Little Apple Pediatric Lubo: Exploring the "Troika" of private pediatrics

Four years ago, under the general environment of policies such as “public entrepreneurship, innovation” and “multi-point practice of physicians”, there were many “squid” in the doctor group, which wanted to stir up the doctor circle and release the doctor from the system. Excavate more value for doctors. These "spoilers" have formed a "doctor group" to push the concept of "doctor group" to the forefront.

Lubo was one of the “spoilers” of the year. He founded the first domestic pediatrician group in 2014, named the Little Apple Pediatrician Group, and ran into a hit with the popular songs that hit the north and south of the country. Four years later, "Little Apple" is no longer so popular, how is the small apple pediatrics living? Are the doctors group developing well?

At the small apple Yukun clinic in Xizhimen, the development of Yiou Dahe Health and Lubo Tea Tea, about the Little Apple Pediatrics, about the Doctor Group.

The doctor is at the top of the " medical food chain"

In the medical profession, there has been a saying that "golden ophthalmology, silver surgery, killing pediatrics." According to the "White Paper on the Status of Chinese Pediatric Resources (Basic Data)" released in May 2017, the gap in pediatricians has exceeded 200,000, an average of 2,000 children can have a pediatrician.

As a senior executive of a well-known pharmaceutical company, Lubo resolutely entered the entrepreneurial army with a keen market sense of smell. He found that the huge gap of pediatricians lies in the fact that there is a long-standing phenomenon of taking medicines in China, the amount of medicine used in pediatrics is low, and the income is low. On the other hand, the communication difficulties between doctors and children are difficult, and the disputes between doctors and patients are more difficult. Easy to produce. "Thousands of money and more things" is a true portrayal of pediatrics, which also leads to fewer and fewer doctors willing to engage in pediatrics, coupled with the liberalization of the second child policy, the supply of pediatricians is seriously inadequate, and supply and demand are seriously unequal. Lu Bo, a student of the Capital Medical University, is mostly a doctor and a family of pediatricians. He has the idea of ​​operating high-quality doctor resources in an organizational form.

Talking about the reason for setting up a doctor's group, apart from his unique resources, he, like many founders of doctors' groups, recognizes the value of doctors and is the core asset of the medical industry chain. He said that medical treatment must have good technology to support, in order to go further, however, doctors in the system live "grievances", especially pediatricians, high-intensity workload is not proportional to income, pediatrics The professional level and social value of doctors have not been fully explored.

"Troika" explores the development path of private pediatrics

However, the establishment of a doctor's group is only the first step in the small apple pediatrics. How to realize the value of doctors is the key. Apple chooses to walk online and offline on two legs. On the one hand, it helps doctors establish brands through online science, consultation and teleconsultation, and on the other hand, through technical cooperation with offline medical institutions, the value of doctors is exported.

In 2016, the first small apple Kunyu clinic successfully landed in Beijing Tiantongyuan, which also means that the small apple pediatrics started its own mode. Just this year, the Central Committee of the Communist Party of China and the State Council issued the "Outline for the "Healthy China 2030" Plan. For the first time, the document will put the doctor's free practice on the agenda from the national level. Lubo also said: "The offline clinic is also due to the fact that doctors are willing to completely get out of the system and become full-time doctors outside the system." At present, Little Apple Pediatrics has about 20 full-time doctors from Beijing Children's Hospital, Children's Institute, etc. There are about 110 part-time doctors and five offline clinics.

Up to now, the small apple pediatrics has formed the development model of “doctor group + clinic + internet medical care”. This troika drives the development of the small apple pediatrics. Lu Bo believes that this is a suitable development path for pediatrics. First of all, based on the needs of patients, through the integration of data, doctors solve the problems of parents and children through online and offline. At the same time, the value of doctors is also released, and the income from sunlight is obtained. Secondly, some diseases need to be tested and treated, and the role of offline clinics can be reflected. Finally, due to the special nature of pediatrics, the needs of patients are more Most of them are consulting, science, and Apple's online business can solve problems.

In the troika mode, Lubo said that this year's business revenues have reached expectations, four times that of last year. Not only that, just after the end of the 11th holiday this year, Little Apple Pediatrics won 50 million financing from CITIC Capital, which is run by Feng Tang, and will increase the layout of offline clinics and the recruitment of pediatric experts in the next three years.

Doctor group enters the stage of big waves

The Little Apple Pediatrics and its group of doctors have developed smoothly, but the "doctor's group" has recently been controversial. There are many media outlets, and nearly a thousand doctor groups have sprung up like mushrooms. Most of them are empty shells, such as "zombies". Then the founders of well-known doctors group announced their departure. For the future of the doctors group, the industry is in a huge moment. In the midst of anxiety.

Lubo thinks this is a normal phenomenon: "There was a lot of bubbles in the rapid development period at the beginning. Anyone who has ideas has to set up a doctor group, and 'water is alive' is a good thing. Now it is entering the stage of big waves and slowly moving toward a larger scale. As we move forward, the doctors' group has entered a period of differentiation. In fact, it is also the case in foreign countries. There are hundreds of them in the early stage, and subsequent mergers and acquisitions, and finally about ten companies are listed. China is also taking this path."

The "listing" road, the foreign doctors group has gone for about 30 years, the Chinese doctors group has been developing for only four years, whether it is "eat crab" Zhang Qiang doctor group or small apple pediatrics are still in the initial stage, profit point Exploration is the biggest proposition of this period.

For the profit point, Lubo believes that it is necessary to dig out from the medical itself, whether its business can solve the patient's needs, the customer's unit price is not high, and the rate of returning to the clinic. The pediatric clinic is similar to the dental clinic. From the previous ordinary cleaning and filling of teeth to dental implants, orthodontics, whitening and other consumer-grade medical treatments, the unit price has been increased, the patient's demand has been stimulated, and the adhesion is high, thus showing profit points. . The small apple pediatrics also took this road to do consumer-grade medical care based on the treatment of common diseases, and to provide consumer medical programs such as child care, growth and development, and children's ophthalmology.

In addition, this is also a way to differentiate from public hospitals. He believes that private medical institutions and public hospitals are not competitive, but should complement each other. The diagnosis and treatment of some diseases is difficult to open due to the problems of the pricing system of public hospitals. Private medical institutions have the right to self-pricing, as long as patients have needs.

Differentiation, profit points, business models, doctors have been exploring for four years, compared to the Chinese medical system, it is still a toddler, the day of learning to walk may be the beginning of the profitability of the doctors group.

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