Demand characteristics of health management
The passivity of demand
Health management service is a health service aimed at preventing diseases.
Before the disease occurs, consumers often lack experience of the harm and pain of the disease. Therefore, the quantity and quality of health management services they need are not completely free to choose like shopping in the commodity market, but depend entirely on the recommendation of health managers and the results of consumer behavior produced by health concept marketing.
Uncertainty of demand
Whether people need health management services is not dominated by personal subjective will.
Instead, it depends on whether consumers have health risks of diseases and the degree of potential disease risks analyzed through health examination and disease risk assessment to determine the health management plan, which changes with personal health improvement actions.
(C) demand differences
In the same market segment, the service demand of each healthy consumer is different, mainly because everyone's health concept, the difficulty of behavior correction and environmental pressure are different.
Health management service is actually a productization process based on personalized service. With the change of consumers' cultural literacy and life understanding, their own needs are also changing.
Development of demand
With the deepening of health management services, consumers' demand for services will also develop accordingly.
From lifestyle change to stress management, from weight as the intervention target to blood pressure, blood sugar, fatty liver and osteoporosis as the intervention target.
(E) the external relevance of demand
Health management services not only meet the health needs of individuals, but also affect other consumers in enterprises or various places. Because a good lifestyle comes from the influence and restriction of the environment, the project of workplace health management is to give full play to the influence of individual health improvement on productivity.
(6) the universality of demand
Everyone has a demand for health management services, which is only shown at different times.
With the change of age and the accumulation of lifestyle problems of some people, the risks of overweight, obesity, diabetes, hypertension, gout, coronary heart disease, stroke and other diseases are also increasing.
(7) Advance and lag of demand
The health demand for the purpose of preventing diseases itself has the characteristics of being ahead of schedule.
Investment does not happen after illness, but before illness.
This consumption pattern is very common in developed countries, but it is often difficult for people in developing countries to accept this advanced concept of healthy consumption, which is a severe challenge for institutions engaged in health management services.
(viii) Repeatability of requirements
Once a person suffers from hypertension, diabetes, obesity and coronary heart disease, these diseases can be controlled and recovered through active medical and disease management services. However, with the increase of age, the recurrence of these chronic diseases is an inevitable fact.
For individuals, disease management service is a lifelong consumption demand, which is the great market charm of health management industry.
Characteristics of consumption behavior of health management
According to the characteristics of consumers, healthy consumers can be divided into five types:
(A) Habitual type
Such consumers have certain health knowledge, are used to improving their exercise and nutritious eating behavior with the help of health managers, and form certain service dependence.
A health manager who can be liked is the best consumption mentor for such consumers.
economical and practical
Due to the limitation of economic conditions, such consumers pay special attention to the input cost and are very sensitive to the price of medical services. Low-cost health management services are very attractive to them.
(3) rational type
Before making a purchase decision, consumers have repeatedly considered and compared the service organizations they want to choose, and they are very cautious. They often choose the service products of institutions with rich health management experience and successful cases as the purchase targets.
Blind type
Such consumers lack proper health knowledge and are often easily induced by advertisements and health managers to blindly and impulsively buy certain health services.
(5) Avoidance type
This kind of consumers are unwilling to take part in health check-ups and health management projects because they are afraid that the unit leaders know their health problems, and always face the harm of diseases with a spoon-feeding attitude.
Consumer's purchase decision-making process
The first stage: determine the needs (physical examination)
Consumers should first assess their health needs:
The general evaluation is based on the doctor's advice and health examination report.
There are also some consumers who decide their health management needs through the dissemination of health knowledge through the media.
Stage 2: Search for information (health assessment)
The third stage: alternative assessment (health intervention package)
There will be a complicated process before consumers finally make their own choices.
Firstly, the evaluation criteria for selecting service products are clarified;
Then, based on the determined evaluation criteria, each alternative is evaluated and the reference ranking is obtained.
The fourth stage: choose to buy
Choosing among alternatives not only occurs between similar services of different service organizations, but also occurs in a wider range.
Stage 5: Post-purchase evaluation
Once consumers buy a service, they will evaluate it against the expected value.
If it is worth the money, consumers will begin to spread their choices among friends around them, which plays a role in brand communication.
If you feel that the quality is not as good as you want after purchase, you will be dissatisfied and consumers will complain. This kind of complaint will have a bad influence in the surrounding circles, which will inevitably lead to the loss of potential customers and affect brand reputation.
The above is the sharing of high-frequency test sites of "Basic Knowledge" for health managers in 2020 compiled by Bian Xiao. I hope the above contents will help the majority of health managers! Learn more about the examination time nodes, preparation skills and dry goods of health managers. , please check it on this platform in time!