In 2015, the medical device industry achieved an overall growth of more than 20%, and the overall health industry prospects were gratifying. Looking forward to 2016, some people predict that “unstoppableâ€; some people say “it is worth exploringâ€; others feel that opportunities and challenges coexist. Indeed, as reported by the media, it is the hardest year every year.
Medical (medicine and medical device) technology is the most profitable industry in Europe and America
Medical technology has always been one of the most profitable industries in the United States, and 2015 is no exception, and its net profit margin has been steadily rising with the industry's revenue.
Prospects for the transformation of China's medical device industry
As you know: Ma Mingzhe's Ping An Health has thrown out 100,000 clinic plans, indicating that Ping An's doctor A round may have a valuation of several billion dollars; Ma Huateng also said at the World Internet Conference that Tencent is building a network. "Your hospital"; Ma Yun announced that nearly 400 large and medium-sized hospitals nationwide have joined the "future hospital", saying that the hospital should only be responsible for the treatment diagnosis. The rest of the payment, consumption, appointment, registration are all allowed to be paid by Alipay, and then to the hospital and doctor through Alipay. Conduct praise, bad reviews! Let the phenomenon of "disorderly charging" and "disordering diagnosis" disappear.
When BAT made a big push into mobile medical care, various capitals invested in medical entities, international brands spurred a slowdown in GPS growth, doctor groups flocked, medical information and medical software vendors transformed services, and the financial and logistics sectors screamed... competition As the Spring and Autumn and Warring States are indifferent, what is the medical equipment industry? As with all other industries, it is most appropriate to use Dickens's phrase "This is the best era and the worst era" more than 100 years ago. So what changes will happen to China's medical device industry in the next few years? Can national medical equipment be revitalized? The following are some of the perspectives I have made.
At the “Great Health: 20 trillion Inviting†investment summit held in Shenzhen recently, CITIC Health’s chief health management expert Song Yingxue said that there will be five major changes in the future medical examination industry: the shift of operational methods to capital will become a major trend; Integration is a big trend; blind price war is a deadly killer for Chinese people's health, it will not last long; marketing ideas shift from tradition to subversion, and it is urgent to train a group of professional and high-quality marketing teams; how to subvert the physical examination center layout is the trend.
[1] Financing advantages and lever advantages to force medical devices (including in vitro diagnostics)
Many competitors from the pharmaceutical industry will also promote the rapid development of this industry. From a recent hot article "Biomedical into a big gold mine", we can easily find that: selling poker cards, opening department stores, selling cigarette paper, selling wire ropes are all in the form of medical devices (in vitro diagnostics), especially It is like Galaxy Biotechnology has set aside 7.5 billion yuan for precision medicine. Wang Jun’s carbon cloud technology was valued at 5 billion in just two months. Financing advantages, leverage advantages, there is no doubt that the operation of the capital will become a general trend.
[2] The "famous reputation" of Putian is improved, and private hospital specialists and third-party testing specialized operations are the mainstream direction.
Speaking of the Putian system, especially the recent "Baidu sale of post bars", it is a lot of people who have been indignant about the "private hospitals", and with the more convenient information and supervision mechanism and hospital "services" "The consciousness is enhanced, and the "famous" of the Putian system will be better.
As we all know, since 2009, the state has introduced a series of policies to develop a large health industry, encourage the society to run doctors, promote two-way referrals, doctors practice more, and support national brand medical devices...
The initial effect shows that in 2015, there were more than 1,300 private hospitals. It is expected that the number of private hospitals will increase by more than 10% every year for the next three years. If private hospitals establish the "service" as the core purpose, the market-based mechanism established by user reputation, or Helps improve the quality of medical services. The private medical market has begun to appear academically in parallel with public teaching hospitals. The fields of cancer, rehabilitation, and obstetrics are likely to be ahead; the disciplines that focus on resource integration and services are ahead.
Borrowing the words of Luo Luo thinking, Li Luo is: business will be more and more division of labor, more and more professional, each company can only focus on one area, in this professional field has become an irreplaceable service for the whole society. Business, at the same time through the transaction to complete various business cooperation, to obtain a variety of external sources, and is no longer large and comprehensive. (Think of the car company not producing it itself: tires, steel plates, glass, air conditioners, sofas, but just assembling these parts. You can understand this.)
As a doctor who has been in the genetic field for many years, Dr. Chen Yu extended the meaning of this sentence: professional sequencing company (not doing raw letters, not doing health interpretation), professional bio-trust company, professional genetic consulting company Professional customer reception companies (such as various medical examination centers, hospitals), professional health risk assessment and valuation companies (as insurance company's risk scoring service providers). All gene companies that want to be big and complete must not survive the competition, because large and comprehensive companies must be more efficient than professional companies.
With the specialization, there will be companies that announce that they will not receive the trade price difference and only receive consulting service fees, provide hospital equipment outsourcing services and provide supporting financial services, and rapidly develop into a multi-billion-scale platform. The players and investors, or the e-commerce platform with Internet background, the service platform with third-party media background, the seniors of hospital equipment department, Internet finance companies, and traditional circulation listed companies.
[3] The era of medicines (devices) to raise medicines will be farewell, marketing ideas change achievements "doctors" for their endorsements
Whether it is the representative of GlaxoSmithKline's large-scale layoffs from 2014 to 2015, or Johnson & Johnson recently announced that it will lay off 3,000 people in the medical device sector. Under this circumstance, the number of traditional medical device dealers disappeared at a rate of 30%-50%.
Doctors play an important role in diagnosing the medical service chain
The trend of medical device (in vitro diagnostics) industry is more and more like the pharmaceutical industry. Diagnostic tools are no longer that you have developed a diagnostic tool based on “xxDNA†or “xx cells†to boast, you can continue to make money, but more and more It is necessary to embody the "doctor" as the core, and the doctor has once again become a pivotal role; this is like making prescription drugs in the pharmaceutical industry. The average person does not know, because prescription drugs are not advertised, they are useless, but the real technical content and the money are just right. It is a prescription drug.
Therefore, the doctor group experienced a period of confusion, with its technical advantages began to carry out large-scale external custody, and even intervened in the medical complex and private group hospital business, quickly became the target of all the capital chasing, the doctor once again became a respected group of society, There are technology and more gold.
[Four] The game rules have changed greatly: technology and services are in the way, and the "one-stop service" in the vendor model is the trend of Wang.
The hospital medical equipment bidding standard has changed, and gradually inclined to products and services.
As the country encourages the sinking of hospital resources, it is difficult for grassroots hospitals and private hospitals to introduce medical equipment to generate economic and social benefits. Therefore, in the future, enterprises should not only put equipment, but also require experts to go to the hospital for surgery and train doctors. Hands-on hospital doctors master this technology until the hospital learns, and at the same time help the hospital to do medical equipment maintenance, marketing, project management, publicity and promotion and other integrated services, to provide hospitals with a complete, comprehensive medical solutions, Avoiding its operational risks. As the project progresses smoothly, the company will add other equipment according to the demand and upgrade to become a “medical equipment investment project diagnosis and treatment centerâ€.
The medical device industry manufacturers shuffle and strengthen their concentration. Large equipment manufacturers no longer use hospital retail as their main sales target. Operators and software vendors are on the way, using hardware to send hardware to re-enact the story of telecom operators and equipment suppliers, and there are similar Huawei and ZTE enterprises 15 years ago.
Some medical device companies have failed for three years, especially in the domestic general DR and nuclear magnetic field manufacturers. There may be Chinese companies’ anti-dumping investigations against foreign companies for the first time. Since then, some international companies have started joint ventures in China as small shareholders to maintain the Chinese market. Share, all kinds of medical equipment exhibitions moved to the online and offline simultaneously.
[5] The number of elderly and infertile people has increased, and medical equipment manufacturers providing assisted reproductive services have ushered in the golden period of development.
Assisted reproductive technology is the abbreviation of Assisted Reproducive Technology (ART), which refers to the use of medical aids to make pregnant couples pregnant, including artificial insemination (ArTIficial InseminaTIon, AI) and in vitro fertilization-embryo transfer (In Vitro FerTIlization) And Embryo Transfer, IVF-ET) and its derivatives.
According to the latest "China Infertility Status Report" jointly published by the China Population Association and the National Family Planning Commission, the incidence of infertility in China is around 12.5%-15%, and the number of patients exceeds 40 million, which means 8 One in the couple has infertility problems. As the age of pregnant women increases, fertility will also diminish. The 40-year-old woman’s fertility is half that of 35-year-old women.
Current treatments for infertility include medication, assisted reproductive surgery, and psychotherapy. However, at present, China's approved assisted reproductive institutions can complete less than 200,000 cases of infertility per year, and the number of infertility patients is 40 million. The gap is very wide.
Reproductive health is a huge blue ocean market based on the rigid demand of human reproduction and accelerating with the changes of the times. The market is facing new generation parents, which are open and high-internetized groups. The traditional breeding scene is expected to have new models. The platform and the offline resources are integrated, the medical attributes and the consumption attributes are integrated, and the potential market is nuggeted in the industrial chain integration.
Remarks: Some of the contents of this article refer to sellers' research reports such as Guotai Junan and Guoxin Securities.
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