Not long ago, at the invitation of the cadre training center of the Ministry of Health, I made a special trip to the "Private Hospital Development and Management Training Course" held in Xiamen to make a "Private Hospital, the Success Rule of Building a Strong Brand !" "Excellent combat report. In the report, aiming at the bright spots and hot spots in the current society and industry , I talked about how private hospitals can take advantage of the situation to grow and develop their own strategies and skills in the capital market as soon as possible, which has been welcomed by the owners of private hospitals in various places.
According to the latest data, the enthusiasm of VC/PE to compete in the medical and health market has not diminished this year, and the cumulative investment amount in the first three quarters has shown an explosive growth. From January to September, 84 investment events were disclosed, and the investment amount exceeded 22.3 billion yuan, which was 2.7 times that of the whole year of 2010.
Of course, this situation should be said to be a good signal. This is because, although the relevant national authorities have introduced a number of reform measures for medical service charges in recent years, the prices of medicines, inspections, and consumables have all been lowered to varying degrees. However, due to Latest Mailing Database popular sentiments, the prices of some items that should be raised, such as medical service items, cannot be raised accordingly. Comparing the two, the survival of the hospital appears to be more and more difficult. There are survival difficulties, coupled with the long-term lack of government financial investment, the hospital urgently needs to develop channels to solve the bottleneck of funds in development through multi-financing.
1. Make a good layout
Generally speaking, the medical and health industry can be basically divided into the pharmaceutical industry, medical equipment, biotechnology, medical services, medical health and others. No matter what industry you belong to, as a business manager, you must consider how to formulate a good plan, so that the company can continue to grow and grow, and even attract more investment.
Mr. Yu Fei, a well- known brand marketing expert and CEO of Lange Zhiyang International Marketing Consulting Agency, believes that if you want to attract the attention of others, you must have enough bright spots. One is the product and technology; the second is the team, because the core team has the ability to innovate and cohesion; the third is the ability to promote the market. No matter how good the product is, no matter how good the technology is, no one appreciates it, and it is useless.
Of course, when your own hardware conditions are excellent, you also need to add the icing on the cake and make a strategic layout to be foolproof.
Taking the medical service industry as an example, if you want to successfully raise funds, you must complete the layout of a high-end hospital across the country at the beginning, such as Wuhan Tongji and other typical hospitals in Shanghai and Zhejiang; and then establish a good relationship with the industry through point to face. Cooperative relationship, often participating in academic research in the industry, participating in some activities, establishing a good relationship with professional hospitals, and turning it into a team of our expert consultation. From the formulation of the market strategy, to some marketing activities, and then to the construction of the sales team, the overall marketing promotion level is relatively rich and expansibility is relatively strong, so that it can successfully attract investors in a relatively short period of time. Notice.
2. Establish a reputation
In the current medical and health industry, brand functional positioning can be said to be the core strength of its competition.
However, from the perspective of the long-term development and planning of the brand, how can we extend the life cycle of the hospital service value and stop the historical tragedy of "each leading the pack for two or three years"? This requires us to make efforts in the accumulation and expansion of brand equity with a development and strategic vision.
The accumulation of brand equity is a long-term continuous process. In the process of asset accumulation, it is very important to establish the brand's core propositions of care, confidence, honesty, and love. It is necessary to cooperate with the functional and emotional positioning of the hospital's diagnosis and treatment services to establish a relationship between the hospital's humanized services and consumers. Good and honest relationship.
As the saying goes, word of mouth comes naturally with a brand. Relying on advertisements and discounts can only go for a while, especially in the medical and health industry. Repeated exposures and doctor-patient disputes make consumers timid. If they cannot win word of mouth and establish a brand, then even if No matter how well the plan and project table are done, it is futile.
3. Identify the outer brain
Taking hospitals as an example, common financing methods are as follows:
1. Joint venture: The relationship, power, responsibilities and obligations of all parties involved in the joint venture shall be clarified in the form of shares determined by the amount of capital invested.
2. Cooperative operation: joint management according to the contract, flexible and simple. Hospitals provide land, technical staff, existing houses and facilities, etc., and businesses provide capital or technology, major equipment, materials, etc. According to the agreed cooperation conditions, the two parties formulate profit sharing and cooperation period, operate independently and share risks.
3. Leasing: The hospital borrows medical equipment at a certain cost. The equipment lessor delivers a certain equipment it owns to the hospital for use, and the hospital obtains the right to use the equipment for a period of time, but the ownership of the item remains in the hands of the equipment lessor. The hospital needs to pay a certain fee (rent) to the equipment lessor for the right to use it.