US Mission Review Dong Lin, General Manager of the Medical Health Division, Interpretation of Changes in the Dental Industry
In the era of mobile Internet, brand promotion and marketing have become networked and socialized. As a highly market-oriented dental industry, it has gradually shifted from capital-driven and market-driven to technology-driven and talent-driven models. How to help online consumers find suitable products through the standardization and transparency of institutions, doctors, and product and service information. Offline institutions, shortening users' consumption decisions, finding new ways of playing and new models in operational efficiency and branding have become a key link in the intelligent transformation of the oral industry.
On January 8, 2019, the US Mission Review Medical Health Division held the first private oral industry summit in Beijing, and the US Mission Review Joint Arterial Network Eggshell Research Institute released the "White Paper on the Dental Industry in 2018". The report is divided into 5 Part: Industry status insights, Internet dental care consumer portraits, online oral medical consumption characteristics, dental clinic operations and unlimited potential, and development trends and business marketing recommendations for the next five years, through comprehensive, systematic research, insights The current situation of the oral service industry, analyzing the portraits of online oral users in the Internet environment, researching the consumption characteristics of online oral users from big data, summarizing the current situation and opportunities of oral medical institutions, and giving judgments and suggestions for future development.
The oral section of the US Mission Review, which contains a large number of oral business samples and behavioral data of oral consumer users, is the third-party data platform for the head of China's dental industry. The US Mission Review Medical Health Division is also committed to helping more traditional merchants accelerate the online process, helping to upgrade the industry in terms of operational efficiency and branding.
Next, we will briefly explain the full text of the white paper, and share the thoughts of Mr. Dong Lin, the general manager of the medical health department of the US delegation, on the new model of oral medical services.
The overall five directions of the white paper are as follows:
1. Industry status insight: therapeutic penetration rate is the attribution of industry development;
2, Internet oral medical consumer portrait: consumers most care about "attitude" and "experience";
3, online oral medical consumption characteristics: "washing teeth + filling teeth + whitening" accounted for 86.2% of online traffic;
4, dental clinic operation concept and unlimited potential: online channels are mainly based on drainage projects;
5, the development trend of the next five years and business marketing recommendations: online rate increase, create a reputation drive.
Industry status insight: treatment penetration is the attribution of industry development
With the improvement of the overall consumption level of urban residents, the consumption upgrading trend of the medical service industry is particularly obvious, and the awareness of oral health care of users is rapidly awakened.
From the hospital data, the number of visits to oral patients has increased rapidly. According to the China Health and Family Planning Statistical Yearbook, the number of hospital emergency department visits increased from 70,508,174 in 2008 to 131,548,837 in 2016, with a compound growth rate of 8.1%. Compared with other industries with relatively high marketization rates, such as dermatology, ophthalmology, and otolaryngology, both the number of visits and the compound growth rate show a faster development.
According to incomplete industrial and commercial statistics, the number of private dental institutions increased from 47,033 to 54,479 in 2017 to 2018 (only the number of registered businesses in the industry and commerce, the number of private dental institutions in the market exceeded 80,000). 7746 homes.
In the past two years, the oral service industry has been continuously financing, and its development has gradually entered a mature stage. It has entered the middle and late stages of the high-speed development period, and mergers and acquisitions between industries will further accelerate.
According to the oral medical data of the 2018 China Health and Wellness Statistical Yearbook and the estimation of the market, the size of China's oral service industry in 2018 is about 1035-1215 billion yuan. The size of the dental service industry is mainly affected by four core factors: the national population base, prevalence rate, treatment penetration rate, and single oral consumption expenditure. These four factors are currently showing an increasing trend.
Among them, the therapeutic penetration rate is the attribution of the development of the industry. The core of improving the therapeutic penetration rate is to stimulate more demand and meet it through a richer supply. At the supply end, the motivation for improving the penetration rate is mainly derived from the following three points:
1. The vision of the medical institution itself;
2, the dentist's multi-point practice;
3. Improvement of service capabilities. These three points ensure that dental medical institutions that continue to grow and survive in the market continue to emerge.
Internet oral medical consumer portrait: Consumers care most about "attitude" and "experience"
Self-portraits of Internet oral users: female users are the main; the main consumer groups are between 20 and 39 years old; the main consumer groups are mainly white-collar workers; the main consumer groups have higher spending power.
Under the experiential economy, what do Internet dental care consumers care about? The service attitude of the merchants most concerned by consumers has the greatest acceptance of the distance between merchants.
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