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从第1家到第1000家 看口腔医疗行业巨头的生意经
2017-09-14 10:31:24 中国经济网
8月29日,瑞尔集团宣布获得9000万美金的融资,瑞尔集团创始人兼总裁邹其芳透露,此轮融资将被用于诊所建设,预计2025年内将在全国范围开设超过1000家诊所医院。
18年前,瑞尔集团率先涉足中高端口腔医疗服务,创立了第一家高端口腔机构,瑞尔齿科。现在,瑞尔集团已拥有“瑞尔”、“瑞泰”两个品牌,业务遍及北京、上海、深圳、广州等十五座城市,拥有近百家诊所及医院。 而今,人口红利、利好政策以及国民消费观念的转变,为口腔医疗市场带来了新的契机。邹其芳 曾估算,“中国还处在一个发展期,如果以10%的速度增长,到2030年中国医疗市场就是20万亿,到2032年就是25万亿,纵观世界各地各个国家,口腔医疗品牌小,在整个医疗盘子当中只占4%左右,假设中国也是占到4%,中国的口腔医疗市场到2032年就是一万亿。” 显然,瑞尔近百家的诊所于市场而言并不足够,因此瑞尔集团将在5-8年内于全国范围内开设1000家诊所,而这背后是四轮融资近2亿美元的雄厚资本作为支撑。
那么,从懵懂起步到如今的行业领跑者,瑞尔是如何谱写生意经的? 邹其芳将瑞尔今天的成功简单的概括为“天时、地利、人和”。“世纪交替之际,没有中国的经济发展,就不可能有消费的大幅提升,没有大幅的提升,就不可能有口腔医疗的需求,此谓天时;从2000年之后,中国开始了医疗改革,医疗服务市场开始向社会开放,社会资本、外资资本开始进入了医疗服务领域,而口腔医疗是在这个领域当中发展最快的几个不同分支之一,此谓地利;我们聚集了一大批志同道合的优秀人才,一批医生,一批护士,一批客服人员。我们赢得了客户对我们的认同,18年来已经积累了接近100万的客户。我们得到了投资人的认可和支持,今年又得到了高盛、高瓴的投资,此谓人和。” 而谈及到“人和”,邹其芳将其归之为是一种“幸运”。瑞尔集团18年来只围绕一条主线做事——对企业文化的建设,坚持“卓越、进取、严谨、求实,尊重、信任、自律、尽职”。“一个健康的企业文化,是一方水土,一方能够养一批志同道合的人的水土。” 邹其芳 如是说。 严苛的自律标准下,汇聚了一批医者、一批学者、一批伙伴。邹其芳认为这是“人和”的幸运。亦或说,是严于律己的高标准为瑞尔集团带来的“幸运”。
如果说“天时、地利、人和”构造了瑞尔的架构,那么诚信的经营则使其丰满。 “从经营方面,我们一直本着两条:第一,以客户为中心。第二,以进取者为本。”邹其芳如是说。创立之初瑞尔集团即秉承“顾客即家人”的理念,并将这一理念始终渗透在瑞尔的方方面面。 时至今日,瑞尔的每间诊所、每家医院都遵循美国齿科协会(ADA)标准进行消毒;同时,瑞尔集团不遗余力的追求并建立具有国际水准的医疗团队,除了汇聚知名齿科院校的硕博人才外,瑞尔集团亦坚持自己培养人才出国深造、参与医疗研讨会进行学术交流。 作为一个大型连锁医疗机构,着眼于系统建设也为瑞尔集团提供了强有力的保障。“在质量管理系统上,我们首先要确保质量是一流的、优秀的。同时,在客户管理上,在治疗计划上,在市场推广上,在采购平台上,你能想到的系统,我们基本都建立起来了。在口腔领域,我们可以说是第一个打造出ERP系统全国联网,最近也在自己研发电子病历系统”。 着眼于每一个细节,作为医疗企业瑞尔集团将服务理念渗透在每一间消毒设备上、每一个医生亲切的话语中、每一颗牙齿的诊疗里、每一个系统的建设中。 正如邹其芳所期待,如今的瑞尔集团,汇聚了一批志同道合的朋友,做着一件关于牙齿的小事。或许,瑞尔集团今日之成绩,是邹其芳对其“顾客即家人”的理念的坚持,又或许是18年来瑞尔人严于律己的体现,以上种种于邹其芳 而言只是一家医疗企业该有的样子。
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