JD.com Healthy, Ping An Health To B has its own reliance

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Born, sick, and dead are the norm in life, and medical care has become an forestry. In addition, the catalysis of the epidemic in recent years, Internet medical care shows an explosive growth trend. It is worth noting that in the early days of the development of the Internet medical industry, almost all Internet medical platforms represented by Ali Health, JD.com, Ping An Health, etc. are almost all the main points of the C end.

Therefore, even if the Internet medical market is very broad, as many players continue to flow, the C -side track has gradually become crowded. For a group of Internet medical platforms that have exerted the C -terminals all year round, the B -end with greater development potential may be the next blue ocean. As a result, in order to form differentiated competition to build their own competitive barriers, Internet medical platforms have also begun to focus on B -end while focusing on optimizing the C -end business.

To B is a good business?

Nowadays, the health of the workplace has gradually become a social topic that has attracted much attention, so as the company's awareness of healthy sustainable development has continued to increase, the status of employee health management in enterprise management has become increasingly important. And when enterprises have begun to "plan" how to better take care of employees' health, Internet medical companies, as enterprise health management service providers, also start to increase the B -end market.

First of all, the current demand for employees' health management and services is very urgent, and Internet medical companies have considerable development potential. According to the "2022 Employee Health Research Report" released by the 21st Century New Health Research Institute, about 10%of employees are not satisfied with the health management of the enterprise, and about 10%of employees think they are relatively satisfactory, and about 80%of the employees are in the middle state Essence It can be seen that strengthening the health management of employees has become an urgent demand for the majority of enterprises, and the domestic employee health service market has great room for growth.

Secondly, COCAC, which is relatively high in customer acquisition costs, has been more efficient and high -quality on the Internet medical B -side. It can quickly drive the growth of its own market scale and profitability. Due to the low willingness to pay for the C -end of the Internet and the low frequency of consumption, it has always been difficult to break through the bottleneck of large -scale profitability; and under the situation of multi -platform melee, the C -terminal customer acquisition cost will also increase. Therefore, in this context, the Internet medical industry in the Internet medical industry will All players have to start looking for new increments with a greater willingness to pay, higher retention rates, and better customer acquisition channels.

In the end, Internet medical companies can nurture the C -terminals while developing the B -end business, thereby making the C -end paid conversion rate more improved. In the process of entering the B -end market in the B -end market, its B -side business is not only providing employee solutions for corporate customers and creating a digital intelligence management system, not only bringing multiple dimensions to the company, but also from business innovation capabilities. The C -terminals have been nurtured in many aspects, further optimizing and improving the service capabilities and user experience of the C -side, helping it to generate more repurchase and word of mouth spread, and maximize the value of the company.

The B -end market behind employee health management is already very broad, so many Internet medical companies have already begun to transform from C -side pharmaceutical e -commerce to B -end enterprises. Health, and these two companies are also fully tapped their own advantages to achieve efficient resources to connect to the B -end ecosystem.

Ping An Health Multiplying

In the field of Internet medical care, there are not a few companies that announced that corporate health. Ping An and Health also announced a strategic upgrade last year. With the "background" of Ping An Group on the B -end, Ping An Health has a unique advantage in terms of channels, products, or abilities.

As far as channels and experience are concerned, the high -quality users and rich experience accumulated by Ping An Group at the B -end laid a good business foundation for Ping An and Health to expand the B -end channels. Ping An Health, as a part of Ping An Group, has in -depth cooperation with the group's product integration and cross -sales. Ping An Group has about 220 million insurance+comprehensive finance high -quality users, while providing more potential customers for Ping An Health, it can also help them find the needs of corporate customers to match appropriate health management services, thereby driving it The number, viscosity and recognition of safe health users.

As far as the product system is concerned, Ping An and Health have established a multi -level product system based on the needs of enterprise customers to serve product services, further expanding the width of their medical services and the richness of overall services. In the first half of 2022, Ping An Health initially established a "easy -to -enterprise health" health management product system for enterprises and enterprise employees through integrating its own business unit and capacity module, including "physical examination+" and "health pipe+" core core Products and "free -minded", "workplace health", "smart medical room" and "employee welfare exchange platform" four major custom products, provide diverse medical and health services for enterprise employees.

In terms of various capabilities, Ping An and Healthy medical service capabilities and supply chain integration capabilities provide corporate customers with a diversified customization solution and meet the health management needs of users in different scenarios. Based on medical service capabilities and supply chain integration capabilities, Ping An and Health have strengthened the service efforts of the enterprise, and provided corporate customers with diversified custom services in different scenarios such as health, sub -health, disease, chronic diseases, and pension management.

After focusing on the B -side, Ping An Health also disclosed the first transcript of its B -end business. According to data from Ping An Health 2021 annual report, Ping An Health Focusing on B -end customer acquisition has brought a year -on -year fee households by more than 38 million, an increase of 6 million compared with the number of LTM in the first half of the year, 1.48 per capita consumption behavior, a paid user conversion rate of 24.8 %. In addition, during the reporting period, there were nearly 520 service companies in peace and health, and more than one million waiters and customers. JD health borrows the strength

As the header of the Internet medical industry, Jingdong Health is naturally an indispensable service provider on the health management path of enterprise employees. Thanks to the past years of C -terminal users, Jingdong Health's capabilities and resources accumulated in the fields of medical services, supply chain, and digital intelligence technology have added a lot of help to the expansion of its To B business.

In terms of medical service capabilities, JD Health has built two major product service systems for corporate customers based on the five major capabilities of "medical management insurance", which has better meet the personalized needs of the target group. JD Health has released the "Corporate Health Strategy" in the industry's common problems and pain points. This strategy allows JD.com to surround the five capabilities of prosecutors, medicine, medicine, management, and insurance. With all -round cooperation, it provides corporate customers with more comprehensive and more employee health solutions that meet the needs of different groups.

In terms of supply chain advantages, Jingdong Health provides one -stop solutions for enterprise users through "Jinglitong" and "Yaojing Cai", which has promoted the high -efficiency coordination of the upstream and downstream of the industrial chain, reducing costs and increasing efficiency. "Yajing Cai" and "Jinglitong" are the most representative products of the B -end procurement service scenario in the new ecosystem of Jingdong Health to B. Through these two platforms, medical institutions terminals and many commercial customers can use them. Enjoy a high -quality one -stop procurement experience in a digital way.

It is reported that the "Equipment+Medical Service" model created by "Beijing Wealth" has benefited nearly 3,000 hospitals and more than 500,000 patients; "Medicine Jing Cai" has also become one of the largest third -party drug wholesale platforms in China , Covering 21 provinces, more than 400 cities, with more than 110,000 retail terminals and more than 600,000 pieces of goods, and reached more than 500,000 storers.

In terms of digital intelligence technology, JD health uses core capabilities such as artificial intelligence, big data, and the Internet of Things to achieve the interconnection of medical institutions in a flexible and efficient way to provide patients with a better medical experience. Based on the informatization of technologies such as AI, 5G, Big Data, the Internet of Things, Jingdong Health has created a "digital wisdom medical" solution that runs through the entire process of medical treatment and integrated online and offline. With the entire process of medical care, it provides users with higher -quality medical and health products and scientific professional medical health services.

To b knows difficult, it is even more difficult to do

Although Jingdong Health and Ping An and Health have accumulated the advantages accumulated in the Internet medical industry, in the continuous exploration and practice of B -end, trying to build their own competitive barriers, the medical industry is a strong regulatory industry. The B terminal itself is a huge and complex process, so it is not easy to achieve stable growth in the upgrade of the B -side in the upgrade of the B -end.

First, the product logic of the Internet medical To B and To C is different, and JD.com's health and safety and health are temporarily difficult to get rid of the image of pharmaceutical e -commerce. Ping An Health and JD.com have taken the C -side as the main point. Online drug sales are its main profit model. Although it is vigorously developing the B -end business, there are congenital differences due to the business logic of To B and to C. Therefore, even in the C -end market, the Internet medical companies with smooth water and a large amount of traffic may not be able to quickly understand the channels, operations, and attributes of B -ends. And if you enter the B -side according to the C -terminal rules, the advantages of Internet companies will not exist.

Second, the trust between doctors and patients at the B -end market of medical services is difficult to establish, and JD.com's health and safety and health also need to work hard on the B -end. The high value of the medical industry is mainly reflected in the face -to -face interaction between doctors and patients, so whether the trust between doctors and patients is particularly important. Compared with the C -end, B -end medical treatment is a market that pays attention to long -term service quality and trust. If there is no long -term accumulation, it will be difficult to develop. What's more, there are companies that originally provided medical services on B -end, and the newly entered Internet companies may not have the ability to compete with them in a short time.

Third, there are general problems such as simple and decentralization of enterprise health services. JD health and safety and health are probably difficult to form a sustainable profit model on the B -end in the short term. At present, most enterprise health service management is still too simple, does not form a system, and there are problems with low efficiency and insufficient digitalization. It also needs to be continuously upgraded. What's more, whether it is C -side user habits or lobbying lobbying, it is necessary to pay huge capital costs and labor costs. The head enterprises of Internet medical care are still on the road of exploring the C -end profit model. It may be difficult to achieve large -scale breakthroughs in the B -end layout in the short term.

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