The transformation of the Internet to the real estate industry, whether it is the Taobao sold by the author, re-financing the house, or the developer to do the App. We all define it as the level of marketing, and we can't talk about the transformation of the whole industry. Really say that using the Internet's thinking mode, operating methods have little impact on living and living. Last year, the pattern of community O2O+ real estate was over for a while, and the mode of community medical treatment was favored by many people, but the feelings were very beautiful and it was difficult to land . How to play community health, how can you shake the industry, the author has something to say!
Community health prospects, good developers, holding the first foot
In the whole process of real estate development, the proportion of supporting facilities is very large. Jiedebao Kindergarten, Roma Medical, China Resources Vanguard Flagship Store, Vientiane City, etc., sum up three points, education\medical\supermarket, This is what the owners value most and is also strongly promoted by developers. It is in this big opportunity that under the model of community O2O, various entrepreneurial projects around these three points emerge endlessly. Three years ago, it was unthinkable for an entrepreneurial team to go deep into the medical field. As the policy and the flow of talents intensified, the community medical environment was more relaxed. Specifically embodied in the following points.
First, the large medical reform policy is liberalized, allowing social capital to enter the medical field. This is the foundation.
Second, under the influence of policies, the mobility of talents has been loosened, and more private organizations can invite doctors.
Third, the price adjustment of non-public hospitals has enabled more people to join the medical industry .
Finally, thanks to the promotion of real estate, the concept of community health care has been widely publicized, and the acceptance of medical care into the community is also higher. As the aging process intensifies, community health care becomes more and more urgent. Under these comprehensive conditions, the possibility of real estate + community is guaranteed.
Let's talk about the direction, the news that the author touched from the developer, the direction of community medical care is as follows.
First, the positioning of community health care is the middle class, improving the project.
Secondly, the site selection is mostly the new district of the city and the ecological pension zone.
Finally, under the premise of the continuous emergence of new properties in the new district, a large number of quality medical services and products are provided.
Specific to the landing projects, including Vanke, Tianlang, Huayuan, Agile, have introduced community medical directly from third parties, and become an important part of the community. In the developer's planning, the owners now buy houses are to look at supporting and property services, the most important three types of supporting education, medical care, business super, if these three points are resolved, the basic supporting problems of real estate will be solved. In the past, all the developers should do very well in the education package of the supermarket. They have introduced very good educational institutions and good supermarkets to provide supporting facilities. However, in the field of medical care, there is indeed no good platform provider in the past. In order to provide such a matching stay, many real estate developers have almost no medical facilities.
Feeling difficult to reach medical treatment habits into the biggest obstacle to community health
Policy support, developers to promote, but there is a saying that the ideal is very full, the reality is too boney, can you land? This is something that all community O2O projects cannot escape. The door-to-door car wash died, and the door-to-door beauty died. The door-to-door cooking died, and went to the hospital to see a doctor? In the final analysis, it is the issue of user acceptance. Owners are willing to go to the community to see a doctor, community hospitals can meet the level of medical needs, and where is the difference between community health and existing community clinics? These three problems have been solved, and the feelings of community medical care can be settled.
In China, large hospitals are lining up to queue up small clinics. It is an inevitable trend. Although the state has been advocating the decentralization of medical resources, it encourages everyone to stay in hospital and not get stuck. However, the actual situation is true. Everyone has a headache. The brains are always getting together. Take the example of the side. The number of hospitals in Tangdu Hospital of the Fourth Military Medical University in Xi'an was 3.72 million in 2015. Among them, the rate of minor illnesses (cold fever, etc.) However, it accounts for 35%, and the contribution of medical institutions across communities is negligible, and the same is true in other hospitals.
The reason is that in addition to the influence of the user's medical habits, community medical treatment only solves the problem of the site and does not have a substantial impact on the needs of the owner. Under the same conditions, the owners will of course choose a larger brand of medical institutions, and the advantages of community medical convenience and timeliness are not reflected. The author also remembers the case of Jingyitong, which solves the registration problem between patients and hospitals through the WeChat channel. It is very popular in Beijing. In this case, the core function is the number. The same logic is in community health, what is their core, price and convenience. From this point of view, the user needs of community health care are not only simple to move medical institutions into the community, but also need to combine the actual needs of medical institutions and community owners, since community health care focuses on the mid-market and improved groups. The service function should be more in-depth research, not just the medical site itself.
Since service is the direction of community health, what about the place? This returns to the second question, what kind of medical needs can be met by community health care, that is, the hardware level. From the case of the developer + community medical care that I have contacted, such hardware is not satisfied. The so-called community medical treatment is more of a form, and it is a selling point for developers in the promotion. When it comes to landing, it is more of a small clinic in the community. The facilities are not perfect, the quality of doctors is not high, and the instruments and medicines are incomplete. Therefore, it is a chicken rib.
In this case, what is the difference between the so-called community medical treatment and the existing community clinics? The price is not dominant, the service is not dominant, and the resources are not dominant. Under such circumstances, it is difficult to fall into the feeling of seeing a doctor at home. Then some people will question, you are talking about the low-end community that you just need, community health is the main high-end residential, so the so-called rich people are really assured to see a doctor in the community? It is not that the owner's consumption level is high, it will accept the high positioning of community medical care. On the contrary, it is high in consumption level. It does not care about the price of large hospitals. It pays more attention to the level of doctors and the quality of services. From this point, the positioning of community medical care It is also not true.
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