Lin Feng, founder of Bode Jialian: 1 year financing 1 billion yuan to create the "airport" logic of the doctor group

In the field of doctors, Shenzhen Bode Jialian Medical Group (hereinafter referred to as “Bodejialian”) has always been a high-profile pioneer and leader.

On March 8, 2016, Bode Jialian won the first industrial and commercial business license with the name of “Doctor Group” in China, and also opened the curtain of the legalization of the doctor group in China.

On April 18, 2017, Bodg Jialian announced a strategic investment of RMB 1 billion with Hong Kong Xinxinfeng Medical Holdings Co., Ltd. and became its largest shareholder. The two sides are so big that the industry is staggering.

Recently, Bodg Jialian has once again stood on the cusp of the turmoil because of the co-founder Xie Yushi’s announcement of his resignation in the circle of friends. It has even raised the concern of the doctors’ group of new things and how to cultivate them.

So how has the development of Bodejialian been over the past two years? What is the plan for the future? What are the implications of these routes for the doctors' group?

On September 2, the arterial network reporter came to the office of Bodejialian Guangzhou and saw his founder Lin Feng. Through a five-hour in-depth interview, he tried to restore the first person in the country to eat the doctor group "crab". Development logic.

From the birth of the first doctor group license in the country, to the industry

As a doctor, Lin Feng never thought about getting the capital's favor and embarking on the road of entrepreneurship. However, the genes of Lingnan people who are loyal, kind, and good at accepting new things are deeply imprinted in his body, prompting him to set up a doctor's studio with the Health Care Center. This is also the prototype of his original "doctor group". .

At that time, he did not think about jumping out of the system to be a doctor's studio, because jumping out of the system means giving up all the benefits of public hospitals. This kind of trade-off is very difficult. At that time, Lin Feng was the director of major surgery and director of gastrointestinal surgery at the Sixth Affiliated Hospital of Sun Yat-sen University. He has enjoyed a high reputation in the gastrointestinal minimally invasive and laparoscopic surgery.

Why is it called a doctor's studio? From the very beginning, Lin Feng distinguished himself from the behavior of a person who opened a clinic. From the beginning, the doctor's studio was a team fighting, and as a result, patient recognition was also high.

The starting point determines whether the development of the entire group is long-term. Because he often goes abroad to exchange academics, he is also familiar with foreign medical models. In foreign countries, there are three types of doctors' practice – hospital employees, free practice (opening the clinic on their own), and multi-point practice (partnership). Among them, multi-point practice accounts for more than 80%, and the world-famous medical institution Mayo Clinic is the pioneer of doctors' group practice.

In addition, he has also started a doctor's studio, so he hopes to introduce this model of the doctor group into China. In March 2016, Bode Jialian Medical Group was awarded the first domestic doctor's group business license by Shenzhen. The reason is that the first one, Lin Feng thinks that he wants to do practical things has been supported by the government. "Before the business entry, you can't register the words 'doctor group'."

As a result, the “Doctor Group” allows doctors to register directly with the doctors' group. At the same time, the doctors' group can also charge the patients directly according to the diagnosis and treatment services, and then pay the platform usage fee to the cooperative medical institutions. This means that the doctors' group has become a new format that can conduct business independently.

Then, on October 25, 2016, the State Council issued the "Health China 2030" Planning Outline. It is worth noting that the outline clearly states that "innovative medical personnel use, mobility and service delivery models, actively explore physicians' free practice, physicians Individuals contract with a medical institution or form a doctor's group."
This is the first time that “Free Practice” has been written into the “Guo Zihao” document, and it is also the first time that the “Doctor Group” has written the “Guo Zihao” document.

Doctors are the first productive force in the development of the entire health care industry and health industry. Promoting doctors' free practice is conducive to enhancing the value of medical talents, promoting the sinking of medical services, and consolidating the foundation of grassroots services.

The first doctor group business license was issued from Shenzhen. This breakthrough not only activated the entire ecological circle of Shenzhen medical and health care industry and medical health industry, but also driven by policy innovation, open division of labor and cooperation, and promoted Shenzhen medical reform with local 'squid effect'. And even promote the entire domestic medical reform.

Since then, the doctors group officially kicked off in China. Up to now, there have been more than 960 domestic doctor groups reported by relevant media. The number of doctor groups in the country has reached nearly 1,000, reaching 960. Among them, Shenzhen has taken the lead in open policy. In the past two years, there have been more than 500 doctors' groups. In some cities in the hinterland, the policy tolerance and openness of doctors' groups have gradually increased. For example, the number of doctor groups in Shaanxi, Henan, Sichuan and other provinces has increased significantly since 2018.

In recent months, Shanghai, Shandong and other provinces have introduced a new policy to encourage doctors to set up doctors' groups. For example, the 50 health services industry in Shanghai pointed out that the Shanghai Municipal People's Government promoted the city's health service industry with “famous doctors and famous doctors”. As the core, encourage the development of various doctor groups and specialty clinics; Shandong Jinan City Health Planning Commission and Jinan City Industrial and Commercial Bureau, Jinan International Medical Science Center Management Committee issued the "Notice on the implementation of doctors group practice registration issues", clearly put Open the business registration of the doctor group. It is believed that under the impetus of policy opening, the doctors' groups in these places will enjoy many benefits, and the number will also usher in higher growth.

After the doctors flowed, the capital came one after another, and was once popular with capital.

Among these doctor groups, a large number of doctor groups have gained the favor of capital. Because doctors are the core resource in the medical field, it seems that having a doctor makes it easy to make money.

Faced with capital, the group of doctors represented by Bodejialian seems to have always occupied the leading position: the number of doctor groups that first came out was too small, and the doctors generally had higher seniority and strong self-owned brand effect. "Quality standard".

Lin Feng said that after Bodg Jialian got the license, there was no handwritten business plan at that time, and about 30 investment institutions expressed their intention to invest. In terms of choosing capital, his first requirement is that the capital must understand the medical essence and truly manage the doctor. Secondly, no matter how big the capital is, the doctor must do its dominant position.

After many screenings, Lin Feng’s first round of investment chose Songhe Capital and Zhongshanyuan as investment centers. Among them, the founder of Songhe Capital, Mr. Li Wei, was an economist Li Yining, amounting to tens of millions of yuan.

Soon, Lin Feng reached a cooperation with Xinfeng Tianyu Group, which was founded by former Hong Kong Financial Secretary and Chairman of the Board of Directors of Nanfeng Group. The group's position is a venture capital company. It has had several medical investment experiences and said: In the future, support for Bodejialian will start from RMB 1 billion, and the funds will be used for the new comprehensive development in Guangdong Province. The hospital and further improve the surgical clinic.

In fact, there are many doctor groups that have received financing in the past two years. For example, Huayi Xincheng, everyone medical association, Macbean doctor group. The Kelly Kidney Physician Group, the Capital Doctors Group, and the Zhang Qiang Doctor Group have rounds of angels, pre-a rounds, and A rounds, and the majority of doctor groups are not low.

“Before financing, the doctors' group was an organization, and the doctors gathered together by the spirit of the contract; after the financing, the doctors group thought about how to 'profit' the cash.” Lin Feng bluntly. He believes that perhaps the doctors' group chooses to hold the capital when they don't think about the business model, and its development may not be appropriate.

At this point, the doctors group needs to think about: How to form a business closed loop? Shouldn’t the capital be introduced? When is the introduction of capital?

For the development of Bodejialian, Lin Feng used this form of self-answering to improve the business path step by step. He believes that to form a complete medical treatment process, doctors need a physical medical institution as a professional place (hospital or clinic) to perform surgery and see patients. This is the most essential value of a doctor, whether it is in the form of a public hospital, a private hospital or a doctor's group. For a doctor, as long as the task at this level is completed well, the doctor "lives very easily."

If the doctors' group is just a bunch of doctors who are free to practice together, there is no need for financing at this time. This kind of light asset model makes it difficult to find payers. It is good to choose PHP (Physician Hospital Partnership). If you want to further expand the doctor's value range and try to accomplish something else, consider introducing an investment.

This is also the great financing of Bodejialian. In the past year, Lin Feng constantly promoted the development path of the doctors' group. The desk was full of thick stacks of draft paper, which still remains, and every time someone cleans it. In his study, he said: "The draft paper on my desk doesn't move. Many of them don't figure out the path. Then there will be new solutions in the future. If they are lost, they will never find it again."

Again, this is why Bodg Jialian is able to continue to receive financing. Lu Dongcheng, the founding partner of Chongshan Capital, also said that the medical service model of the doctor group is in line with the current national health care reform policy direction, and the development of the doctor group in developed countries has fully proved its feasibility and effectiveness. "We hope to promote the development of China's medical industry with the power of capital and help the doctor group model to further explore and practice."

However, as more and more investors join the doctors' group, some people think that the current development of the doctors' group in China is good, but there are also some problems, such as the lack of offline resources and the unclear profit model.

The capital at this time also quickly calmed down. Buffett said: Only when the tide recedes will you know who is swimming naked. For the group of doctors who are in the ascendant and springing up, they can get the capital to favor the natural scenery, but after all, it is still a minority. The doctor group is still in its infancy in China, and there is no mature or verified model. How much can survive, or an unknown number; how to go in the future, you need to continue to explore.

The doctor group has a variety of realizing paths, he chose the most difficult road

If 2016 is the doctor group's blowout year, then in 2017, they have turned to the turning point of the offline, as if this is a path to achieve the realization of the doctor's group.

Even so, there are many paths for doctor groups to go offline. For example, with physical medical institutions, building clinics, and building hospitals. Lin Feng believes that the cost of cooperation with physical medical institutions is the lowest than that of starting a clinic with a cost of 10 million yuan or a physical hospital of 100 million yuan. It is also one of the paths that most doctor groups choose.

However, in cooperation with physical medical institutions, the medical team needs to hire an operations team to help them deal with things other than medical treatment. Such as expanding cooperative hospitals, scheduling, publicity, etc. Because Chinese patients recognize the temple and do not recognize monks, doctors leaving public hospitals no longer have the natural advantage of being granted, and geographical limitations, Beijing's well-known experts go to a county to go to the clinic, or the visibility is not as good as a doctor in the county. .

There are two kinds of doctors who are famous, one is famous in the academic world; the other is a word of mouth among patients. However, Lin Feng said that there is not necessarily a correlation between the two. This is why doctors leave public medical institutions and it is difficult to form a personal brand.

After obtaining financing, Bodejialian chose to build a hospital and build a comprehensive outpatient department. Lin Feng hopes to establish a functional grading medical service network. "Our plan is to establish the Caesar Group in China. In addition to the hospital, we will further establish a surgical clinic and attract more freelance doctors. The entire group will also develop the insurance industry and further integrate its medical resources. Lin Feng said. "In the future, we will also establish our own insurance system, and the goal is to become the Caesar Group of the United States."

In the process of development, Bodejialian and the capital also formed a good division of labor, the entity medical institutions are mainly responsible for the construction of the Xinfengtian domain, and Bodejialian is responsible for the operation of the doctor group. At present, Bodejialian has established two comprehensive outpatient departments in Shenzhen and Huizhou. The daily outpatient volume is about hundreds, and the physical hospital in Guangzhou has 19 days to complete the renovation.

Among them, the Luohu area of ​​Shenzhen has established an outpatient operation center of more than 1,000 square meters, which is positioned as “a college, small comprehensive”, covering all departments of surgery, internal medicine, pediatrics, etc., with complete medical facilities and days for operable surgery. Operating room. At the same time, the establishment of the outpatient department and the day surgery center has made a lot of innovations in both function and service. It not only has a professional and efficient full-time doctor team, but also more than 300 contracting experts in 34 disciplines. As a support, it is also the first base to introduce doctors from Hong Kong and is the trainer of the new hospital. It not only provides 24-hour appointment medical services, but also provides multilingual services such as Mandarin Chinese, Cantonese, English, Japanese, and Spanish to create an international language treatment environment for clients.

Huizhou City is a comprehensive outpatient department that focuses on common diseases and locates basic medical care. The medical treatment fee is only tens of yuan, and it is connected to medical insurance. However, the proportion of patients undergoing surgery is relatively high, which has a lot to do with the field that Bodejialian's own doctor team is good at. Lin Feng himself is an expert in gastrointestinal surgery. The Bodggar Association also integrates more Internet medical platforms to further enhance brand influence.

In addition to medical insurance, Bodejialian also has access to commercial insurance, and its supporting products include health butlers. The services include health documentation, medical examination programs, health management and oral health care. Lin Feng hopes to form a “customer + doctor group”. + commercial insurance" business closed loop, such as Caesar Medical in the United States.

In terms of talents, Lin Feng is not worried that medical talents are difficult to recruit. He told reporters that Bodg Jialian's current team of doctors has more than 300 medical experts covering 34 clinical disciplines. Among them, there are about 100 full-time doctors, and the nursing team is equipped according to the ratio of 1:1 doctors to ensure the quality of medical services.

He wants to be the airport of the major doctors' groups and welcomes doctors to land.

However, Lin Feng’s dream goes far beyond this. He hopes that the relationship between doctors and doctors should be like the relationship between the airport and the airlines, signing different airlines, pricing and service grades are determined by the airlines. The major airlines can share passengers, or they can choose their own routes to create differentiated services. They can also land at other suitable airports, mainly to see the ground handling services at the hardware level. As a "aircraft carrier" in the future, Bodejialian is a hospital that can welcome other excellent doctor groups, "an open platform."

In his vision, to create the ecological and medical ecology of the doctor's group. With the idea of ​​"carrier battle group", first establish small ships such as "supply ship" and "destroyer". Each small ship bears different specialist strengths, and finally builds an aircraft carrier to become the most sophisticated integrated entity for all doctors. And the team of the doctors group can carry out the work of the entity landing, which will drive the flow of personnel.

He believes that perhaps this is the real Medical mall, the real shared medical. The hospital is well equipped and of good quality to meet the needs of any doctor. Therefore, Lin Feng, an offline base, has been purchasing medical equipment under the standards of the top three hospitals. The purpose is to enable doctors to conduct a full-scale diagnosis and treatment of patients, so that doctors have room to play with technology.

"For mainland Chinese and even mainland doctors, it may not be clear which public hospital in Macau is, because the best ones are private hospitals," Lin Feng said. "I think private hospitals have to do." This should be the case, and the first-class private hospitals like Chang Gung Hospital in Taiwan and Cleveland Clinic in the United States are actually made by doctors. I am optimistic that we must have opportunities."

Although the process of practice may face various difficulties, but hope is still necessary, in case it is achieved! For Lin Feng, in addition to managing the doctors' group, the leading medical care and management are separated. The headquarters will co-ordinate the various branches and hospitals/bases to play the role of management center. Build an excellent team, act according to the process and system, and realize the mechanism of managing people and restraining people by system.

At the same time, he also has his own studio in every Bodejialian physical medical institution. "I am a doctor. It is my job to save my life and help me. I don't forget my heart. I have to always be a way of helping others."

Extension: Responding to the recent departure of Bodejialian Xie Yushi

The interview is coming to an end. In response to the fact that Bodg Jialian Xie Yushi announced his departure in the circle of friends, Lin Feng responded like this:

First, Bodejialian is an important part of the strategic layout of Xinfeng Medical. There is no gambling agreement at the time of signing, and it fully respects the development of the doctors' group.

Wu Qinan, CEO of Xinfeng Tianyu, announced the strategy of Dawan District in Xinfeng Tianyu at the internal meeting on August 21. Emphasizing that Bodejialian is an important part of the strategic layout of Xinfeng Medical, and will fully support Bodejialian in the big The medical expansion in the Bay Area is full of expectations for the future of Bodejialian. At the same time, in recent years, Xinfeng Tianyu has successively invested in medical groups such as doctors' groups and rehabilitation, and has made an extended layout around the entire medical industry chain in China.

Second, for Xie Yushi, the company just changed its position, from the original CEO to the vice chairman, and the shares have not been completed. Regarding the practice of resignation announced by his circle of friends, I personally and the company's board of directors do not make any evaluation for the time being.

Third, we have hired Mr. Song Jun as the general manager of the Bodg Jialian Medical Group, who will be fully responsible for the operation of the company. All employees of the company will fully support and support Mr. Song Jun's work. I believe that under the leadership of Mr. Song Jun, the company will jointly go to the brilliant future of the doctor group.

Fourth, the core values ​​of Bode Jialian - integrity, gratitude, pragmatism, dedication! As a pioneer in the industry, we know the twists and turns on the road of development, but the team of Bodejialian still insists and firmly believes that it will bring a breeze to the development of the Chinese doctors' group and inject new vitality.

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