Be a business incubator for medical doctors.
China’s “shared economy” is ahead of the world, bicycles, books, umbrellas, charging treasures, luxury goods… Nowadays, medical beauty has also joined the “shared” army.
Recently, the medical beauty chain United Rieger and the Internet Medical Beauty Platform New Oxygen jointly established the medical beauty sharing hospital – United Lige Second Medical Beauty Hospital (hereinafter referred to as “Li The second hospital” was put into operation, and the shared medical model was officially launched in the field of Chinese medicine and beauty.
United Lige Second Medical Beauty Hospital
According to Li Bin, Chairman of the United Rieger Group, as a platform for offline “shared medical care”, Lige Second Hospital has laboratories, operating rooms, non-surgical treatment rooms and dental clinics. The doctors are all open, and provide nurses, anesthesia, and even wards to meet the needs of doctors in multiple practice or entrepreneurial settings and surgery; online by Medical platform provides online consultation, scheduled follow-up, and offline treatment for patients, and provides personal display on the platform for excavating doctors’ expertise projects. Platform – comprehensive background information, real user reviews, and user-rated rankings and recommendations. During the entire service process, Rieger II only needs to “pay on time”.
Li Bin and Chairman of the New Regal Group, Jin Xing
In recent years, the domestic medical and beauty industry has developed rapidly, and the number of medical and beauty consumption has leapt to the top in the world. With the market scale continuing to expand, the number of medical and beauty companies registered has continued to grow. According to the data of Tianyan, there are nearly 20,000 medical and beauty companies registered in 2019. At the same time, the medical and aesthetic industry is also facing difficulties such as low consumer trust and operational difficulties. Data shows, 50000 registered after 2015 50% of Yujia Medical and Beauty Enterprises have been cancelled or are on the verge of bankruptcy.
Li Bin said that under such realistic conditions, the “shared medical beauty” model is an important means to crack the industry’s dilemma. First, it allows doctors to “lightly run” to start a business; second, to make doctors and patients more closely linked, medical beauty is more transparent and efficient, so that beauty seekers can enjoy more cost-effective services; third, through The traceable mechanism squeezes the living space of “grey medical beauty” to effectively reduce medical risks; Fourth, the intensive business model can also reduce industry costs.
Shared medical potential is huge in China
In fact, shared medical care is no longer a new concept. It is now a relatively common business model in developed countries. It also improves medical efficiency while saving a lot of money for medical treatment.
At present, there are more than 5,500 federal health insurance certified ASCs (Ambulatory Surgery Centers) in the United States. Compared with hospital surgery, ASC saves a lot of money and saves US$40 billion in annual health care spending. In addition, the global outpatient surgery center market value is 60 billion US dollars. It is estimated that the ASC market will grow at a compound annual growth rate of 5.5% from 2017 to 2025. It is estimated that ASC’s total revenue in the United States will be 32 billion US dollars in 2019.
Li Bin believes that more and more operations are beginning to shift from inpatient to outpatient and surgical centers, and sharing medical care has enormous potential in China; but in China, sharing medical care It is not within the coverage of medical insurance, and the service project that the patient pays for itself is more suitable for landing. Medical beauty as the “big boss” of consumer medical treatment will have considerable development space.
So early as 2In 014, Li Bin had the idea of building a medical beauty sharing hospital. However, the policy of “flying the knife” and “walking the hole” was not yet clear. Until now, the policy soil was fully available.
However, shared hospitals are not used for general hospitals or specialists. How to operate and manage is a real problem at hand. “How to manage the operating room, how to disinfect after the doctor finishes the project, how to quickly meet The next doctor, how to equip the team of nurses and the team of anesthesiologists, the supply of various consumables and medicines, etc., is very complicated.”
In order to run the mode faster, Rieger II has hired many years of hospital management experience.Mr. Martin, a partner of Beijing Fuchi Investment Consulting Co., Ltd., is the dean, hoping to The US shared hospital model is localized in China.
For three types of objects, let the doctor IP effectively land
The prospect of sharing medical care is certainly good. Is there enough doctors and patients to buy for this stage of the current development of China’s medical and beauty industry? Li Bin introduced that the shared hospital is mainly for three types of objects:
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The first category, Freelance practitioner. They will go to the road of entrepreneurship in the future, sharing hospitals may become a business incubator, and can also obtain cost reductions for customers through online consultation platforms, so that doctors can start their business lightly;
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The second category, small institutions with limited conditions. The most comprehensive shared medical equipment can provide small institutions with the conditions and facilities they lack, so as to better provide a comprehensive and quality service for their patients;
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The third category, Channel Hospital. It allows past channels to “wash white”, that is, profitable in a sunny and regulated way, because doctors and shared hospitals are cooperative, and hospitals impose stricter restrictions on doctors’ access.
How do you solve the patient’s trust in the doctor? New oxygen CEO Venus said that it depends on the doctor’s personal IP.
He pointed out that, first of all, in the era of mobile Internet, doctors have too many channels to build personal brands, such as various self-media, including Weibo, Zhihu, etc. to operate personal IP; Second, some doctors themselves There are titles and endorsements of public hospitals, which are also credible and attractive to consumers; Third, the new oxygen will also be used for the fine operation of doctors, including short video, live or video consultation. Help doctors reach consumers further, and help doctors to position and plan with their personal strengths and characteristics, such as specializing in rhinoplasty.
Venus tells that this is also related to the overall strategy of the new oxygen, which is about to sink the granularity of the operation of the from the previous hospital to the main body of cooperation, extending to the doctor as the main body Cooperation. “When the doctor’s IP is built, the shared hospital has given the doctor an excellent IP landing site. You must know that in the past, doctors with therapeutic ability have very little autonomy in surgery selection, and it is more useful in this mode. The land of martial arts.”
Medical responsibility division is key
But after all, unlike ordinary general hospitals, it is necessary to comprehensively manage doctors, departments, medical projects, etc. The hospitals need to bear all medical risks and medical responsibilities; that is, the lack of mandatory administrative intervention for doctors. Under the model, how can the sharing hospital clarify the attribution of medical responsibility and avoid medical risks?
In this regard, Li Bin pointed out that Lige II is currently taking the first responsibility, but in order to reduce operational risks, the company has also set strict entry criteria for doctors, including doctors must purchase medical liability insurance. And surgical accident insurance, it is necessary to register legally and legally, record the fine surgery type (will conduct background investigation), and strictly abide by the surgical specifications.
The “Shared Operating Room” at Rieg II Hospital
He admits that is limited by national awareness. There is still a lot of obstacles to completely introduce the insurance mechanism into the medical and aesthetic industry, so it will use comprehensive Intervention handParagraph to avoid risks.
“We found that when you have a problem, there will be a higher-level doctor to help you solve the problem, and you will be able to solve it on the operating table; we also have a very good team of anesthesiologists. It will also supervise the process of surgery. If there is a problem in the process, there will be members of the expert group to help him solve the problem; it will also purchase medicines and consumables in a unified manner to avoid the problem of product non-compliance. In short, we also slowly explore through these practices. A well-established system of medical quality control.”
Li Bin revealed that this model has also received positive response from the doctors group. “There has been a cooperation agreement with hundreds of doctors before the opening of the business”, and currently the Lige Second Hospital can support more than 100 A doctor is “active” at the same time. In terms of long-term planning, Li Bin also revealed his “ambition”, that is, the future of Lige Second Hospital is to create a Doctor Mall, support doctors’ offices and surgery, thus providing doctors with a kind of New ventures may, in the future, join the small clinics of the Rieger Group to meet the needs of their own entrepreneurship.
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