Extreme Orange Teeth: A Disneyland in the field of children's teeth
Image courtesy of "123rf.com.cn" Recently, the “visible hands†are making more efforts to promote the future development of private medical institutions, and the dental clinics have therefore experienced rapid growth in recent years. Indeed, referring to the domestic dental industry, brands such as Tongze, Baibo, and Riel have begun to stand out from the chaotic and complicated market. However, compared with developed countries such as the United States, people pay more attention to oral treatment than domestic ones. In the view of the founder of the extremely orange tooth, Targai, in addition to the lack of national education, it is more important that the clinic's own service level is not enough. In fact, if you think about a pediatric hospital full of children crying, it is not difficult to imagine what the past children's dental clinic is. But when you see a semi-open desk and a fully open playground, it would be hard to imagine a child dental clinic if it weren't the logo above the store. The space-themed clinic is the third store in the Orange Division, opened in a shopping mall in Yangpu District, Shanghai, and is currently in trial operation. From the decoration of the store to the reaction of the children being unconsciously attracted, the first impression here is that it is not like a dental clinic. Differentiated markets are the best market Mentioning dentistry, even those adults who have long since drifted away from childhood, are still inexplicably resistant to white coats, disinfectants and dental equipment. In Talgay's view, the main reason for this result is that no one treats children's dentistry as a service industry. Queuing, registration, queuing, consultation, queuing, checking, queuing is almost the process of every public hospital. It may take half a day or even a day for a small cold, and too much "live" will undoubtedly increase the negative emotions of patients. The tense doctor-patient relationship has arisen. The medical background has been formed. It is not difficult to understand why the sensitive children have such strong resistance to the “weird†equipment in the dental clinic. For a long time, public hospitals and private medical institutions are like two very different worlds, one is in the market and one is leisurely. Although this has formed a stark contrast, Talgay has not completely opposed public hospitals and private medical institutions. However, in the private medical field, how does the great orange open up a world for itself? The first thing to solve is the positioning problem. “Differentiated markets are the best market in the future, providing high-end medical services to patients and competing with public hospitals. This is the future development opportunity for private medical institutions.†In describing the future development of private clinics, Tal The cover says so. Public hospitals don't worry about traffic, but in the end, their user experience is hard to improve. In contrast, although private medical institutions are somewhat leisurely, it may make more sense to spend free time on accurately targeting audiences and improving the quality of medical services. In the field of children's dentistry, and not to say whether the same two teeth really exist in the world, it is unrealistic to want to treat different children with the same attitude. Therefore, Targay sees this area as a non-standardized service industry and needs to provide a personalized treatment plan. Therefore, the first orange began to break the public's traditional cognition of the dental clinic through the theme decoration filled with children's interest. In the most important medical treatment, the medical staff guided the medical equipment. The language is packaged. This is the first step in breaking the psychological defense of children and helping them take the initiative to receive treatment. In response to children's mental health, Targai said that the current orange is still at the primary level, and Orange has established an expert team for in-depth research, and said that one day, I hope that the orange can break the bond and become the field of children. Disney. On the other hand, those who have a very strong "public hospital plot", Targay admits that based on the current positioning of the orange, there is no intention to change their thinking. At the same time, he believes that the medical services provided by private medical care in the future are provided for a new generation of consumer-conscious consumers. Although there are a large number of reports showing that the dental clinic field has entered the fast lane of development in recent years, Targa believes that after the 90s began to become parents and become a new generation of consumers, the dental clinic will usher in a real outbreak. . Children's dental department can't use the internet In fact, each of the above summaries comes from the lesson. In the wilderness of the children's dental department, Talgai did not explore with the orange. To be frank, the reason why the public's impression of private medical care is very bad is mainly because of a "chaotic" word. Although the reputation of dentistry in the public minds may be relatively better than the medical beauty industry, the dental industry is still difficult to tear off the label of “profiteering†in terms of professional level, medical service or market price. Although Targay has always believed that the “profiteering†of the dental industry is just the common concept of confusing gross profit and net profit. In this regard, Targa once wanted to lead the public to the public opinion in the oral field. At that time, the idea of ​​Talgue was very simple - to provide the public with a selection standard through a relatively data-based way, so that the domestic dental market will change. It’s more tidy. In fact, during that time, when Internet companies entered the medical field in large numbers, it was the first method that most enterprises thought of when they wanted to use the Internet to "tidy" dental. However, the hurricane came in a hurry and went in a hurry. Although the oranges continued to develop after the big waves, the cost of obtaining dental clinics increased day by day, and the user retention rate did not grow. For the dental industry, after the "wind" of the Internet has passed, there are almost nothing left in the company except for a few sporadic companies still groping. Targay also said that he had doubted in the process that he doubted whether the children's dental department could be operated as a business. For this reason, he also went to the United States to inspect the children's dental industry in the United States. "For an unsuitable example, if China leads the US in mobile Internet technology for three years and may be behind the US for ten years, then China's dental industry may be 40 years behind the US." This is Targay. After comparing the domestic and international dental field, I feel. Compared with domestic, in the marketization of the entire medical service system, foreign developed countries do have certain advantages, but in the eyes of Targhai, the domestic dental industry is actually behind ourselves. In fact, in terms of medical level in the dental field, domestic technology does not lag behind developed countries, but children's dental has not received much attention. Targay believes that in addition to the lack of education for the public, it is not really in the industry. Arouse attention. After the expedition, he decided that he could no longer be as wrong as he used to. In his opinion, he wanted to use the light mode of the Internet to enter the dental department, and attempted to make the traditional dental clinic industry in essence happen in this way. Change, such an idea is a big mistake. In the final analysis, the instrument and the diagnosis and treatment process are the places where the value output of the dental industry is the largest, and these are not Internet-enabled. Let the brand solve the problem of getting customers On average, each store has an initial investment of about 5 million yuan. The time spent on the approval of the business license is 9 months. After the transformation, the extremely orange dental department decided to bid farewell to the past and fully develop the "heavy mode". Up to now, Orange has set up three stores, and Targai also revealed that there are currently 4 stores in Shanghai. In the face of such heavy investment in the previous period, Talgai did not have much entanglement. He said that he mainly looked at the input-output ratio of the orange in the way of solving problems, and the hard needs of the children's dental industry in terms of equipment and medical profession. In the end, he chose to invest in a way that he invested heavily. In addition to investment, the issue of getting customers is almost the "difficult" of the entire private medical institution. In the past, the extreme oranges were mostly the same as the dental clinics, but the results were not satisfactory. In this regard, Targai believes that the future competition in the field of dentistry will revolve around the brand. According to Maslow's hierarchy of needs, with the continuous development of society, the public is bound to start from focusing on physiological needs and starting to pursue higher levels of demand. In the process, the equipment has been transformed into a basic configuration in the clinic, and improving its brand and service level will become a breakthrough for the future development of the clinic. Therefore, Polar Orange began to create its own animation IP, planning the children's dental clinic with the basic concept of gamification, and began to take this as the core, from the decoration of the store to the recruitment of employees, to the communication with the children. Adjustment. Unlike the orange that used to be a big hit for the whole day, the average daily passenger traffic in the extremely orange dental clinic is around 30, and according to Targe, two-thirds of the current store customers come from the old Customer's recommendation. 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