However, even during the epidemic, there are still quite a few doctors' clinics, which have a good time, and the profits are not much worse than those of large institutions in a year, what is the reason for their success?It seems that small and medium-sized medical aesthetic institutions, especially doctor entrepreneurship institutions, have seen the light of day. Through the observation of those effective doctor start-up institutions, several lessons are summarized for the reference of entrepreneurial doctors.
*: Lige Li Bin.
Author: Li Bin.
Edit: Too white.
This article was first published in December 2020.
01 Stick to your core values
China's medical aesthetic industry has given up its core values as a whole, and has become a worker of upstream manufacturers and third-party platforms, and has become a girl with the key. On the surface, medical aesthetic institutions are at the core of the industry, but in fact, the industry has become hollowed out. The so-called "hollowing out" means that the medical value of medical aesthetic institutions is being weakened day by day.
However, any medical institution that can stand by its values will not only survive, but also achieve commercial success.
Don't think that insisting on the value of doctors themselves is as simple as "returning to the essence of medicine", in the field of consumer medicine, the value of doctors and even institutions, in addition to values, there are many other components, such as superb aesthetic ability, meticulous service ability, super social ability, outstanding marketing ability and so on;Of course, the premise of all this is that medical technology must be justified
All successful institutions have one characteristic,Doctors have a voice and decision-making power, especially the right to make medical decisions, cannot be questioned. Only in this way can the core values of the organization be adhered to.
Commercially successful doctors, whether they work alone or in cooperation with others, in addition to the character of courage to take responsibility, the most critical quality is persistence, the right thing, will adhere to it for a long time, the law of value is like this, the longer the time, the greater the value.
There is a high probability of success for head doctors to start their own businesses, and most of the successful institutions are founded by head doctors. But don't think that only the head doctor can succeed, the institution and the doctor who insist on their own unique value are equally successful.
02 Establish market positioning for yourself with specialization and differentiation
Almost all the ** wars are provoked by large-scale institutions, and these institutions themselves have become victims of "traffic**". The doctors' clinics have neither the ability to provoke a war nor the ability to absorb so much traffic, which has become an opportunity for them.
Whether it is in the academic field or in the commercial field, specialization and differentiation are the magic weapons for aesthetic doctors to establish their positioningEven if it is a very subdivided project, it may be a blue ocean, or a niche market of its own.
Differentiation and differentiation are not necessarily limited to the medical profession, and other aspects can also form differences. A light medical aesthetic institution in Shanghai has the following three strict regulations:1. The first diagnosis is not developed;2. One-to-one escort throughout the whole process, no substitution;3. At the end of **, it must be sent out of the door. It is such three simple service process regulations, which have been adhered to, and have also formed obvious differences and characteristics. Once this specialization is established, it works for both the doctor and the patient.
Specialization and differentiation are not only the primary task of constituting unique value, but also the premise of forming business positioning. The core competitiveness of network marketing is the label on top of the unique positioning, and the more distinct the label, the more opportunities. No matter how capable a doctor is, there is no market without characteristics;Swinging back and forth between various features is a taboo for forming a commercial label.
03 And bye-bye, marketing relies on personal IP and patient word-of-mouth
After the early bidding bonus period passed, no one was really willing to do it, and as time went by, the reason for the institution to stay was just "dare not do it".
Institutions that completely take the route of commoditization and de-doctorization have to rely on other Internet platforms to build institutional brands and promote projects on e-commerce platforms, and the high cost of customer acquisition overwhelms such institutions.
It is impossible for a doctor start-up to invest a large amount of money to buy a framework contract, but it is a kind of liberation, they only need to invest some brand words, long-tail words, and let a guiding role is enoughDoctor institutions can rely on personal IP and can operate well
The responsibility and rights of the doctor institution are all in the body of the entrepreneurial doctor, the doctor responsibility system, the personal brand and the institutional brand are integrated, so they must be honest in order to accumulate the reputation of patients, most doctors do this, as long as they have 200 loyal fans, they can get rid of losses and realize the double freedom of medical treatment and finance, for a doctor with a personal IP, 200 loyal customers is a problem?
04 Be good at cooperation and use of social resources
A common characteristic of physician institutions that have successfully freed themselves from the constraints of upstream and tripartite platforms is that they are good at working with others and maintaining independence in the cooperative relationship. There are few successful examples of institutions that have adopted the "silo" model for self-development.
Institutions that are good at making use of various social resources can greatly reduce operating costs. Reducing costs and gaining a competitive advantage is a topic that is seriously studied by doctor start-ups, and as long as they invest energy in this area, it is not difficult to achieve, and it is often not impossible to do, but unthinkable. For example, in the United States, there are specialized "medical record companies" that provide medical record management services for doctorsThe relatively mature medical system in Western countries, the first chain, and the management of the medical environment are all undertaken by professional companies, and China's consumer medical industry is also developing in this direction.
Written at the end: The above four experiences are the magic weapon for doctor startups to break through the "siege" of upstream and tripartite platforms:Adhere to its own unique value, position itself with characteristics and differentiation, market with personal IP and patient reputation, and use social resources and be good at cooperating with related parties to control costs.
These four experiences are the common denominator of many successful doctor clinics, they are interrelated and mutually conditional, and they are also what any doctor start-up can do if they want to;If you do it, you will succeed.
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This article**: Diagnosis and lock boundary synthesis.
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