Research on Business Model Transformation and Performance Evaluation of Internet Healthcare Enterprises from the Perspective of Management Accounting: A Case Study of Ping An Health

Abstract

This case study focuses on Ping An Healthcare and Technology Company Limited (hereinafter referred to as "Ping An Health").
Drawing on theories from the *Guidelines for the Application of Management Accounting*, the study conducts an in-depth analysis of the
transformation trajectory and economic outcomes of the company's "Managed Care + Family Doctor Membership" business model. The article begins by reviewing the industry landscape, highlighting the monetization challenges faced by internet healthcare firms relying solely on
online consultation servicessuch as Haodafu Onlineand the low gross margin characteristics of pharmaceutical e-commerce models like
JD Health. It then employs marginal analysis tools from operations management to examine how Ping An Health surpassed its break-even
point and achieved its first-ever profit in the first half of 2024 by balancing high fixed costs (e.g., medical resources) with high-contributionmargin revenue streams (e.g., membership fees). Finally, utilizing the Balanced Scorecard (BSC) framework from performance management,
the study analyzes how the company constructed a non-financial indicator system centered on paid user counts and customer lifetime value.