Traditional medicine sales transformation health service

There are two main types of digital pharmacies in China. One is an online digital pharmacy, which comes from medical e-commerce. Participants included JD Health, a self-operated medical e-commerce company, and Ali Health, a self-operated connection merchant. The other is instant digital pharmacy, which adopts online and offline distribution mode. Participants include Meituan, Dingdang Kuaiyao and Quanyuantang.

Traditional retail pharmacies have transformed and actively participated in the coexistence and development of these two digital pharmacies. For example, Yifeng Pharmacy not only has the traditional way of ordering drugs offline, but also connects the platform users of third-party O2O and Internet medical services online, and also opens online pharmacies on the medical e-commerce platform, and at the same time builds the distribution mall and micro mall of the enterprise.

Both online digital pharmacies and instant digital pharmacies have the characteristics of * * * integrated development and personalization, but both of them are user-centered and meet users' needs through diversified digital products and services. We can compare their initial development, product matrix and future trends from the typical representatives of two digital pharmacy models.

In the development time dimension, online digital pharmacies are earlier than instant digital pharmacies, and the product matrix provided by the former is richer and more perfect than the latter. It relies on the advantages of platform users, starting from providing drug sales services to individuals, making traditional drug marketing online and large-scale, relying on the platform's big data application and strong integration ability, developing Internet medical care, and realizing the medical service mode of "medicine first, medicine later". With the development of online digital pharmacies and the increasingly fierce competition, the rise of "lazy economy" and the "last mile" gave birth to the concentrated outbreak of 20 14 medical O2O, and instant digital pharmacies entered a development period and were widely covered by "front warehouses". Users submit drug orders online through the app, and they stand out after 28 minutes of delivery.

In the product matrix for providing services to users, online digital pharmacies have formed complete products in medical services, medical services, smart medical services, doctor services, scientific and technological services, financial services and so on because of their relatively long development time.

In terms of medical services, taking Ali Health and JD Health as examples, they provide consumers with their own Internet hospitals, and also provide third-party Internet hospitals to carry out consumer medical cooperation, while providing consumers with consultation registration and health science services; Instant digital pharmacies, such as Meituan Health, provide consumer medical cooperation for platform users.

In terms of medical services, the former expanded from the new retail business of medicine to B2B and B2C services, while the latter adopted the more timely O2O instant delivery service. In addition, Ali Health has also extended medical AI, doctor training, electronic health cards, provincial and municipal Internet hospital platforms and other services, while relying on Alipay financial system to carry out in-hospital third-party payment and commercial insurance docking. , and more complete medical and pharmaceutical product matrix services, instant access to digital pharmacies still takes time.

Instant innovation has also solved the three major pain points of online digital pharmacy B2C model. One is the pain point of timeliness. In the traditional B2C scenario, many drugs with strong timeliness cannot be sold, such as colds and gastrointestinal drugs. The O2O e-commerce model can meet this demand, and instant logistics has won the favor of consumers. The second is the pain point of supervision. The traditional B2C model faces the whole country and is difficult to supervise, while O2O is a regional supervision, which is integrated with store supervision and easy to supervise. The third is the pain point of industrial enterprise cooperation. Under the B2C model, a store sells all over the country, which easily leads to online and offline conflicts and regional conflicts. Online to offline, there is no such conflict, and sales all take place in the storefront, which does not affect the existing supply pattern.

Regardless of online digital pharmacies or instant digital pharmacies, the future pharmaceutical retail pattern is the development of O2O+B2C integration, and the essence of retail is how fast it is. The O2O+B2C model is expected to achieve the optimal solution of efficiency, cost and experience, which not only optimizes the efficiency and cost of the supply side, but also enhances the experience of the demand side. With the development of digitalization and smart logistics, retail pharmacies are welcoming omni-channel consumer service and order delivery, providing consumer-centered "medicine+medicine" services through self-built e-commerce platform, transformation of official website, development of official APP, applets and different O2O platforms.