The development of mobile medical apps is increasingly showing the trend of increasing the difficulty of operating independently. Hardware such as wearable devices will not be profitable and become a real entrance in the future. The inevitable trend of the future development of mobile medical apps is to become a subsidiary and entrance to certain services.
Mobile medical apps will face three challenges.
Challenge 1: How does the product reach the user?
First of all, with more and more App products, functions are getting closer and closer, and the market has been in a decentralized state. If you take the route of service, will the sales of App in the future become more like drugs, and compete for doctors' channels. Get a doctor's recommendation, and then be able to distinguish it from similar products and reach the user?
This is possible. Channels, not products, are becoming more and more important to apps. R&D and technology are no longer the most concerned issues for investors, because this threshold is not high and the copyability is also very strong. The key is how to sell after the product is made. How to reach the user and let them continue to use it.
A trend in the United States is that doctors recommend products. For example, in a report by the Economist, doctors recommend iHealth's wireless blood pressure tester for hypertensive patients. Doctors can receive data uploaded by the app and target the patient. Give suggestion.
It can be seen that the doctor's advice is important for patients to choose products (including hardware and software). In addition to its own functions to pass, the product fight doctor channel is gradually showing up. Then the problem is coming. The US market is relatively standardized. Value-based medicine will push doctors to pay more attention to whether mobile medical apps can improve the efficacy and allow patients to see fewer diseases to save costs. Therefore, as long as the product is effective, the doctor's recommendation is completely possible, and it is targeted and accurate sales for a specific group of people.
This is not the case in China, and there is currently no mechanism to control doctors' interests and products. Therefore, if you want to take the doctor's channel, it will be a big problem if you will become a drug and compete for doctor resources. Moreover, if the doctor recommends it for the benefit of the benefit rather than actually considering it for the patient, the patient's acceptance will be lower. At the same time, pharmaceutical companies can do this because of their lucrative profits, but the App is not. Under the premise of the lack of payers, the App can only be free and cannot balance the cost of taking the doctor's channel.
Challenge 2: Is there a chance for small products?
More and more products, it has become the ocean, how to choose users? Is there a chance for small products?
For example, according to IMSHealth's data at the beginning of 2014, there are more than 30,000 medical health products in the Google PlayApp store. The top five market share accounts for 15% of the total, and two of them are calorie consumption tracking products. From the comparison of share and quantity, the performance of the top five products should be good. Although a large number of small apps are constantly emerging, marketing is getting harder and harder, and it is getting harder and harder to get stable users.
Although there is not much mature product and model compared to the mobile medical market in the United States and China, the future is likely to be the same as the United States. The gap between the leading products in a certain field and the products behind it is growing, and the trend in China. The effect may be more pronounced. The lead influence may be even greater in the use of the App, which is uncertain in its effectiveness. Therefore, there will be a concentrated trend in the segmentation field in the future, especially the big brands will gradually strengthen the bargaining chip with traditional service negotiations. Although the amount of users can't be cashed out at first, it may become a capital of cooperation after a long time, connecting mobile tools with traditional services.
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