With the development of mobile medical care , electronic medical records (EMR) have also been greatly developed. The development of electronic medical records is divided into several business models. Currently, the most important thing is to provide software services and provide cloud storage. For example, the largest electronic medical record in the United States is available on Epic. But another all-free model, represented by Practice Fusion, is gaining momentum.
Because the electronic medical record system charges a lot of hospitals, many small and medium-sized hospitals are still reluctant to invest in these systems despite the government subsidies. Practice Fusion didn't go well in the process of system sales. There were giants like Epic before, and there were old companies like Allscripts. In the event that the market is unable to open the situation, Practice Fusion is free to all doctors and laboratories through the Web tool to provide an electronic medical record system. Although free to users, the main revenue of Practice Fusion comes from the advertisements of pharmaceutical companies in the electronic medical record system, as well as databases open to pharmaceutical companies, insurance companies and research institutions.
Since the doctor needs to have a comprehensive understanding of the patient's past medical history during the whole process of the consultation, the electronic medical record system plays an important role in making accurate diagnosis and issuing drugs for doctors. Therefore, it is very effective to push drug advertisements in an electronic medical record system. Merck is trying to help patients make clinical decisions and prescribe more effectively by working with electronic medical record providers to deliver drug information to doctors through electronic medical records. Merck has established a special information and innovation team dedicated to the construction of electronic medical record channels.
Practice Fusion's ambition is not limited to electronic medical records, but to the front-end medical appointments and the development of drug efficacy management at the back end, intended to be laid out throughout the industry chain. From this perspective, after obtaining a certain market share, electronic medical record service providers will initiate restructuring of the pharmaceutical retail sector, especially the medical e-commerce sector.
The traditional pharmaceutical retail model is that patients receive medicines from online doctors or retail pharmacies after obtaining prescriptions from doctors. The retail sales of medicines generally have little difference from the sales of other products. But this also means that users are less sticky and more dependent on price to compete. The new type of pharmaceutical retail will partly change this situation and promote the transformation of pharmaceutical retailing from product orientation to service orientation.
Since the global patent drugs have expired, the competition of pharmaceutical companies has become increasingly fierce. This is also the reason why pharmaceutical companies are so interested in mobile medical care . In order to promote the sales of medicines, pharmaceutical companies not only need to influence the prescriptions of doctors, but also need to win the approval of end users. In order to improve the efficacy of drugs, pharmaceutical companies need to purchase services from mobile medical companies. At the same time, the flattening of the channels also contributes to the decline in the retail price of medicines. If a company can provide a one-stop service for a pharmaceutical company, the retail format of the terminal will change.
When the pharmaceutical company influences the doctor to issue the relevant prescription through the electronic medical record, the patient holds the prescription and goes to the pharmacy using the DTP (Direct to Patient) mode to purchase the medicine with a certain price advantage, and the same service provider provides monitoring and improving the efficacy of the medicine. Mobile medical services. Through such a ring, electronic medical record service providers can not only provide services for doctors, but also effectively provide services to patients. On this platform, electronic medical records are a core part. Drug sales are only subordinated. More important is the service of monitoring and improving the efficacy of drugs. This means that the sales of drugs are more services in the future.
In the face of future changes, pharmaceutical retailing must make changes. If you only stay in the offline way to sell products to the line to sell such a simple way of thinking, it is certainly not suitable for development. The retail side must move forward, not only to simply obtain electronic prescriptions, but also to collaborate with relevant service providers in the field of electronic medical records. At the same time, in the management of drug efficacy at the back end, it is also necessary to actively cooperate with mobile medical service providers to improve the user's stickiness.
Although the above picture is still a bit far away for China, with the development of mobile medical in China, once the policy gate is opened, the market development will definitely exceed expectations. Therefore, early layout will help build a competitive advantage.
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