Introduction 介绍 Graduate Students of USC’s Price School 南加州大学公共政策学院研究生 • MHA 卫生管理硕士 – Nancy Chu – Daniel Cortez – Lisa DerOhanessian – Sevana Meserkhani – Anthony Parr • MPA.
Download ReportTranscript Introduction 介绍 Graduate Students of USC’s Price School 南加州大学公共政策学院研究生 • MHA 卫生管理硕士 – Nancy Chu – Daniel Cortez – Lisa DerOhanessian – Sevana Meserkhani – Anthony Parr • MPA.
Introduction 介绍 Graduate Students of USC’s Price School 南加州大学公共政策学院研究生 • MHA 卫生管理硕士 – Nancy Chu – Daniel Cortez – Lisa DerOhanessian – Sevana Meserkhani – Anthony Parr • MPA 公共管理硕士 – Heidi Chan – Joanna Diaz – Justine Dodgen – Leah Haynesworth – Tingting Li ● MPL • • • • • MPP • • • • • IPPAM – 城市规划硕士 Rong Dai Yang Ge Yue Kang Kun Li 公共政策硕士 Yi Chen Jun Li Jingyao Sun Yu Ye 国际公共政策与管理硕士 Ryan Liauw Introduction 介绍 • Spent 6 months researching and analyzing case studies about CCRC’s from 深入研究多国CCRC模式 ● U.K. 英国 – China 中国 ● Scandinavia 北欧国家 – Japan 日本 – U.S. 美国 • Conducted site visits in Beijing 北京实地考察 ： Hospitals, nursing homes, and rehabilitation centers 医院、养老院、康复医院 Acknowledgements 致谢 The graduate students of University of Southern California, Price School of Public Policy would like to thank the following for their generous support and this learning opportunity: 南加州大学公共政策学院研究生团队 感谢泰康人寿及陈林海先生的大力支持！ Taikang Life Mike Chen Project Purpose 项目宗旨 ● Information about China’s and the United States’ senior care industry 对比中美养老产业 ● Recommendations that are financially feasible, culturally appropriate, and aligned with Taikang 提出经济、可行、符合中国文化以及泰康需求的建议 ● Increase the resident enrollment within Yan Garden 提高燕园入住率 ● Yan Garden will serve as a model 树立行业典范 Major Recommendations 主要建议 ● Resident advisory board 住户委员会 ● One on one mentoring program 一对一导师计划 ● Taikang Connect 健康管理网络 ● Certified Nursing Assistant Training Program 持证护理人员训练项目 ● Framing cost and location 挖掘价格地段优势 ● Trial experiences 短期试住 Types of Senior Care in US 美国老年护理类型 Source: SeniorLiving.org Senior Care in US 美国养老方式 Percentage of long-term care services: United States, 2012 Types of services Adult day services center Number of users 65+ Percentag es 273,200 4.36% Home health agency 4,742,500 62.04% Hospice 1,244,500 14.89% Nursing home 1,383,700 16.56% 713,300 8.54% Residential care community Total spent: 134 billion Source: CDC/NCHS, National Study of Long-Term Care Providers, 2012 * Financing U.S. Success Senior in Elderly Care inCare US 美国养老产业成功要素 美国养老支付方式 Percentage of long-term care services: United States, 2012 ● Access to care 多种养老模式选择 ● Partial payment structure 政府补贴型支付模式 Home health agency 4,742,500 62.04% ● Emphasis staff training 注重员工专业培训 ● Geriatric specialties 专注老年人健康 Types of services Adult day services center Number of users 65+ Percenta ges 273,200 4.36% Hospice 1,244,500 14.89% Nursing home 1,383,700 16.56% 713,300 8.54% Residential care community Source: CDC/NCHS, National Study of Long-Term Care Providers, 2012 * U.S. & Chinese Senior Health Care 中美养老产业 U.S. 美国 China 中国 Suggestion 建议 Development stage 发展阶段 Well-developed 成熟完善 Early stage 早期发展 Room for future development 亟待发展 Finance model 支付主体 Mainly covered by government 政府 Mainly self-paid 个人 Combined with commercial insurance 结合商业保险 Accreditation and franchise 认证与连锁 No rating standard 无评级标准 Building reputation 建立口碑 International accreditation and franchise 申请国际认证 连锁经营 * Population Health 人口健康 China 中国 ● Life expectancy: 74 years old 平均寿命：74岁 ● Healthy life expectancy: 66 years old 平均健康寿命：66岁 ● 36.5% of elders need rehabilitation 36.5%的老人需要复健 ● 16.6% are disabled and are willing to move into senior care 16.6%的老人为残疾人并有意愿搬入养老机构 ● 65% of elders >65 have a chronic disease 65%的65岁以上老年人患有慢性疾病 Population Health 人口健康 Beijing 北京 ● Total number of elders in Beijing: 2.92 million 北京老年人口：292万 ● 320,000 need assistance or long term care 10.4%（32万）老人为半自理或需要长期护 理 ● 89.6% or 2.6 million are independent 89.6%（260万）为独立老人 Timeline of Anerica CCRC Development 美国养老社区发展时间轴 Timeline of China CCRC Development 中国养老社区发展时间轴 Lessons Learned from the U.S. 美国经验 ● No preventative care, caused costs to rise 没有预防保健，导致成本增加 ● Ratio of staff to residents is 1:1 is beneficial compared to China’s 1:2 美国员工住户(1:1)比高于中国(1:2)，每位住 户得到的护理更多 ● Regulation of: 行业规范： ○ Staff 员工 ○ Quality of Care 护理质量 ○ Safety 安全 机遇 Opportunities One Child Policy 独生子女政策 Cultural Barriers 观念阻碍 ● Perception of Filial Piety 孝道 9073 Aging Pattern “9073”养老格局 • 90%: Living with family • 7%: Community care • 3% : Elderly care ● Preference for a Lively Environment 热闹 Cultural Barriers 观念阻碍 • Values for Property Rights 产权 Home Ownership Rate: China 90% vs. World 60% 住房自有率：中国90% vs. 世界60% • Wait and See 观望 New Community 新兴社区的实际运营效果 Unwillingness to Move into CCRCs when healthy 不愿过早入住 Needs of the Target Population 目标人群的养老需求 ● Physiological 生存需求 -Basic Living 基本生活 -Health 健康: Keep Health 养生保健 Health Service 健康服务 -Living Environment 生活环境 Social 社交需求 -Family 家庭 -Inside Community 社区内部 -Outside Community 社区外部 Self-identity 自我认同 Self-development 自我提升 Health Service Recommendations 建议：健康服务 ● Preventative Health 预防保健 : Staying Healthy Through Education and Prevention(STEP) “教育预防结合”项目 ○ Highlight 特点: Professional Counseling and Coaching 专业指导 Exercise Evidence-based 科学锻炼 Source: AHRQ Health Service Recommendations 建议：健康服务 ● STEP“教育预防结合”项目 ○ Training Course 培训课程 ○ Certain Amount of Exercise定量锻炼： 150min/week 150 分钟/周 ○ Types of Exercise 运动类型 Aerobic 有氧运动 Strength and Flexibility 肌肉与灵活性练习练 Balance 平衡感运动 Community Involvement Recommendations 建议：深化社区融合 • Resident-led advisory board 住户委员会 Community Involvement Recommendations 建议：深化社区融合 Continued Mental Health Development 持续的心理健康发展 • Work with Universities: 与高校合作 • Create seminars for residents to teach at the university or Yan Garden 经验分享研讨会 • Residents may audit/attend courses at the University 研修大学课程 • Students can perform for the residents 大学生义务演出 Community Involvement Recommendations 建议：深化社区融合 • One on one mentoring program 一对一导师计划 • Students may observe residents (Psychology & Gerontology) 大学生研究基地 （心理学&老年学） • Life/Career Advice 人生/就业指导 Management Operations Recommendations 运营管理建议 Short Term Recommendations (Feasible within 1 year): 短期策略建议（一年内） • Start Framework for Taikang Connect • Implement Certified Nursing Assistant Training Program Long Term Recommendations (Feasible 3+ years) 长期策略建议（三年以上 ） • Robust Taikang Connect Management Operations Recommendations 运营管理建议 • Taikang Connect 健康管理网络 • Continuum of Care 持续护理 • Certified Nursing Assistant Training Program 持证护理人员训练项目 • Health Savings Plan 健康储蓄计划 Taikang Connect 健康管理网络 • Short Term: Cooperative Relationships with Medical Professionals 短期目标：与专业医疗人员建立合作关系 • Overall Goal: Closed Health System Network 最终目标：完整的医疗网络 Continuum of Care 持续护理 Rehabilitation 康复训练 Medical Auxiliary Services 辅助医疗服务 Skilled Nursing Facility 专业护理团队 Yan Garden 燕园 Independent Living Community 活力老人生活区 Medical Practices 医疗实践 Resident Assisted Living Community 协助生活区 Payers/Insurance 支付方／保险 Social Wellness 幸福感 Taikang Connect 健康管理网络 Healthy Lifestyle Practices Case Manager 健康管 Resident住户 Physician医生 Certified Nursing Assistant Training Program 持证护理人员训练项目 ● Current shortage of certified nursing assistants in China 持证护理人员短缺 ○ 2 million demand vs. 1 million supply 200万需求量 vs. 100万在职人员 ○ Low education level 护理人员教育程度普遍偏低 83% of nursing assistants only finish middle school or primary school education. 初中或小学学历:83% 15.6% do not have any formal professional degree. 无正规专业学历: 15.6% ○ Low certification rate 低持证率 Only 5.71% of senior care nursing assistants are certified in China. 目前中国的老年护理员中持证仅者占5.71% Certified Nursing Assistant Training Program 持证护理人员训练项目 ● National certification: national standards & moderate cost 国家职业资格认证：国家标准，投入适中 Certification level 认证等级 Junior level nursing assistant 初级 Secondary level nursing assistant 中级 Senior level nursing assistant 高级 Cost of training (RMB per person) 培训费用（RMB/人） ¥480-1370 ¥980－1680 ¥1880-2180 Certified Nursing Assistant Training Program 持证护理人员训练项目 ● International certification: international standards & higher cost 国际认证： 国际标准，投入较高 ● Follows the Red Cross Certified Nursing Assistant methodology 遵循红十字会的护理人员执业资格认证标准 ● An 180-hour course to meet the certification requirements 提供180学时的训练课程 ● Training cost: $1500 per person 培训费用：1500美元/人 ● The certification can help Yan Garden improve service quality, maintain good reputation and distinguish itself from other competitors. 更多的执业资格认证能够帮助燕园提高服务质量，打造良好声誉 ， 并从众多竞争者中脱颖而出 Marketing Yan Garden Recommendations 燕园营销策略 Short Term Recommendations (Feasible within 1 year): 短期策略建议（一年内） ● Uniqueness of Independent Living 突出独立老人 ● Uniqueness of health management 突出健康管理 ● Framing Cost and Location 挖掘价格／地段优势 ● Trial Visit 短期试住 ● Dinner Experiences 晚宴体验 ● Residents’ Video Testimonial 住户体验视频 Long Term Recommendations (Feasible 3 years) 长期策略建议（三年以上 ） ● Professional Conferences 承办专业会议 Current Cost Structure 现有的收费模式 • The cost of Yan Garden compared to its competitors 燕园的收费水平与其竞争机构的对比 Framing Cost 挖掘价格优势 • Compare the cost of independent living at Yan Garden to highend facilities in China and abroad 将燕园的收费水平及设施与国内外高端设施养老机构对比 例如：恭和苑：每月每床位11000元 • Highlight the continuum of care and concierge services 突出持续护理理念与贵宾级服务 • Emphasize the value of international-standards utilized to develop Yan Garden 强调燕园采用的国际标准 Facts of Current Location 燕园地段现状 • Accessible to downtown Beijing by public transportation 通往市中心的公共交通便利 • Lack of medical resources within immediate proximity 附近医疗资源相对较少 • Six hospitals within 30 minutes’ drive from Yan Garden 3 of which are “Tier 3 Hospitals” - establish relationships with these hospitals for the future of Taikang Connect 30分钟车程内可达6家医院，其中3家为三级医院——住户将 通过健康管理网络同这些医院建立联系 Framing Location 挖掘地段优势 • Better qualities of life and air compared to city center 与市中心相比更好的生活质量、空气质量 • Proximity to the national natural park and hot spring 临近国家公园和温泉 • Access to resources & family by public transportations 便利交通，亲近家人 • Opportunity for development of amenities nearby 公共交通助力周边区域发展 • Variety of amenities on-site to meet residents’ needs 便利的设施极尽用户之所需 There‘s nothing you can’t do here, so we suggest you do it all! 尽情享受这里的一切！ Marketing Experiences 体验式营销 ● One-Week Trial Visits for Independent Living 短期试住 Discount rates 试住折扣 ● Invite family members, as they are often joint decision makers 长者入住需全家共同决策，入住体验可以邀请其他家庭成员陪伴 ● Match prospect residents with current residents who share similar interests 根据兴趣爱好，将体验住户与现有住户配对 ● ● Dinner Experiences 晚宴体验 ● ● Potential customers潜在客户 Friends of residents住户亲友 Residents’ Video Testimonial 住户体验视频 ● Build the reputation and credibility of Yan Garden 通过住户对燕园的积极反馈迅速建立声誉和信赖 ● Address major concerns, including: 回应未来住户的重点疑问，包括： ○ Daily activities 日常活动丰富多彩 ○ Social interactions 新朋旧友其乐融融 ○ Mentoring program 良师益友富足精神 ○ Lifestyles 生活方式悠闲自得 ○ Health management 健康状况得到改善 ○ Quality of services 员工服务细致入微 Future Marketing Strategy 长期营销策略 • Professional Conferences 专业会议，积聚人气 ○ Develop future residents发展未来住户 ○ Provide health consulting 提供健康咨询 Summary of Major Recommendations 主要建议 ● Resident advisory board 住户理事会与住户委员会 ● One on one mentoring program 一对一导师计划 ● Taikang Connect 泰康健康管理网络 ● Certified Nursing Assistant Training Program 持证护理人员训练项目 ● Framing cost/location 挖掘价格与地段优势 ● Trial experiences for independent living 短期试住 Conclusion 总结 ● Provide information to Taikang as it expands its CCRCs across China 为泰康养老社区的全国布局规划提供参考 ● U.S. versus China’s senior care industry, social integration, management operations, and marketing strategies 对比中美养老产业，为“泰康之家”的社会融合战略、管理经 营战略和市场营销战略建言献策 ● The recommendations are meant to increase resident enrollment and profitability of Yan Garden 宗旨：扩大燕园的入住规模和经济收益 ● Financially feasible, culturally appropriate, and aligned with the goals of Yan Garden and Taikang 始终坚持“经济、可行、符合中国文化及泰康需求”的标准 Thank You 致谢