JD Health Launches Innovative 'Insurance + Service' Health Management Model with 'Jia Yi Bao' Offering
Driven by the pandemic, the value of insurance has gained increasing recognition among consumers, particularly leading to a substantial surge in demand for health insurance. The latest data from the China Banking and Insurance Regulatory Commission (CBIRC) shows that premium income from commercial health insurance in China grew from RMB 86.3 billion in 2012 to RMB 706.6 billion in 2019, representing a compound annual growth rate (CAGR) of over 30%. Since 2012, the scale of premium income from commercial health insurance in China has increased nearly tenfold, underscoring the growing role of health insurance in alleviating the disease burden on the population.
However, traditional health insurance primarily covers risks associated with illnesses or accidents, lacking proactive disease intervention and health management, and thus fails to fundamentally reduce disease incidence. In light of this, leveraging high-quality medical resources and service capabilities, JD Health has recently partnered with multiple insurers, including Fosun United Health and JD Allianz Insurance, to jointly launch the “Family Medical Insurance” managed health insurance service. Centered on disease prevention and health improvement, this initiative integrates health insurance with JD Health’s medical services and health management capabilities, providing families with a one-stop, lifelong medical healthcare service and health protection solution.
It is understood that this marks the first time JD Health has extended its core medical service capabilities, centered on “JD Family Doctor,” to health insurance scenarios, representing another practical implementation of JD Health’s ongoing efforts to open up its medical services and health management capabilities.
For a long time, the service capabilities of commercial health insurance in China have been relatively weak, a phenomenon closely tied to residents’ insurance needs. In the past, public demand for health insurance primarily focused on mitigating the risk of critical illnesses; consequently, health insurance products were dominated by long-term critical illness insurance and medical insurance, with greater emphasis on post-event claims settlement.
“Family Health Insurance” is built upon anti-disease risk protection products provided by insurance companies and deeply integrates the concierge-style health management services of “JD Family Doctor.” It enables intervention before family members develop illnesses, and reduces disease risk and slows disease progression through health promotion, health management services, and medical intervention plans, thereby safeguarding the health of the entire family.
Therefore, unlike traditional health insurance products such as critical illness insurance, which focus on “covering diseases,” the “Jia Yi Bao” health insurance service is fundamentally rooted in “safeguarding health.” It helps elevate health insurance from a single-dimensional property risk protection model of “reducing out-of-pocket costs after falling ill” to a dual safeguard of both health and financial security, enabling entire families to “avoid getting sick or get sick less often.” Based on this principle, “Jia Yi Bao” breaks through traditional insurance models and promotes the upgrade of health insurance from “post-claim reimbursement” to “proactive service provision,” serving as an innovative benchmark for managed care health insurance services within the industry.
Taking the “Jia Yi Bao” Family Million-Yuan Medical Insurance as an example, this product provides coverage on a family basis, insuring 2–4 members. Family members aged from 28 days to 70 years are eligible for enrollment. The product includes the “JD Family Doctor” service provided by JD Health and million-yuan medical risk coverage offered by JD Allianz Insurance. Among these benefits, 24/7 health management services are delivered by health managers and full-time physicians covering five major specialties under “JD Family Doctor,” along with online consultation services from renowned experts across 18 specialty centers at the JD Health Internet Hospital.
For another example, the “Jia Yi Bao” managed critical illness insurance product consists of lifelong medical health services provided by JD Health and critical illness risk protection services provided by Fosun United Health. This product not only offers substantial coverage for critical illness risks but also includes lifelong “JD Family Doctor” services and cancer screening services. It provides health management incentives for both healthy individuals and those with pre-existing conditions, helping insured persons control disease risks, and offers critical illness rehabilitation services.
Meanwhile, JD Health collaborates with multiple stakeholders across industry, academia, and research to jointly explore the “Health Insurance + Full-Lifecycle Health Management” model. By implementing an innovative commercial insurance approach that integrates disease screening, treatment, and follow-up care pathways, it effectively helps insured families achieve maximum medical value at relatively lower costs, truly realizing the goal of “preventing illness, enabling early treatment, and avoiding severe diseases.”
In fact, in recent years, the industry has been actively innovating and practicing managed care health insurance. However, the deep integration of health management with health insurance, as seen in the “Jia Yi Bao” health insurance service, is a first for China’s insurance industry. This milestone would not have been possible without the support of JD Health’s medical service capabilities underlying this insurance product.
In August 2020, JD Health officially launched its family doctor service product, “JD Family Doctor.” By integrating full-time physicians on its platform with offline medical resources, it provides family users with 24/7 online consultation services from a multi-specialty physician team, as well as appointment scheduling for in-person consultations with renowned specialists at top-tier (Grade A tertiary) hospitals across China and online multidisciplinary consultations with leading experts. The service covers various scenarios, including daily health inquiries, consultations for minor ailments, management of complex and critical conditions, and health management, thereby achieving the goal of “one membership, whole-family protection.”
Since its launch, “JD Family Doctor” has continuously innovated its implementation models across various scenarios, fully unleashing the significant value of its medical service capabilities. On one hand, JD Health has gradually opened up the resources and capabilities centered on “JD Family Doctor” to primary healthcare institutions through government collaboration projects. This initiative aims to assist community medical personnel in providing efficient, continuous, full-lifecycle, and end-to-end health management services to residents. A notable example is the “Hubei Province Post-Recovery Rehabilitation and Psychological Counseling Project for COVID-19 Survivors,” a collaboration between JD Health and the Hubei Provincial Health Commission. This project facilitated the signing-up services for recovered COVID-19 patients by integrating the resources and capabilities of community family doctors with those of “JD Family Doctor.” On the other hand, “JD Family Doctor” has also combined with IoT technology to provide accessible medical services and health management functions based on smart hardware. For instance, by creating the “JD Family Doctor Filial Piety Edition” tailored for elderly users, it leverages the voice interaction features of smart speakers to help seniors bridge the “digital divide” and enjoy an enhanced medical service experience driven by technological innovation.
The launch of the “Jia Yi Bao” health insurance service marks another expansion of new application scenarios for “JD Family Doctor,” following its previous integration into primary healthcare institutions and smart hardware service settings. More importantly, “Jia Yi Bao” connects JD Health’s core capabilities across internet healthcare, consumer healthcare, and smart healthcare, building a comprehensive health service ecosystem that covers both online and offline scenarios, as well as the entire process from pre-diagnosis to diagnosis and post-diagnosis care. In other words, this model enables users to manage the full journey—from health screening and disease prevention to consultation, treatment, and rehabilitation—while extending from individual health needs to family-oriented health solutions that better align with Chinese cultural values and demands. This represents a redefinition of the “health insurance + health management” service model.
(Xin Lijun, CEO of JD Health, at the product launch event for “JD Family Doctor” in August 2020)
Xin Lijun, CEO of JD Health, stated that with the launch of “Home Medical Insurance,” JD Health aims to leverage “JD Family Doctor” as its core within health insurance application scenarios. The company intends to continuously open up its medical services and health management capabilities, creating an industry benchmark for innovation and delivering richer, more diversified value in insurance services to society and its broad user base. Looking ahead, JD Health will collaborate with more partners to extend its medical services and health management capabilities into a wider range of scenarios within the “medical care + pharmaceuticals + insurance” ecosystem, thereby consistently advancing the implementation of the “Healthy China 2030” strategy.