亚马逊试水医疗保健业 | 经济学人商业

2022-12-04 03:12

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Amazon makes a new push into health care

亚马逊试水医疗保健业

It might be its riskiest business venture yet

或许是其迄今为止最有风险的投资

As big tech companies face a brutal slow-down the hunt is on for new areas of expansion. Amazon, which is now America’s second-biggest business by revenue, is a case in point. In the final quarter of 2022 its sales are expected to expand by just 6.7% year on year. On November 17th Andy Jassy, Amazon’s chief executive, confirmed that the firm had begun laying off employees and would fire more next year. Mr Jassy said it was the most difficult decision he had made since becoming boss. But he also noted that “big opportunities” lay ahead. One that he highlighted is the largest, most lucrative and hellishly difficult businesses in America: health care.

大型科技公司正面临着发展放缓的残酷现实，与此同时它们也在拓展新领域。全美营收排名第二的亚马逊就是一个典型的例子。在2022年第四季度，亚马逊销售额预计只会同比增长6.7%。11月17日，亚马逊首席执行官安迪·贾西（Andy Jassy）确认公司已经开始裁员，明年可能会裁掉更多。贾西表示，这是他上任以来做出的最艰难的决定。但他也指出“巨大的机会”就摆在面前。他强调的其中之一便是在美国规模最大、利润最丰厚、最具挑战性的行业——医疗保健业。

Many tech firms have health-care ambitions. Apple tracks wellbeingthrough the iPhone; Microsoft offers cloud-computing services to health firms and Alphabet sells wearable devices and is pumping money into biotech research. But Amazon is now creating the most ambitious offering of all. Two days before Mr Jassy’s statement, on November 15th, it launched “Amazon Clinic”, an online service operating in 32 states that offers virtual health care for over 20 conditions, from acne to allergies. Amazon describes the new service as a virtual storefront that connects users with third-party health providers.

许多科技公司都对医疗保健业“虎视眈眈”。苹果通过iPhone追踪用户健康；微软为医疗公司提供云计算服务；Alphabet销售可穿戴设备，并大量投资生物技术研究。但亚马逊现在正在打造最雄心勃勃的产品。在贾西发表声明的两天前，也就是11月15日，亚马逊推出了“亚马逊诊所”，这是一项在32个州运营的在线服务项目，为痤疮、过敏等20多种疾病的患者提供虚拟医疗服务。亚马逊称这项新服务是连接用户与第三方健康服务提供商的虚拟店铺。

The Amazon Clinic launch follows the $3.9bn takeover, announced in July, of One Medical, a primary-care provider that offers telehealth services and runs bricks-and-mortar clinics (the deal has yet to close). It has 790,000 members. The deal was led by Neil Lindsay, formerly responsible for Prime, Amazon’s subscription service, who has said health care “is high on the list of experiences that need reinvention”.

今年7月，亚马逊宣布要以39亿美元收购One Medical（但该项交易尚未完成），随后推出亚马逊诊所。One Medical是一家提供远程医疗服务同时经营实体诊所的基础医疗保健服务提供商，拥有79万会员。这项交易由尼尔•林赛（Neil Lindsay）牵头，他之前主管亚马逊的订阅服务Prime，他曾经表示医疗保健“在需要重塑的体验清单上处于前列”。

These latest moves complement Amazon’s existing assets. Its Halo band, a wearable device that went on sale in 2020, monitors the health status of users. In 2018 it bought PillPack, a digital pharmacy that is now part of Amazon Pharmacy, for $753m. Amazon Web Services launched specific cloud services for health care and life science companies in 2021.

这些新举措是对亚马逊现有资产的补充。亚马逊于2020年上市的可穿戴设备Halo手环可以监测用户的健康状况。2018年，亚马逊以7.53亿美元收购了数字药房PillPack，现已并入亚马逊药房（Amazon Pharmacy）。2021年，亚马逊网络服务（Amazon Web Services）推出针对医疗保健和生命科学公司的专属云服务。

The move into primary care, jargon for the role of the traditional family doctor, is a big step but has an obvious logic. Walgreens, a pharmacy chain, reckons the industry is worth $1trn a year. Around half of Generation Z and millennial Americans do not have a primary-care doctor and One Medical’s membership has almost doubled since 2019. Amazon Clinic will accept cash for its services, rather than relying on America’s nightmare insurance system to recoup costs.

进军初级保健（传统家庭医生角色的行话）领域，是亚马逊迈出的一大步，理由显而易见。连锁药店沃尔格林（Walgreens）估计初级保健行业规模每年可达1万亿美元。大约半数的千禧一代和Z世代美国人没有初级保健医生，而自2019年以来，One Medical的会员人数几乎翻了一番。为了覆盖成本，亚马逊诊所的服务将接受现金支付，而非依靠噩梦般的美国保险系统。

注释：

西方出生于不同年代的说法：迷惘的一代Lost Generation（1883-1900）、最伟大的一代Greatest Generation（1901-1927）、沉默的一代Silent Generation（1928-1945）、婴儿潮一代Baby Boomers（1946-1964）、X世代Generation X（1965-1980）、千禧一代Millennials（1981-1996）、Z世代Generation Z（1997-2012）、阿尔法世代Generation Alpha（2010早期-2020中期）

来源：维基百科-Generation Z

The company is betting that primary care will become more digital. And it is likely that it will seek to integrate these services with other parts of Amazon’s health-care offering. Amazon Clinic’s new users can buy drugs from Amazon Pharmacy. Over time the firm could add a feature to the Halo band reminding users to take medicine. It might also set up clinics in branches of Whole Foods, the supermarket chain it acquired in 2017. And it may wrap health care into Prime, which now has some 200m members worldwide. “The low-hanging fruit is offering discounts on membership to Prime members,” says Daniel Grosslight of Citigroup, a bank.

亚马逊把赌注押在初级保健行业的数字化发展方向，并且很可能将整合亚马逊诊所和其他亚马逊医疗保健服务。亚马逊诊所的新用户可以在亚马逊药房上买药，过段时间亚马逊还会为Halo手环推出服药提醒功能。亚马逊还可能在2017年收购的连锁超市Whole Foods门店中设立诊所，医疗保健或将纳入亚马逊Prime会员服务范围（目前Prime在全球已有约2亿会员）。花旗银行（Citigroup）的丹尼尔·格罗斯莱特（Daniel Grosslight）说：“向Prime会员提供会员折扣是最容易实现的目标”。

注释：

low-hanging fruit：最容易实现的目标。

Amazon’s health push comes with several risks. One is that its own record is far from flawless. It is closing Amazon Care, which it launched to provide health services for its own employees and which expanded to offer some services to outside customers. Haven—a collaboration with Berkshire Hathaway, Warren Buffett’s investment firm, and JPMorgan Chase, a bank—was set up in 2018 to procure lower cost health care for employees, but died less than three years later.

亚马逊加码医疗布局也伴随着一些风险。首先，亚马逊过往的战绩并非完美无缺。其中一大缺憾便是即将关闭的亚马逊护理（Amazon Care）业务，该业务起初为亚马逊员工提供医疗服务，后来扩展到为外部客户提供服务。还有亚马逊和沃伦·巴菲特（Warren Buffett）的投资公司伯克希尔·哈撒韦（Berkshire Hathaway）以及摩根大通（JPMorgan Chase）在2018年合资创立的Haven，旨在为三家公司的员工降低医疗保健成本，但不到三年就解散了。

Another danger is competition.CVS, an American retail pharmacy, reportedly outbid Amazon for Signify Health, a large primary-care provider in September. In October, Walgreens increased its stake in Villagemd with a $5.2bn investment. JPMorgan recently opened primary-care centres of its own. Amazon’s new venture will also compete with the likes of Ro and Hims & Hers, tech startups dedicated to providing virtual health care.

另一个风险因素是竞争。据报道，美国零售药店CVS在9月以高于亚马逊的出价收购了大型初级保健供应商Signify Health。10月，沃尔格林投资52亿美元增持了Villagemd的股份。摩根大通则于近期开设了公司自己的初级保健中心。亚马逊的医疗项目还将与Ro、Hims & Hers这类专门提供虚拟医疗保健的科技初创公司展开竞争。

Finally, Amazon will have to grapple with regulators. The Federal Trade Commission, a trust-busting agency, is examining the One Medical deal. The takeover, and the launch of Amazon Clinic, will raise questions about who should be allowed to hold sensitive health-care data. Amazon has said “we remain focused on the important mission of protecting customers’ health information”. The firm may need to set up hefty firewalls to separate customer information held by clinics from that gathered through other products and services. But satisfying data-privacy concerns could wipe out many of the data-sharing opportunities that Amazon deftly deploys across the rest of its business.

最后，亚马逊公司将免不了与监管部门缠斗。反托拉斯机构美国联邦贸易委员会正在审查亚马逊与One Medical的交易。那次收购加上亚马逊诊所的上线，将引发“谁才可以掌握敏感医疗数据”的问题。亚马逊表示，“我们一如既往地重视保护客户健康信息这一重要使命”。也许，亚马逊需要建立强大的防火墙，将诊所持有的客户信息与通过其他产品和服务收集的客户信息分离。不过，这样虽然打消了数据隐私方面的顾虑，却可能会让亚马逊在公司其他业务中巧妙部署许多数据共享的机会化为乌有。

Amazon’s attempts at disrupting health care will be subject to intense scrutiny. Nonetheless it should have a positive effect on health care in America. Its experience at keeping customers happy while generating razor-thin margins could improve primary care and force other providers to up their game. It may also prompt other tech giants to do more to disrupt health care themselves. All this may be just the medicine that America’s heath-care system—and Mr Jassy’s tenure as Amazon’s boss—badly need.

亚马逊的试水颠覆了医疗保健的传统运作方式，将受到严格审查。尽管如此，它依然对美国医疗保健行业产生了积极影响。此举既能取悦客户又能创造微薄的利润，不光能提升初级保健水准，也能促使其他供应商提高服务水平。这或许也会鼓励其他科技巨头在自身的医疗保健方面更有所作为。这一切也许正是美国医疗保健系统急需的良方，也与现任亚马逊总裁贾西任内的构想相一致。

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亚马逊试水医疗保健业 ​| 经济学人商业

亚马逊试水医疗保健业 | 经济学人商业