The business philosophy of the health museum
First, the name is really do Chinese medicine? In the design of health products and services should follow the ideas, steps and methods of TCM health system.
Many engaged in podiatry, beauty or health care industry to do Chinese medicine health service industry, because they follow the previous business ideas, and ignored the technical characteristics of Chinese medicine health itself, resulting in unsatisfactory service results.
We should know that the Chinese medicine health service industry and foot massage, beauty, health products and other industries compared to the two obvious characteristics: First, the degree of consumer specialization is not enough, the information is relatively asymmetric, consumers relatively do not know what kind of service they actually need; Second, in the technical service process, technical concepts and methods, there is a clear difference.
From the point of view of the customer's cognitive maturity, beauty, foot care in the minds of consumers basically belongs to the concept of a supermarket similar to the doorstep, belonging to the concept of daily consumption, consumers are relatively more aware of what should be consumed as well as how to consume, and Chinese medicine health care due to the full-time knowledge of health and medical care, belonging to the concept of full-time consumption, the majority of consumers lack knowledge in this area, so the need for a full-time TCM instructor or a full-time health instructor is not enough. Most consumers lack this knowledge, so they need the guidance of a full-time TCM health instructor or technician in order for consumers to reach a more satisfying state. That is to say, in the field of Chinese medicine and health care, dedicated podding or technician) than the customer knows more about what services the customer should receive, for example, you go to the hospital, you will not say to the doctor, please give me a shot of what array or give me a box of what medicine, to be injected, what injection, to take medication, to eat what medication or to do not do the operation, what surgery, these are not you to tell the doctor how to do it, but you have to listen to the doctor.
In short, Chinese medicine health care is different from Western medicine, different from health care products (derived from Western nutrition), but also different from beauty and podiatry. Chinese medicine health services to allow consumers to achieve real satisfaction of the conditioning conservation effect, the need to implement the five basic ideas, eight principles, six basic steps, the following specifications.
1, the health museum products and services should be designed to implement the five basic ideas
Holistic view: Chinese medicine theory of health, especially exaggerated people and the natural environment, the coordination of the social environment, pay attention to the body of the qi lifting and lowering, as well as psychological and physiological coherence. People are both natural and social beings. Factors affecting health and disease are biological as well as social and psychological, which is an objective fact that has been felt since ancient times. In diagnosis, Chinese medicine makes full use of the holographic nature of diagnosis, inferring the cause of disease from the holistic response of the organism. In the treatment and conditioning, Chinese medicine exaggerates the treatment of the evidence, the treatment of the evidence that is for the organism in the process of disease in the overall response to the differences in the clearing of the air and the different treatment programs, accordingly, the Chinese medicine treatment follows the evidence of different treatment of the different, the evidence of the same treatment of the same principle.
Identification of evidence: Chinese medicine health exaggerated by the time, place, and people, exaggerated health care according to the season, region and personal constitution, gender, age of different, and the development of the corresponding health care program.
To flat period: Chinese medicine that the human body in the normal physiological state, yin and yang is to maintain a relative balance. If there is a side bias decline, or a side bias hyper, it will make the body's normal physiological function disorder winter pathological state. The human body is inseparable from the purpose of coordinating and balancing yin and yang.
The upper work cure: "Huangdi Neijing" has? The saint is not treating the disease, not treating the disease, not treating the mess, not treating the mess? The idea of another medical masterpiece "Thousand Golden Medicines" is also put forward. The top doctor treats the disease before the disease, the middle doctor treats the disease that wants to be sick, and the bottom doctor treats the disease that is already sick.
Mobilizing instincts (righteousness): Chinese medicine health is to rely on the complete mobilization of the human body's own potential (within), make full use of the external favorable factors (outside), and then to achieve the whole physical and mental balance **** health care methods. Chinese medicine thought health is ? The positive energy exists inside, the evil can not be dry? The self-stabilizing ecological balance. Positive energy refers to the body's own self-health capacity, evil refers to disease-causing factors. When you are healthy, evil cannot interfere with and destroy the homeostasis maintained by positive qi. The doctor curing the disease means that the doctor is the standard and the patient is the root, and when the standard and the root are in harmony, the evil qi is served. The evil is only served, not gone. That is, the doctor by regulating the balance of yin and yang in the human body, so that the body's resistance and the role of disease-causing factors relatively balanced, to achieve the purpose of health.
2, the design of Chinese health services should follow the principle of eight combinations
Self-conditioning and health museum services combined: Chinese medicine? The patient for this, the doctor for the standard? and also talk about? Three points of treatment, seven points of maintenance? So the customer's body to restore and maintain health, relying solely on the health museum technician and tutor conditioning is not enough, the customer's self-conditioning, whether it is? The customer's self-conditioning, whether it is? or? Eat and drink in moderation? The customer's self-conditioning, whether it is? Do not make labor? Or? The emotional and mental health of the body is very important. It's very important to have a good diet, and it's also very important to have a good appetite.
The combination of traditional and modern methods: on the one hand, no matter how much society advances, how much science and technology develops, the biological attributes of our human beings have always remained essentially unchanged, and are always still? heavy flesh? The human body is always still heavy, always still? Eat, drink, shit? and always metabolize, in this sense, the ancient Chinese medicine has been tested for thousands of years, applied to modern people are still effective. On the other hand, from the point of view of the ease of use of the product itself, due to the efforts of modern research staff, more or less on the basis of the existing principles of Chinese medicine to improve the product, so that professionals and customers to use more convenient, this modern approach is worth adopting, and do not have to be blindly rejected. That's why I say we need to combine traditional and modern methods, and it's based on this perspective.
Personalized program combined with standardized products: in the health museum product service design process, personalized program is necessary, due to the customer's health topic has a personalized side, in the design of the conditioning program to do the identification of the treatment, to follow the time, place and person of the principle of the three reasons for the system, and also take into account the customer's economic situation, work situation, family situation, etc., to develop personalized solutions, under the guidance of the personalized program. The standardized products are selected under the guidance of the personalized solutions. Personalized solutions, some of which do not have to spend money on customers, such as the guidance of the customer's lifestyle advice, but the standardized product is to increase the income point of the health museum, is also essential. Personalized products and standardized products, both are indispensable. Less personalized program, the conditioning effect will not be ideal, less standardized products, the increase in revenue can not be guaranteed.
Immediately obvious (symptoms) and fundamental solution (root cause) combined: a good conditioning program, if you can not let the customer immediately see the effect (symptoms), the customer's confidence and trust in the health museum is bound to be greatly reduced. But just have an immediate effect, but can not fundamentally solve the customer's health problems, like some Western medicine to treat certain diseases, the same can not retain customers.
Combination of health services and education services: many health issues of customers is due to ignorance, do not know the way of health caused by the disease or in a state of sub-health, despite the services of the health museum is still not enough, because the person is a dynamic equilibrium, at any time may be subject to? Six **** seven emotions? The invasion of harm, coupled with the Chinese medicine said? Three points to cure, seven points to raise? And the seven points are often not in the health museum premises. So good conditioning special pod winter that should be a good conditioning special pod winter and should be a good teacher, to tell customers at home or work to have a good lifestyle and health methods. Good management of the health museum should be regularly in different forms to educate customers, to help customers grasp the knowledge of Chinese medicine and health care and easy-to-use skills.
Physical conditioning combined with psychological conditioning: Chinese medicine speaks of ? The combination of physical and mental conditioning: Chinese medicine talks about the unity of form and spirit. The idea is that human beings as a whole are related to their bodies and minds. Physical discomfort can lead to psychological emotional upset, psychological emotional upset can also lead to physical disease or sub-health. So when the health center is doing the conditioning program for the customer, it must condition the customer's body and mind (emotional) at the same time.
The combination of treatment of the disease, pre-disease and treatment of the disease: the health museum is actually doing? The health care center is to do with the health of the people, the health of the people. The first is to make sure that you have a good understanding of what you are doing, and what you are doing. And not? The first thing you need to do is to get a good deal on your own. So for some clients, who have suffered from serious and obvious diseases, the first thing the tutor or technician of the health center should do is to tell the clients to go to the hospital to do the treatment, so as not to delay the treatment of the client's time. The health center should not be to do what the hospital should do, otherwise it will not only trigger a crisis of confidence, more likely to be involved in legal proceedings. Then again, Chinese medicine seeks to? The upper work to cure the disease? So for some customers, they did not find out in the hospital to do physical examination or inspection of the subject, health museum can be through the Chinese medicine instructor or testing equipment to detect out, then the health museum has the responsibility and obligation to tell customers these? Not sick? or? Sub-health? This is to highlight the advantages of health museums and hospitals compared to the requirements of the professionalism of the health museum staff.
A combination of multiple means of conditioning: Chinese medicine is profound, its treatment of a variety of means of conditioning, the formation of a long time? Acupuncture, needle, moxibustion, medicine, guide, stilt press? Six basic technical system, and with the development of modern technology, modern scientific research staff also developed a lot of auxiliary conditioning tools and products, health museums may wish to combine the customer's personal preferences, combined with the customer's own health status personalized for the customer with a variety of conditioning means of synergistic conditioning in order to achieve the customer's maximum degree of satisfaction and the actual effect of conditioning.
3, Chinese medicine health services should follow the six basic steps: a diagnosis, two assessment, three warning, four treatment, five adjustment, six conservation
A diagnosis: diagnosis of the past. Mainly through the medical examination report and the information of the disease to diagnose the past health condition of the customer, in the development of the conditioning program should take into full consideration of the topic of the disease in the past.
The second evaluation: assessment of the current situation. Chinese medicine identification and equipment inspection of the ? The human and machine together to participate? The results are more objective and correct. Chinese medicine identification includes the four diagnostic assessment and physical meridian assessment, equipment checking common human metabolism immunity assessment, nutritional assessment, evaluation of special projects and human health business assessment.
Three early warning: discovering the disease before the disease, realizing the disease? The first is to make sure that you have a good understanding of the situation, and that you have a good idea of what is going on. Commonly, there are human genetic analysis, cardiovascular and cerebrovascular 24 assessment, eagle-eye whole-body scanning health assessment, non-invasive assessment of heart function atherosclerosis.
The four treatments: medical consulting guide doctor guide. According to the previously mentioned ? The combination of treating the future disease, pre-disease and
treating the disease already? Principle, for some customers, has suffered from serious and obvious diseases, health museum tutor or technician, the first thing is to tell the customer to the hospital to do treatment, so as not to delay the customer's treatment time. So this step is in the discovery of the customer has a disease to tell the customer should go to where the medical treatment, medical treatment should pay attention to what topics.
Five adjustments: in the health club by the full-time Chinese medicine conditioning tutor or technician to implement. Common means of conditioning include dietary conditioning, nutritional immunity, psychological conditioning and meridian conditioning and other four aspects. Meridian conditioning has the common eight methods? Smoking, steaming, bathing, moxibustion, pushing, pulling, scraping, ironing. In addition there is the so-called Governor meridian conditioning, meridian flow injection, Lingguo eight method, pain management, bladder meridian guidance detoxification, five line can therapy, electric acupuncture stone scraping, twenty-four moxibustion method, fumigation, foot therapy, ear ****, light wave energy conditioning and so on can be back to dredge meridians of the conditioning method.
Six maintenance: with the previous step of the conditioning is different, maintenance of this step is not carried out in the health museum, not by the health museum tutor or technician to implement, is the customer's own to implement and pay attention to. Maintenance mainly includes living, exercise, environment and culture four aspects. Living maintenance refers to the fair arrangement of living and rest, properly handle the details of life, maintain good habits, the establishment of their own biological rhythms in line with the regularity of the activities, in order to ensure physical and mental health, prolonging the life of the method, known as the living and living health method. Living and living care involves living regularly, lying down in a certain way, not to work, living in a suitable place and clothing and other appropriate taboos and so on. Exercise conservation, commonly found in the method of running true qi, Taoist Dandao, Shaolin internal energy, meditation, five bird play, six words, eight brocade, Yi Jin Jing, three one two meridian exercise method, and so on. Environmental conservation includes travel and health maintenance, feng shui counseling, and home environment conditioning. Cultural conservation refers to health maintenance through participation in the National Studies Lecture Hall, National Studies training, zither, chess, calligraphy and painting, and other artistic activities.
Second, jump out of the health care to do health care? The overall positioning of the health museum to be made into a broad health club model
The health museum can not be simply positioned to meet the health needs of customers, due to health as a relatively more? Demand, need to have a certain spending power, this part of the people are often the social elite, according to Maslow's hierarchy of needs theory, they tend to have high-level needs at the same time, such as the need to return to the genus and love, respect needs, cognitive needs, self-actualization of the need to go beyond the need, etc., if due to the satisfaction of the physiological needs of the aristocrats to enjoy the need to satisfy the time to be taken up, the customer is very likely to give up the club to do the health care. Conditioning, which is also most of the social elite tend to be busy and do not have time to health museums to adjust the reason. The objective reality is that some of them tend to be busy and tired.
From the perspective of business operations, if the health museum designed products and services if only to meet the needs of customers on health (narrowly defined as physical health) is wrong, and most of the health museums happen to make this mistake.
The best way to meet the needs of the customers of the health museum is to take into account the needs of the customers' health care (health), career development (money), learning to know (smart), public charity (love, face), etc., which means that we should take into account to meet the customer's low-level needs and noble enjoyment of the needs of the comprehensive consideration to meet the customer's health needs and the demand for non-healthy health, so that the health museum to be Success. In this regard, many beauty salons in the original foundation (to meet customer needs for beauty) plus health care plate (to meet customer needs for health), often successful. Then there is a similar Liangzi foot massage industry has been successful, Liangzi foot massage is to take into account the consideration to meet the customer's comfort (leisure and relaxation) and business socialization (to meet the needs of the customer's career development) of the need.
There are also business operators, often the health museum as an auxiliary tool for other business operations, such as as the promotion of corporate public relations efforts, such business ideas are also right, but also jump out of the health to do the health of the system business ideas.
In short, the health museum do not just around the customer's health needs to do a narrow sense of the health museum, but to be made to meet the needs of customers a variety of needs of the broad sense of the health museum, then what is the broad sense of the health club? Please refer to my work "broad health theory" will know the answer.
Third, rely on the combination to do to increase revenue? The health museum to increase the income model design to be designed as a pyramid to increase the income model
Chinese medicine health care service technical standards are missing, the line rules are chaotic, multi-headed supervision and strength are not in place and other topics, resulting in a huge health care supplies, health care services market mixed, uneven quality levels, technology and tricks a color, high people **** cheaters fly.
This results in a direct consequence: even if the health services are done in place (which means that the operating costs are not low) of the health museum, the same can not receive a high price, or reported a high price instead of being able to compete with the low-end price war health museum.
Then how should we respond? The right approach is to combine different products, distinguish between different customers, designed to pyramid increase revenue model.
That is to say, in the design of the revenue model, to combine different products and services, mainly divided into two parts: one part is not characterized and differentiated products or services, they are as the bottom of the pyramid of profit part of the product or service, most of these products or services are micro-profit or do not increase the revenue; the other part of the product or service is very distinctive and competitive products or services, this part of the product or service, the customer's perception of Their perceived benefits should be very high to be able to, they as the top of the pyramid, can be sold at a very high price, so that the profits will naturally not worry.
On the other hand, in the past, Chinese medicine to treat the disease? The poor cure, the rich out of pocket? The first time I saw this, it was a little bit of a "I don't know what I'm talking about". The first thing you need to do is to take away the money from the rich and give it to the poor. The flavor. Past history confirms that this model of increasing revenue works, Shi Yuzhu's "ZT Online" game, the same is the logic of this increase in revenue, that is: to earn the money of the rich, the rich and the poor to get the same joy, deserve to pay more. But the time of the poor is not so valuable, and so is the inheritance tax in almost all countries, the more the inheritance, the heavier the tax paid. So it is equally valid to apply this model to the operation of a TCM health center. The rich and the poor restore their health equally, and the rich deserve to pay more. For the rich, the designed conditioning program should include what is expensive and lucrative for the health spa. Wellness center revenue depends on the top of the pyramid of the rich this group of customers, for the bottom of the pyramid of the ? The poor? Customers, to be able to protect the capital not to lose on it.
In general, the? Pyramid? Increase revenue model, that is, both? The pyramid model of increasing revenue is to have both? The products and micro-profit products, both elaborate customers, but also take into account the low-end customers, combined, treated separately, the health museum to increase income is not difficult to carry on.
Fourth, jump out of the single store to do chain? Chain is a health museum brand to increase revenue of the road
As previously analyzed, because the market is mixed, bad money expelled good winter lead to the cognitive interests of customers low, so even if the health services are done in place (which means that the cost of doing business is not low) of the health museum, the same can not be received at a high price, or reported a high price, but instead of being able to compete with the price war with the low-end health museums. As it is difficult to do in the short term to enhance customer awareness, as well as can not effectively reduce the operating costs of enterprises, so a viable path is: not to the business performance of a single store for the success of the standard, in fact, the current industry has a relatively good performance of enterprises are due to join the chain to do a good job of increasing the revenue logic is the economy of scope and economy of scale.
Fifth, jump out of the trade to do trade? Effective use of public service strategy and public service marketing model
The health industry belongs to both trade, but also belongs to the cause of public ****, so it can not be operated like other pure trade, the need to take care of the interests of the social ****, the need to take into account the social benefits.
This public **** cause characteristics, requirements in the face of customers may not be able to like other industries as a taste of profiteering, otherwise it will be the media, the community and the government's reputation, and even by the Chinese medicine instructor accusations.
Zhang Wuben's introduction of a registration fee of 2,000 yuan was questioned, although Zhang Wuben has the fault of falsifying his education, but from the other side of the reaction to the disapproval of a large number of registration fees of Chinese medicine, it is really with the large amount of examination fees of Western medicine is insignificant. The outpatient department of the Foundation Institute of the Chinese Academy of Traditional Chinese Medicine once introduced a registration fee of 1,000 yuan, which also caused considerable controversy in the community. These are good evidence.
So, since the healthcare industry is not exactly a trade, healthcare cannot be treated entirely as a trade.
In addition, the people's expensive and difficult to see the doctor, has been the current China? The social issues? And Chinese medicine and health because of its treatment and simple and inexpensive characteristics, in solving this social problem has a special advantage, which determines the Chinese medicine and health service enterprises will spontaneously produce? Public **** effect? That is, in addition to bringing benefits to the enterprise itself, can also create benefits to society. Since it can create public **** effect to the community, then with the help of social power to balance the enterprise's initial investment, so that the enterprise through the difficult start-up phase is necessary.
Specific practices are: with the government's relevant policies, the Foundation's donation policy, industry associations, the news media and other social forces, the specific application of the specific circumstances to determine.
Six, not for investment and investment? Build system capacity to help partners continue to succeed is the king's way
Chinese medicine health industry is not like Western medicine, there is a complete and perfect value chain, so in the development of investment is often difficult to ensure that the franchisee is as successful as he or she is.
Many health center operators think that only injection of their own products and technology, it will be very easy, the facts have proven to be extremely wrong. Wellness technology talent can not keep up, product development can not be timely and effective upgrade, the market can not continue to cultivate, governance talent can not keep up with the expansion of the scale of operation, etc. are the reasons for their failure.
Therefore, only around the enterprise to build the system capacity, the partners as the interests of the enterprise **** the same body and sustainable development partners, to really help the franchisee to continue to operate the success of the king, specifically need to focus on four aspects:
Focus on the full-time technical personnel and management and governance of the training and output of talent to ensure that the cooperation of the franchisee's success.
Focus on product research and development inputs to ensure that the subsequent sustainable development of the franchisee, to ensure that the franchisee continues to develop with your business.
Focus on market demand for continuous education and guidance to expand the capacity of the industry to ensure the continued success of the franchisee.
Focus on the horizontal union of industrial resources and vertical integration, optimize the industrial ecological chain, is conducive to expanding the status of the industry. Therefore, the good health industry operators should pay attention to stand in the overall development of the industry to actively integrate resources, improve the construction of the industry chain.
The business philosophy of the health museum
The theory of health maintenance from the maintenance of the normal state of human beings, to reduce the consumption, strengthen the regeneration, keep smooth, maintain stability as an important focus on the link, the main emphasis on the following points.
Harmonizing yin and yang
"Neijing" said? The first thing you need to do is to get your hands dirty. The first thing that I want to do is to get rid of all the bad habits that I've had. The first thing you need to do is to get your hands dirty. Therefore, the harmonization of yin and yang will be full of spirit, the evil can not be invaded, to protect the health. Reconciliation of the way, must be in order to raise the sun, seasoning to raise the yin, so that the yang gas solid dense, yin gas static guard, to achieve the internal solid external density, health and life.
Circulation of blood and gas
Gas for the blood handsome, blood for the gas mother, the two together, through the body, smoked moisten hundred sections, circulation is normal, stagnation is silted up disease. There are two ways to circulate: one is to promote the popularity of qi and blood in physical action, that is, Hua Tuo taught his disciples the five bird play that the human body wants to get labor, but not to make the extreme ear. Labor is the flow of qi and blood, this is the reasoning of flowing water does not rot. Second, the idea to guide the operation of gas, gas line blood line, although the body or move or stop, but the circulation of gas and blood, meridians and collaterals of the smooth always to ensure that this is the art of qigong spit. Both are through the circulation of qi and blood and health.
Picking up the essence
People are born, the first into the essence, the innate essence from the parents, hidden in the kidneys, for the essence of life, the source of reproduction. The essence of the latter comes from the biochemical, also hidden in the kidney. Therefore, the essence is the source of the yin gas, the essence of this strong, the source of gasification exuberant, so angry. And all human activities do not consume Yin essence, so the use of food and medicine to supplement the essence, supplementing the essence to nourish the source, supplementing the gas to help the essence. Although the medicine and food of prolonged life is more, but not more than the complementary successive days of the essence of the main point.
The desire to protect the essence
The seven emotions and six desires of people are not immune, more desire is hurt essence, so we must abstain from desire to secure the spirit; room section to protect the essence of the kidneys, so that the essence is always full of fullness, and the body healthy life extension.
The way of business of the health museum
The way of health, basically summarizes the thousands of years of medicine, diet, religion, folklore, martial arts and other cultural aspects of health theory. Its content is no more than the following four points:
Let nature take its course:
The embodiment of? The idea of the unity of man and nature.
The idea of the unity of heaven and man. It emphasizes that in the process of health maintenance, not only must not violate the laws of nature, but also pay attention to the unity and coordination of man and society. As the Neijing advocates: ? The upper know astronomy, the lower know geography, the middle know personnel, can be a long time?
Form and spirit:
In the process of health care should pay attention to both physical conservation, pay more attention to the spiritual and psychological aspects of the regimen, so-called? The first thing you need to do is to get a good deal on a new product or service.
Combination of movement and static:
Modern medicine advocates? The first thing you need to do is to get a good deal on a new product or service. The first thing you need to do is to get your hands on a new one, and you'll be able to do that. The first thing you need to do is to get a good deal on a new product. But it also advocates the use of the same technology in the same way that it is used in the same way in other countries. The first thing you need to do is to take a break from the rest of the world, and you're going to have to do it. The Chinese medicine practitioners also advocate that movement generates yang. I'm not sure if I'm going to be able to do that, but I'm sure I'm going to be able to do that.
Reviewing the cause of nutrition:
Keeping in good health is not confined to one method, one style, should be shape, God, movement, static, food, medicine? A variety of ways, a variety of ways to carry out health activities. In addition, it is also necessary to use different methods of health care for different people, places and times, as the so-called ? The so-called? and? The first thing you need to do is to make sure that you have a good understanding of what you are doing and what you are not doing.