Management concept of health hall
First, do you really practice Chinese medicine? When designing health products and services, we should follow the thought, steps and method system of TCM health care.
Many people who are engaged in pedicure, beauty or health care industries come to do Chinese medicine health care services. Because they follow the previous management ideas and ignore the technical characteristics of Chinese medicine health care, the service effect is not ideal.
We should know that compared with pedicure, beauty, health care products and other industries, Chinese medicine health care service industry has two obvious characteristics: first, consumers are not full-time, the information is relatively asymmetric, and consumers do not know what kind of services they need; Second, there are obvious differences in technical service processes, technical concepts and methods.
Judging from the cognitive maturity of customers, beauty and pedicure are basically similar to the concept of supermarket at home and belong to the concept of daily consumption. Consumers are relatively clear about what to consume and how to consume it, while Chinese medicine health care is a concept of full-time consumption because it involves full-time knowledge of health and medical treatment, and most consumers lack this knowledge, so they need the guidance of full-time Chinese medicine health care instructors or technicians to make consumers reach a more satisfactory state. In other words, in the field of TCM health care, experts know better than customers what services customers should receive. For example, if you go to the hospital, you won't tell the doctor, please give me an injection or a box of medicine. Do you want an injection, an injection, medicine, medicine or surgery? What should I do? These are not for you to tell the doctor what to do, but for you to listen to the doctor.
In a word, TCM health preservation is different from western medicine, health care products (from western nutrition), beauty and pedicure. In order to make consumers achieve truly satisfactory conditioning and maintenance effects, TCM health care services need to implement five basic concepts, eight principles and six basic steps, which are described in detail below.
1, the product and service design of the health pavilion should implement five basic concepts.
Holism: the theory of health preservation in traditional Chinese medicine, especially exaggerating the coordination between man and natural environment and social environment, and paying attention to the fluctuation of qi in the body and the coordination of psychology and physiology. People are not only natural people, but also social people. There are biological factors, social factors and psychological factors that affect health and disease, which is an objective fact that people have felt since ancient times. In diagnosis, Chinese medicine makes full use of the holographic nature of diagnosis and infers the cause from the overall reaction of the body. In the process of treatment and conditioning, Chinese medicine exaggerates the treatment of syndromes, that is, different treatment schemes are adopted according to the difference of the overall reaction of the body during the disease process. Accordingly, TCM treatment follows the principle of treating different syndromes with the same treatment.
Syndrome Differentiation and Treatment: Chinese medicine exaggerates the way of keeping in good health according to time, place and person, and exaggerates that the way of keeping in good health should be formulated according to the differences of seasons, regions and personal physique, gender and age.
Equality period: Chinese medicine believes that yin and yang are relatively balanced under normal physiological conditions. If one side is weak or the other side is hyperactive, the normal physiological function of the human body will be in a pathological state in winter. Human health can not be separated from the purpose of coordinating and balancing Yin and Yang.
Treatment before going to work: What's in Huangdi Neijing? The sage has not been cured, and the cure has not been cured. I thought, another medical masterpiece, Qian Jin Fang, has also been put forward? Treatment before illness, treatment for those who want to get sick, and treatment for those who are already sick? All these are in line with the preventive medicine viewpoint of modern medicine, which focuses on prevention and physical and mental health care.
Mobilize instinct (healthy qi): TCM health preservation is a health preservation method that fully mobilizes the human body's own potential (internal) and makes full use of external favorable factors (external) to achieve the whole physical and mental balance. What does Chinese medicine think health is? What's wrong with keeping the righteousness inside? Self-stable ecological balance. It refers to the self-care ability of human body, and evil refers to pathogenic factors. In terms of health, evil cannot interfere with the stable state maintained by destroying righteousness. Doctors treat diseases, that is, doctors are the standard, patients are the foundation, specimens are the same, and evil spirits are services. Evil spirits are only taken away and will not disappear. That is to say, by adjusting the balance of yin and yang in the human body, doctors can make the resistance of the human body relatively balanced with the force of pathogenic factors, thus achieving the goal of health.
2. The design of TCM health care service should follow the principle of eight combinations.
Combination of self-care and health pavilion service: Chinese medicine? Patient orientation and doctor orientation? Say it again? Three-part rule, seven-part support? Therefore, to restore and maintain the health of customers, it is not enough to rely solely on the conditioning of technicians and tutors in health centers. Customer's self-care, right? Have a regular life? Or? Have a proper diet? 、? Don't work in vain, okay? 、? Emotional smoothness? Waiting is very important.
The combination of traditional methods and modern methods: On the one hand, no matter how the society progresses and how science and technology develop, the biological attributes we humans have never changed in essence. A heavy body? Always want to? Eat and drink Lazar? In this sense, the ancient Chinese medicine has been tested for thousands of years and is still effective in modern people. On the other hand, from the usability of the product itself, due to the efforts of modern researchers, the product will be improved on the basis of the existing principles of traditional Chinese medicine, making it more convenient for full-time professionals and customers to use. This modern method is worthy of being adopted without being blindly rejected. Therefore, it is from this perspective that I want to combine traditional methods with modern methods.
Combination of personalized solutions and standardized products: In the process of product service design in health centers, personalized solutions are essential. Because the customer's health problems have a personalized side, so when designing the conditioning scheme, we should treat it according to the syndrome differentiation and follow the principles of weather, location, people and three elements. We should also consider the customer's economic situation, work situation and family situation, formulate personalized solutions, and choose standardized products under the guidance of personalized solutions. Some personalized projects do not require customers to spend money, such as providing guidance and suggestions for customers' lifestyles, but standardized products are also essential to increase the income of health centers. Individualized products and standardized products are indispensable. Without personalized solutions, the conditioning effect will not be ideal, and without standardized products, the increase in income will not be guaranteed.
Combination of immediate effect (temporary solution) and permanent solution (permanent solution): a good conditioning scheme, if customers can't get immediate effect (temporary solution), customers' confidence and trust in health centers will be greatly reduced. But it can't fundamentally solve the health problems of customers like some western medicines treat some diseases, and it can't keep customers.
Combination of health care service and education service: Many health problems of customers are due to ignorance and ignorance of health care. After getting sick or being in a sub-health state, although the service industry of the health center is not enough, it may be affected at any time because people are in a dynamic balance. Six * * * seven emotions? Invasion, plus Chinese medicine? Three-part rule, seven-part support? And seven-point maintenance is often not in the health center. Therefore, a good nursing professional winter should be a good nursing professional winter and a good teacher, telling customers to have a good lifestyle and health preservation methods at home or at work. A well-run health center should regularly educate customers in different forms to help them master the knowledge of TCM health care and simple and easy-to-use skills.
Combination of physical conditioning and psychological conditioning: Chinese medicine? Unity of form and spirit? , refers to people as a whole, their body and mind are related. Physical discomfort can lead to psychological and emotional disharmony, as well as physical illness or sub-health. Therefore, when making a conditioning plan for customers, the health center must also regulate their physical and psychological (emotional) feelings.
The combination of disease prevention, disease prevention and treatment of existing diseases: what should health centers do? Healthy? 、? Conditioning? Instead of. Treatment? Therefore, for some customers who have already suffered from serious dominant diseases, the first thing for the tutors or technicians of the health center is to tell the customers to go to the hospital for treatment, so as not to delay the treatment opportunity of the customers. Health centers should not do what hospitals should do, otherwise it will not only lead to a crisis of confidence, but also lead to legal proceedings. Moreover, Chinese medicine emphasizes? Go to work before you get sick? So for some customers, the health center can find problems that they didn't find when they did physical examination or examination in the hospital. At this time, the health center has the responsibility and obligation to tell customers? Not sick? Or? The problem of sub-health is that it shows the advantages of hospitals over hospitals, and it is also a requirement for the professional quality of employees in hospitals.
Combination of various conditioning methods: Chinese medicine is extensive and profound, and various treatment and conditioning methods have been formed for a long time? Acupuncture, acupuncture, moxibustion, medicine, guidance, walking on stilts? With the development of modern science and technology, modern researchers have also developed many auxiliary conditioning tools and products. According to customers' personal preferences and their own health conditions, the health pavilion may adopt various conditioning methods to coordinate and adjust for customers, so as to achieve customers' greatest satisfaction and actual conditioning effect.
3. TCM health service should follow six basic steps: diagnosis, evaluation, early warning, treatment, adjustment and maintenance.
A diagnosis: diagnose the past. Diagnose customers' past health status mainly through physical examination reports and information of diseases, and give full consideration to the problems of diseases in the past when formulating conditioning plans.
The second comment: evaluate the status quo. Tcm syndrome differentiation and equipment inspection? Man-machine integration? The result is more objective and correct. Syndrome differentiation of traditional Chinese medicine includes four diagnostic assessments and meridian assessments. Common equipment inspection includes human metabolic immune evaluation, nutritional evaluation, characteristic item evaluation and human health quotient evaluation.
Early warning: find a disease that is not sick and realize that you are sick? Warning? . Common methods include human genetic analysis, cardiovascular and cerebrovascular assessment, eagle-eye scanning health assessment, and noninvasive assessment of cardiac arteriosclerosis.
Four treatments: medical consultation and medical guidance. As I said before? Disease prevention, disease prevention and
Combining treatment with treatment? In principle, for some clients who have already suffered from severe overt diseases, the first thing that the lecturers or technicians of health centers should do is to tell them to go to the hospital for treatment, so as not to delay the treatment opportunities of clients. So this step is to tell customers where to go for medical treatment and what topics to pay attention to when they find that they have diseases.
Five tones: Full-time TCM conditioning instructors or technicians will be implemented in health clubs. Common conditioning methods include diet conditioning, nutritional immunity, psychological conditioning, meridian conditioning and so on. Are there eight common methods for meridian conditioning? Smoking, steaming, bathing, moxibustion, pushing, pulling, scraping and ironing. In addition, there are so-called meridian conditioning, meridian flow, eight methods of Guiling, pain conditioning, bladder meridian-guided detoxification, five-element cupping therapy, electric scraping therapy, 24-solar moxibustion, fumigation, pedicure, ear * * *, light wave energy conditioning, etc., which can all be used as conditioning methods to dredge meridians.
6. Maintenance: Different from the previous conditioning, this step of maintenance is not carried out in the health center, nor is it implemented by the tutors or technicians of the health center, but is implemented and paid attention to by the customers themselves. Maintenance mainly includes daily life, sports, environment and culture. Daily maintenance refers to the method of reasonably arranging daily routine, properly handling the details of life, maintaining good habits, and establishing the activity law in line with one's own biological rhythm, so as to ensure physical and mental health and prolong life, which is called daily maintenance method. The maintenance of daily life involves regular daily life, comfortable sleep, not busy in vain, and avoiding clothes. Exercise and maintenance, commonly used methods are Qi-moving, Taoist Dandao, Shaolin internal strength, meditation, Wuqinxi, six-character formula, Baduanjin, Yijinjing, 3 12 meridian exercise and so on. Environmental conservation includes tourism health, feng shui consultation, home environment conditioning and so on. Cultural health preservation refers to health preservation by participating in Chinese studies lectures, Chinese studies training, piano, chess, calligraphy and painting and other artistic activities.
Second, jump out of health and be healthy? The overall orientation of health centers should be a generalized health club model.
Health centers cannot be simply positioned to meet the health needs of customers, because health care is relative? Luxury? According to Maslow's hierarchy of needs theory, they often have high-level needs at the same time, such as the needs of belonging and love, respect, recognition, self-realization and transcendence. If meeting the physiological needs takes up the aristocratic time to enjoy the needs, customers are likely to give up coming to the club for health conditioning, which is why most social elites are often too busy to go to the health center for conditioning. The objective reality is that some of them are often exhausted from work.
From the perspective of enterprise management, it is wrong if the products and services designed by health centers only meet the needs of customers for health (narrow sense of physical health), and most health centers have just made this mistake.
In order to meet the needs of customers, it is best to give consideration to their health care needs (health), career development (affluence), learning (intelligence), charity (love and dignity) and so on. In other words, it is necessary to comprehensively consider meeting the low-level needs of customers and the enjoyment needs of nobles, and comprehensively consider meeting the health care needs of customers and unhealthy health care needs, so that the health pavilion can be successful. In this regard, many beauty salons often succeed on the basis of the original (meeting customers' needs for beauty) and health care discs (meeting customers' needs for health). Then there is the success of similar pedicure industry. Liangzi pedicure is to meet the needs of customers' comfort (leisure and relaxation) and business socialization (meeting the needs of customers' career development).
Other business operators often use the health pavilion as an auxiliary tool for other business operations, such as promoting corporate public relations. This kind of business thinking is also correct, and it is also a systematic business thinking that jumps out of health preservation.
In a word, the health pavilion should not only be a narrow health pavilion around customers' health needs, but also a broad health pavilion that meets customers' various needs. So what is a generalized fitness club? Please refer to my book "General Health Preservation Theory" for the answer.
Third, increase income by combination? The income-increasing model of health centers should be designed as pyramid-shaped income-increasing model.
Problems such as lack of technical standards of TCM health care services, confusion of laws and regulations, and poor supervision by many people have led to a huge market for health care products and health care services, uneven quality, and the same technology and tricks. Qi Fei, an expert, is a liar.
A direct consequence of this is that even if the health care service is in place (that is, the operating cost is not low), the health care center can't charge high prices, or it can't compete with the low-end health care centers that fight price wars after quoting high prices.
So how should we deal with it? The correct way is to combine different products, distinguish different customers and design a pyramid model to increase income.
That is to say, when designing the income-increasing model, we should combine different products and services, which are mainly divided into two parts: one part is the products or services without characteristics and differentiation, which are the bottom part of the profit pyramid, and most of these products or services have little or no income; The other part is a very distinctive and competitive product or service. For these products or services, customers should have very high cognitive interest in them. As the top of the pyramid, they can sell at a high price, so the profits will naturally be lost.
On the other hand, Chinese medicine used to focus on treating diseases? Poor people treat diseases and rich people pay? Quite a lot? Rob the rich and help the poor? Taste. Past history has proved that this mode of increasing income is feasible. Shi Yuzhu's journey game is also the logic of increasing income, that is, the rich and the poor get the same joy and should pay more. But the time of the poor is not so valuable, as is the inheritance tax in almost all countries. The more inheritance, the heavier the tax. Therefore, it is equally effective to apply this model to the management of TCM health centers. The rich are as healthy as the poor, and the rich should pay more. For the rich, the designed conditioning scheme should be expensive and profitable for the health center. The income of health centers depends on wealthy customers at the top of the pyramid. What about the customers at the bottom of the pyramid? Poor people? Customers, as long as they can break even.
On the whole? Pyramid? Is the mode of increasing income both ways? Huge profits? Our products should also have low-profit products. It is not difficult for health centers to increase their income by carefully creating customers and taking into account low-end customers, combining them and treating them separately.
Fourth, jump out of a single store to make a chain? Chain operation is the only way for health pavilion brands to increase their income.
It has been analyzed before, because the market is mixed, bad money drives out good money, which leads to low cognitive interest of customers. Therefore, even if the health care service is in place (that is, the operating cost is not low), the health care center can't receive high prices, or it can't compete with the low-end health care centers that fight price wars after reporting high prices. Because it is difficult to improve customer awareness in a short time, and it is also difficult to effectively reduce the operating costs of enterprises, a feasible way is not to take the operating performance of a single store as the standard of success. In fact, enterprises with relatively good performance in the industry are doing well because of joining chains, and the logic of increasing their income is economies of scope and economies of scale.
5. jump out of trade and do trade? Effective application of public welfare strategy and public welfare marketing model
Health industry belongs to both trade and public welfare undertakings, and cannot be operated like other pure trade. It needs to take care of public interests and social interests.
This characteristic of public enterprises requires that they may not blindly obtain huge profits like other industries when facing customers, otherwise they will be denounced by the media, society and government, and even accused by Chinese medicine instructors.
Zhang Wuben introduced a registration fee of 2000 yuan, which has been questioned. Although Zhang Wuben made the mistake of falsifying academic qualifications, on the other hand, it reflects that people don't agree with a large number of registration fees of Chinese medicine, which are really insignificant compared with a large number of inspection fees of western medicine. The registration fee of 1000 yuan was introduced in the outpatient department of the basic institute of China Academy of Traditional Chinese Medicine, which also caused a lot of controversy in the society. These are all good evidences.
Therefore, since the health care industry is not completely trade, health care can not be done completely as trade.
In addition, it is expensive and difficult for ordinary people to see a doctor. At present, it is already available in China? Social problems? Traditional Chinese medicine health care has special advantages in solving this social problem because of its characteristics of disease prevention, simplicity and cheapness, which determines that enterprises that provide traditional Chinese medicine health care services will emerge spontaneously? * * * effect? . That is, it can not only bring benefits to the enterprise itself, but also create benefits for the society. Since it can create a public effect for the society, it is necessary to balance the early investment of enterprises with the help of social forces and let them get through the difficult initial stage.
The specific approach is: with the help of relevant government policies and donation policies of social forces such as foundations, trade associations and news media, the specific application is determined according to the specific situation.
Sixth, don't attract investment for the sake of attracting investment? Building system capabilities and helping partners succeed continuously is the king.
Traditional Chinese medicine health care industry is different from western medicine, and it has a complete and perfect value chain. It is often difficult to ensure that franchisees are as successful as themselves when attracting investment.
Many health pavilion operators thought it would be easy to inject their own products and technologies, but it turned out to be extremely wrong. The reasons for their failure are that health technicians can't keep up, product research and development can't be upgraded in time and effectively, the market can't be continuously cultivated, and management talents can't keep up with the expansion of business scale.
Therefore, only by focusing on the enterprise's ability to build a system, taking the cooperators as the interests of the enterprise and the partners for sustainable development, and really helping franchisees to succeed in sustainable operation is the king. Specifically, we need to pay attention to four aspects:
Pay attention to the training and output of full-time technical talents and management talents to ensure the success of cooperative franchisees.
Paying attention to the investment in product research and development can ensure the sustainable development of franchisees and your business.
Only by paying attention to the continuous education and guidance of market demand and expanding the capacity of the industry can we ensure the continued success of franchisees.
Paying attention to the horizontal combination and vertical integration of industrial resources and optimizing industrial ecological chain are conducive to expanding industrial status. Therefore, good health care industry operators should pay attention to the overall development of the industry, actively integrate resources and improve the construction of the industrial chain.
Management concept of health hall
Starting from maintaining the normal state of people, the theory of health preservation takes reducing consumption, strengthening regeneration, keeping patency and maintaining stability as important links, and mainly emphasizes the following points.
The Prime Minister handles government affairs.
Neijing said? Life is based on yin and yang? Say it again? Yin Pingyang is the secret, and the spirit is the rule? . Therefore, reconciling Yin and Yang will make you energetic, evil can't invade, and you can keep healthy. The way of reconciliation must be to nourish yang at the right time, season and nourish yin, so that the yang is solid and the yin is quiet, so as to achieve a healthy and long life.
Qi and blood circulation
Qi is handsome blood, and blood is the mother of qi. The two go hand in hand, running through the whole body, pumping hundreds of knots, normal circulation, stagnation is sick. There are two ways of circulation: one is to promote the popularization of qi and blood through physical movements, that is, when Hua Tuo taught his disciple Wuqinxi, the human body should do work, but it should not be extreme. Labor makes qi and blood flow everywhere, which is the truth that running water does not rot. The second is to guide the movement of qi with ideas, and the movement of qi leads to the movement of blood. Although the body moves or stops, it always ensures the circulation of qi and blood and the comfort of meridians. This is the art of breathing and breathing in Qigong. Both of them maintain health through the circulation of qi and blood.
Nourish essence
When a person is born, he becomes the essence first. Congenital essence comes from parents and hides in kidney, which is the foundation of life and the source of reproduction. The essence of the day after tomorrow comes from biochemistry and is also hidden in the kidney. Therefore, essence is the source of Yin Qi, the essence is vigorous, and the source of gasification is vigorous, so it is full of vitality. However, all human activities consume yin essence, so medicine and food are homologous, replenishing essence and nourishing source, benefiting qi and helping essence. Although there are many medicines and foods to prolong life, it is nothing more than the importance of nourishing the essence of heaven and earth.
Abstinence and semen preservation
Secular desires are helpless, and excessive desires will damage the essence, so be abstinent and safe; Atrial node protects kidney essence, makes essence flourish, keeps healthy and prolongs life.
Management of health centers
The way of keeping in good health basically sums up the theory of keeping in good health in medicine, diet, religion, folk customs, martial arts and other cultural aspects for thousands of years. Its content is nothing more than the following four points:
Let nature take its course:
Reflect? Harmony between man and nature? The idea. It is emphasized that in the process of health preservation, we should not violate the laws of nature, but also pay attention to the unity and coordination between people and society. As declared in Neijing:? Can you know astronomy, geography and personnel for a long time? .
Both form and spirit:
In the process of health preservation, we should not only pay attention to physical maintenance, but also pay attention to mental and psychological adjustment. Both form and spirit? 、? Keep the whole form of God? And then what? Conformal concentration? .
Combination of dynamic and static:
Modern medical concept? Life lies in exercise? Chinese medicine also advocates? Dynamic yang? , but also advocate? Walking and being silent? 、? Don't work in vain, okay? .
Give support according to the situation:
Health preservation is not limited to one method, one type, but should be body, mind, movement, quietness, food and medicine? Carry out health activities through various ways and means. In addition, different health preserving methods should be adopted according to different people, different places and different times. Give support according to the situation? And then what? Syndrome differentiation? .