Registration is difficult, bed is tight, and people are overcrowded... In recent years, people seem to have experienced some of the experience of public medical institutions, and this increasingly demanding demand has also stimulated the emergence of new niche markets, more and more Capital flows into private medical institutions. As an important part of the people's livelihood, the problem of “difficult to see a doctor†has also attracted the attention of the government. With the recent policies that encourage, support and guide the development of the non-public medical industry, the entire non-public medical industry has also Welcomed the development of spurt. However, in fact, as an area where precipitation is extremely strong, the reform and development of the medical industry is not destined to be smooth.
The joys and sorrows of non-public medical services: one side triumphs and one side pains
"This is the best era and the worst era." It is fitting to describe the development of the non-public medical industry with this far-reaching saying.
According to people's impression of medical services, it can be roughly divided into pre-diagnosis physical examination, various treatments in diagnosis, and rehabilitation after diagnosis. The current non-public medical institutions in the market can be roughly divided into five categories: private hospitals and clinics. Third-party medical institutions, Internet hospitals, and health management institutions.
In terms of scale of development, in the past few years, under the dual role of policy support and capital promotion, the market size of the non-public medical industry has made considerable progress. According to the statistics of the National Health and Health Commission's Statistical Information Center, as of the end of March 2018, the number of private hospitals reached 19,139, an increase of 2,332 compared with last year, which occupies a very large proportion in the market. Medical institutions form a good complementary relationship, which effectively improves the difficulty of patients to see a doctor. Judging from the growing market demand, in the future, China's non-public medical industry still has a high upside.
At the same time, however, like many fast-growing industries in the past, the non-public medical industry has made great progress under the stimulation of many factors, but it also needs to face the situation that “the foundation is not strong.†It seems that the foundation is not strong. The resulting immature characteristics of industrial development are also being enlarged.
On the one hand, although non-public medical and public medical institutions have formed a complementary relationship to some extent. However, non-public medical institutions are obviously not an order of magnitude in terms of volume, brand, business status, and soft and hard power. In the past, many private organizations have complained that the operating pressure brought about by continuous losses has soared. In addition to the internal factors of high-end medical equipment procurement, market expansion and other aspects of their own development, under the external conditions of policy and supervision, they have also been significantly restricted.
In the early years, because of medical insurance, more users were willing to choose public medical institutions to seek medical services, which made their visits and hospitalizations far lower than public hospitals. With the second half of 2017, the General Office of the State Council issued the "Several Policy Measures for Accelerating the Development of Social Hospitals", proposing that social medical institutions should be included in the scope of medical insurance, implementing the same policies as public medical institutions, and not allowing the ownership of medical institutions. As a pre-condition for medical insurance. Although it can't be done overnight, it can still develop in a good direction. However, in addition to this, private medical institutions still have an unequal competition pattern with public hospitals in terms of land use, taxation, equipment purchase, and staff salaries.
On the other hand, it is also the most important link. For medical services, “people†is the core factor that restricts the development of the non-public medical industry.
After all, if we only say the comparison of medical standards, the gap between public medical institutions and private medical institutions is now two aspects: one is medical equipment , and the other is the number of doctors. However, there is a saying that "the problem that can be solved with money is not a problem." In terms of medical equipment, many have strong backgrounds or investment institutions to support private medical institutions not to lose to public medical institutions in medical equipment, but there are many factors for "people". It can be done without money.
In fact, the number and quality of doctors are often the most direct criteria for evaluating the strength of a medical institution. According to the existing regulations, doctors cannot practice in unregistered medical institutions, so doctors can practice more than one way to solve industrial problems. .
Therefore, in terms of policy, the National Health and Health Commission has issued several articles to promote the registration of practitioners. But unfortunately, on the one hand, according to relevant information, there are currently 66,000 doctors who have registered in China to practice more than one point, which is far from meeting the actual needs of the current non-public medical market. On the other hand, the management of doctor resources in the public top three hospitals is still relatively strict, and the work of public hospitals is also very tight. Many doctors will also have concerns when they take more registrations because of the factors such as evaluation, bonuses and promotion of the original work units. .
Shortly after the vaccine case occurred, the country’s largest private medical examination institution was attacked by the “false medical door†incident. Although it has been confirmed that it is a rumor, it also exposes some non-public medical care. The short board of "people".
At present, the development achievements of the domestic non-public medical industry are obvious to all. Although the medical service industry seems to have several representative players in each segment, it is limited by the above three congenits. The industry has not realized the true meaning. The quality of branding grouping. In many non-public medical specialist projects, there is a dilemma of “people in the wall want to go out, people outside the wall want to come inâ€.
Industry self-help caused by congenital malpractice: Ecology will be the "drug god" of the non-public medical industry?
Earlier we mentioned that the "disease" of the development of the non-public medical industry is actually the "root" problem. In fact, policy has already given great support to non-public medical care. Many policies on multi-point registration have been released, but in terms of actual results, the help for non-public medical care is very limited. How to break the situation requires another way out. Correct.
Doctors can not see themselves, but medical institutions can. It is more like a kind of "wangmei thirst-quenching" development to count on further policy support or the relaxation of the internal registration of doctors. Looking back at all the proven business models in the history of business development, although many have policy incentives, more are actually guiding, and ultimately the decisive role must be “internal factorsâ€, which are constantly targeting market demand and industrial characteristics. The final form of formation is constantly explored in terms of its own strength.
The main reason for the success of a successful online educational institution must be that its business model adapts to the learning needs of users rather than the encouragement of online education; a successful second-hand car e-commerce platform must be based on perfect vehicle source channels, trading models, and after-sales services. On the basis of the policy, such as the further opening of the "restriction order" for used cars this year, the help of the industry is indeed very large, but we are difficult to think of it as the factor that determines the life and death of the industry.
It is only the "giant baby" who is forced by external forces. Even if it is really up, it often needs to face more new problems, and it is often difficult to remove it in the case of already formed. To this end, 360 founder Zhou Hongyi also said: All business models are tried out, the focus is on whether the cost of trial and error is within your acceptable range.
For the non-public medical industry, it has already received a lot of “favorites†in policy, but it can’t be a “giant baby†that relies on policies and capital. Multi-point practice seems to help private hospitals attract talents in the short term. However, this also makes hospital administrators pay attention to talents. In fact, they still need to find ways to explore talent issues.
In this respect, the platformization strategy of “reporting group heating†has become the exploration direction adopted by many non-public medical enterprises.
For example, Dr. Chun Yu, a representative brand in the field of “Internet + Medicalâ€, is also a non-public medical institution. It also needs to face the problem of “peopleâ€. In the past, it has been exploring effective solutions to the development of Internet medical care. It has launched large-scale private medical cooperation to achieve network effects and scale expansion, and wants to solve the problem of doctors plaguing the needs of the industry in this "light-loaded" way.
However, in fact, there is a long-standing question about how to evaluate the spring rain to open large-scale private medical cooperation? Some netizens have clearly answered this measure and it is not much use. Chun Yu hopes that more excellent doctors will enter. The Internet provides reliable medical services, first of all to solve the problem of medical qualifications. This is also true. Dr. Chun Yu may work with an offline medical institution, but is the doctor of this medical institution eligible to enter the Internet medical service system of Chunyu? The results may be determined in a specific form, but limited by the qualifications of medical practice, the space that may be allowed to develop is not very large.
Another typical case is the American Year just mentioned. It was formed in 2011 by the former Midea Health Industry Group and the original Great Health Technology Health Management Co., Ltd., and after the IPO in 2015, it shouted “Medical Healthâ€. The slogan of the eco-sphere is similar to the logic of the past construction of the Internet ecosystem. The concept of bilateral network effect is applied. The platform acts as a remote and traffic party, creating value for both the B-end and the C-end.
Chairman of the Alibaba Academic Committee Zeng Ming mentioned that the intelligent business era needs a point-line-face-body strategic thinking. However, in different business forms, the number of components will also be different. Under this logic, the US has attracted a large number of B-side partners to attract more traffic, and the huge traffic resources have attracted more B-side partners, its scale effect, network. The effect is thus realized. It seems that everything is logical, but there is also a big flaw. That is, the United States is not only a simple platform, but also a "referee", but also a participant, a "player." Its main business is mainly based on its own big health business, and the partners' doctors do not mean that they are qualified to practice medicine in the United States.
Recently, although the "fake medical door" incident in the United States has been rumored, in the process of being inspected by the relevant departments, the United States also admitted that some of the multi-point medical practitioners have not completed the practice registration in time due to related procedures, systems and time. Or the case of multiple filings. This further illustrates that the ecological model is conducive to expansion and attracting traffic, but still can not solve the doctor's problem.
It can be said that through the United States in the field of physical examination, it is not difficult to find that doctors' resources are limited. Many non-public medical institutions have doctors who do not have the standards for practicing on their own platforms, but this is obviously a violation and cannot last long. After all, there is no impenetrable wall in the world. Once exposed, this may also trigger doubts about the resources of the platform doctors.
It can be seen that the integrated thinking of ecological resources under the original Internet thinking cannot integrate the important resources of “doctorsâ€. Nowadays, we can also find that the effect of many Internet thinking “Wanjin Oil†is becoming less and less obvious, Internet insurance is the same, and online education is also true. In fact, any change is a process of internal and external development. In many cases, after being transformed in an industry that is easier to transform, it will take turns to those “hard bones†that have been rooted for a long time.
The value of Internet thinking itself lies in the assistance and convenience, and does not change the nature of the industry. Therefore, a successful business model still has to start from the industry itself, rather than copying the experience of others. No business model or product can be separated from the operating rules of the society. In different industries, different industries may be affected by systems and systems. Internet thinking needs to truly change the development status of non-public medical care, and return to the most essential needs of medical care is a necessary condition.
It can be seen that unlike other industries such as taxis and shopping, which are transformed by the Internet, the development of the non-public medical industry is not only a promotion of a medical service organization, but also involves all aspects of medical care, and this is bound to be a long-term. The slow process, simple ecologicalization is not the "medicine god" that the industry needs.
The only way to build a wall and grow food is: "One-stop" medical service is the final form?
What is the essence of the development of the non-public medical industry? Undoubtedly, it is how to solve the problem of accessing physician resources in the context of multiple registrations.
In fact, in my opinion, although non-public medical care has indeed achieved great development, they do not have the convenience of many public medical institutions. Many things need to be “self-sufficientâ€, which also makes many non-public medical treatments. There is actually some pressure on the development of the institution. Coupled with the slow registration of doctors, the accumulation of doctor resources is difficult, and only medical institutions with strong physician resources can attract people to come to the hospital.
Capital sees that the non-public medical industry is China's future development opportunity is only a macro trend, but this market is very immature, very imperfect, the medical industry investment amount is large, the return period is long, and it is not like real estate, coal, past us An explosive growth industry is easy to come by. It is very likely that there will be a closure due to a broken fund. In the long run, the living environment of small and medium-sized non-public medical institutions will become increasingly worse.
In addition, as far as the current special business model of the non-public medical industry is concerned, it is basically a group-type and large-scale development model. This is also the only way for branding, and large-scale institutions for small and medium-sized institutions. The “crowding out effect†of the living space is becoming more and more obvious, and the industry will also welcome its own “shuffling tideâ€. More and more doctor resources will flow into the large institutions of the head. Under the Matthew effect, the doctors of the head mechanism Resources will therefore be effectively alleviated. This is also a solution based on market-adjusted, physician resource issues, and this may not be long-term, so it may not be too anxious for the industry head platform.
In addition, if you can't get the doctor's resources by absorbing the ecological model of cooperation, then you may change your mind: How can you attract more talents to take the initiative?
Judging from the current development of the non-public medical industry, the players in each channel are distinct. Physical examinations are used for physical examinations, and rehabilitation is used for rehabilitation. However, many ecological models of head platforms often accommodate different types of medical institutions. Without considering the doctors, this “one-stop†medical service platform must be more attractive to users than the segment.
This is like the e-commerce field. Compared with the vertical e-commerce, the one-stop all-category e-commerce has a significant flow advantage, and it constantly squeezes the vertical e-commerce in the market share. The same is true for the medical industry. Vertical ceilings are obvious, and in today's business world, industry competitors may not only be inside the industry, but more likely to be invaded by external forces. For the non-public medical industry, for example, Aier Ophthalmology, American Medical Examination, and Dental Clinic have already had considerable competitiveness in their respective fields, but they may face threats not only from opponents in the same sector, but from Business expansion of other board players.
For players in the non-public medical industry, under the conditions of considering doctors, it is advisable to adopt a “self-operated†ecological construction model, that is, to actively carry out business development rather than choose to build an ecosystem with partners. Resources are worthy of their own, and they are also in compliance with regulations.
From the perspective of future development, the real advantage should be based on multiple fortresses, not a fortress. It should be based on the main business, such as physical examination, treatment, or rehabilitation, as the basis for the ecological empowerment of the entire platform. The front-end traffic portal, and then around the user scale and activity accumulated based on this sector, the horizontal expansion of the service category, infiltration into other market segments.
In this way, on the one hand, it avoids the sneak attack of potential barbarians around, and preemptively seizes the opportunity to seize the opportunity. It is the process of “building a wall highâ€. On the other hand, as we said before, the business map is large enough, and the platform traffic will also be The increase, which also makes the doctor's treatment will rise, and the stability is greatly improved, which will greatly enhance the attraction of doctors, equivalent to the process of "wide accumulation of food."
It can be seen that the non-public medical industry will soon welcome its own reshuffle, and only the powerful head players can stand out. For these players, it is the future to build a wall of food. The key to the king.
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