The service rate of this 100 billion market is less than 10%. Can Internet + psychological services allow users to pay?

Everything has a crack, and you should see the light coming in the crack, not the crack itself.

When Corning Hospital sprinted the IPO, more people are concerned about the fact that in addition to self-built hospitals, the management fees are charged through custody. The media that involves the profit model of social medical treatment is not commented, but behind Corning Hospital. The mental health industry is a huge market worth exploring.

Relatively a lament in the market for medical treatment, the data shows that it is considerable. On May 25 this year, the National Health and Welfare Commission for Disease Control and Prevention held a national summary meeting and training course on the management and treatment of severe mental disorders in Hohhot. The latest data was released. By the end of 2017, the country had a population of 139.008 million. The number of people with mental disorders reached 240.326 million, the total prevalence rate was as high as 17.5%; the number of patients with severe mental disorders was over 16 million, and the incidence rate was over 1%. This number is still increasing year by year.

More and more people are aware of the existence and seriousness of mental illness, and understand the importance of diagnosis and treatment and the currently available diagnostic and treatment methods. This has led to the psychiatric medical treatment becoming a rapidly growing fine in the Chinese medical market. Sub-area.

In addition, there is an increasing demand for social capital to enter the mental health market. According to the “Psychological Counseling Industry Insight Report 2016” published by the Simple Psychological Association and the Peking University Psychological Counseling and Treatment Center, about 350 million people worldwide suffer from depression, and 14% of the world's diseases are caused by mental illness. Every year, 800,000 people die from suicide and 60 million suffer from bipolar disorder.

The global market for mental illness has exceeded 150 billion US dollars. Behind the mental health medical market, emerging markets with mental health, mental health counseling and medical services have been paid attention to.

Judging from the mental health services that need to be intervened in China, there are two systems of psychological service platforms that are currently carried on the market using Internet technology: one is a psychological counselor-based platform, and the other is a clinical psychiatric and psychologist. The main service platform. This time, the arterial network is aimed at the mental health platform in the market, observing the status quo, policy development and industry barriers of the industry, and taking into account the different attributes of different platforms in the mental health market.

Human health is divided into two parts: physical and psychological. The policy of relative physical health affects, and the policies of psychological and mental health can be said to be rare. The following are some policies related to mental health introduced since 2000.

Important policies related to mental health since 2000

On the whole, national mental health and mental health have risen to the national level in the past decade. In addition to the release of mental health and mental health policies in various parts of the country, General Secretary Xi Jinping proposed at the 2016 National Health and Wellness Conference that it is necessary to increase basic research on mental health issues and to do a good job in mental health knowledge and mental illness science. Work, standardize the development of mental health services such as psychotherapy and psychological counseling.

According to GF Securities, the mental health care market is a vast blue ocean from the rising incidence and large population of patients. The law of social development, such as the improvement of the economic level and urbanization, changes in family structure and frequent disasters, has further promoted the increase in prevalence. However, in the case of a significant increase in the prevalence rate, the hospitalization rate did not change significantly, and the rate of visits showed a downward trend. Jin Fengchun, a partner of Safran Asia Fund, said that the overall medical treatment rate of mentally ill people in China is less than 10%. Behind the objective reality of seeing a doctor, it is the factors of stigma and low level of disease cognition.

In terms of the institutions and professionals providing services, according to World Health Day on April 7, 2017, the National Health and Health Commission (then the National Health and Family Planning Commission) introduced China’s mental health work at the regular press conference in April. Relevant information, the data show that as of the end of 2015, there were 2,936 mental health service institutions nationwide, with a total of 433,000 beds, a significant increase from 2010 (1650 institutions, 228,000). There are 27,733 psychiatric practitioners (assistant) practitioners, 57,591 psychiatric nurses, and more than 5,000 psychotherapists. More than 900,000 people have obtained professional qualification certificates for psychological counselors.

The public in China has a low cognitive rate for common mental disorders and psychological behaviors such as anxiety and depression, and social prejudice and discrimination are widespread. Generally speaking, the current level of mental health service and information level in China is far lower than that of developed countries. The shortage of talents leads to poor service accessibility, the rate of visits is low, the psychological counseling and treatment habits are to be cultivated, and the demand is to be released. broad.

Learn from Dr. 2 The difference between mental counseling and psychological counseling, first make a rough distinction here. Judging whether it is a general psychological problem or a mental illness, mainly includes:

i. Whether there is an illusion (such as auditory hallucinations, illusions, etc.) or delusions

Ii. Whether self-recognition has problems, whether or not you are willing to accept psychological or psychiatric treatment

Iii. Whether emotion and cognition are inconsistent, whether knowledge, feelings and intentions are unified, and whether social function is seriously damaged

Among the enterprises that use the Internet for psychological services, most of them are aimed at psychological problems, and a small number of platforms for mental symptoms, providing light counseling and severe mental medical services, we all classify them as vertical mental health platforms.

The arterial network lists the following 38 mental health platforms based on publicly retrieved data:

Vertical psychological platform enterprise related information (data source: public search)

At present, most psychological APPs mainly adopt the model of platform strategy. Among the above-mentioned enterprises, we can find that the number of platforms established in this stage from 2013 to 2015 reached 23, and around 2014, it is the node of the mobile medical market. In fact, since 2019, the vertical psychological platform has shown an upward trend, reaching a peak in 2015.

According to the "Psychological Consultation Industry Insight Report 2016", a sample of 5,000 paying users randomly selected by simple psychology, 41.81% of users are from Beijing, Shanghai and Shenzhen are ranked second and third; Among the crowd portraits, 30% came from the first-tier cities in the north, Guangzhou and Shenzhen. In the distribution of mental health platform in the arterial network statistics, the number of enterprises in Beijing is far ahead, followed by Guangzhou and Shanghai, which is roughly related to the geographical distribution of population demand.

However, the form of consulting services provided by the Internet platform is virtually unrestricted by the region. The first-tier cities face greater life and work pressure, and they also have more consumption power, thus forming the main body of demand users. From this point of view, accepting psychological counseling services on the Internet can actually be seen as a kind of consumption upgrade, in terms of price and experience, compared to asking questions from the hospital to receive psychology or psychiatrists.

According to Caixin's report, the big layout of BAT (Baidu, Alibaba, Tencent) in 2014 included Alibaba's investment in seeking medical advice, Sina love doctor, Huakang mobile medical; Tencent investment clove garden and registered network; Baidu investment medical care Net, interesting medical network, medical treatment 160, etc. The number of mobile medical investment and financing cases reached 80, the financing amount reached 700 million US dollars, and the amount of investment and financing and the number of cases were the sum of the past three years.

However, by 2016, mobile medical ushered in the turning point, the capital winter came, the Internet medical platform swipe, data fraud and other issues highlighted, most mobile medical apps only get angel round or A round of financing, "death" mobile medical The project is not a minority. The market environment in 2016 is a "cool water" for companies in the form of Internet medical care.

From the perspective of investment institutions, mental health projects are not lacking in such large capitals as Jinge Fund, Jingwei China, NEA Entrepreneur Investment, and Silicon Valley venture capitalist Tim Draper (integrated calendar financing reference, not limited to the data in the table), which shows that Based on user needs, the mental health of this blue ocean is still generally concerned by capital, but the profit model has not yet run through, resulting in the situation of the first round of the round, 64% of enterprises concentrated in the angel wheel, Pre-A round and A round, enter In the B round, there is only one family. However, since 2018, companies such as Anken Medical, Piao Ling Ling, and Warm Heart Therapy have all received a new round of financing. And the arterial network has learned that several mental health platforms funded before 2017 are undergoing a new round of financing.

In terms of the amount of financing disclosed, the amount is also the majority of millions of financing events, only 壹 psychology, 壹 灵, 青, simple psychology, good mood financing for tens of millions.

Among them, it is a good mood to obtain a large amount of the enterprises that have received the investment amount, and the angel round has obtained the financing of 50 million from the listed company Enhua Pharmaceutical. This is a mobile medical platform focusing on the mental and psychological field, dedicated to Internet medical services in the field of mental and psychological. The platform mainly provides services such as doctor continuing education, online communication, patient service, and patient management platform. It took only one month from the establishment of a good mood in 2016 to the financing. The capital response is decisive for providing users with specialized programs in the field of mental illness.

In addition, it is reported that the good mood has recently completed a new round of large-scale financing, the specific financing information arterial network will be verified after the first time verification.

Relying on the Internet, diversified services to meet the needs of different groups of people

The treatment of mental illness is divided into three categories:

First, drug treatment, such as antidepressants, etc., institutions that provide such treatment need to be approved by the Health Planning Commission and have formal clinic qualifications.

Second, psychological counseling, psychological counselors and visitors in the counseling room, through verbal communication, or some auxiliary tools, such as pictures, paintings, etc. to understand and intervene the psychological state of the visitors;

The third is physical therapy, through the instrument can relieve the patient's psychological symptoms, such as repeated transcranial magnetic stimulation treatment for emotional disorders, no convulsion electroconvulsive therapy.

The traditional psychological counseling agency is mainly studios, and the three-two consultants are in the form of one-on-one offline, and are charged on an hourly basis. In the Internet mental health platform, most entrepreneurs have moved this kind of offline psychological counseling to the online, and designed “light consultation” products in the medium of video, voice and text. However, due to the current improvement of interactive technology, online consultation can not completely replace offline consultation.

From the service content point of view, the main functional modules of the domestic mental health platform include seeking medical consultation, online consultation, psychological evaluation, social, employee psychological services, psychological courses (paid or free), psychological education. The main focus is on psychological counseling, light psychological counseling, netizen mutual assistance, and confession. The model focuses on "light" services. Compared with other app in the single disease field, there are fewer modules involved in the diagnosis and treatment. The main services include online consultation, patient management, and follow-up.

Throughout the mental health platform enterprises, according to the degree of demand of the service objects, they can be divided into the following three categories:

The root cause of the low rate of psychiatric treatment - stigma, the platform of mental health is cut from the psychiatrist, using the means of the Internet to provide psychological and psychiatric patients with professional clinical means and technology. Disease and mental health medical services provide users with medical core services such as clinical guidance consultation, post-diagnosis user tracking, and drug renewal services.

Taking good mood as an example, as of 2017, the good mood platform has attracted more than 18,000 registered psychiatrists, accounting for more than 75% of the number of psychiatrists, covering more than 2,000 psychiatric hospitals and general hospitals nationwide. The department is a psychiatric clinician with a middle-to-high level doctor and a full range of seniority.

From the perspective of the doctor, the good mood mainly solves the following three problems:

1. Mentally ill patients have a "private doctor." The data algorithm is used to accurately match the mental and mental health needs of users and doctors' needs, and establish online one-to-one contact. Patients can continue online consultation and self-healing in the guidance of doctors and the system can only be automated. It is also possible to provide follow-up follow-up services for doctors. This service is especially needed in the psychiatric psychology department with a long course of illness.

2. Doctor knowledge is transformed into wealth. Psychiatrists work under long-term, high-load, high-stress, and income is not directly proportional to their contribution. Good mood turns doctors' knowledge into real income. The average monthly income of a single doctor is 15,098 yuan, and the income is still rising.

3. Psychiatrist's cloud hospital. As the first online practice platform for psychiatrists in China, the mood provides a psychiatrist's Pocket Cloud Hospital, where doctors can learn and communicate online, and publish research and papers.

In addition, in the hospital port, good mood is expanding the products of the hospital platform: through the secondary development of the psychiatric hospital WeChat system platform, its contents include hospital information and academic release, establish hospital brand, patient education, online consultation, triage, and consultation , patient follow-up, etc., the next step is to connect the hospital's registration window.

The online psychological counseling platform mostly undertakes the function of market education. They use free psychology science to attract users and improve the public's awareness of mental illness. In terms of solving user needs, most of the platforms have the function of docking consultants, which is the main monetization method of psychological consulting platform companies. Strictly speaking, such platforms tend to be based on the way users confide, psychological counseling by psychological counselors, the overall model is lighter, and the service is also a group of people who can recover with self-adjustment or intervention. .

壹Psychological product positioning is: psychology content and service providers. Xie Haoran, director of psychological products, told the arterial network reporter: "We hope that everyone with any questions or confusion related to psychology or psychology can find solutions on the psychological platform."

Faced with user stress, depression, etc., or unsatisfactory life, the free online question and answer is used as an entry point to guide users to write their own problems in words and publish them on the platform. A counselor who is interested in the topic will leave a message, and then the user can try to pay for a consultation with a psychologist who is satisfied with the response.

Users can click on the topic of interest according to their own situation, and then by browsing the special introduction of the topic by different consultants, they can quickly determine which consultant is more suitable for themselves. Such a design increases the probability of pairing.

Huang Weiqiang, the founder of 壹 psychology, once mentioned that spending money to buy consulting services is actually a relatively low-frequency behavior. Limited text consultation on the platform often results in poor performance, resulting in low paid conversion rates, so the user experience, platform professionalism, and quality of the counselor are critical to the mental health platform.

According to official public data disclosure, as of 2018, the number of registered users of its website and APP is over 20 million, the number of paid users is about 2.4 million, and the paid conversion rate is about 15%; the psychological APP is 200,000 daily, and the website daily UV reaches 400,000, in terms of professional resources, more than 600 consultants have settled in the platform, and more than 200 psychological columnists have provided high-quality psychological content for the psychology.

The psychological counseling business started late, and it was not launched until 2016. At present, there are more than 600 psychological counselors on the platform, serving more than 60,000 users. It is reported that in the next 2-3 years, online psychological counseling will be the main point of development.

2016 is called the “first year of knowledge realization”. Relevant data show that in 2016, the transaction volume in the knowledge field market was about 61 billion yuan, a year-on-year increase of 205%. The number of participants was about 300 million, and the number of people providing services reached 25 million. 2017, which pays for audio and video as the main form of knowledge, ushers in the climax, and the faster it develops, the easier it is to hit the ceiling. As the number of incoming players increases, the content payment market becomes more competitive. With the gradual rationality of user fees, knowledge-paid content is transformed from fragmented knowledge into a more systematic specialized knowledge system. With the era of relying on celebrity IP to attract traffic, vertical knowledge such as finance and health has gradually emerged.

For example, in the knowledge of starting a rational knowledge, in 2017, with the advantage of the psychology class V that it has, it is known that a large number of psychological courses have been introduced. The psychology course in "February 2017" includes the well-known big V "motivation in Hangzhou". "live", as well as Li Songwei's "7 Psychology Thinking" live, the insidious "how to control his emotions", etc., also received better feedback in terms of users paying.

The pan-knowledge platform has made sufficient market education in the short period of knowledge payment. For the user, compared with the psychological counseling service with higher unit price, the psychological knowledge paid content ranging from several yuan to several tens of dollars is more acceptable. The bottleneck of psychological counseling service is the result of its inability to evaluate, but the knowledge of psychological content is paid for the majority of people with mild psychological problems, to some extent, to achieve “spending money”, but the content is the product. The process of return of form.

On the platform of getting, knowing, etc., the content of mental health is not limited. As far as the specialized mental health platform is concerned, the psychological and self-discipline reported by the arterial network have products related to knowledge payment. Among them, the self-discipline is focused on Content provider for psychotherapy.

Lin Xiao, the founder of the self-learning department, revealed that after nearly nine months of psychological vertical content knowledge payment, the self-study course has been added to more platforms, such as NetEase cloud music, lychee micro-class and various public numbers. Online live advertising revenues are around a few million.

Through the existing platform diversion, it has attracted 15 million traffic and less than 100,000 paid users. She told reporters: "The online art therapy experience is limited, and in order to experience better, we begin to try offline classes." At present, the self-study has reached a strategic cooperation with Poly Real Estate. It is expected that the activity room of the self-class will be added to the high-end real estate project, and the self-study course of “Mommen” will be promoted. The high-end yoga gymnasium in Beijing CBD is also striving for self-discipline cooperation, mainly promoting high-pressure people in the workplace.

Despite the introduction of some policy support, the capital market has also responded, but the mental health industry itself still faces many pain points. "Mobile Internet + can bring about the innovation of China's psychological consulting industry," published by Tang Yanjing, Department of Finance of the University of Hong Kong. The article pointed out that the main pain points in the current mental health market are as follows:

1. Layering of services. Psychiatric practitioners have a doctor's qualification certificate and therefore have the right to prescribe, and can open various psychiatric drugs, while psychological counseling only provides counseling services and does not qualify for psychiatric drugs. Because there is no right to prescribe drugs, psychological counselors must be referred to a mental hospital for severe psychosis that requires medication or hospitalization. This leads to the stratification of services: mental illness belongs to the mental hospital, and mild psychological symptoms belong to the psychological counselor. However, it is impossible to scientifically divide biomarkers between the two, and it can only be judged by factors such as the length of the patient's disease, the degree of generalization, the cause of the disease, and self-awareness.

2. The level of practitioners is uneven. Because the psychological counseling industry lacks effective supervision and regulation, the practitioners are confusing, which affects the overall image of the psychological counselor and becomes an important factor restricting the development of the industry.

3. Lack of molded products. The psychological counseling industry is an emerging industry. Its weakness is that there is no formed product, and there is no mature business operation mode. It is also impossible to promote word of mouth. Everyone is advancing in the process of exploration, so they must make profits. Not an easy task.

4. Lack of referral mechanism. In developed countries, many chronic diseases such as depression are classified as primary care services, and family doctors around the community are responsible for first-line screening or control, and then to specialist hospitals.

5. Whether the counseling service will be included in the medical insurance system. In China, some people with psychological counseling needs can't afford the psychological counseling costs of 5-8 hours per treatment, ranging from tens to hundreds of times. Pricing is too high or too low to meet the needs of both parties.

6. The lack of supervision. At present, the qualifications and certificates issued by China's psychological counselors are the Ministry of Human Resources and Social Security, which are managed by the human resources and social security departments and bureaus of various provinces and cities. The application of the counseling room by the counselor is only required to be registered and approved by the local industry and commerce bureau, and is not within the scope of supervision of the health department, resulting in a regulatory gap in professional counseling.

In response to the pain points mentioned above, how to build an excellent platform model, develop suitable products, attract and retain both parties to the transaction, and encourage both parties to complete the transaction, generating value becomes a common need for entrepreneurs in this field to think.

Good mood CEO Chen Guanwei believes that the mental and mental health mobile application platform can work from the following four aspects:

First, strengthen the application of artificial intelligence technology to fill the shortcomings of the light consultation platform model. Mental and mental illness is diagnosed on the principle of “symptomatics”. There is no objective third-party test method. Each doctor will diagnose the difference, and artificial intelligence technology can improve the diagnosis level and reduce misdiagnosis.

Second, use mainstream technology to solve core problems. Psychiatric diseases are common chronic diseases. China's mental medical resources are unevenly distributed and seriously inadequate. Psychiatric users use drugs for a long time. The need for returning to the clinic is very frequent, especially with medical treatment as the main treatment. How to provide convenience to patients, how to give Doctors provide specialized tools, how to improve the patient's recovery rate, follow and understand the clinical treatment principles in this field, and play the Internet technology is the direction of research.

Third, in addition to being convenient and efficient, the value of the medical Internet is an important factor in increasing cognition. Because of social and cultural factors, Chinese people generally avoid medical ailments, especially mental illnesses. Many people will have problems in this disease. The rate of medical treatment in China is less than 10%, and the rate of medical treatment in Europe and the United States reaches 70%. the above. How can we improve the cognitive level of ordinary people through various means to achieve early treatment.

Fourth, establish a mental and psychological ecosystem. It is necessary to strengthen the industrial integration by upgrading the level of doctors in the mental and psychological industry and improving the clinical discipline technology. Good mood combined with the technology and academics of advanced enterprises at home and abroad, through the online platform, using the innovative ways of the Internet to form an effective ecosystem. In this way, the mobile Internet will be the most agile promoter and implementer of the supply-side reform of the psycho- health industry . In the process of constructing an ecosystem, a platform with commitment, sentiment and innovation will exert great influence.

The current Internet + Psychology project is mainly to move the offline to the line, mainly for diagnosis and treatment, but the pre-diagnosis and post-diagnosis monitoring are in a weak link because psychiatrists and psychiatrists are unlikely to do pre-diagnosis. Predictive and post-diagnostic health.

Referring to foreign digital behavioral health models, using AI technology to identify autism, using VR for psychotherapy, FDA digital therapy to help reduce addiction symptoms, online drug booking to improve medication compliance and other new technical means in the field of mental health Applications.

The practice of overseas cognitive behavioral therapy, from evaluation to prediction, from treatment to efficacy feedback, has built an easier mechanism for improving the efficacy in the digital cycle, ultimately achieving “get better results at lower cost”, innovation pioneer The ultimate goal of future medical care that we are pursuing.

Various overseas attempts, from the perspective of revenue mode, both the 2B and the direct 2C-oriented services have clear charging standards. In general, the final purchase of the European and American companies has adopted the mobile medical service model, that is, from the insurance company. , employers, consumers and individuals.

Perhaps the current artificial intelligence and other technical means can help the current psychology startups get through the whole process and form a better business model.

In the 1920s, Freud's work was translated into Chinese, but so far, mental health services are still lacking in China. In terms of talents, there are only 20,000 psychiatrists in China. To meet the population needs of the next few years, more than 100,000 psychiatrists are needed.

However, the pain point of China's psychological market is not that the patient population is wide and the number of psychiatrists who are on the books is only 20,000, but the willingness to pay after the contradiction between supply and demand.

The British "Guardian" once wrote an article saying that in the traditional Chinese culture, suffering from mental illness seems to be a disgraceful thing, affecting the employment of patients, and even affecting the economic situation of patients' families, will cause mentally ill people Received more unfair treatment.

The influence of relevant policies, cultural concepts and value transmission channels makes the psychological consultation with chat as the treatment plan not formed into the mainstream in the market, so the technical enterprises in the field of mental health are rare. Referring to the development trajectory of foreign countries, the platform of 壹点灵,壹 psychology and other platforms began to consider adding technical factors to the development strategy, improving the patient experience, and whether the technology can change the mental health service mode, waiting for the market research.

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