*15:44JST Atra G Research Memo (4): Comprehensive support for the management of acupuncture and orthopedic clinics, including the development of the Honetsugi chain (3)
■Company overview
e) Nursing care support
Atra Group operates a franchise of “Honetsugi Day Service,” where judo therapists provide treatments to users. By receiving treatment from a judo therapist, day service users can continue to engage in rehabilitation and maintain and improve their physical functions. It operates under the theme of “a day service that will leave you healthier than when you arrived,” and has received high praise from care managers who create care plans for the elderly. It can be said that the ability to receive the same treatments at a day service as at an acupuncture and orthopedic clinic is what makes it appealing to users.
In addition, similar to the brand of the acupuncture and orthopedic clinic chain “Honetsugi”, we have built a system that allows new entrants to succeed. In order to reduce the burden on judo therapists when developing a day service business, we provide a packaged product that includes all the know-how necessary to open and operate a day service business. In addition to acquiring new franchises, the company is proposing the day service business as a strong option for existing member clinics when opening new stores. This is because there is a strong need for this service as the population ages, and it is highly compatible with existing acupuncture and orthopedic clinics (such as cases where users of acupuncture and orthopedic clinics continue to receive treatment at the attached day service even after they require nursing care). ).In addition to the tailwind from the external environment of the aging population, the company has competitive advantages such as judo therapists providing treatments and packaged know-how that allows new entrants to manage the business, and is expected to expand its business performance in the future. I want to
f) Others (including fitness related)
The company operates fitness gyms that are available 24 hours a day, 365 days a year under the brand name “One Third Fitness.” The company operates both directly managed stores and franchise stores, and the company plans to focus on expanding stores in the franchise format in the future. One of the challenges in the acupuncture and orthopedic clinic industry is to encourage patients to use fitness to prevent recurrence. In that sense, fitness gyms have a high affinity with acupuncture and orthopedic clinics. Like the nursing care support business mentioned above, this is one of the business areas we will focus on in the future, and in addition to acquiring new franchisees, we are actively promoting proposal sales as a powerful option for existing member hospitals when opening new stores. are doing. Currently, there are five stores: Takamatsu store (Kagawa prefecture), Tosu store (Saga prefecture), Ofuna store, Yayoidai store, and Minamirinkan store (Kanagawa prefecture). In addition to the above-mentioned fitness-related business, the company also operates businesses that support acupuncture and orthopedic clinics, including rental of equipment, construction of properties, and sales of welfare vehicles.
(2) Toy sales business
The company also operates a toy sales business through brick-and-mortar stores, which it entered through the acquisition of Pelican, and has 31 stores in western Japan under the name “Pelican” as of December 2023. Even with the declining birthrate, the toy market is expanding and can be said to be a stable market. In addition, although more and more toys are purchased through e-commerce in metropolitan areas and large cities, in regional cities there remains a deep-rooted practice in which grandparents go to stores to buy toys for their grandchildren when their children and their families return home. However, there are still many purchases made at physical stores. In the future, they plan to take advantage of the characteristics of being a physical store to tap into latent customer demand. In addition, the company plans to utilize the management guidance know-how for physical stores that it has cultivated through its acupuncture and orthopedic clinic support business to Pelican stores, thereby increasing the productivity and business performance of each store. The company closed eight unprofitable stores and opened three new stores in FY12/23, reducing the number of stores by five from 36 at the end of December 2022. Additionally, the company does not plan to open any new stores in FY12/24, and is aiming to increase sales from existing stores.
3. Characteristics and strengths of the company
The company’s strengths, which develop and provide various solutions based on its extensive experience and know-how in operating acupuncture and orthopedic clinics, can be broadly categorized as follows.
(1) One-stop response capability
“Honetsugi Chain”, “Atra Academy”, “Equipment Sales”, “Atra Billing Service”, “A-COMS Finance Service”, “HONEY-STYLE”, “Atra Store”, “Honetsugi Day Service”, “One Third Fitness” and acupuncture and bone grafting One of the company’s strengths is that it provides comprehensive solutions for hospital management and related areas. This allows the company to respond to a wide range of customer needs while also retaining customers through its own services. Recently, in order to respond to the needs of the spread of the new coronavirus infection, we have added body temperature confirmation and reception functions using facial recognition to A-COMS. The company plans to continue to accurately understand customer needs and focus on developing new solutions.
(2) Development of self-pay treatment menu
The company is supporting the management of its customers, acupuncture and orthopedic clinics, by developing and selling self-pay treatment menus, as medical expenses are not expected to increase rapidly. In addition, the company holds related seminars, conducts training, and distributes videos, and its strong support system can be said to be an appealing point to customers. The company plans to continue actively discovering, developing, and selling equipment for self-funded treatments.
(3) Nationwide expansion
The company’s acupuncture and orthopedic clinic chain, “Honetsugi,” has stores nationwide (in all regions). Additionally, the Atra billing service has members in all prefectures. The more well-known a brand becomes, the more effective it will be in acquiring new customers.
(4) Applying the know-how of operating acupuncture and orthopedic clinics to nursing care support business
Utilizing the know-how cultivated at an acupuncture and orthopedic clinic, the company develops and provides day service programs such as functional improvement programs run by judo therapists and programs to prevent falls. By applying the know-how cultivated at the acupuncture and orthopedic clinic to the day service menu, we are able to provide “day services that will leave you healthier than when you arrived.”
(5) Synergy between acupuncture and orthopedic clinic management and fitness club management
In addition to an acupuncture and osteopathic clinic, we also operate a fitness club to help improve the health of our users. For clinics that are members of the Honetsugi chain, the ability to consider the fitness club business as an option for business expansion is likely to be one of the reasons for joining the company’s Honetsugi chain.
(6) Know-how cultivated through real store management guidance
It will be possible to utilize the physical store management know-how cultivated through the acupuncture and orthopedic clinic support business for the toy sales business. In the future, in addition to the toy sales business, the company is also considering acquiring businesses that can leverage its management know-how to expand its business performance. Specifically, companies that operate with brick-and-mortar stores in regional cities may be targeted.
(7) “A-COMS” provided via cloud
A-COMS, the company’s acupuncture and orthopedic clinic management support system, is provided via the cloud and can be implemented at low cost. Previously, customers had to purchase not only the system but also the entire computer, which often resulted in high installation costs, but the company’s system, which can be easily installed via the cloud, can be said to be a source of competitive advantage. right.
(Written by FISCO Visiting Analyst Hiroki Nagaoka)
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2024-04-12 06:48:44
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