏效的策略。因为它的能力既受限于线上诊断能力,也受限于它线下检验检测闭环的能力,还受限于线上远程治疗的服务能力,这三个受限可能意味着真正的主战场是在基层医疗。

对此,企鹅医生未来希望能够加速培养更多的家庭医生,以家庭医生为联结纽带推动分级诊疗,促进优质服务资源下沉到社区卫生服务中心,助力基层医疗的健康发展,形成线上线下融合的一站式医疗健康服务体系,才能提高医疗资源利用效率,帮助更多家庭。

各家互联网医疗平台未来策略不同,但都致力于推动线上线下融合,提高自身医疗供给能力。在搭上疫情带来的流量快车后,互联网医疗行业会驶向何方,蓝鲸财经将持续关注。

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