New Path Of Traditional Chinese Medicine "Touching The Internet": Join Hands With Internet Giants To Promote New "O2o"

Recently, gushengtang, which has been working in the offline TCM clinic for many years, has reached strategic cooperation with many enterprises and financial institutions. The partners include Guangfa bank, Tencent, Bailu traditional Chinese medicine online consultation service platform, and live broadcast institutions, etc., trying to build a new "o2o TCM diagnosis and treatment model".

In fact, the development of online and offline diagnosis and treatment of traditional Chinese medicine is not based on the standard of traditional Chinese medicine.

So, does this mean that the Internet and traditional Chinese medicine are "born incompatible"? In the tide of embracing the Internet in all walks of life, where is the best path for the digital transformation and upgrading of Chinese medicine enterprises?

In this regard, Tu Zhiliang, founder and chairman of gushengtang TCM chain management group, believes that the return visit rate and the proportion of chronic diseases of traditional Chinese medicine are relatively high, and the drug properties of traditional Chinese medicine are more stable, while the chronic diseases and drug stability reduce the risk of online diagnosis and treatment to a certain extent. Therefore, compared with western medicine, "Internet + traditional Chinese medicine" is more promising.

Especially with the development of Internet technology, the "video consultation" based on wechat ecology is helpful to move the "watching, listening, asking and touching" of traditional Chinese medicine to online. By using video, appointment and real-time methods, the online and offline medical resources and services can be combined, and the trust relationship between patients and doctors can be shortened.

Policy support for traditional Chinese medicine "touching the Internet"

Traditional Chinese medicine stresses the whole, takes Yin and Yang and five elements as the theoretical basis, stresses the unity of heaven and man and dialectical treatment. It is obviously different from modern medical theory and methodology.

However, due to the low entry threshold of traditional Chinese medicine and the mixed market, many people are full of prejudice or misunderstanding about traditional Chinese medicine.

Therefore, policy support is particularly important for the modernization transformation and upgrading of TCM service mode.

In an interview with the 21st century economic reporter, Wu Gang, former deputy director of the State Administration of traditional Chinese medicine and President of the Chinese medicine information society, said that from the perspective of government management, the government should provide conditions for patients who believe in traditional Chinese medicine to receive TCM diagnosis and treatment. In terms of legislation, the State Council issued regulations on traditional Chinese medicine in 2003 and the law on traditional Chinese medicine in 2017, which provided a legal basis for encouraging the development of traditional Chinese medicine.

In terms of economic benefits, thanks to the strong support of the government, Chinese medicine enterprises now account for 20% - 30% of the industry, with a total scale of 100 billion level, which has formed a complete system from medicine to medicine, from scientific research and education to personnel training.

In April 2018, the general office of the State Council issued the "healthy China 2030" planning outline and the State Council's Guiding Opinions on actively promoting the "Internet +" action, calling for promoting and improving the Internet + medical and health service system.

According to the new deal, the first diagnosis of chronic diseases is still encouraged offline, but the follow-up visit can be released to the online platform, and doctors can directly provide medical and health services for patients through the online platform. Moreover, under the background that internet medical care will be included in the medical insurance in 2019, the traditional Chinese medicine for basic medical treatment has also been included in the scope of medical insurance reimbursement.

Wu Gang believes that online follow-up visits can help alleviate the uneven distribution of medical resources. Traditional pulse diagnosis can be carried out at the first visit of patients, while tongue and inspection can be transferred to online. At present, some medical institutions are exploring the online transmission of pulse, but the acceptance of the industry is not high.

As a big province of traditional Chinese medicine, Guangdong Province has accumulated a relatively deep foundation of traditional Chinese medicine. Ke Zhong, deputy director of the Guangdong Provincial Bureau of traditional Chinese medicine, revealed that as of 0:00 on July 17, 1654 new crown pneumonia cases had been confirmed in the province, and 1551 cases had been confirmed by TCM in the treatment, accounting for 93.77%.

At the same time, as one of the 11 "Internet + medical and health" demonstration provinces in China, Guangdong has also made new attempts in the aspect of traditional Chinese medicine "Internet access". On July 17, Guangzhou Nansha District government and gushengtang signed a strategic cooperation agreement, aiming to promote the implementation of Internet hospitals by establishing new physical medical institutions in Nansha.

Join hands with Internet enterprises

Some people in the industry describe the development of "traditional Chinese medicine + Internet" as B (Baidu) a (Alibaba) J (Jingdong) t (Tencent). In recent years, Internet giants have made frequent actions in the field of health care, and have accumulated a certain amount of original traffic.

However, the pain point of the self built medical and health platform of Internet enterprises lies in the lack of high-quality medical resources, unable to provide comprehensive diagnosis and treatment services, and can only focus on the supply and distribution of drugs.

In the process of traditional Chinese medicine "touching the Internet", a virtuous circle at the drainage level may be formed through cross-border cooperation between Chinese medicine enterprises and Internet giants.

On the one hand, traditional Chinese medicine enterprises increase the entrance of user traffic through the cooperation with bajt and the double blessing of brand flow. In addition, some Chinese medicine enterprises will also cooperate with financial institutions to attract high-end customers.

On the other hand, for the Internet platform which was originally lack of high-quality medical resources and only focused on drug export, the participation of Chinese medicine enterprises can provide more abundant supply chain resources, increase the stickiness and trust of platform users, and consolidate the flow.

Zheng Xiang, founder of Bailu traditional Chinese medicine, believes that the supply chain resources of traditional Chinese medicine enterprises are mainly divided into two parts, namely drug resources and doctor resources. In terms of drugs, taking gushengtang as an example, as a pharmaceutical enterprise with 10 years of experience in purchasing Chinese herbal pieces, it has a high quality control ability and can provide drug guarantee for online diagnosis and treatment of traditional Chinese medicine.

In terms of doctor resources, Chinese medicine enterprises can not only provide consulting services on the online platform, but also have the ability to lay out multi-point practitioners online and offline, and rely on the cooperation with the top three hospitals to promote the entry of higher quality medical resources into the Internet platform. Data show that the number of Online Doctors of Bailu medical has exceeded 13000.

Driven by the "win-win and complementary" mode, Internet enterprises are even willing to give up the intermediate costs to avoid users' expenses for using their medical platform, so as to achieve the purpose of creating value for users.

Taking Baidu as an example, in the early stage, the relationship between Baidu and traditional Chinese medicine enterprises was just a simple and crude relationship between advertising platform and advertisers. Baidu charged advertising fees from pharmaceutical enterprises and used the mechanism of competitive ranking to provide advertising services.

But now, baidu provides a free platform for some Chinese medicine enterprises, and users can enjoy free search and registration services on the platform.

Zheng Xiang said that the Internet method with TCM medical attributes as the core point mainly includes the integration of three scenarios. One of the most important is the integration of online and offline diagnosis and treatment scenes, that is, the integration of online graphics and text, voice, video diagnosis and treatment scenes and offline diagnosis and treatment.

Secondly, it is the combination of online and offline payment scenarios and post diagnosis scenarios. The payment method of online diagnosis and treatment is mainly self payment, while the offline diagnosis and treatment is mainly based on medical insurance reimbursement. It helps to enrich the payment scenarios by connecting online medical insurance and offline medical insurance + business retention. In addition, online follow-up is conducive to the platform to accumulate the diagnosis and treatment data of patients, and constantly enrich the scene of users after diagnosis.

Video consultation brings closer relationship

The epidemic situation has forced Chinese medicine enterprises to open up online channels, and video inquiry, which can realize "real-time interaction", has become the core of online diagnosis and treatment of traditional Chinese medicine.

Ye Jian, general manager of Tencent smart retail, believes that in the second half of the Internet e-commerce, the focus of competition is how to meet the social attributes of people, that is, how to establish the trust relationship between doctors, platforms and patients. In the future, the new "o2o mode" of traditional Chinese medicine will be carried out under the wechat ecology focusing on private traffic.

It is embodied in three aspects. First, Chinese medicine enterprises carry out online services with the help of wechat social flow. In the future, patients and consumers will use a lot of wechat "search and search" to search the small programs, public numbers, and product promotions made by enterprises.

Second, the online diagnosis and treatment has been transformed into video form, so as to shorten the relationship between patients and doctors.

Third, Tencent has accumulated public domain data about wechat users' communication habits. In the future, these public domain data can be integrated with the consumer data deposited by pharmaceutical enterprises, so as to help Chinese medicine enterprises accurately find target patients.

In addition to video consultation, offline prescription continuation of traditional Chinese medicine can also be transferred to online, using mobile prescription system to complete.

Taking gushengtang o2o TCM diagnosis and treatment platform as an example, after completing online diagnosis and treatment and prescribing, patients will receive prescription payment notice, and then they can choose the service of drug decocting and distribution on their own.

In addition, for the steady development of the Internet TCM industry, Zheng Xiang said that we should make use of the long-term accumulation of physical stores in the medical field. The Internet Hospital of traditional Chinese medicine should do a lot of practice records, get through the online and offline medical insurance record, make in-depth connection with offline physical stores, and pay taxes according to regulations.

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