In the era of deep aging, what is difficult to promote the implementation of "combination of medical care and nursing"?

The 21st Century Business Herald reporter Ji Yuanyuan reported that the seventh national census results showed that the elderly population over 60 years old exceeded 260 million. It is expected that by 2025, this number will exceed 300 million. With the deepening of my country's population aging process, a series of policy outlines have been introduced densely in recent years to comprehensively promote the national strategy of responding to the aging of the population.

Recently, 11 departments such as the National Health and Health Commission and the State Medical Insurance Bureau jointly issued the "Guiding Opinions on Further Promoting the Development of Medical and Nursing" (hereinafter referred to as "Guidance Opinions"). Based on the summary of the pilot experience in recent years, further improve a number of measures , Draw the "roadmap" to increase service supply and open up the blocking point. The "Guidance Opinions" proposes that medical and health institutions are encouraged to set up medical service stations in pension service agencies in accordance with laws and regulations to provide embedded medical and health services. Promote medical and health institutions to expand on -site medical services to pension institutions, and provide family bed beds and on -site visits for the elderly who are in accordance with the elderly who meet the conditions.

At present, active progress has been made in the combination of medical care, but there are still some difficulties in policy support, service supply, and team building. The creation of a complete medical and nursing service model is inseparable from a good policy orientation and guarantee mechanism. Hospitals across the country are still in the pilot and exploration phase of medical care and nursing services. The differences in various places are large, and the lack of unified hospitals to carry out medical and nursing service support policies and support systems. Driven by this policy, it will bring a new round of growth opportunities to the Chinese medical and nutrition industry.

Yao Feng'e, the leader of KPMG China Medical and Health Industry, told the 21st Century Business Herald reporter at the Consumer Expo that in 2021, my country has entered a deep aging society. Great potential.

In an interview with the 21st Century Business Herald, Wang Wenhua also said that as the aging trend is more prominent, the economic level is more prominent, the concept of consumption in the future is more prominent in an interview with the 21st Century Business Herald. There will be some concepts of pension needs, and there will be some old people with more open ideas and a certain economic strength to choose some nursing homes or community pensions with relatively superior conditions. And from individual home care to community pensions will be a trend in the future, but how to achieve community pension and how much resources are invested, including the veteran place, the configuration of human resources, a series of health service systems, etc. , More conceptual stages.

New power push

According to the seventh census data of China, as of the end of 2020, the population over 60 years old in my country reached 264 million, accounting for 18.7%, exceeding the total population of Germany, France, and Britain. This number will rise to 400 million by 2035.

Yao Feng'e introduced in an interview with the 21st Century Business Herald that my country has entered a deep aging society in 2021. The aging of China will increase rapidly in the next 5-10 years, especially the second "baby tide" starting in 1962. From This year, these groups have begun to join the ranks of the elderly, and the crowd base is close to 300 million people. Compared with the elderly over 65 years old, the people born during the second "baby tide" have a more open concept of pension. At the same time, combined with the family planning policy of the 1980s, most families are also only children. Traditional family pensions will not be satisfied with satisfaction Pension needs.

"Factors such as the rapid increase in the base of the elderly, the transformation of the concept of pension, the status quo of the only child, the expansion of the pilot scope of the long-term nursing danger, and the improvement of the ability to pay. Right. "Yao Feng'e said that everyone often mentioned" 9073 "and" 9064 "in the field of pension, of which 90%are home pensions, 7%or 6%are community pensions, and 3%or 4%are institutional pensions. In order to encourage more elderly people to go to the community for elderly care, it is not only the need for changes in concepts to increase the demand. In terms of service supply, the diversification, accessibility and convenience of community pension services need to be strengthened. More importantly Provide support for the elderly on the payment method.

In order to actively cope with the aging of the population, properly solve the problem of long -term nursing guarantee of disabled personnel, and in accordance with the decision -making arrangements of the Party Central Committee and the State Council, my country launched the pilot of the long -term care insurance system in 2016. According to the latest data released by the State Medical Insurance Bureau, as of 2022 3 At the end of the month, the long -term nursing insurance system covered 49 cities and 145 million people, and a total of 1.72 million people enjoyed treatment. It is understood that pilot cities such as Qingdao, Chengdu, Nantong, Hohhot and other pilot cities have incorporated urban and rural residents into the system coverage, which has promoted the development of the elderly industry and reduced the burden on individuals and families. In the pilot cities of the long -term protection insurance, such as Shanghai and Guangzhou, an innovative community pension service model that can be used for other cities can be used for reference.

In addition to long protection, in November 2021, the "Opinions of the Central Committee of the Communist Party of China on Strengthening the Work on the New Era" (hereinafter referred to as "Work Opinions") was officially released. It is clearly mentioned that it is necessary to improve the elderly care service system, actively cultivate silver -haired economy, and improve the health support system for the elderly, and these three major contents are not light in the entire "Work Opinions". Not only that, in early 2022, the state introduced the "Fourteenth Five -Year Plan for the Development and Pension Service System Plan", which clearly proposed to promote the cooperative development of the aging cause and industrial, and encourage social forces Social capital cooperation participates in the supply of public services. Deepen the reform of public services in the public service sector, and build a market environment for fair competition between public institutions and social forces. In this way, it further defines the diversified method of social capital entering the pension industry, and promotes the supply of social forces to expand diversified multi -level pension services. And this time, in order to promote the prominent problem that affects service quality and safety, the "Guidance Opinions" incorporates medical care services into the medical and health industry, the comprehensive supervision and quality work assessment content of the pension service industry, and incorporate the medical and health institutions in the pension institutions into Medical and health institutions' "double random, one open" supervision scope of inspection, incorporate medical and health institutions into the scope of "dual random and one open" supervision random inspection scope of "double random, one open" supervision, and guide relevant institutions to continue to optimize medical care services.

This also means that medical care and pension are closely combined to promote integration and optimization of grass -roots medical care and pension resources, and provide services such as medical treatment, rehabilitation care, and life care, which has risen to the national strategic level. Formally arrive.

"Combined with the rapid increase in the demand for pension and the improvement of payment capacity, KPMV believes that the social capital will usher in the development trend of 'hundreds of flowers and agency pensions and institutional pensions in the next 5-10 years. Competitive advantage, "Yao Feng'e said.

Capital enrollment

As the trend of aging continues to accelerate, the entry -recreational industry has continued, and the types are increasing. At present, high -end medical care services are developing in the direction of personalization, convenience, and deepization. Through member system management The living environment also opens green channels in terms of registration, appointment, and consultation.

According to the announcement of the development of the development of my country's health and health undertakings in 2021, the national medical and health institutions and the elderly service institutions have established 78,000 partnerships; two certificates are complete (referring to medical institution's practice license or filing, and pension institutions for record) There are 6,492 raising agencies.

According to statistics from AgelifePro, as of the end of 2020, 40 companies in at least 11 countries have entered the Chinese pension market, covering 17 provinces, and 44 projects have been built. 12 of these foreign companies are from the United States, 11 from Japan, 11 The family comes from Europe, one from South Korea and one from Singapore. Among them, US -Japanese companies have become large troops to enter the Chinese pension market, accounting for more than 50%. In China's pension market, the three -legged situation in the United States, Japan, and European companies has formed. Under the promotion of policies, the health care service industry of medical care has become "fragrant."

Under the policy of policy, insurance companies, real estate companies, and Internet giants have continued to enter the bureau. Recently, Tencent made the first investment on the pension track. On July 19, Fushoukang Smart (Shanghai) Medical Pension Service Co., Ltd. had changed industrial and commercial services. New shareholders Guangxi Tencent Entrepreneurship Investment Co., Ltd. was added. At the same time, the company's registered capital increased from RMB 11.6594 million to 13.4635 million yuan, an increase of 15.47%.

Fushoukang is a home pension care service provider, which creates a "care station+community support" model. This model can not only serve the community support institution, but also use the support agency to radiate the surrounding communities as the site to provide medical treatment for the elderly in the area under the jurisdiction. The on -site service of rehabilitation care forms a three -dimensional pension service system combined with dot and face. Last year, Fu Shoukang completed the B+round of investment hundreds of millions of yuan, led by Sequoia China. This time is also the first time Tencent has laid out the pension service track.

Wang Wenhua believes that the entry of real estate and insurance companies is actually through their own different key elements as the starting point. Real estate enterprises enter the bureau to cut in from the venue. The advantage of the heavy real estate attributes such as the health care apartment in the nursing home is to solve the most important parts The problem of pension places solves the problem of profitability through the support of real estate. It is also a horizontal expansion in the field that fits the attributes of the health. Insurance companies are more overlapped by product groups, and insurance pays more attention to long -term investment and income. In the insurance population, the future buyers who transform pension services are more smooth in business logic for insurance companies. The entry of Internet companies is more of a growing elderly care institution through mergers and acquisitions, and can achieve marketing and customer transformation through the largest traffic advantage of the Internet.

Some analysts pointed out in an interview with the 21st Century Business Herald that many companies are in the exploration stage of medical care services, and different business models have also produced in the process. Some may come from a real estate company, and more through the model of selling houses to operate medical care. Some of the insurance companies are the auxiliary products of financial products with the background of insurance companies. In fact, it is necessary to serve customers like a five -star hotel as a five -star hotel, not a disposable product. Specifically, enterprises need to achieve four points: First of all, what is considered is not the financial return, but what needs the customer has; second, to consider what kind of products can be satisfied with the needs of customers; more The products allow customers to stay in, and they must have good services to satisfy customers. In addition, when they move in, they have high satisfaction. When the customer has satisfaction, it is more important to spread the brand.

"To build the Kangyang community is not a complete water, but to repair the canal first, and then welcome the water. First, the customer's needs, products, services, customer satisfaction, customer reputation, brand awareness, and reputation are ready. The financial return will naturally arrive, "the analyst said.

Dislocation of supply and demand

"Checking rate" is an important indicator of the competitiveness of pension institutions. However, according to the "China Aging Industry Development Report", the civil affairs system has more than 7.4 million beds for various pension institutions, but the occupancy rate is less than 60 %. In addition, the number of disabled and semi -disabled elderly people has exceeded 40 million. In the future, with the deepening of aging, this data will continue to be enlarged, but the nursing beds are "difficult to find", and the problems of social pension services and demand are prominent. Essence

In this regard, the above analysts reporters reported to the 21st Century Business Herald that the creation of a complete medical and nursing service model cannot be separated from a good policy orientation and guarantee mechanism. Hospitals across the country are still in the pilot and exploration phase of medical care and nursing services. The differences in various places are large, and the lack of unified hospitals to carry out medical and nursing service support policies and support systems.

In Wang Wenhua's view, the most important challenges faced by enterprises such as insurance, real estate, and the Internet are also due to the satisfaction of different needs of the above two types of groups. A series of problems in the process and the collaboration of medical resources, these are very important issues facing the pension industry.

This is also because, like other industries, the elderly also starts with people with strong payment capabilities. Such groups will have very specific and high requirements for the elderly. For example, a professional pension service team. In fact Those who support service talents are currently mainly from two types of channels: one is the transformation of housekeeping, one is the transformation of medical care, and the cultivation of the labor of the elderly service is not a problem that can be completely solved in the short term. It takes time to continuously improve. In addition, the challenge lies in the scale and network of pensions. How to make the local area model into replication and promotion.

Yao Feng'e also pointed out that many domestic real estate and insurance companies have made attempts and layouts in recreation, and also summarized some successful experiences and failures. There are several aspects:

First, professional management team. Compared with real estate and insurance, the health care industry has its own particularity. It is necessary to cultivate and recruit management talents with industry backgrounds, and clarify and responsibilities profit.

The second is that customers choose accurate positioning. Precise selection of customers is the basis for the success of the recreational project. After a full market research, some Kangyang projects have accurate customer positioning, and quickly realize the increase in occupancy rates. Some cities even have the phenomenon of supply and insignificance. However, some recreational projects have not been fully demonstrated, and the customer positioning is unclear. After opening, the check -in rate is low, which affects the reputation and forms a vicious circle.

Third, service products meet the needs. On the basis of accurate selection of customers, the services and products provided by the recreational institution need to meet the needs of customers in many ways and match the pricing. Some recreational projects ignore the needs of the elderly for medical treatment. There are no high -quality medical institutions around the surrounding area, and they do not have the supporting facilities of medical services, which affects the occupancy rate.

Fourth, the conversion rate of sales channels is high. On the basis of accurate selection of customers, the successful recreation institutions accurately reach potential customers through various channels to effectively affect customer decision -making from service products, customer experience, and diversified payment methods, and improve the conversion rate.

"With the increase of the demand for pension services, the number and quality of pension caregivers will affect the development of the entire industry. In terms of creating a multi -level and professional nursing talent, Japan's experience is worth learning from. The nursing staff is divided into 5 different types, and the training of nursing talents is hierarchically layered, and the admission system for nursing talents services. In encouragement and attracting students to participate in the training of pension care, Japan will give tuition and exemption, loan discounts, special awards for special rewards , A series of measures such as the tilt of immigration policies to quickly increase the number of pension caregivers. "Yao Feng'e suggested that from the perspective of the health care institution, a systematic talent management system should be established in terms of attracting talents, cultivating talents, and retaining talents. Can ensure service quality and support long -term sustainable development.

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