Tongzhou, in the eyes of the old Beijingers, familiar and strange existence, too far too far, it is the suburbs. However, with the substantial eastward movement of the Beijing Municipal Government and the landing of the Beijing City Sub-center, Tongzhou is no longer a “Tongzhou”. In addition to the possibility of housing prices, this move is expected to drive about 400,000 high-end population to Tongzhou.

Beijing Annabeier Maternity Hospital, one of the few high-end private maternity hospitals in Tongzhou, was established in 2014. It is understood that when Anna Belle chose Tongzhou, it was also a strategic choice.

In Beijing, medical resources are gathered, and good maternity hospitals are never lacking. There are pre-existing public hospitals in the country, such as Concord, followed by high-end private hospitals such as the US-China Yihe and Hejia. However, Beijing is too big, and childbirth is an urgent matter. The regional characteristics of maternity hospitals are revealed. If the hospital is too far away, the mother is at risk of life at any time on the road. Generally speaking, it is best within seven kilometers and ten kilometers.

"In the future, with the migration of the municipal government, Tongzhou will increase the number of high-end population, but now there are only three private maternity hospitals in Tongzhou." Xing Yujia, general manager of Beijing Annabeier Maternity Hospital, said, "Before other hospitals did not enter Tongzhou, Anna Belle is taking the lead."

Over the past four years since the establishment of Annabel, she has been training teams and cultivating the market. She has a certain reputation in Tongzhou. At the beginning of this year, Anna Belle’s revenue and expenditure have reached a balance.

Maternity hospital should focus on "happy delivery"

Speaking of high-end maternity hospitals, some people in the industry believe that such hospitals are high-level "sisters", and their technical barriers are very low. They only need to do a good job to live well, which is why many private hospitals do maternity. .

Xing Yujia also showed that the technical threshold for maternity production is relatively lower. In fact, in China, public hospitals have concentrated about 70% of high-end talents. Of course, there are many doctor groups emerging. The trend of medical reform is good, but the current situation is that private hospitals are technically related to public hospitals. Still can't compare.

In fact, medical care itself is a very broad and a very complex industry. The business model, service model and focus of each type of illness are completely different. Xing Yujia pointed out that in the field of maternity, fertility is a physiological phenomenon rather than a pathological phenomenon, which should bring happiness to people. The most important thing for maternity hospitals to ensure safety is to do a good job and pay attention to "happy delivery."

"In terms of services, public hospitals are not as good as private hospitals, and it is difficult to catch up." Xing Yujia believes.

Generally speaking, in public hospitals, there are two to three maternity women in a room, and up to four women, doctors and nurses will take care of many mothers, and careless and poorly communicated things happen. Their privacy and comfort. It is also difficult to compare with private hospitals.

It is mentioned that there are also VIP wards in public hospitals, and the changes in services and attitudes will also pose a threat to private hospitals. Xing Yujia believes that five to ten years will not pose a threat. On the one hand, it is the problem of positioning. Public hospitals are positioning basic medical care and providing public services. It is unlikely to open a large number of high-end wards. For example, Tongtong Maternity is also building a high-end ward, with a maximum of more than 10 rooms, and receiving about one hundred a month, but the monthly production of Tongtong is about one-two thousand, which can only reach one-twelfth. On the other hand, the shortage of medical personnel, the medical public opinion environment and the mismatch between technology and salary have led to fewer and fewer talents who are willing to engage in medical care, and the large gap in talents cannot support too many high-end wards. Private hospitals will improve a lot in terms of staffing and environment and space.

Taking Anna Belle as an example, mothers from the filing to the return visit, the whole customer service one-on-one reception; the production of medical personnel to serve one to five, family, lover can accompany the production; month-to-month service. In terms of wards, 57 wards are all single rooms, spacious, 24 hours nurse station, and the nurses check for two hours. This is very difficult to do in public hospitals.

"Growing a child should be a happy and respected thing," said Xing Yujia. "Anna Belle wants to make the service to the extreme and let the mothers 'happy delivery.'"

Compared with other private maternity hospitals, Xing Yujia believes that Annabeer's biggest advantage lies in the concentration of small industrial chains, including pre-pregnancy checkups, birth examinations, childbirth, confinement, and postpartum rehabilitation after the confinement. Do fine work. As for the benchmarking hospitals, the United States and China, and other hospitals, he said that Anna Belle has just started and is working hard to benchmark.

Word of mouth marketing is the right way

Currently in Tongzhou, Anna Belle is also famous, but it does not advertise, do not declare, or do Baidu bidding, Anna Belle seems a bit too quiet. Xing Yujia said that they do traditional word-of-mouth marketing. Now, about 70% of Annabel's patients rely on everyone's word of mouth.

However, for a private hospital that is not endorsed by the endorsement, will the word-of-mouth method of word-of-mouth be too slow, and when will its brand image and trust be formed?

Xing Yujia pointed out that medical care relies on trust rather than advertising. The creation of trust between doctors and patients is a long-term issue. In the short-term, the word-of-mouth will be very slow, and the brand image will be difficult to form. However, in the long run, once the word-of-mouth is formed, medical quality and service are widely recognized, and trust and customer acquisition are only time issues. For Annabel, there is no secret to the formation of word of mouth. We will do everything in a down-to-earth manner and serve every woman intimately.

For private hospitals, if you only rely on advertising to get customers, but do not improve the quality of service, increase marketing costs, closing the door has entered the countdown.

In this regard, Xing Yujia also showed that in fact, the consumption of medical and hospitality, fast-moving consumer goods and other industries is essentially different. A newly opened restaurant, the advertisement is great, and the people are willing to try it. But as for medical treatment, no one is willing to take his own body to try. At this time, the trustworthiness of medical institutions is crucial.

Relying on traditional word-of-mouth marketing, Annabeer’s revenue and expenditure, which was established only for more than four years, has been balanced, and the cycle of returning funds has not been as long as expected.

Talking about the future, Xing Yujia also hopes that Anna Belle will also be a chain model after she matures, copying Anna Belle's model to more places. He believes that the road to grouping is the future trend, and the monomer is not developing well.

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