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Integrate digital medical and health solutions to better serve and protect consumers

Under the promotion of national policies, the medical and health industry is speeding up innovation and remodeling to meet the growing diversified medical and health needs of the Chinese people

After more than 20 years of medical insurance reform, the coverage rate of social medical security in China is more than 95%, which has realized the high coverage of basic medical insurance of the whole country. With the growth of GDP, China’s household wealth and disposable income are increasing day by day. Consumers have put forward higher demand for medical services and security, especially the high net worth group and the emerging new middle class. However, compared with the high net worth group, the market has just begun to pay attention to the new middle class, and the satisfaction degree of medical and health services and security for the new middle-class population is still relatively low.

Under the guidance of the “healthy China 2030” strategy of “giving priority to the development of people’s health”, the government has issued “healthy China action (2019-2030)” and “opinions on deepening the reform of medical security system” and other guidance programs to accelerate the establishment of a multi-level medical security system and integrated medical and health service system. Through the integration of medical, pharmaceutical, medical insurance and other different participants, to solve the mismatch problem of medical health demand and supply, to provide people with high cost-effective medical and health services. Under the promotion of national policies, the medical and health industry is speeding up innovation and remodeling to meet the growing diversified medical and health needs of the Chinese people.

Based on the experience of Deloitte industry and the understanding of the characteristics of China’s medical and health industry, Deloitte believes that there are five major trends that will have a significant impact on China’s medical and health industry in the future, and play a role in promoting it, including integrated medical and health service system, consumer empowerment, the rise of new payment schemes, smart health care and innovative product portfolio.

Integrated medical and health service system. With the aggravation of aging, the evolution of living habits and living environment and other different factors, promote the evolution of the social disease map, the number of chronic patients in China has increased year by year. How to make better use of and allocate medical resources, service and manage the medical and health management needs of consumers is the most important issue in front of us. Through improving and perfecting the hierarchical diagnosis and treatment system, strengthening the ability of “disease prevention and control”, speeding up the decentralization, and developing the whole life cycle medical service “covering from birth to death”.

Enabling consumers. With the improvement of living standards and national quality, consumers pay more and more attention to their own health, and the influence of living habits on health is more and more widely recognized. At the same time, there is an increasing demand for risk assessment and early intervention of infectious diseases, genetic diseases, cancer and other diseases. Mental health has become a social problem that can not be ignored.

The rise of new payment methods. Under the influence of patient population growth and medical inflation and other factors, medical and health expenditure is growing day by day, becoming a burden that can not be ignored. On the one hand, the government should take the lead to reduce the medical cost by exploring the policies of “zero price difference of drugs”, “purchasing with quantity”, to “DRGs payment” and “payment according to treatment effect”, and to achieve the effect of reducing medical cost through different means of medical insurance cost control. At the same time, it is also necessary to promote the rapid and orderly development of commercial health and meet the diversified health protection needs of consumers.

Smart health care. With the rapid development of science and technology, wearable devices, artificial intelligence, robots, 5g and blockchain technologies are widely used in the medical and health field, which not only brings new diagnosis and treatment mode, but also speeds up the collection and integration of medical and health data such as gene, diagnosis and treatment, consumption and behavior.

Innovative product portfolio. In terms of innovative product portfolio, insurance companies, pharmaceutical companies, doctor groups and technology companies are actively exploring. The breakthrough and innovation collection of medical and health is also very important for the development of China’s medical and health industry.

Promote the innovation of digital products and services and continuously improve the service experience of consumers’ medical journey

Deloitte has conducted a questionnaire survey on Chinese consumers’ medical and health demand preferences, mainly covering consumers aged 20-50 in first tier, new first tier and second tier cities. The results are as follows:

Offline public general hospitals are still the first choice for medical treatment, and online symptom self-examination and family doctors are gradually accepted by consumers

In the survey, it is found that Chinese consumers, especially new middle-class consumers, have a strong demand for symptom self-examination when they have mild diseases (such as mild abdominal pain and migraine). They hope to have reliable channels to realize online symptom self-examination, purchase drugs and services by themselves, and reduce the rush of medical treatment. At the same time, if there is a demand for offline medical treatment, Chinese consumers will consume at this stage However, with the popularity of “online expert consultation”, many consumers said that they had tried online consultation and obtained expert diagnosis and medication suggestions from top three hospitals.

The emergence of digital medical services such as “online consultation” and “online consultation” aims to meet the needs of consumers in seeking medical advice. However, due to the lack of understanding of patients’ health status, past medical history and drug allergy, these single point digital medical services can not provide consumers with a good online service experience. “Online family doctor”, as a one-to-one general practitioner contracted by consumers, has a comprehensive understanding of consumers’ health status and provides patients with efficient online consultation, diagnosis, medication and other services. For consumers, especially the new middle-class consumers who pursue efficiency and quality, online home medical service is a good choice for family health gatekeepers.

The new middle class consumer groups have higher acceptance of digital medical services

It is worth mentioning that our research found that the new middle-class consumer groups have higher acceptance of digital medical services than high-end consumers and mass consumers. In addition to “online consultation” and other digital medical services, the public consumers said that, on the premise of mature technology, they are willing to try digital inspection schemes, such as home medical testing equipment (blood glucose meter, household electrocardiograph, etc.) for home testing; new middle-class consumers are willing to use third-party testing orders in the future while they have already used household medical testing equipment Relatively speaking, people with chronic diseases hope to be able to complete the examination at the surrounding medical inspection stations or mobile testing vehicles because of their high requirements for testing professionalism.

Online drug purchase, insurance direct payment and online medication consultation are the main needs of consumers in digital drug service

In recent years, digital drug services have developed to a certain extent. The survey data show that consumers use digital medicine services more frequently. Most consumers have used online channels to conveniently purchase over-the-counter drugs. At the same time, they also purchase common prescription drugs through “electronic prescription”. Some consumers even look for and purchase special and rare drugs online according to their specific medication needs. At the same time, more than half of consumers have a demand for medical insurance or commercial insurance direct payment. Therefore, the digital drug solution integrating payment and medicine will be more favored by consumers. In addition to purchasing drugs, consumers use online medication consultation service to supervise and guide medication dosage and precautions while ensuring the right medicine; with the maturity of technology, intelligent medication management service based on “electronic prescription” will be able to provide consumers with more convenient and reassuring services. The outbreak of Xinguan has further deepened consumers’ acceptance of online medication consultation and online drug purchase services. In the post epidemic era, such medical consumption habits continue to be continued.

In digital health management services, the most commonly used are health guidance and data tracking

The solution to the difficulties encountered by consumers in seeking medical advice is only a temporary cure, and the fundamental solution is to do a good job in health management and disease prevention, so as to make people more healthy. In recent years, the concept of healthy life has been widely accepted in China, especially the middle and high-end people. It has become a trend to develop the habit of self-discipline and regular exercise. In order to better overcome their inertia and promote the formation of habits, consumers are willing to try guidance and tracking services, and their acceptance of digital products in this respect is relatively high. Among the numerous digital health management solutions, fitness and sports guidance related products and services have the highest utilization rate, with more than 60% of respondents saying they have used such solutions; on the one hand, it benefits from the promotion of a series of national fitness concepts such as “City Marathon”, on the other hand, it is conducive to the popular online sports products launched by enterprises to increase customer stickiness 。 Secondly, consumers have a relatively high ratio of products for tracking health data (steps, weight, etc.), among which, the utilization rate of middle and high-end consumers is higher than that of mass consumers; on the one hand, it is related to the consumption level, on the other hand, the middle and high-end people pay more attention to health. Thirdly, the utilization rate of digital products related to food management is not high in the mass consumer groups, because the digital products in the aspect of food management are inferior to the first two categories in the use experience and have a bad sense of use; however, consumers with chronic diseases have significantly higher utilization rate of digital products related to diet management than other consumers. Finally, the customized health management solutions (mainly family doctors, online consultation and other services) launched by enterprises are not widely used among consumers; the early attempts of insurance companies in this field mainly focus on high net worth consumers, and there is still room for development among new middle-class consumers.

The main demands of digital family doctors are health consultation, basic diagnosis and report interpretation

With the support of various health management and disease prevention and control services, most Chinese consumers assume the role of health gatekeeper and spontaneously seek solutions; while in foreign countries, the role of health gatekeeper is usually undertaken by family doctors with general practitioner license. In recent years, family doctors (community doctors) have gradually developed in China. They are committed to taking root in the community, serving the community medical care, and assuming the responsibility of guarding the residents’ family health. At the same time, some enterprises have launched online “family doctor” services, aiming to provide better value-added services for customers. Looking at the existing “family doctor” services, consumers mainly use “health and disease consultation”, “diagnosis and prescription of common diseases” and “interpretation of physical examination report and health advice”. Consumers hope that family doctors can provide a wider range of services, covering health management, disease prevention and rehabilitation stages, such as the establishment and management of health records, the customization of health plans, emergency treatment suggestions and regular follow-up of rehabilitation or chronic diseases. Among them, for emergency response suggestions, new middle-class consumers and high net worth people prefer this service more than mass consumers. It can be seen from this that the demand of consumers for family doctor service is an integrated family health service covering the whole journey of end-to-end medical and health care.

At present, some insurance companies have launched “family doctor” as the core of health care service platform. First of all, we can not only help customers pay for medical expenses, but also provide them with a series of disease management services to improve the customer experience and control the compensation; secondly, before the customer suffers from the disease, we can provide health management, disease prevention and intervention services for customers through the “family doctor” as the entrance, so that customers can live a healthier life and reduce the cost Reduce the occurrence of diseases and achieve cost control. Adhering to the concept of changing from payment to health service providers, AXA balance recently launched the “AXA health housekeeper” platform, aiming to provide better insurance protection and medical and health services for new middle-class families.

On the whole, various digital solutions have appeared in the market to meet the demands and pain points of consumers in the medical and health journey, and help them improve the medical service experience. However, the quality of products and services needs to be tested by the market and consumers through time. On the way of promoting product and service innovation by digitalization, more exploration and attempt are needed to truly make people as the center and serve people’s health!

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