Several factors of slow development of a group of doctors

At present, most of the normal operation of the doctor group, annual revenue are less than 10 million. According to the daily visit of Johnson capital, the annual revenue of those with an annual revenue of 10 million yuan is less than 20%, and those with an annual revenue of more than 50 million yuan are few. From the current point of view, the development of doctor group is slow, and there are only a few factors in general: doctors have not really carried out free practice (here not only refers to the external environment, but also the concept of doctors), the development of doctor group is limited by the number of doctors who can practice more than one point; doctor group lacks talents in operation and management, especially the operation and management with market concept. Doctors group generally have different degree of customer acquisition problems. The last reason is that it is one of the important factors that restrict the development of doctor group. In our daily visits to the medical service enterprises with doctor group as the core, even the medical service enterprises, all of them are those with steady growth in operation and higher profits than the industry average. If you look at the financial statements carefully, excluding the factors such as drugs and high value consumables, the most attractive bright spot is that it is lower than the average customer acquisition cost of the industry. And the ways of getting customers for these enterprises are as follows:

Benefiting from doctor's online popularity or doctor group ranking, the main customers are from their own fans. This brand image is often built on wechat, microblog, good doctor, micro medicine and other websites, including experts and professors with certain academic status in the industry. These customers brought by fame, loyalty, recognition, including referral rate are relatively high, all of these factors reduce the cost of customer acquisition. The mode is particularly common in the field of Pediatrics. Many children's knowledge networks have established their own offline clinics, e-commerce services, online outpatient services, and the main revenue is from their fans. At present, the common practice of doctor group operation is to cooperate with public hospitals to carry out referral or co build consultation business. However, from the perspective of the capital side, the cooperation between the doctor group and the public hospital is usually unsustainable, and the five-year contract often stops in about three years, including the personnel change of the hospital, which will have various uncertain risks to the future development of the business. Of course, the advantages of cooperation with public hospitals are also obvious. There are a continuous stream of patients, complete infrastructure, positive brand overlap, and strong public hospitals' credibility. So how to turn patients into their own user members and provide long-term health services is an urgent issue for partners to consider. There are also some medical service enterprises pursuing differentiated operation and business innovation. In the cooperation with public hospitals, they have obtained a continuous stream of patient resources, and will provide value-added services for patients according to the characteristics of their own departments. These businesses often complement and promote the medical services of public hospitals. Even if the cooperation with the hospital is stopped one day, but the patients have been transferred to their own members, which has generated self appreciation. The resource requirements for medical service enterprises are relatively high for the customers brought by the cooperation of different industries. However, once there are mature cooperation resources in different industries, they can bring a steady stream of cooperative customers, such as bank, commercial insurance, financial management, which have high health needs, and have certain consumption capacity. In addition, some large enterprises and government agencies need to organize physical examination for employees every year, and even can provide some medical benefits for employees. These stable businesses are also a good source of income. But these medical service enterprises also face the problem of customer conversion, accumulate user pool for themselves, and help different enterprises form positive brand reputation. All in all, in the future market-oriented medical service market, enterprises that can obtain customers at low cost and have the opportunity to consume repeatedly will have greater development competitiveness in operation, which has been reflected in some subdivision areas and formed a head effect. The construction of user pool is just like the cultivation of fish, and the medical service enterprise that can be king of the sea is the unicorn of the future.