Market Strategies
China, with 1.23 billion people, contains
approximately one-fifth of the world's population. Since 1979,
China began implementing
market-oriented reforms aimed at improving the Chinese standard
of living. As a developing country, China devotes only limited resources
to health care (3% vs. 14% GNP for the United States). Consequently,
there is a countrywide shortage of up-to-date medical facilities.
Since 1992 disposable income per capita in
China has more than doubled nationally, with urban income growth
levels exceeding even these increases. A recent report documents
a 46 % increase in 1999 per capita healthcare spending in Beijing.
For the growing affluent segment of the local population, expectation
for healthcare services frequently exceeds what the traditional
public system can offer. APMG believes that demographic developments
in China, including the growth of the Chinese middle class, continue
to create demand for better services.
Demands for Upscale Inpatient
Services - Since the beginning of the Opening
Policy in 1979, the number of foreign nationals residing in China
has been steadily increasing. Affluent locals, overseas Chinese, and
employees of foreign companies create demands on an even greater
scale. In general, upscale facilities are rare, due to a historical
government healthcare system, which is designed to serve the public
at large. While the grounds of many of the major hospitals in China
are spacious, maintenance and management of these hospitals are
usually well below Western standards. Consequently, hospitals may
appear run-down in spite of a relatively short operating history.
Hospital rooms are usually crowded with multiple
occupants. It is apparent that better managed and maintained medical
facilities are desperately needed in China to serve the expatriate
community and the growing middle class.
Government Policy on Joint
Venture Hospitals - Responding to the increasing demands by
the expatriate community for medical services, the Chinese government
allowed foreign investors to own and operate medical facilities for
the first time, as joint venture clinics with local medical institutions
in 1991. Since then, there has been gradual relaxation of these
regulations to allow majority ownership of independent medical facilities
by foreigners. Since joint venture medical institutions will reduce
the financial burden of local hospitals, Chinese healthcare authorities
are generally receptive to the new concept to establish joint venture
hospitals. It was under this early experimental environment that
APMG began its operation in 1993.
Marketing Strategies
- As a medical service provider, APMG is committed to provide
quality health care to the expatriate community as well as local
Chinese citizens, albeit with different emphasis.
Expatriate Community and Affluent Locals
- To serve the expatriate community, has the vision of developing
a network of inpatient facilities composed of "VIP" units and freestanding
hospitals. To gain familiarity and expertise in this uncharted territory,
APMG started services with a joint venture, 50-bed freestanding
hospital - the Shanghai Gamma Knife Hospital in October of 1993.
This was followed by the development of two additional "VIP" inpatient
units within major teaching hospitals in Beijing, and Harbin. In
contrast to "VIP" units in some local hospitals, which address mainly
the appearance of hospital wards, the Group also brings to its inpatient
facilities a comprehensive system of medical quality assurance,
supervised by its panel of U.S. medical experts. The Group's Beijing Tiantan International
Medical Center is heralded by members of the Ministry of Public
Health as a shining example of a modern hospital. It is visited
on an almost daily basis by hospital administrative staff from all
over China.
Chinese Citizens - For Chinese citizens
at large, is committed to provide the latest medical treatment
for severe illnesses, with improved outcome in a cost-effective
manner. Being a developing country, only a small fraction of Chinese
citizens can currently afford the upscale medical services provided
by. However, in areas where new medical technology has significantly
impacted the length of hospital stay, opportunities do exist for
to deliver the latest medical treatment to a significant sector
of the population, including those who are covered under various
government insurance programs.
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