Enterprise: Aikang Guobin
Type: Health management company
Profit model: Aikang.com, which started out as a "lightweight" company, provides members with online medical services using an "Internet + medical service" model, charging members membership fees ranging from a few dozen yuan to tens of thousands of yuan. In 2005, it transformed and acquired physical examination centers and medical institutions. After the establishment of Aikang Guobin, it adopted the "mouse + cement" model. At present, in addition to membership fees, most profits come from offline physical medical institutions.
Zhang Ligang, chairman and CEO of Aikang Guobin, is a person whose identity is constantly changing. In 1998, he gave up the opportunity to study for a doctorate in genetics at Harvard Medical School in the United States and returned to China to help Zhang Chaoyang found Sohu.com and served as director; in 1999, he set up his own business and founded eLong Business Travel Network, with "Internet + travel services" The model is comparable to Ctrip, but it quietly withdrew when it landed on Nasdaq.
Zhang Ligang's new identity as chairman and CEO of Aikang Guobin originated from an article he encountered by chance. During a plane trip in 2004, Zhang Ligang was attracted by a case introducing women's health management files in a magazine. As a medical student, he was sensitively aware that "health management" was a "blue ocean" in China.
From the initial "lightweight" Aikang.com, which provided online medical services to members with the "Internet + medical service" model, it later acquired physical examination centers and medical institutions, and gradually increased its "heavy" pace, using the "mouse + cement" model Building higher barriers to competition, Aikang Guobin's turnover exceeded 300 million yuan last year, undisputedly occupying the top spot in the health management industry. At present, Aikang Guobin has completed three rounds of financing. Investors include Merrill Lynch, China Economic Cooperation, ePlanet, Walden International, Zero2IPO Group, etc., with a total of more than 40 million U.S. dollars, making it the largest company in the medical and health industry.
copy e dragon
Thanks to his profound practical Internet experience and medical background, Zhang Ligang plans to apply the e-dragon model to the traditional industry of health management, providing customers with health management services through the integration of network platforms, call centers and medical entity resources, and acting as a " "Matchmaker" who "brings together" members and medical institutions. In 2004, Aikang.com was established.
At that time, Aikang.com's business scope mainly provided services such as health record management, physical examination, health assessment and prevention, one-on-one health expert consultation, green channel for medical treatment, and expert appointment. For example, basic business health file management records all information such as members' physical examination data, diet, family medical history, personal medical history, etc. in the form of electronic files. The files are saved for members for life and can be accessed at any time on the Internet. Its core business is a green channel for medical treatment and expert appointments. Members can either choose a doctor online to make an appointment, or call the customer service center, where the customer service staff will select suitable hospitals and experts based on the member's needs, and provide timely VIP appointment registration. With this service, members can seek appropriate medical treatment without queuing up overnight, relying on relationships, or buying high-priced accounts.
Although similar to Ctrip and eLong, it operates on the basis of "Internet + medical services", but in terms of profit model, it is different from the two charging commissions from travel service providers. Aikang.com is based on a "membership system" and charges members. The membership price ranges from tens of yuan to tens of thousands of yuan. Depending on the price and membership level, the health management services obtained are also different.
In just three years, Aikang’s business scope has expanded to 14 provinces and cities, established cooperation with more than 400 medical institutions, and provided services to hundreds of well-known enterprises, insurance companies, medical institutions, government agencies and more than 1 million members. Provide comprehensive health management services. It is understood that the value of these members' service cards ranges from one hundred yuan to ten thousand yuan. Even by conservative estimates, Aikang.com's annual turnover is more than tens of millions of yuan, and its revenue in 2006 has exceeded 100 million yuan.
"hard" landing
As an e-dragon in the health management industry, Aikang.com’s “Internet + medical services” model seems perfect. However, Zhang Ligang found that if he did not have his own hospital and relied entirely on external forces, this business model would lack core competitiveness. Because medical services cannot keep up with members' requirements, the millions of members of Aikang.com have not really transformed into core members who visit Aikang.com stably and frequently. In addition, the well-populated public hospitals simply do not care about the customer resources of Aikang.com, and they will not provide commissions like hotels. This makes it difficult for Aikang.com to continue to rely solely on its membership fee business model.
Therefore, at the end of 2005, Aikang.com, which was not willing to just serve as a wedding dress for others, "transformed" and began to consider "landing".
In October 2006, Zhang Ligang acquired Beijing Perry Jackson Medical Center, a general diagnosis and treatment hospital from Hong Kong that is famous for dental medical services. At the same time, his pace of mergers and acquisitions in East and South China is also accelerating. In 2007, after receiving US$25 million in investment from six investment institutions including Merrill Lynch, ePlanet, Walden International, China Economic Cooperation Group, Shanghai Venture Capital, and Zero2IPO Group (this is also the largest investment in China’s health care field to date). A venture capital investment), Zhang Ligang invested in Guobin Physical Examination Institution, which became a landmark event in the transformation of Aikang.com.
Guobin Physical Examination, established in 2000, is a chain of private physical examination centers. At that time, it had 4 physical examination centers in China, 3 in Shanghai and 1 in Guangzhou. It provides customers with physical examination packages of different grades ranging from 500 yuan to 8,000 yuan. In 2006, it received more than 100,000 physical examinations in Shanghai alone. "The single store business scale and profitability of Guobin Physical Examination are currently the strongest in this industry, which is also an important reason why we value cooperation with Guobin Medical Examination so much." Zhang Ligang revealed that Aikang.com and Guobin Physical Examination will be merged through a share exchange. , both parties each held 50% of the shares, and established the current Aikang Guobin.
In fact, before the official merger of Aikang.com and Guobin Physical Examination was announced, the newly established Shanghai Guobin Pudong Physical Examination Center had already tasted the benefits. In just three months since Pudong Guobin was established, nearly half of its customers came from Aikang.com. In Zhang Ligang's eyes, the current Aikang Guobin is like the golden pair of "Ctrip" and "Homeinn". On the one hand, the Guobin Medical Examination Agency allowed the floating Aikang Network to achieve a "hard landing", making up for the fatal flaw of the previous model's lack of core competitiveness and building a higher competitive barrier in the industry; on the other hand, customers passed Consulting doctors on iKang.com can directly enter offline state guest physical examination institutions to receive physical examinations and medical services.
At present, Aikang Guobin has established 16 self-owned physical examination medical institutions across the country. In 2007, Aikang Guobin's revenue was 150 million yuan, which expanded to 300 million yuan last year, and is expected to increase further this year.
Opening up “life insurance” profit channels
In addition to online consultation and later offline medical institutions, Zhang Ligang also targeted another new field since the establishment of Aikang.com in 2004, namely the life insurance health management market.
It is reported that due to constraints on manpower, management and other conditions, insurance companies generally have difficulty in effectively guiding and supervising the health status of policyholders, resulting in a high passive ex-post compensation rate. However, Aikang Guobin can effectively reduce the risk of the insured by providing health management for health insurance customers of insurance companies, providing health education, designing personalized physical examination packages, pre-event, mid-event and post-event control services for policyholders. morbidity and reduce medical expenses from the source. "There are many cases of cooperation between insurance companies and health management institutions abroad. This cooperation model can enable insurance companies to reduce expenses by 15%-40%." Zhang Ligang said that at present, Aikang Guobin has cooperated with China Life, Generali Life, Taikang Life Insurance, Zhonghong Insurance and other institutions have established cooperative relationships.
In addition, Aikang Guobin also attempts to provide health management value-added services to VIP customers of banks and other financial institutions. Zhang Ligang said that it will be a future development trend for banks to use health management as a value-added service to attract VIP customers. Aikang Guobin has now signed cooperation agreements with many banks such as Industrial Bank, China Construction Bank, and Shenzhen Development Bank. Zhang Ligang said: "At present, health insurance, life insurance and value-added services are not the main sources of profit for Aikang Guobin, but their contribution to revenue is increasing and they should be one of our main profit channels in the future."