互联网医疗时代健康险O2O模式创新研究

The Research on Innovation of O2O Mode of Health Insurance in Internet Medical Era

我国商业健康险已发展了30多年,至今仍然面临险种定位理念陈旧、市场规模拓展艰难、风险管控难度巨大和产品结构过于单一等发展瓶颈。互联网医疗时代的到来给健康险的发展带来了新的契机。2015年平安健康保险公司开始探索健康险O2O模式创新设想。该模式的创新之处在于彻底解决理赔失控问题,通过降低保费、提供差异化服务、吸引互联网医疗用户,最终真正实现健康险市场规模的突破。但保险公司的O2O模式创新也必将面临变革带来的挑战,如经营定位不明晰、盈利模式尚不明确、互联网医疗行业和传统保险行业的文化融合困难等。创新能否成功,尚待时日验证。

China＇s commercial health insurance has developed for more than 30 years. So far, it is still faced with many development bottlenecks such as the old concept of insurance positioning, difficulty in expanding market size, difficulty in risk management, single product structure etc.. But the arrival of the Internet Medical Era has brought a new opportunity to the development of commercial health insurance industry. Since 2015, the industry giant Ping An health insurance Limited by Share Ltd began to actively explore the new 020 mode innovation of health insurance. The innovation of the mode is that： It will subvert the traditional concept of health insurance type; It can completely solve the problem of uncontrollable claims; Furthermore, by reducing the premium, providing differentiated services, attracting Internet Medical users, it will achieve the ultimate real breakthrough of the health insurance market size. However, the insurance company＇s 020 mode innovation will also face the challenges of change, such as business positioning is not clear, the profit model is not clear, the culture of Internet industry and the culture of the traditional insurance industry is difficult to integrate, etc.. Innovation can be successful, yet to be verified.