As one of the most basic and core strengths in primary care , the clinic has attracted more and more entrepreneurs to get involved with the flow of medical talents and the entry of capital.
On June 10th, Hangzhou, the website of the 2018 Grassroots Medical Innovation Practice Summit hosted by the Arterial Network at the Frontier Forum on New Clinics, shared the theme of expansion and standardization of new chain clinics, business models and operating costs.
The guests who participated in this forum included practitioners, industry experts and investors in the clinic industry. They have been deeply cultivating clinics for many years. First, they hope to make a small contribution to China's primary health care. Second, they hope to share some of their experiences and the pits they have stepped on for future entrepreneurs.
To this end, we have classified this guest into five categories, general clinics, specialist clinics, community clinics, model innovations, empowering clinics, and how they work in their respective categories.
General service, service, site selection and product design
In the general-purpose clinic, we selected three clinics, namely, Yingying Medical, Lilac Clinic, and Beijing Shui'an Youlian Clinic.
From the time of establishment, the three clinics were in 2015, 2016 and 2017, which happened to be the time when the clinics started. In terms of scale, the number of Yingying Medical and Lilac Clinics was four, only the shadow medical care. Four are in Shanghai, while the Clove Clinic is located in Fuzhou and Hangzhou.
According to Xiong Wei, the medical director of Yingying Medical, private high-end medical care is very active in the booming and high-risk clinics of high-end clinics. The rapid breakthrough of Yingying Medical is based on these three points: The first point is that the growth of medical expenditure market is obvious; The second point is the rapid increase in the number of middle-to-high net worth individuals; the third point is that the burden on public hospitals is too heavy, and some private medical institutions are suffering from bottlenecks.
Faced with these factors, Yingying Medical is adhering to the concept of “taking patients as the core†and adhering to the “doctor-centered†operational management system to create a high-quality service. The high-quality medical services here are inseparable from superb medical technology and caring for patients.
Exquisite medical technology is inseparable from authoritative medical talents. Yingying Medical not only has an excellent team of doctors, but also top-level general practitioners: for example, Dr. Frank from the United Kingdom, Dr. Stephen from the United States, and Dr. Wanda from Australia. .
“Real high-end medical care is not in hardware, but in places that are invisible to the naked eye.†Therefore, in the design of the clinic: the overall hardware configuration, operational procedures, patient service procedures, etc. are all designed by doctors. Whether it is from the safe height of the table, the risk factors that the child may encounter, or whether the checkout process is tedious and repeated, it has been repeatedly considered and polished.
It seems that if the clinic is only for profit, then such a clinic is easy to operate, giving patients more medicine, more infusion, over-treatment, clinic profits are natural; if it is a doctor, then you should think clearly before leaving the public hospital. What do you do to attract patients after opening a clinic? Where to choose? Do high-end or low-end?
Taking the operation of Beijing Shui'an Youlian Clinic as an example, she answered these questions one by one: First, the site selection logic. For example, in Beijing, my clinic is located outside the Fifth Ring. That place was only developed in 2016, but there is already a high-end villa area and many new buildings next to it, and each building is mainly large-sized, with an average area of ​​160 square meters per household and a unit price of 80,000. A person who can buy a house in that place has a certain spending power.
At the same time, we will go to the nearby neighborhood committee and housing agency to find out the average occupancy rate, rental price, second-hand housing price, merchant price and parking lot settings. According to statistics, the surrounding residential areas (excluding Tianduyuan) can accommodate 200,000 people and 40,000 households. At that time, the occupancy rate reached more than 70%, and the average price of private cars for residents was over 500,000, and the proportion of households with children was very high. Big, so we decided to choose here.
In addition, it is observed that the majority of households are younger post-90s households, the proportion of commercial insurance is lower, and the business insurance return period is very long, which will put pressure on the cash flow of the clinic, so we can It saves a lot of labor costs by eliminating the need to dock the commercial insurance.
Second, the customer unit price is determined. My clinic registration fee is 199 yuan, which is very low compared to public hospitals. We use precision marketing to reduce the registration fee threshold. Specifically, we will establish contact with residential properties and neighborhood committees to grasp the health status of the residents, including information on patients with advanced cancer in bed, thus providing personalized on-site services, which is not available in public hospitals.
Third, pay attention to background data. For example, on Mother's Day, I sent a Weibo to let everyone get a healthy knowledge of maternity by scanning the QR code. Afterwards, through the analysis of the background data, I learned the number of pregnant people in 300,000 Weibo fans and the number of pregnant women and pregnant women. This data will be of great help to our follow-up online.
Xu Kenan, executive director of the Lilac Garden, said that the sudden increase in the number of outpatient clinics in the clove clinic was during the flu last year. At that time, many big three hospitals could not buy medicines because their clinics were well prepared, so residents in the vicinity went to the clinic to see a doctor. "At the time, I was worried that after the flu, the outpatients were reduced, but not. Because the patients have confidence in the clinic, they will come to the clinic after medical treatment." Xu Kenan said.
In addition to the services to patients, Xu Kenan also introduced services to clinics.
The first is to “open the clinic with ease†and sort out the stories of the clinicians, telling everyone where to open a good clinic and what the doctor thinks;
Second, create a “micro-clinic†brand and take advantage of the Internet to help you link to more users, help them to share easily, and help them do more to understand the word of mouth and services of the clinic;
Third, “Cloud Manager†helps everyone to do outpatient management and standardized information platform for doctors and patients through the system;
The fourth "business management" service; the fifth is the online and offline business management training services, clinic talent recruitment services, medical equipment resources docking, etc., to help colleagues who want to open clinics, from 0 to 1 to open a clinic.
Where are these people coming? In the early stage, through the platform of Clove Garden, many such groups were explored to share online courses. Seminars were held offline to help clinics to do recruitment, brand management, management, custody or independent investment. The clinic can help you in the initial part of the preparation, when you need people and need funds.
"Of course, relying on our family's limited capabilities, we look forward to social peers or more partners to join the platform to do more for our primary care." Xu Kenan said.
Specialized clinics such as ophthalmology and otology have gradually attracted attention, and dental clinics have been vying for capital.
In addition to general practice clinics, in the specialty clinics, we selected the Ai Er era, Meiwei Dental Medical Group, and Meihe Medical Group.
When it comes to specialist clinics, dental clinics can be said to be one of the earliest specialist clinics in China. It is said that the financing threshold for all large-scale oral chain clinics is now 100 million yuan. This industry is currently in the state of capital and chasing money to find the door.
According to Song Dawei, a partner and chief operating officer of Meiwei Dental Medical Group, Meiwei has created a third development pattern of the dental industry through the “business partner†model; it also proposed “building standards, technology, talents, strong operations, Re-informatization" five aspects of empowering oral medical institutions. And help them become bigger and stronger, and develop into a leader in the region or segment.
The “business partner†model is based on the development experience of Meiwei based on existing private specialist chain institutions. That is to say, Meiwei’s cooperation with business partners has developed a local superior oral brand to become a brand of Meiwei, and The principle of mutual integration and mutual benefit is to create a stable and win-win community of destiny.
At the same time of empowering partners, Meiwei has deep integration of the upstream and downstream industrial chain of oral medicine, forming a healthy and sustainable business ecosystem of inter-connected, cross-border cooperation and co-evolution of Meiwei, and gradually constructing and perfecting oral examinations. Closed-loop service for disease diagnosis and treatment, health management, and medical security.
Hearing clinics and eye clinics have also emerged in recent years. Born in a medical family, Liang Qi, who worked at Huaxi Hospital, returned to study abroad or started her entrepreneurial career. She is going to be a hearing clinic for the future.
What is the difference between this and traditional? First, through the iPad technology, the work of the audiologist is relieved, and then the child or adult is automatically screened for hearing through semi-intelligent devices.
She positions the hearing system as a test, and communicating with the patient is the medical service that the patient enjoys. The process of hearing health care, in addition to technical things, is more about the exchange of personnel to understand his needs. Future clinics may also be able to quickly replicate to many places and are no longer confined to the vast commercial areas of the North.
In the future, Liang Qi will also build a platform for hearing health management, including testing technology, acoustic technology, and e-commerce technology. All are based on consumer habits and the best habits of the current environment, based on user feedback to do remote debugging. For example, if I tell my friends that my grandfather has a hearing problem, what should I do? By remotely or walking to the best recent community hospital, using our platform for hearing detection, the audiologist can read his data in the background and know what his hearing test looks like. A suitable hearing product, and professional debugging, and then send the product to his home. In the process of use, it can also be debugged remotely, or he can go to a recent community hospital. "We are now working with a large number of community hospitals to land future hearing clinics to help more primary care patients." Liang Qi said.
In the eye clinic, Yu Gang, the founder of Meihe Medical Group, shared his past experience in entrepreneurship and operation.
At the beginning of his business, he defined three directions: first, to do what the experts want to do; second, to do medical treatment with temperature; and third, to let doctors earn money with dignity.
First, the introduction of famous doctors. Sometimes, the introduction of a famous doctor will cost millions, the cost is high, and it is even difficult to get investors' approval. Second, retain talent. On the one hand, should we give incentives to nurses, doctors, and optometrists; on the other hand, after a certain degree, whether it can be quickly replicated to achieve sustainable development.
In terms of getting customers, he has been doing things that the top three hospitals are unwilling to do, dare to do, can't do, and try things that others have not tried. Yu Dean said that they have recently tried to bring medical beauty to pediatric plastic surgery, which will bring them new thinking and opportunities. At the same time, Meihe Medical Group is preparing to set up the first domestic children's genetic eye disease counseling and guidance center, and invites experts in genetic eye diseases at home and abroad to join.
In terms of financing, he believes that it is first necessary to consider itself and find the gap between the current status of the project and the established goals. Secondly, it is necessary to stop, not to overestimate your own strength, and to go on the road. He believes that in the choice of a century-old store and the intervention of the capital market, we should consider our own situation. If the funds are lacking, we can use capital to develop as much as possible. However, if the funds are sufficient, please do a century-old store.
For Meihe Medical Group, they set up a business scope for internal medicine and surgery in children's ophthalmology. Children's eye surgery is an eye surgery project. Optometry and children's common eye diseases are ocular medicine programs. In the future, they will develop more medical care and take on more risks and social responsibilities. This year's goal is to build a day-running operating room and a healthy lodge for children's healthy eye care.
According to the dean, the current domestic pediatric investment is divided into two categories: no one cares about children's surgery, high threshold, high risk, and few experts. Children's medical investment is mostly focused on light medical care such as child care, child care, and children's ordinary convenience clinics. And their children's ophthalmology is the two departments of ophthalmology and ophthalmology. The surgery was an eye surgery, and in one year they performed 500 operations. Children's optometry, myopia prevention, etc. are in the Department of Ophthalmology, and the two major projects complement each other and fly together.
Community clinic service trials, family doctor services or medical services
In terms of community clinic services, He Qin, chairman of Zhejiang Huafang Medical Care Co., Ltd., believes that “the new community medical model in the future mainly includes the Internet, intelligent AI, family doctors, and services.â€
1. Medical care will be fully integrated with the Internet. Through APP, WeChat and TV, telemedicine , remote inspection equipment and wearable and household equipment.
2. 50% of the future community medical diagnosis will be performed by robots, 30% of the diagnosis and treatment will be completed by nurses, and 20% will be responsible for the guidance and management of nurses and robots. At present, AI-assisted diagnosis technology has been available, and the single-patient diagnosis and treatment system has been gradually improved. He Dong believes that in the next decade, medical robots will gradually break through the comprehensive disease primary doctors, and even reach senior doctors with comprehensive diseases who do not need manual assistance.
3. Family doctors will gradually be dominated by private capital. He Dong believes that the future private family doctor card will be signed with the public family doctors to reach 7:3, thus providing more convenient family doctor services for grassroots residents.
4. Primary health care services are business services. Community medical institutions will provide services such as online consultation, on-site service, chronic disease management, disease education, home rehabilitation, etc., while increasing profitability, they are also expanding in the direction of multi-level, multi-dimensional and convenient medical treatment.
Huafang Medical Care is currently exploring a new model of community-based medical care and maintenance, creating a 1+30+3+N medical support service template, with one hospital as the core, 30 clinics as the terminal, three-tiered pension institutions as the template, and N cooperation to establish the ecology. Circles form a regional medical maintenance platform, effectively link the various elements of the industry chain to TCM, raise and protect, and form a model replication across the country, which will promote the overall integration and transformation of the medical industry .
At present, China has established a secondary hospital, 20 self-operated clinics, 22 Chinese health pharmacies in Hangzhou, established partnerships with 27 clinics, and is constantly intelligent in talent management, family doctors, and clinics. Practice in new areas such as service new models.
The Shimao Clinic in Chengdu is based on family doctor services and operates community clinics. Like other platform companies, it develops HIS and sets up SAAS systems. Of course, in the investment of hardware, inspection equipment, wearable physical monitoring equipment, etc. are very concerned, which is necessary for future clinics.
"At the same time, I also hope that these resources will be shared with everyone in the future. Whether it is a doctor or an entrepreneur, everyone will be in the bag, and everyone is expected to participate in the family doctor service." Wang Rong, CEO of the Island Music Clinic, said.
Another Hangzhou community clinic, Li Zhendong, co-founder of the neighboring family doctors, believes that community clinics still have to operate in a chain. At its core is the relationship between the organization and the individual, the organization and the environment, and the individual and the goal.
The first is about the positioning of chain clinics. Different brands have different orientations. Taking neighbors' good doctors as an example, they locate communities and serve communities, provide professional and convenient medical services for second- and third-tier cities, and become intimate partners that users think of at a time.
Second is the cost issue. Li Zhendong has three points: First, the greater the cost loss, the greater the loss of competitiveness. The same establishment and operation of an outpatient clinic, if I use one million three months to complete the outpatient time to build, and three million to complete the preparation in one year, under the same positioning and pricing strategy, who is more competitive Second, it is necessary to do a good job of the cost budget for the current performance, but also to make a cost budget for future performance. In terms of rent, decoration, procurement, and personnel costs, the current cost budget, the future cost budget in the chain of mechanisms, whether it is the management system, information, personnel training, brand operations, financial regulations, etc. will affect the future Performance. Third, there is no minimum cost, only reasonable cost.
Finally, the financial revenue problem is simply the outpatient volume × customer unit price. Community general medical care is different from oral and ophthalmology. Therefore, in project development, the business philosophy of good neighbors is based on the following points: First, starting from the health needs of customers, medical quality is the first core point. Customers come here for treatment. The environment and convenience are important reference factors. The core is medical quality. Therefore, if it is not built on the core of medical quality, it will inevitably lose the customer's “secondary consumption†and word-of-mouth communication. In addition, in the choice of community treatment options, as a community medical treatment, how to choose Chinese medicine, or Western medicine treatment plan? We believe that "both capsules and capsules must be cupped."
The most complicated problem is the human problem. Neighboring good doctors set up a neighboring college, established a team-based talent training system, re-education around excellent training instructors, and a large number of clinical patient training. At present, the largest number of stores in a year is 90,000. At the same time, cooperate with experts from the top three hospitals to carry out deep disease digging.
On the basis of employing and selecting people, the neighboring doctors are mainly based on internal training and supplemented by external experts. A large number of young doctors are employed, and clinical practice and consistency of diagnosis and treatment are emphasized. In the sense of hospital care, nursing and rescue patients, there are common emergency patient rescue experiences, as well as the staff's daily operation manual.
Two model innovations: clinic sharing model
With the birth of the sharing economy model, in the industry of high barriers to medical care, there are also two companies trying to share the model, one is the almond doctor - let the doctors in the system add value through more practice; the other is the sharing of health equipment by the penguin doctor.
According to Martin, the founder of Almond Doctor, “We have created a partner clinic model with doctors to share risks and share the platform of interest doctors.†The three main elements of success are:
1. Outpatient investment: an investment model that is consistent with the interests of doctors. We can provide doctors with complete, high standard medical equipment . Almond doctor's equipment is the leading equipment in the country. In fact, the equipment in public hospitals is the best. But our shared medical equipment can be bought domestically or imported. I won't refuse the needs of any doctor, but everyone has a brain. If you use imported, how much does your cost share? If you use domestic How much is your cost allocation? It's that simple. You will find that the interests are the same, and the doctor's attitude has changed.
This is the investment logic of the internal funds of the clinic. In the external attraction of financing, the homonym “trust doctor†of Almond doctor is our secret. We recruited outpatient partners in March 2017, and went online for 30 days, raising funds to 15.96 million yuan from 257 partner doctors. Why are you raising so much money? It is to give the platform benefits to the doctor, and the doctor gives me the money. You have never heard of doctors taking out their money to the platform. This is what doctors believe in us.
2, clinic operation: high-quality medical care that ordinary people can also pay. Almond doctors are the positioning of the public, but we also provide the decoration and environment of high-end clinics. In terms of doctor qualifications, Almond doctor's doctors are experts in the three hospitals in service, rather than leaving the job. The positioning of the almond doctor is the doctor's multi-point practice. All the expenses, except the doctor's own registration fee, are exactly the same as the top three hospitals. Your operating model is not just IT systems, HIS systems. The software can't solve any problems, you have to use management thinking. So from hardware to management mode to IT, all the models I think are very important. Management models and ideas must be systematic.
3. Outpatient business: create a platform-type clinic that can provide closed-loop services. A traditional clinic may have five doctors with a business goal of one thousand patients. The almond clinic may have two hundred doctors, five doctors per doctor, and one thousand patients. The commercial value is the same. So what are the premise before we open every clinic? We have enough doctors in every city. The outpatient business is based on a huge flow of doctors. Every city has a huge number of doctors. This is a moat that is difficult to imitate and transcend.
The 2.0 mode of the almond clinic, the service closed loop is extended again, the day surgery center can be used for patients, follow-up and medication, all completed on the platform. Before the operation, the pre-operative inspection was completed in three days, the knife was returned home, and the subsequent services were all served on the platform. And our price is the same as the hospital, even at a lower price.
"We only opened at the end of last year, and we have broken even today, and completed 1531 operations on the platform," Martin said.
With the release of the "Healthy China" strategy in 2030, the hottest words are now: the first is sharing, the second is the clinic, and the third is the family doctor. What is behind these words? One is the change in the needs of Chinese society. It has been transformed from the original materialized demand into a demand for a better life. The result is the result of consumption upgrading. In addition to food, clothing and housing, there are more demands for health.
When a user has a health appeal, who are they looking for? What is the penguin doctor doing? If there is a health appeal in the future, then it is a simple logic to find a penguin doctor.
Dr. Penguin is Tencent's layout in the field of big health, and its positioning is the whole process of health management services. "We are building a one-stop health management service platform that integrates first-line and offline. It can also be understood as a platform for the distribution of quality medical service providers and medical service resources in the future." Penguin doctor executive VP Zhang Shiwei said.
There are two core competencies, one is Internet technology. Everyone knows that Tencent is the customer and the experience of interacting with users. The other is the integration of industrial resources. Before Penguin, there was another unit called Medical Union. It is an integrated medical upstream resource platform. Now it has registered 30,000 doctors with real-name doctors, including domestic and international large-scale medical equipment and equipment manufacturers.
In terms of the service system, the Penguin Clinic shared the health terminal equipment. Currently, it can only be seen in some buildings in Beijing. It is doing a national market layout, and it is possible to lay a large number of health testing equipment in the first-tier cities. The first major function of the device is routine urine testing, early pregnancy, ovulation, genetic testing, HPV testing, and intestinal flora testing, which can be done with a small device. The device scans the code through the mobile phone WeChat, and can directly get the test strip, you can collect samples, and the test report will be synchronized to the mobile APP.
The reason why penguin clinics open clinics is fast, because they are not the same as regular clinics. They do the WeWork model, providing doctors and doctors with a better platform and working model for the second profession. The HMO program is very popular in the United States, and the current family doctor program is from the training of general practitioners to the layout of the entire line, as well as the laying of shared equipment. Through the “Trinity†laying, more users can be reached, and the users can be detected by more health equipment, diverted to the Penguin clinic for diagnosis, and shared hospitals to be built in the future.
A group empowering the clinic: everything from technology to funding
The clinic is so hot, so what about the operations of the clinics that provide services to the clinics? This time, we selected companies that have both platform empowerment and capital empowerment. They are Ping An Wanjia Medical , Australian Testing Technology, Flying, and Maixing Investment.
Fan Shaofei said that the platform should be at the forefront of industry development, let technology integrate into industrial development, accumulate high-quality medical resources, and promote the transformation of the industry to create a new ecological development for grassroots medical care.
As a leader and practitioner of industry innovation, Ping An Wanjia Medical started the rapid diagnosis project in 2016. In the continuous research on the development path of the clinic, Ping An Wanjia Medical has creatively proposed a fast-cleaning smart store, trying to realize the realization of products and resources, and quickly helping the drug store to realize the transformation of the profit model.
In terms of practical operation, Ping An Wanjia Medical Co. , Ltd. uses diversified and intelligent medical technology to help the clinics diagnose and treat.
The system is intelligent and supported by innovative technologies. Ping An Wanjia Medical Cloud Clinic System helps medical clinics to quickly integrate information management through information systems and smart devices. Wanjiayun clinic can realize multi-end interaction of roles. PC, APP, iPad, WeChat, and all-in-one multi-terminal are easy to use anytime, anywhere. The platform integrates all the resources and services required for the operation of the drugstore, assisting the lean operation of the drugstore and improving operational efficiency. .
At present, artificial medical diagnosis and decision-making systems based on artificial intelligence, intelligent medical image recognition, pathological typing, etc. have been applied in some disease fields. Ping An Wanjia Medical Clinic can quickly perform medical image analysis through intelligent ophthalmoscopy, skin detection, remote ECG and other intelligent diagnosis, and assist doctors to improve the efficiency and consistency of diagnosis. In the process of developing a treatment plan, the drugstore will also use cognitive decision-making techniques to give doctors decision support. The development and commercialization of technologies for natural language processing and human-machine dialogue is also gradually deepening.
Undoubtedly, through the application of medical intelligent means, the drugstore will continue to improve the quality of medical care, reduce medical expenses, and improve medical efficiency.
In the international arena, the new drug clinic model has long been successful. Represented by the US CVS Minute Clinic, it is highly appreciated for meeting the needs of consumers for convenient and quick medical treatment and bringing a new experience in diagnosis and treatment. Pingan Wanjia Medical learns from the minute clinic and builds a rapid diagnosis model according to the national conditions and industry pain points. In 2018, Ping An Wanjia Medical will continue to actively deploy safe, convenient and intelligent community pharmacy clinics.
The clinic's access to medical insurance is one of the ways to gain the trust of the surrounding residents. Aussie Technology is aiming at this trend. It is based on the Guangdong market and takes Shenzhen as the core to provide a set of E to E solutions for clinic medical insurance access. Grasping 5 needs, cutting through the first-tier cities, has more than 2,000 customers.
Zhang Wei, general manager of Australia-based technology, believes that the first lifeline is the quality and safety of medical care. The final decision is talent, the second is brand, the third is finance, the fourth is management, and the fifth is medicine.
In order to solve the standardization and standardization in these five aspects, the medical institutions must first have continuous determination and training, the second must have the ability to spread, the third must have the ability to collect and analyze data and analyze, and finally build the process. The ability to manage. The ability of these four aspects is precisely the informationization.
Therefore, informatization is an excellent tool for standardizing and standardizing clinic operations. The Australian exam housekeeper cloud HIS platform was born to solve the informationization and standardization of the clinic. It provides the following nine core functions: modular electronic prescription / medical record, intelligent pharmacy management, clinical support decision support, intelligent marketing management, flexible scheduling appointments, multi-channel payment methods, and a strong medical knowledge base. And provide WeChat, Alipay, UnionPay, medical insurance and other ways to pay for channels.
"We have met many doctors before. Everyone feels that they apply for medical insurance and get medical insurance. It seems that money is coming. The government subsidies are coming. In fact, this is not the case." Zhang Wei introduced.
With the docking of medical insurance payments, the clinic's business projects will also change. Aussie Technology not only provides system docking for customers, but also helps them to file drug records, project filings, and package project records, including adjustments to their own business direction. Aussie Technology can provide end-to-end services.
There are six main reasons for customers to choose the Australian exam house manager cloud HIS platform: first, the low inventory, automatic management of scan code management for automatic warning of expired drugs; second, click backfill, one-click check the modular operation mode Third, a powerful medical test bank practice and simulation test bank to help them improve their medical skills; Fourth, automatic identification and reminder of problem prescriptions, means to reduce medical risks; Fifth, military-level encryption algorithm, carrier level The disaster recovery backup plan; finally, the full range of payment support.
With the Australian Medical Care Clinic, there is a significant improvement in both quality of care, labor costs, talent development, customer satisfaction and employee satisfaction.
The co-founder of the flight, Jin Yuqing, believes that doctors have the following aspects to the clinic:
First, the image of the doctor. Good image, young age and gender are also very important. A male doctor is naturally attractive to some people, especially in the plastic surgery industry. A handsome male doctor attracts more customers than a beautiful female doctor because most of the plastic surgery industry It is a woman.
Second, the doctor's profession, he has been studying for so many years, for example, like I have studied for 11 years, the learning process is mainly to learn knowledge, of course, part of it is also learning skills. In knowledge, the most important is the diagnosis and treatment plan, which doctors should do. In addition to knowledge, there are services. There are two types of services for doctors: one is professional services, such as surgery and patient operative content, and the second is non-professional services, which are not so high for the profession. More important is communication.
Third, the sales value of the doctor. I often tell the classmates of the physician that you are the sales of the pharmaceutical factory. The attitude towards the patient is better. Do you sell, and the attitude towards the patient is so bad? The sale of medical products and equipment must be sold by a licensed doctor. The medicine is actually an assistant to the sales staff, and the sales are doctors. There are also laboratory tests, physical examinations, and medical products . The so-called medical products are not applicable to prescriptions, but the products recommended by doctors are OTC products and health care products.
In addition to selling these and selling medical services, doctors can recommend another doctor. For example, doctors in public hospitals say that we don't do this thing. Who can find which clinic, who is actually good. Therefore, his behavior is that the front-end prescription, the back-end collection of money, of course, mainly concentrated in the West, our country does not exist.
Fourth, doctors have resources. The most important resources are customer resources, patient resources, especially doctors in public hospitals. Second, he has resources from doctors and peer organizations. Third, he has the resources of the government and enterprises, especially the smaller the places, the more resources the doctors have, which is what the clinic should consider.
How to exchange value with doctors? Usually paying wages, how much time you come and how many commissions you give. The other is exchange. What does Jin Yuqing think is the scarcity of the clinic? It is equity. You take equity to replace his labor and other values. The price of the shares can be marked, but it is difficult to mark, but it is valuable. We should do a value exchange.
How do you do this together, is this a direction? First, we must differentiate, do things that public hospitals don't do, don't dare to do, can't do, and don't want to do. This is differentiation. Second, we must do a good job.
The operation and expansion of chain clinics are often inseparable from the help of capital. What do investors think about the clinic? Li Xin, Managing Director of Maixing Investment, shared his views on this field in the keynote speech at the 2018 Grassroots Medical Innovation Practice Summit's new clinic frontier forum.
Established in 2004, Maixing Investment is a private equity fund management institution specializing in equity investment business. The investment field focuses on consumer-oriented products, technologies and services, focusing on the outstanding enterprises in the above fields in the growth stage and early growth stage.
Maixing Investment has always looked at the medical service field from the perspective of consumption. The investment projects include China's leading medical ultrasound equipment manufacturer to open medical care, China's largest grassroots chain service medical institution Xinkang Medical, and the leading high-end pediatric medical care in China. Group Ruibao Pediatrics and so on.
According to Li Xin, managing director of Maixing Investment, the supply of medical services in China is very short, especially in major medical institutions. As a medical institution, is the core competitiveness a medical institution brand or a doctor brand? This is a question worth considering. Many of the existing large public hospital patients are directed at the doctor's brand. As a private medical institution, can it also realize its own brand value? This is a core issue.
As a medical service organization, we have done a very in-depth analysis and analysis. Mai Xing Investment believes that the final conclusion falls on the category of services, that is, what kind of services and categories do you have, which largely determines that we can Can not hold hands, that is, find the core brand value of medical services.
In the case of pediatrics, the pediatrics in the hospital is called “pediatricsâ€. Because pediatrics is a department with very low economic benefits, the status of the kilometer medical system has created “pediatricsâ€. On the other hand, it coincides with the upgrade of middle class consumption, they can't stand the hospital queue for three hours, see the doctor for three minutes of pain, need to find better service and experience in this regard. At the same time, the basic pediatric services are the basic needs. The requirements for doctors' clinical skills are not higher than those of other departments. They have the potential to form a medical institution brand, and it is not easy to form a medical institution brand attached to the doctor's individual situation.
For these reasons, Mai Xing Investment is very optimistic about the field of pediatric clinics, and has been laid out. Take Ruibao Pediatrics as an example. It is a grassroots service based on basic needs. It has enough potential and space to cultivate customers' recognition of the organization's brand. At the same time, doctors also need the patient flow brought by the organization, so doctors and institutions are there. A good mutual benefit symbiotic relationship has been formed in an efficient management system.
In the field of medical services, Maixing Investment also has a core logic: the need to build proprietary core capabilities or resources beyond capital assistance. how to explain? Entrepreneurship is nothing more than pulling resources out of existing industry sectors and then re-arranging and re-creating a higher value. The question is whether it is possible to convert generic resources (such as funds) into proprietary resources or core capabilities within an industry's time window. This is how to build core barriers.
Taking Xinkang Medical as an example, Xinkang's management system is entirely built by itself, including self-built HIS system. The background ability also determines how far you can go in the foreground and how big you can go. This is also the most important core thing to achieve standardized replication, including organizational system construction, business information system matching, cloud platform SOP, and human resources systems.
Through this continuous accumulation of strong back-office management capabilities, Xinkang Medical has grown from 8 to 160 stores in just four years, covering five provinces in the southwest, and has begun to be able to cross-regional and cross-regional The ability to expand across provinces and accumulate a million drug system.
In summary, Mai Xing Investment believes that the business development of chain medical service institutions needs to pay attention to two aspects: First, it must establish the independent brand value of the medical institution itself; second, build its own core resources and capabilities. system.
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