From the exit of Linhe West Subway Station B to the west, you only need to take a footstep of less than 500 meters. You can see the red and green Zhibei Pediatric LOGO with a little look up, with Slogan "let the doctor become a warm little thing" . As the second outpatient department of Zhibei Pediatrics, it is also the first flagship store in Guangzhou. The Zhibeier Tianhe branch was just opened in May this year – less than a year after the first offline store of Zhibeier.
Within four years, four line stores were opened, and tens of millions of A-round financing were obtained. What is worth mentioning is that the brand of Zhibeier is constantly being passed on among parents. how did you do that? With such doubts, Yiou Health came to the Aibei Comprehensive Clinic in Tianhe District on July 13th, interviewing Zhao Qiang, founder and CEO of Zhibeier.
Community medical service operations as a point of profit growth
If other Internet medical services are mostly cut into the line from the Internet, then it is known that Becker is going to use the "two legs" of online and offline from the beginning. In the knowledge of Beibeier's medical staff, training, then to the consultation, community operations, the combination of online and offline is not the same as the two lines, but complement each other and complement each other.
This combination first benefited from the understanding of Internet Medicine by Zhibeier. In terms of online, in the face of serious medical homology and consultation, self-inspection and other services, knowing that Peel is taking the path of childcare micro-classes and communities. Why do you want to do community medical service operations? Zhao Qiang said that knowing that Pediatrics does not want to profit from treating diseases frequently, but prefers to help children to get less sick and run less hospitals. Secondly, the community can better dig out the daily high-frequency medical needs of parents, so that it is easy to know that Belle provides better and more timely services.
Zhao Qiang believes that community interaction is an important sustainable profit growth point for Internet healthcare. The team of the earliest doctors of the Belgian family received support from a group of parents through continuous science. When they experience the services of the Belgian department, most of them will spontaneously help Zhibei to promote. Through the word-of-mouth effect, the Belgian flagship store achieved profitability in the first month, far exceeding the industry's balance of payments for a year or so.
In the fee-based community of Zhibeer's department, the staff maintains a 30-minute interactive communication every day and summarizes the weekly questions and answers. According to data provided by Zhao Qiang, so far, Zhibei has more than 30,000 paid users online, and among every 10 customers who come to the store, the number of people from online channels accounts for 40%.
The ability to achieve such a conversion rate is inseparable from the establishment of the “Kenbei Pediatric Medical Management Systemâ€. Zhao Qiang introduced that it took a year and a half to realize the standardized management of a series of work from the selection, entry, training, assessment, teaching, re-learning and follow-up of medical staff.
Also talk about differentiation: from doctor to department
“Knowledge Belle also talks about differentiated development,†Zhao Qiang said in response to the question of the health of the billion euros. “Differentiation is specifically implemented in the business model. Knowing the business model of Pei Keke and the policy of using more points of practice The company is different, but the characteristics of the Internet."
Earlier, the State Council proposed to promote the development of non-public medical care through doctors' multi-point practice. However, the establishment of the Belgian medical management system has enabled it to choose full-time doctors to provide medical services. On the one hand, multi-point practice will allow doctors to sit between different medical institutions, which has a negative side to ensure the quality of patients' medical treatment. "For example, after a child was seen by this doctor today, the symptoms did not improve the next day, but it is possible to face a doctor who is not the first doctor when he visits the clinic. This is not good for the doctor to comprehensively assess the condition." Zhao Qiang said. Although multi-point practice can temporarily alleviate the short-term shortage of doctor resources, another problem is that mobility makes it impossible for doctors to systematically receive management training.
Zhao Qiang further analyzed that one of the important reasons why doctors are unwilling to leave the public medical system is that they do not want to give up the opportunity to learn. The financial subsidy advantage of medical institutions such as public hospitals allows doctors to access the resources of re-learning, which is a part of the growth of doctors. Knowing that Pebe Science understands this demand, it will provide training funds of 20,000 yuan per person per year. Through equal application or medical committee arrangement, doctors can continuously access learning resources.
At present, the doctors of Zhibei Pediatrics are full-time doctors. Nonetheless, due to its own Internet genes, Zhibeier encourages doctors to conduct science and Q&A online. “On the one hand, doctors can get extra income, and they also help to know the brand and diversion of Peel.â€
In the Aibei comprehensive outpatient department, Yiouda Health found that in addition to pediatrics, dentistry, otolaryngology and other pediatrics, there is also an adult medical department. Do you know if Belle has to expand its business? Zhao Qiang replied: "Zhibei is cutting into the pediatrics and will continue to cultivate in this field in the next three years, but at the same time it will also begin to explore adult health management, and will later use this aspect as a strategic plan."
This consideration comes from real needs. Zhao Qiang said that during the half-hour visit, after the doctor gave the child a diagnosis, there is often a lot of time left. At this time, some parents, based on trust, will let the doctor see their situation. "Actually, pediatrics is a link entry. Zhibei will also cooperate with other medical institutions to provide extended services such as surgery, peripheral products, etc." Zhao Qiang added.
Medical treatment as a localization, how to do chain?
Zhibeier has four chain stores. Apart from the flagship store in Tianhe District of Guangzhou and the branch in Panyu District of Guangzhou, Zhibeier Branch has also set up an offline branch in Shenzhen and Kunming.
After winning four branches in a year, Zhao Qiang kept a cautious attitude towards the chain of clinics. “Medical care is very local. Once the chain is involved, especially across provinces, it is necessary to consider the management radius and the aggregation effect of the brand.†Compared with the radius of Zhikeer’s customer, Zhao Qiang emphasizes the management of the brand. Operation: "The radius of the visitor, in the knowledge of Peer Science, can be solved by trust. But if the store is blindly expanded, it will cause inconvenience to brand shaping and manpower management."
In terms of layout, Zhibeike is mainly based in the Guangzhou-Shenzhen Pearl River Delta region, and the reason why it opened a branch in Kunming is because there is an excellent team there, "can't miss it." According to Zhao Qiang, second-tier cities are a considerable market. On the one hand, land prices and price costs are relatively low. On the other hand, people living in these areas have strong consumption potential.
“There is another point to consider, that is, cross-regional chains sometimes face local policy issues.†Zhao Qiang added, “Like this integrated clinic in Tianhe District, it was initially a pediatric license, but according to the existing The pediatric license was not allowed to open a dermatology department, but I had to take a license from the outpatient department."
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