Recruit doctors with flying books, the United States and China and "byte"?

Author | Hengzhi

Recently, it was reported that the bytes of the bumper of their subsidiaries acquired the US -China Mid -China Merchants Hospital of High -end Maternal and Children's Hospital.

According to the investigation of the enterprise, Beijing Meizhongyi Hehe Medical Management (Group) Co., Ltd., the new shareholder Xiaohe Health Hong Kong Co., Ltd., the new shareholding ratio is 69.5%, and the previous shareholder Xiaohe Health Technology (Beijing) Co., Ltd. 30.5%, a total of 100%shares.

The medical and health track has always been the investment hotspot of large Internet companies. The US -China Yiyi and the auxiliary reproductive "IVF" business licenses also mean a huge potential market in the future.

The completion of the capital increase means that the bytes "increase" in the field of life science, and the Internet medical chessboard has changed again.

Why does it choose to acquire offline hospitals and set up a "online+offline" medical investment layout model? Several acquisitions in the past six months, why did the byte beating put special attention to the three main tracks including obstetrics and gynecology, tumor medical care, and mental health?

Picture source: US -China Yihe Guanwei

Internet medical

Bytes to stir up new changes

According to the "Global Medical and Health Industry Capital Report of 2021" released by the Arterius Network, the global medical and health industry financing was 3,591 in 2021, with a total financing of US $ 127.1 billion (about 819.4 billion yuan).

Medical care has become a hot land for major Internet companies: Ali Health, Jingdong Health, Ping An Health, Baidu Health ... It has become a representative of Internet medical brand giants, and the traffic, ecology, and capital advantages have the advantages. In addition, Pinduoduo has also launched the "Duoduo Health" APP, and Kuaishou has the comprehensive medical platform brand "Xiaoye" and another medical brand "light cicada".

As a domestic super -headed Internet company, the byte beating is also using core competitive traffic to continue to move in the field of medical and health:

At the end of 2020, for the first time by byte beating, the "headline health" was renamed the independent brand "Little Lotus Medical", which is the later byte beating the large health department "Aurora".

The initial "Little Lotus Medical" was relatively thin, including only the "Little Lotus" app for patients, and the "Dr. Little Lotus" APP for the doctor. The foundation of these Internet consultation services is derived from the "Encyclopedia Medical Network" of 500 million yuan in the "Encyclopedia Medical Network" and the health science popular APP green Songguo.

Picture source: Little Health

For the patient -oriented Xiaohe APP, there are mainly patient cases, quickly asking doctors, health assessment, Xiaohe Medical Code, etc., and the main facing doctor APP is an online practice platform. Go to the consultation order and reply to the patient's question.

These belong to the Internet medical track, which is relatively "lightweight", and it also fits the traffic advantage of the byte itself.

Beginning in January 2021, the byte beating has renamed the "Pinecusto Outpatient Clinic" acquired by its acquisition to "Little Together Clinic". In September of the same year, Xiaohe Medical announced the first investment in the high -end private maternal and children's hospital in the United States and China, with a shareholding ratio of 17.58%. In addition, Xiaohe also invested high -profile oncology, a tumor multi -disciplinary consultation platform with offline tumor hospitals, Handa Aisui, with a shareholding ratio of 10.71%.

The chairman behind these two hospitals is Hu Lan, who graduated from Peking University Medical College. She is the founder of the United States and China, and has the dual background of medical and venture capital, which has promoted the capitalization of HTC Ai Rui and Meizhongyi Wheuma.

Beginning in April of this year, Xiao Health first increased its capital of Hongda Airui, and the shareholding ratio increased to 91%, becoming a major shareholder of the holding. Immediately increased the capital of the United States and China through the small lotus health in Hong Kong, reaching 100%of the wholly -owned shareholding. At this point, the byte beating is truly two offline medical tracks.

It can be said that byte -beating medical investment landscapes are starting from Internet medical treatment, step by step establishment of offline clinical layout, thereby building its own medical business structure.

For example, the psychological and mental health Internet medical platform that has been invested by bytes is "good mood", and it also has an offline physical psychological clinic. The Blid Investment Hongda Airu not only has the offline "Beijing Meizhong Airui Cancer Hospital", but also provides related treatment services, but also has an online oncology multidisciplinary consultation platform to conduct tumor science education for cancer patients.

So, why does the byte beating choose the medical investment layout model of "combining online and offline"?

Pure Internet medical

Has become the past

Before the unloading byte beating CEO, Zhang Yiming said through an internal letter to express his future expectations for the field of life sciences:

"The impact of virtual reality, life sciences, and scientific computing on human life has now been dawn, and we need to break through the inertia of business to explore." In particular, it emphasizes "the inertia of business".

Nowadays, the United States and China have become more and more "byte", and have even begun to use "Flying Book Internal Push" to supplement the recruitment of doctors, nurses, and midwives.

Picture source: US -China Yi and official WeChat

"Internet companies may have N ways to do medical care. Bytes now see a new possibility and have tried a new way." Senior industry insiders told the value planet.

In fact, the three major tracks of maternal and child medical services, tumor multi -disciplinary consultations, and psychological medical care for the main investment of byte beating, and all of which are packaged by online platforms and offline institutions. Thinking after the pit ".

At the beginning, relying on today's headlines' health information consulting, in 2018, bytes were fined by the Beijing Administration for Industry and Commerce for "illegal release of Tongrentang Health Food and OTC Drugs". It is similar to Baidu's "Wei Zexi Incident" that has exploded due to Internet medical advertising bidding. Picture source: Related administrative penalty publicity

The superficial Internet medical advertisement realization has already become a past style for major Internet factories.

"The original domestic Internet medical treatment did not actually have a special business model. The most headache is that once the customer stays offline, it will no longer return to the line." Some people in the industry pointed out.

Although the online advantage of byte beating is the data algorithm, which can reach the needs of consumers through the algorithm and big data, to build the connection between customers and doctors and hospitals to achieve drainage, and even the service of doctors matching and follow -up.

However, after the traffic from online to offline, the hospital will carry out "secondary development" of customers and even develop many additional services.

If Internet companies are only used as diversion characters, if they continue to transform offline, they will fall into this model, and their own profit margins will face constantly being compressed. Among them, the typical case of "unable to go" is new oxygen. Although new oxygen is constantly building its own offline hospitals, the ultimate results are not good.

Of course, Internet factories such as JD.com and Ali also have independent listing brands such as "Jingdong Health" and "Ali Health". However, these two large factories have their own e -commerce platforms, so they can follow the path of online pharmaceutical sales.

The byte itself does not have the resource endowment of e -commerce, coupled with the new regulations issued by the State Drug Administration in June this year, it is required that third -party platforms must not directly participate in drug network sales. The prospect of online drug sales is even more dim.

The bytes of the bytes have broken this "online and offline separation" model in the past. The internal consumption status of online platform traffic wool is more likely to achieve "closed loop" through its own hospitals.

Internet medical segment Source: Ai Media Consultation

Bet

Auxiliary reproductive prospects are broad

Let's look at the wholly -owned purchase of Beijing Meizhongyi and Medical Management (Group) Co., Ltd., which was wholly -owned by byte "Little Health".

The United States and China have 7 maternal and child hospitals, 2 comprehensive outpatient centers and 5 confinement centers, mainly covering high -income and high -consumer groups such as Beijing -Tianjin -Hebei, Yangtze River Delta, and Pearl River Delta.

In addition to the obstetrics, gynecology, and pediatrics, the more important thing is that after the acquisition of the Meizhongyi and completion of the Beijing Baodao Obstetrics and Gynecology Hospital, the IVF business license can provide high net worth services such as auxiliary reproductive, postpartum rehabilitation, medical beauty and other high net worth services. Essence

In addition, Meizhongyihe also holds the in vitro fertilization -embryo transplantation (IVF -ET), as well as technical licenses of single sperm micro -injection (ICSI) in the follicle paste.

As of December 31, 2020, a total of 536 medical institutions that have approved human assisted reproductive technology in China. Among them, there are 18 in Beijing. Public hospitals include the Third Hospital of Peking University, the Beijing Union Hospital of the Chinese Academy of Medical Sciences, etc. The private hospitals that have been approved include the Beijing Jia En Deyl Hospital, the Beijing Jiayuan Hospital, Beijing Meizhongyi and Beisan San San Hospital of Women and Children's Hospital.

It can be seen that domestic IVF related businesses still have a high threshold, and there are scarcity in mid -to -high -end private women and children hospitals.

Meiphei High -end Medical Environment.

The seventh census data in my country shows that the growth rate of domestic population has begun to decline. The national auxiliary reproductive policies are obvious, and the industry is developing rapidly. According to the research report data from Fhstanalvin.

It is estimated that by 2023, China's auxiliary reproductive service penetration rate will reach 9.2%. Compared with the 36.0%and 33.0%of the penetration rates in European and American countries, there is still huge growth space and market potential.

It can be speculated that the reason why the bytes choose the United States and China Yimehe on the one hand considering the advantages of the policy environment, accompanied by the implementation of the "three -child" policy and the increase in the number of late marriage and late childbirth. Essence On the other hand, the per capita disposable income of residents has increased, and the auxiliary reproductive industry has gradually become deeper. Customers in private women and children are more willing to pay for high -end services.

Picture source: US -China Yihe Guanwei

Coupled with postpartum rehabilitation, medical beauty and other business clinical difficulty, it is obviously more suitable for non -professional medical Internet companies such as byte beating.

In fact, in addition to high -end maternal and child hospitals, high -end tumor consultation, psychological counseling services, ophthalmology, oral, health care, medical beauty and other "pan -medical" fields may be the focus of investment in major Internet factories in the future. After all, the realization of high net worth users can pay for high -end services in order to achieve the profit and monetization of the business model.

More importantly, although the proportion of Internet capital is very small, the domestic medical subject is still public medical. Under the consideration of the promotion of the on -the -job title, the resources of the top doctors are firmly bound to the hands of public hospitals. It is difficult for private high -end medical care to "anti -customer -oriented", and at the same time, it also fundamentally protects the issue of social fairness.

*This article is based on public information, which is only used as information exchange, and does not constitute any investment suggestions

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