Since last year, the pharmaceutical industry's online sales of prescription drugs will be officially banned. Although the State Food and Drug Administration has not yet announced the news, the pharmaceutical e-commerce platform has been waiting for it, and even has pre-recorded prescription drug information in the background of the website to prepare for the war, because once the gate is opened, the wolf will come. Ali, Jingdong, Baidu, the most powerful Internet unit representing BAT is quietly deploying medical e-commerce, they want to move is a huge cake of "prescription drugs."
Buying drugs online can get cash back subsidies
"A single medicine subsidy of 20 yuan!" This is the slogan of Ali's health shouting in early November last year. In its main push electronic prescription platform, the principle is similar to the taxi-like app--the user uploads the prescription photo taken by the hospital after the release, nearby The pharmacy will immediately quote the order and deliver it to the door or pick it up. Each transaction will be subsidized by Ali from 5 to 20 yuan.
According to the information released by Ali Health, the platform has been piloted in three cities including Shijiazhuang, Hangzhou and Chongqing, and then launched in more than 10 provinces and cities such as Beijing, Shanghai, Guangdong, Hebei, Inner Mongolia, etc., and will reach registered users by the end of the year. 500000.
Ali’s “buy drug subsidy†model is the most aggressive and advanced of all medical e-commerce companies. If this model can be popularized, it will bring a bottom-up blow to the current hospital-controlled drug market. It is reported that in the pilot area, hospitals and doctors are very resistant to the “buy drug subsidy†model, and even doctors suggest patients. “If you go online to buy medicine, if you buy fakes, I don’t care,†and suggest The patient continues to pay for a relatively expensive drug at the hospital. A medical system person said that although the impact is still small, it is a big cake for hospitals and doctors, and no one can afford to hurt.
For consumers, the most direct impact is that with the further liberalization of medical informatization, prescription drugs will tend to be the same price: in the past, pharmaceutical companies and pharmaceutical companies monopolized the supply regions and categories. Sexual restrictions, the price of prescription drugs varies from region to region. However, in the future, the prices of the same types and ingredients will tend to be the same, and the pharmaceutical companies can only make differential pricing based on brand advantages.
At the same time, BAT also plans to introduce pharmaceutical companies like Harbin Pharmaceutical Group directly into the e-commerce platform, which effectively eliminates consumers' concerns about buying fake drugs online.
Jingdong starts O2O layout
"At present, each family has entered thousands of prescription drug information, and also sent a licensed pharmacist for the online trial." Zhang Shengbing, general manager of Xiansheng Kangkang, told the IT Times that there is no online sale. New news for prescription drugs, but most e-commerce platforms have already entered prescription drug information and indexed, while companies with offline chain pharmacies have also taken the lead in training licensed pharmacists, ready to review prescriptions online. “Users open the benefits in the hospital and upload them to the medical platform. The general pharmacist team of about 100 people is enough to deal with tens of thousands of transactions per day.â€
According to a person familiar with the matter, Qi Lekang and Tmall Medicine have already completed the entry work, and even some platforms have selected more than 20 companies as pilot support for online prescription drugs. "Baidu has also set up a professional medical e-commerce team internally, and it is expected that strategic measures will be introduced soon."
The reporter noted that after obtaining the Internet Drug Trading Service A certificate, Jingdong has already promoted the “regional monopoly†investment model in the industry, that is, a large chain pharmacy corresponds to a city, and only customers in the corresponding area can purchase the The goods in the store. At present, there are 8 pharmaceutical chain enterprises such as Jingwei Pharmacy (Beijing), Fumei Pharmacy (Shanghai) and China United Pharmacy (Wuhan), which are located as exclusive partners, covering Beijing, Shanghai, Guangzhou, Hubei and Hebei. , Shandong and other key provinces and cities.
Want to open the hospital's core information platform
Uploading prescriptions and pharmacies to grab orders, this kind of Internet model can mobilize the enthusiasm of participating companies, but in the eyes of some industry insiders, it is slightly extensive.
“Prescriptions are uploaded by consumers themselves, which may lead to a series of problems such as repeated purchases and merchants' bills.†Zhong Yi, general manager of Pharmacy Network Mall, said that in this model, prescriptions are controlled by consumers, and businesses are circulating. In the process, it is impossible to be fully controllable, and various flow safety problems will emerge.
In fact, Ali is already prepared for this – at a pharmaceutical industry conference at the end of the year, faced with chain pharmacies and pharmaceutical companies such as Janssen and Pfizer, Ali Shou Chief Operating Officer Zhang Shouchuan raised a sharp question: “If we cracked Do you follow the problem of prescription outflows and medical insurance payments?"
This method of cracking is to completely open up the information platform. According to a veteran who had participated in the pilot in Ali in Guangdong, Ali tried to cooperate with several top three hospitals in Guangdong, and the prescriptions after the patient's visit went directly to the Alibaba e-prescription platform through the hospital information system. When you buy medicine outside the hospital, the app will distribute the request to a nearby pharmacy to grab the order.
Immediately thereafter, Ali announced the progress of the ambitious plan of “Future Hospitalâ€: “Future Hospital†plans to develop 50 cooperative hospitals in core cities such as Beijing, Shanghai, Guangzhou and Hangzhou, and Alipay will open account system and payment to medical institutions. And financial solutions and other platforms, after accessing the top three hospitals that cooperate with the “future hospitalsâ€, patients can make appointments, registrations, and payment directly in Alipay, and even be included in the medical insurance settlement system in the future.
Facing hospital and vertical e-commerce double blocking
Obviously, the beautiful picture that Ali sketched, the hospital will certainly not agree easily.
“Hospitals are not willing to open prescription systems.†The above-mentioned seniors said that if patients go to e-commerce to buy medicines after they are completely released, the hospital's income will plummet. At the same time, the information systems of different hospitals are not the same. It is still not difficult to really integrate them into the platform. “The most difficult part is to cover medical insurance. At present, the medical insurance systems in each province and city are independent. Even if they can access, it is difficult to operate across regions.â€
As unwilling to be as a hospital, there are existing vertical medical e-commerce companies, which are small and difficult to compete against BAT. "In the future, if electronic prescriptions can be scaled up, the former pharmaceutical wholesale companies will gradually be replaced by e-commerce platforms." Zhong Yi said that according to the mode that each company is promoting, it will be a platform for pharmaceutical companies and chain enterprises to enter the market. For consumers, the traditional wholesale model will be greatly affected in the past. “The living space of pipeliners will be further compressed and even disappeared in the future.â€
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