"Cloud house" without going out

Recently, uncle Zhang in Baiyun district, Guangzhou, with the help of his family, the mobile phone wechat service staff, through live video, successfully booked a bed.

During the severe period of the epidemic, the Ministry of Civil Affairs, the National Health Commission and local governments have introduced measures to implement the comprehensive and strict management of the closure of elderly care institutions. As a result, some family members and the elderly in need of the elderly can only press the "pause button" and postpone the plan to visit the elderly care institutions. Due to the needs of these families, "cloud house" emerged.

01VR technology has become the new main force of house viewing during the epidemic

Open the search engine, type "online house" four words, we will find a lot of sales ads. "Online house viewing" is more of an exclusive term for real estate for the public. What we are talking about now is "online house viewing", which is a special service provided by nursing homes for families under the epidemic. It is undoubtedly a supplement and innovation to apply "online house viewing" to pension institutions.

In order to meet the needs of the elderly, Yuexiu Yinxing launched an online house viewing service on Feb 12. The 720° immersive landscape supported by VR technology enables an immersive visit to the hospital environment. Click on its official official account, there are rich dynamic graphic introduction, take you to know the hardware facilities, environment and other basic information in the five yinxing pension institutions. In addition, its official tiktok number, also has a video introduction. According to yinxing staff, after the launch of online house viewing, many families consulted online and made appointments for visits.

The "online house viewing" service at Guangzhou Songhe Nursing Home began in early March. Family members and the elderly can first understand the basic contents of the nursing home through dynamic graphics and videos. But because of its more beds, can not cover everything, so in the video connection with family members this piece, Songhe pension is relatively weak. To cope with this problem, they also applied VR technology. By opening a new functional area on their official account, they can enjoy a 720° panoramic view of the nursing home: down to the floor, seats and other corners, and up to the ceiling fans. CAI Haiyan, director of the personnel and administration department of Songhe old-age care, said that because of the epidemic, many families and the elderly can not enter the nursing home, but they have such a need, so songhe old-age care try to create a channel for families and the elderly to understand the basic situation of songhe old-age care.

02 Live video, without leaving home "walk" through the nursing home

On February 23, the yue tai care center with epidemic situation also introduced a "online to see" service, through dynamic graphic, families and the elderly can learn about the scene images, nursing home services, etc, and then through the reservation system link nursing home staff, online video attachment, in the form of live with the elderly family members "walk" the nursing home.

During the closure of the hospital, Cosco Shipping Health Management Co., LTD., Guangzhou Jiangnan Leisure Garden also launched an "online house viewing". Dean Ling Shufen said the cost of developing online viewings was high and the results were not satisfactory. More elderly family members still want to be able to experience the site. They will ask the elderly living in the site from the perspective of their peers to learn more about the nursing home in detail. So their "online house viewing" is mainly aimed at people who have a strong desire to enter nursing homes.

"We are mainly introduced by people around us, they think our nursing home is good, they will call to consult, and then add wechat, we shot live video to show them, if they are satisfied, they will book with us first. The current form of this scale is certainly relatively small, such as unsealed after we will be online and offline together!"

Honrui pension's "online house viewing" is mainly from static to dynamic, and then to direct one-to-one live broadcast, video dialogue, and finally to the form of field investigation. "We post pictures and videos of the entire hospital environment, such as room facilities, employees' daily work and activities, government policies to benefit the people, and previous related reports on our official account. Click on our official account, you will see the function key of online house viewing. Here, through the dynamic graphic form of H5, we will show the basic situation of our retirement apartment for customers. For a more intuitive visit, families can also add a hotline to direct video link to the staff and learn more about every aspect of the nursing home live." Lin Qingwu, general manager of Guangzhou Honrui Pension Service Co., LTD., said that after the online viewing, you can make a reservation directly, or you can go directly to the site for another inspection.

03 New house viewing experience to establish a new era of nursing home image

"Online house viewing" is not only an exclusive term for real estate, but also an innovative way for pension institutions to continue to develop under the epidemic. By "seeing" the house online, the family members of the elderly can "see" the nursing home at a glance, but also reduce the blindness of on-site viewing, improve the efficiency of house viewing, new house viewing experience will also bring them a certain amount of interest. Many family members who have experienced this experience find it very novel and say the effect is similar to that of visiting the site.

Lin qingwu said that a week after Guangzhou Hongrui Pension Service Co., Ltd. launched its "online house viewing", the response was relatively large, and the number of elderly family members calling to ask about reservations increased significantly. In addition, they also have a windfall, by the way to expand door-to-door housekeeping services. However, due to the epidemic, more people still stay at the consultation and booking stage. Baiyue Baitai city care center pension consultant Liang Wenlong was also deeply touched, said the implementation of online room, room appointments have increased.

Ni Chidan, president of Shenzhen Health and Elderly Care College, said that online house viewing makes use of the current new media technology to present a new image of the nursing home through pictures, videos and other forms, which can give the elderly family members a stronger visual impact and establish the image of the nursing home in the new era. In addition, part of the elderly with mobility problems can also participate in the decision of housing selection, which can further improve the runin and adaptation of the elderly in the residential care, improve the expectation of the elderly nursing home, so as to gradually cultivate a group of potential customers, so that the elderly no longer hold "prejudice" to choose to go to the nursing home.

04 "online house viewing" will usher in new development opportunities

Under the epidemic, the marketing of pension institutions is difficult to carry out, which seriously restricts the development of institutions. Online house viewing is a marketing strategy to debed elderly care institutions, as well as an innovative approach to promote transformation by using new media and new technology. However, different from conventional products, the elderly care service is experiential, and the most important word is service. Online house viewing cannot completely replace offline marketing. After the outbreak, where should online house viewing go?

Yinxin staff said that during the epidemic, online house viewing has become a major and effective marketing method for nursing homes, but nursing home products have certain particularities, and customers still value offline visit and experience. Therefore, after the epidemic, online and offline complementarity will become a norm in the marketing of pension institutions.

Lin Qingwu has a different view: "Online house viewing in the elderly care industry is more of a supporting role, the actual experience is the main way. Some of the real scenes or scenes we see online can really reach the degree of customer satisfaction, or customers need to visit the site to investigate and understand, now online house viewing is only a supporting role. Due to the special reasons of the epidemic, 'online house viewing' has played its special role, but when the epidemic gradually weakens, the effect of 'online house viewing' may decline. If the response reaches a certain level, we will continue to improve the model."

Ni Chidan, president of Shenzhen Health and Pension College, also expressed his opinion. "Online house viewing has narrowed the distance between the nursing home and the public, and made the nursing home more intuitive. It has a positive significance for reforming the old traditional image of the nursing home and establishing a positive image of the nursing home. We believe that this is the pension institutions to change, to strong breakthrough, worthy of affirmation. Especially with the popularity of the Internet and the Internet of Things, online house viewing will usher in important development opportunities. First, the scale will be more expanded; Second, the exploration of online house viewing will be more in-depth; Third, the experience of online viewing will be more real."

Cui Haifeng, deputy secretary general of Guangdong Elderly Care Service Association, also said that Internet marketing is a good choice for enterprises to manage operation and marketing during the epidemic, and the application and promotion of Internet live broadcasting technologies such as Douyin, Kuaishou, Huoshan video and Tencent Conference are also the trend of The Times. However, "online house viewing in nursing homes" can be understood as a family behavior with full participation for the elderly with rigid needs to choose nursing homes. But can it really cover the needs of the elderly, and how to promote it? How to ensure the quality of live broadcasting is still a problem to be solved.

Indeed, in this society with the Internet as the mainstream, the network has already penetrated into every aspect of our life, and the word "online" has already become our normal life. However, the online user groups are mainly young audiences, while the elderly who stagger the development era of the Internet are still relatively weak in this area. The epidemic is an important reason for the elderly care industry to promote online house viewing. Behind this reason is the support of the Internet and the continued familiarity and acceptance of the word "online" by the elderly.

Just as the staff of Yinxing said, the epidemic has improved the acceptance and cognition of online interaction among middle-aged and elderly people, and also provided a broader platform and audience for such models as online house viewing.

Some insiders believe that after the epidemic, the gradually mature "online house viewing" will be "useful", extending more quality services. For example, nursing homes can use VR panoramic technology to photograph the living conditions of the elderly in the nursing home according to the needs of their families and with the consent of the elderly, and share them with their families. With the continuous accumulation of online marketing and service experience, the pension industry will become more professional and technological in the future.