Main Topic: TCM and the Youth Market

Hosts: James Stanworth , Clyde Warden

Guests: Evy Liu I chun (Evy),Yi-Ting Li (Jennifer), Ju Hsuan Yeh (Ruby), Lin Tien Chun (Jimmy)

Traditional Chinese Medicine ( TCM) is found throughout Taiwan and a great deal of the Far East. When a cold, flu, or painful injury strikes, the local instinct is to look for the TCM specialist. After their treatment you see people walking around with visible red marks on the neck, chest, and back. Often these treatments involve multiple sessions and the taking of medicinesseveral times a day. In this show we hear local - and young - peoples reasons, experiences and results of going to their TCM clinics.

This topic is part of a three part series. The next episode centers on the business of TCM with a special emphasis on the service interface. The Chinese Consumer Connection researchers cover the details of how TCM continues to succeed.

Traditional is the first word in TCM, but don't let that fool you into thinking it is in any way fading away. These four young consumers talk about their experiences with TCM in a way that show the underlying assumptions that TCM not only works, but is better for certain ailments. Rather than lecture about it, in this show we go right to consumers. Most are satisfied, one is scared of doctors, no matter Chinese or Western in treatment orientation. Consistent across these four consumers is a feeling of ease at using TCM, and even elements of TCM like acupuncture, which not all Chinese feel comfortable with. With Western medicine clinics on nearly every corner, these four consumers were not short on choices, but actually show a preference for TCM. Western marketers could learn a lot from this case, since it shows how local behaviors are based on fundamental values that are derived from the local culture. Western medicine is not all modernity and progress while local is backward. Both are seen as modern, both have advanced, both present a choice, much like Western retailing in general. But any assumption about the Western model as beingautomatically assumed to be better is simply wrong.

Western medicine is fast but hurts your health.

Photos:

• 1) The most basic form of TCM--foot massage. 1) The most basic form of TCM--foot massage.
• 2) Specialties listed under the title of Chinese medicine. 2) Specialties listed under the title of Chinese medicine.
• 3) Small clinics are quite normal. 3) Small clinics are quite normal.
• 4) Although small, these clinics can have quite a modern servicescape. 4) Although small, these clinics can have quite a modern servicescape.
• 5) Western medicine clinics can look out of date in comparison. 5) Western medicine clinics can look out of date in comparison.
• 6) Clinics are easy to find, without the specific character of Chinese medicine, a clinic is normally Western medicine. 6) Clinics are easy to find, without the specific character of Chinese medicine, a clinic is normally Western medicine.
• 7) Large clinics and even hospital divisions can be TCM based. 7) Large clinics and even hospital divisions can be TCM based.
• 8) Here a group of TCM doctors run a practice. 8) Here a group of TCM doctors run a practice.
• 9) Some older clinics can have quite a rustic look. 9) Some older clinics can have quite a rustic look.
• 10) No modernity problem here. 10) No modernity problem here.
• 11) Other clinics combine modernity with nature servicescapes. 11) Other clinics combine modernity with nature servicescapes.
• 12) Glass, encourages consumers to see what is inside. 12) Glass, encourages consumers to see what is inside.
• 13) Drug stores in Greater China can look much like Western drug stores (with plenty of non-drug products). 13) Drug stores in Greater China can look much like Western drug stores (with plenty of non-drug products).
• 14) Here a drug store combines both Western and Chinese drugs. 14) Here a drug store combines both Western and Chinese drugs.
• 15) This is a completely traditional TCM drug store (with no non-drug products). 15) This is a completely traditional TCM drug store (with no non-drug products).
• 16) Consumers often stop in to pick up prescribed drugs or to ask the pharmacist for advice. 16) Consumers often stop in to pick up prescribed drugs or to ask the pharmacist for advice.
• 17) TCM drugs are widely unregulated, but can be very strong in effect. 17) TCM drugs are widely unregulated, but can be very strong in effect.
• 18) Prescriptions are always made fresh. 18) Prescriptions are always made fresh.
• 19) Dosages are weighed with traditional scales. 19) Dosages are weighed with traditional scales.
• 20) A model showing the acupuncture meridian lines. 20) A model showing the acupuncture meridian lines.
• 21) Patients in a TCM waiting room. 21) Patients in a TCM waiting room.
• 22) Taiwan's National Insurance Card (note the embedded chip--a smart card). 22) Taiwan's National Insurance Card (note the embedded chip--a smart card).
• 23) National insurance covers TCM treatments. 23) National insurance covers TCM treatments.
• 24) Department, room, and patient number. 24) Department, room, and patient number.
• 25) My number is up! 25) My number is up!
• 26) A suction cup that creates those big round bruises you often see in Greater China. 26) A suction cup that creates those big round bruises you often see in Greater China.
• 27) A hole for the face. 27) A hole for the face.
• 28) Acupuncture treatment. 28) Acupuncture treatment.
• 29) Electric connections to the needles. 29) Electric connections to the needles.
• 30) The strength, timing, and length of treatment is set on this machine. 30) The strength, timing, and length of treatment is set on this machine.
• 31) The final step is a patch coated with medicine that continues the treatment for many more hours (and everyone can smell it). 31) The final step is a patch coated with medicine that continues the treatment for many more hours (and everyone can smell it).
• 32) Tea, with some Chinese herbs is the parting gift. 32) Tea, with some Chinese herbs is the parting gift.
• 33) The most common form of TCM includes feeling the pulse, but not for blood pressure measurement. 33) The most common form of TCM includes feeling the pulse, but not for blood pressure measurement.
• 34) Steam mixed with Chinese medicine treats muscle and bone problems. 34) Steam mixed with Chinese medicine treats muscle and bone problems.
• 35) Swelling of injuries are often treated this way. 35) Swelling of injuries are often treated this way.
• 36) A clinic that combines both Western medicine and TCM. 36) A clinic that combines both Western medicine and TCM.
• 37) Western medicine clinics often have a nature servicescape emphasis, showing a traditional emphasis. 37) Western medicine clinics often have a nature servicescape emphasis, showing a traditional emphasis.
• 38) All the specialties covered by the doctors in this clinic. 38) All the specialties covered by the doctors in this clinic.
• 39) Inside, the traditional servicescape continues. 39) Inside, the traditional servicescape continues.
•  

Bottom Line:

• TCM clinics are modern (easy check in, good service, computer systems).
• Consumers often seek TCM to treat injuries related to bones and muscles.
• Young consumers feel very comfortable with TCM.
• The general assumption is that TCM is better for chronic health issues.
• Repeat visits are the norm.
• TCM is generally cheap and accessible.
• For those that stay the course, the reactions are very positive.
• Like all medicine it does not taste good!

Show Links:

Some of the numerous local Websites centered on TCM services:

科學中藥

順天堂科學中藥

http://www.sunten.com.tw/

港香蘭科學中藥

http://www.kaiser.com.tw/main.html

科達科學中藥

http://www.koda.com.tw/

莊松榮科學中藥

http://www.csz.com.tw/

仙豐科學中藥

http://www.shengfoong.com.tw/

天一科學中藥

http://www.tian-i.com.tw/

東陽科學中藥

http://www.tong-yang.com.tw/

京都念慈菴藥廠股份有限公司

http://www.nin-jiom.com.tw/prod_ser.htm

勸奉堂製藥廠

http://www.ox-brand.com/

漁人製藥廠

http://www.fisher-man.com.tw/