线上/线下直达患者模式下的互联网医院价值投资决策

Value on investment decision for internet hospitals under online/offline direct-to-patient mode

通过建立Salop模型对互联网医院投资发展后医疗服务市场的变化进行仿真研究,并分析患者选择的结果,然后从总体福利决策中推导出互联网医院的最优投资水平和健康福利价值.数值模拟结果表明,线上/线下直达患者模式下的互联网医院投资价值需要多阶段、多投资主体的优化决策,提高患者对互联网的认知和接受程度,有助于增加互联网医院的投资价值.互联网医院的投资需要战略规划,尤其是在建设前期,应做到成本支付与动态价值的平衡.从社会福利的角度来看,互联网医院应该服务于更多偏远地区的患者.随着使用患者比例的增加,需要提高投资价值的创建能力与成熟度.此外,应探索公私合营模式,以较少的低成本和惠民战略启动互联网医院,并更加注重社会福利增值.

The Salop model was used to simulate competition after investment and development in internet hospitals(IHs)were made due to patients selection in the medical service market.The optimal investment level and value of IHs were then derived from the total welfare decision.Results of the numerical simulation demonstrated that the investment value of the IH in the online/offline direct-to-patient mode required multi-stage and multi-investment optimization decisions and can be increased by improving patients cognition and acceptance.Strategic insight to achieve the balance between cost payments and dynamic value is needed to decide the investment value of the IH,especially in the early stage.From the perspective of welfare,the IH should serve more patients in remote areas.The capability and maturity of creating value on investment(VOI)need to improve with the applications proportionally increasing.Furthermore,investment by a public-private partnership will mean that the IH will start up with less capital,an inclusive strategy,and create higher welfare.