Doctor Group "Seven Year Itch", this problem is becoming more and more at the core!

A few days ago, I saw a sharing article about the progress of the doctor group in 2021.

To be honest, although the market soil of China Doctor Group itself is unique, there are still some problems to be solved.

From the rise of 2014, to the decline in 2019, and then to the frequent appearances in 2021, whether it is the maturity of technology development, the needs of hospital users, or the ecological environment of the medical industry, the future of China Doctor Group may gradually become clear.

Logically speaking, the form of medical services is changing day by day, and the trend of the doctor group has created some possibilities for "liberating the value productivity of doctors".

Here, the author will share the "bullseye" problem of the doctor group's "sharpening the knife" for seven years, and the problem of "polarization of the voice" in the publicity of the doctor group.

Source: Figureworm Creative

"Alone fast" or "far away"

Shi Yi has a long skill to control Yi. China Doctor Group should rely on the resources of freely practicing doctors as the basis, go out of its own way, go deep into the medical industry, and strive to improve the service process of the medical industry with the unique product capabilities with the balanced attributes of doctor resources.

The deeper you are in this field, the easier it is to predict user needs in advance, and at the same time, you can have more voice in this field. However, from the perspective of the development trend of the industry, the current work performance and service volume of the doctor group are in line with expectations, and its ambition is still not comparable to the expected goal of the development of the medical and health industry.

In fact, any medical service industry entering the market has its own rules to follow, do not try to skip or ignore a certain stage. Don't always be "empiric" rather than "combining theory with practice."

It is reasonable to say that the concept of sustainable development of the doctor group should be designed and laid out for the doctor group to pursue the dignity of practice and maintain the faith, and it is to cultivate the core of brand IP, entrepreneurial feelings and values, so that there will be win-win development. But in reality, the development of the doctor group is just the opposite, always focusing on what they are doing, rather than what kind of problems they are solving and how they have grown.

Or, they pay more attention to the short-term activity of their "one acre and three points of land", and fail to find the "axis" that achieves more market performance and positive effects for the doctor group. This practice will make the "axis" of its own development lack of rooted soil and growth nutrients, and there are obvious deficiencies in the official attention, the attention of the industry, and the attractiveness of doctor resources.

Therefore, after the doctor group has experienced 7 years of market operation strategy attempts, what is missing is the in-depth exploration of the value core of the doctor group.

To look far ahead, first stand high, it is possible to get the bottom card recognized by the market, and then it will be more confident.

Secondly, the cookie-cutter service industry and the half-dream and half-awake state are the pain points of the sustainable development of the doctor group!

The times are moving faster and faster, and every deeply taken for granted past tense has changed with the times. If we can put the industry changes and our own business development that are now in line with the actual situation into the "new story" to be told, we may be able to tell the ups and downs of the development of the doctor group.

Typical such as the free practice of doctors, it is inevitable that the doctors in the system are full of expectations for the story that can happen to the doctor group, and the doctor group can also make the doctors in the system feel the same situation, so that the doctors in the system will make choices in joy and involuntarily, which is the essence of the fate of the doctor's free practice values that can grasp the fate in line with the trend of the times.

The doctor group should win more space through the "four or two strokes" style of play. With such a pattern, it is natural to have a great attraction for doctors to practice freely.

What kind of value is unleashed?

The topic of "doctors' free practice" has a high degree of discussion, but the sharing of information on the progress of doctor groups is rarely interactive, and the description of the doctor's free practice status is far behind reality.

Even if the doctor group is awakening, it often fights its own battles, paying more attention to its own business and paying more attention to the market-oriented challenges faced by its specific business lines.

This often overlooks the question they have to answer, what valuable contribution has been made to the progress of the medical industry?

Obviously, this state of "half dreaming and half waking" can neither alleviate the improvement from pure technology to industry trend cognition, nor can it solve the embarrassment of benchmarking reference for its own growth. In fact, as far as the growth of the doctor group is concerned, the key point from beginning to end is to first get the approval of freelance practitioners.

Secondly, from the public information, the overall attention of the medical industry, including the official, does not show the industry attention, brand influence and operational effectiveness that the doctor group should have. For the rhythm and focus of different stages of development of the medical reform policy, the doctor group lacks a reasonable analysis that fits its business and vision, and should show the ability and strength of its value chain that is different from traditional medical treatment.

That is to say, being able to focus on these achievements, and get the attention of the official policy level, and being selected as a national outstanding professional and technical personnel and advanced collective, is far more exciting than the self-rated "most influential, most dynamic, and most potential" doctor group.

This is the basis for promoting the sustainable development of the doctor group and having the core competitiveness.

In addition, if the doctor group wants to usher in new opportunities for development, it is difficult to obtain official recognition just by shouting slogans or hyping hot topics.

That is to say, the doctor group has promoted the rational flow of doctor resources as a challenger and provided more choices for users with medical and health needs, but if it is committed to breaking the rules of the medical industry set by the government, the expectations are too high. However, from the surface to the inside, the free practice of doctors is the sensitive point of the medical reform policy.

"Multi-point practice" is not a transition interpreted by industry insiders as a doctor's free practice service, in fact, the "multi-point practice" of the policy caliber is based on the scheduling of hospital resources, and it is actually a strategic description of the business to be undertaken by the medical service platform itself.

If the doctor group can establish an ecology of doctor resources, it is possible to break the existing rules and reflect the competitiveness of maximizing the value of doctors. After all, the acquisition of this competitiveness is enough to prove the value of this style of play: it is necessary to understand the national conditions and profoundly change the existing medical service form.

From the perspective of landing practice, in the era of medical and health, the adaptability of the surviving doctor group is not weak. But now, a very realistic problem in front of the doctor group is how to turn the doctor resources into core competitiveness, which requires more thinking, discussion and attention.

In the future, the doctor group needs to break the traditional thinking and cognition, tell a remarkable story, and need to use new concepts and new formats to activate the mobility of doctors in the system, in order to enlarge the advantage effect of the doctor group's resources and make the doctor group take fewer detours.

In other words, in addition to knowing its position in the medical industry, the current doctor group should be in line with the gap in the public's demand for public hospitals, and insist on placing its development status in the same dimension as the resource allocation in the medical and health industry according to local conditions.

From a certain point of view, it can not only achieve the optimal communication effect of the ecological optimization of medical service supply and demand resources, but also attract the attention of doctors in the system to the fundamentals of the doctor group, and at the same time, it can also be seen from here that the official recognition of the attitude and way of doing things of the doctor group, as well as the degree of attention paid to the achievements by action. This may be the advantage that distinguishes doctor groups from other new medical service formats.

In the era when there was no doctor group, there was only the doctor group of the times. The doctor group does not decide what the times will be, but the opportunity of the times gives the doctor group the opportunity to go from "nobody to somebody".

Source | Health Community - Kanjian Daily

Author| Guo Jun (Special)