A Study On The Business Models Of The Mobile Health

[Purpose] Mobile health industry has a very broad prospects for development,but it still faces many challenges,the vetry important one of them is the specific business model which is not mature and the Enterprises are difficult to make profit.As an emerging industry,mobile health industry involves many participant,includes the patient/sub-health/healthy crowd,hospitals,insurance companies,Drugs and medical devices manufacturers,software/hardware developers,operators,etc.,how to form combining business model of each participant is still in the exploratory stage.The purpose of this study is to put forward industry business model based on the reality and the future development of mobile health,which are on the basis of user requirements,the summary of currently exploring mhealth business model and the analysis of the industry development key factors.[Methods] This research mainly adopts literature analysis,questionnaire investigation and statistical analysis.(1)The literature analysis method was used to study anf comb the mobile health theory and the theory of business model,and on the basis of the theory research we analyze the key factors affecting mobile health business model.(2)Using the method of questionnaire survey to investigate the user’s mobile health overall cognition and demand objectively.(3)Using the statistical analysis method to analyze the data that come from the questionnaire survey,so that get the data form scientific data to support.[Results] mobile health business model is mainly affected by the external environment and internal system of individual influence each other,the external environment including the government and the social environment,the core technologies and industrial value;Internal system consists of many participants,the value of ecosystem model,profit model,and material flow,cash flow,information flow and value stream--"four circulations",etc.Mobile health industry has promising development prospects,we should pay attention to the following questions while exploring the business model of mhealth industry:(1)mobile health concept is deeply rooted in the hearts of the people gradually,more and more users begin to pay attention to and accept the mobile health services;(2)practitioners multipoint drive mobile health to absorb more high-quality medical resources;(3)mobile health to make profits should focus on the user viscosity,and the to promote the products and services is the key;(4)chronic illness population is the very important objects concerned by mobile health industry;(5)developing mobile health standards and regulation.[Conclusions] This study forecasts that the mobile business model will go through three period,the period of public use,the period of commercialization and the period of the fusion.Adapted for each stage of development summed up the main business model: on the period of public use there are two models--the utility model and the open platform for free model;on the period of commercialization there are two models—the system integrator mode and the hardware and software integration mode;on the period of the fusion there are two models—the cloud service platform model and the cloud aggregation patterns.Mobile health business model should have the following features:(1)the effectiveness;(2)integrity;(3)the difference;(4)adaptability;(5)sustainability;(6)life periodicity;(7)innovation.