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从TELADOC上市看远程医疗的特性
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Topic: 从TELADOC上市看远程医疗的特性 (Read 423 times)
Zhan21
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从TELADOC上市看远程医疗的特性
June 03, 2015, 07:33:26 AM
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随着美国医改推动了价值医疗的发展,控费需求推动了远程医疗的快速发展。而作为其中最为抢眼的远程问诊公司,Teladoc终于在近日公布了其招股说明书。
根据IPO文件,Teladoc的增长在最近三年可谓神速,年均增长率高达两倍以上。2013年代营收是1990万美元,2014年则为4350万美元。年就诊人次在2014年达到29.9万,比2013年的12.7万高出一倍以上,而在2015年的第一季度更是达到了14.9万次。
Teladoc的用户数增长并不快,从2013年的620万到2014年的810万,再到2015年一季度的1060万。截止一季度,Teladoc的主要客户为4000,包括雇主、保险公司和医疗组织。Teladoc的增长还源于快速的同业并购,从2013年至今,先后并购了Consult A Doctor、AmeriDoc和BetterHelp。
从Teladoc的财务数据来看,不落地的远程问诊确实在近几年取得了较快的增长,这种以陌生医患关系为核心的远程问诊模式确实能有效的帮助雇主和保险公司去更为有效的控费。因此,也受到客户的日益青睐。从上述几个数据可以简单归纳出几个远程医疗发展的特征。
首先,远程医疗的核心价值是控费和提高效率。Teladoc的医生平均响应时间是11分钟,这对于习惯为一个感冒要预约的病人来说不得不说是很大惊喜。正是陌生医患关系的模式推动了远程问诊的快速发展。远程问诊的收费只有线下的一半还不到,雇主和保险公司来说是非常愿意去支付这类服务的费用,因此,Teladoc拓展大客户的渠道非常快。
其次,远程医疗的主要客户来源是B端。尽管美国医改法案也鼓励个人购买保险,但个险起付线太高,对门诊的意义其实并不大。远程医疗与线下的收入来源依旧非常类似,主要来自雇主和保险公司的用户。这种依托于B端的大客户模式有助于公司的轻化,因为一个销售可以同时管理拥有几十万会员的几个大公司。根据文件披露,Teladoc只有259个员工,其中只有86个是销售和市场营销。这对于在中国动辄几百上千地推的中国互联网公司来说,形成了天壤之别。而且管理大客户,整体的市场推广成本也非常低,与花几十元买一个用户相比,大客户营销模式显然经济的多。
再次,快速发展得益于并购。为了快速获得会员数的增长以推高营收,Teladoc的同业并购主要以现金方式。虽然这加大了成本的压力,但有助于其获得宝贵的时间窗口。在过去的几年,尤其是美国医改实施以来,数字医疗领域的并购频发,主要的原因还是在于,市场上已经获得发展先机的公司为了尽快获取市场优势而展开的。不排除Teladoc在上市后获得充沛的现金后会进一步在市场上展开并购以巩固自身的优势地位。
当然Teladoc自身的发展在未来也将遇到瓶颈,具体参见《远程问诊的市场局限》,这里不再赘述。不过,从数据来看,中国远程问诊的未来发展仍有待于多个前提的实现,尤其是支付方对远程医疗的覆盖和控费的需求增长,以及团体客户的增长可能。
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从TELADOC上市看远程医疗的特性
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