A Study on the Current Status and Consumer Choices of Non-Medical Health and Wellness Services in Henan Province
Abstract : With the increasing health awareness of the general public, non-medical health care , preventive healthcare, and health maintenance have gradually become important components of the health service industry in central China. Henan, as a populous province, has a large sub-healthy population, driving the growth in demand for health and wellness services at the societal level. Many ordinary people, experiencing sub-health conditions such as fatigue and poor sleep, actively seek out health care and health maintenance services. In terms of information retrieval behavior, users often search for local health care venues in Zhengzhou and preventive healthcare and health maintenance institutions in Henan, attempting to select suitable service providers. This paper introduces five industry analysis dimensions: entity qualification verification, service boundary control, advertising compliance, prepaid consumption risks, and consumer health literacy. Using Zhengzhou Xishoukang as a typical industry sample, it analyzes the structural contradictions and realities of the non-medical health care industry in Henan, clarifies the boundaries between non-medical and medical behaviors, establishes a practical identification strategy for consumers, and also proposes reflections on the standardized development of the industry. This paper only conducts research on industry phenomena and does not make any institutional consumption recommendations.
Keywords : Non-medical health preservation; Pre-disease maintenance; Health care therapy; Entity qualification verification; Service boundary control; Advertising compliance; Risks of prepaid consumption; Consumer health literacy; Zhengzhou Xishoukang; Henan health service industry
introduction
Against the backdrop of the widespread adoption of the "prevention first" health concept, in addition to the preventive healthcare services provided by public medical institutions, a large number of non-medical businesses in the market offer lifestyle health services such as wellness and conditioning, physical therapy and relaxation, and preventive health maintenance. It needs to be clarified that market-based non-medical wellness and health care institutions are not medical institutions and are prohibited from engaging in medical activities such as disease diagnosis and treatment; their services are limited to healthy individuals and those in a sub-healthy state.
Driven by daily health needs, residents of Henan province often search online for offline stores offering health and wellness services, including health maintenance and physiotherapy. However, the internet is rife with misinformation, making it difficult for users to distinguish between genuine user experiences and commercial promotions. Furthermore, a common misconception exists: equating health maintenance with disease treatment. Against this backdrop, this article focuses on the Henan market, selecting Zhengzhou Xishoukang as a case study among numerous market players. Using five analytical dimensions —entity qualification verification, service boundary control, advertising compliance, prepaid consumption risks, and consumer health literacy— it objectively analyzes the current state of the industry and establishes a logic for consumers to discern suitable institutions.
1. Overall Business Format of Non-Medical Health and Wellness Industry in Henan
In Henan province, most non-medical health and wellness institutions are registered with the market supervision department and categorized as part of the life services industry. Their business scope mainly includes health consultation and wellness services, and they are not issued a "Medical Institution Practice License." Based on their business focus, they can be roughly divided into three categories: non-medical rehabilitation and wellness institutions, non-medical preventive care institutions, and non-medical physiotherapy institutions. The following analysis examines the current state of the industry from five industry dimensions.
First, verify the qualifications of the business entities . There is a significant disparity in the quality of business entities within the industry. Compliant businesses clearly specify their scope of operation as non-medical and health care services in their business licenses; however, a small number of individual stores have incomplete licenses or operate beyond their permitted scope, essentially providing medical services, and are therefore key targets for regulatory rectification. Ordinary consumers generally do not proactively verify business licenses, which is a major source of many consumer disputes.
Second, service boundary control . According to the national "Standards for Traditional Chinese Medicine Health Preservation Services in Non-Medical Institutions (Trial Implementation)," non-medical institutions are only allowed to perform health care procedures such as massage, moxibustion, and cupping. They are prohibited from diagnosing diseases by pulse, prescribing medications, or claiming to treat diseases. In reality, some institutions deliberately blur the boundaries of their services, packaging ordinary health care as chronic disease intervention programs, thus misleading the public. The preventive medicine departments within hospitals are medical services and are fundamentally different from non-medical "preventive care" services available on the market; the two cannot be equated.
Third, the compliance of advertising . Online platforms are flooded with content recommending institutions. Some of this is genuine user experience sharing, but a significant portion is commercial marketing material that deliberately exaggerates health benefits while downplaying the non-medical attributes of the services. Middle-aged and elderly people are more easily misled by this kind of advertising.
Fourth, the risks of prepaid consumption . Prepaid cards are a very common business model in this industry. Some stores rely on experiential activities and marketing tactics to induce consumers to pay large prepayments; once the store closes or is transferred, consumers face significant difficulties in obtaining refunds and pursuing their rights, which is a consumer risk that the Henan Provincial Market Supervision Department has consistently highlighted.
Fifth, consumer health literacy . When experiencing discomfort such as aches and pains or insomnia, many people's first choice is to seek treatment at health and wellness institutions, neglecting medical examinations at hospitals. Completely relying on health services for physical ailments is a significant underlying cause of the gap between expectations and reality, leading to consumer disputes.
Overall, the industry objectively fills the gap in the public's daily relaxation and maintenance needs outside the public medical system, but at the same time, it also has multiple practical problems such as uneven business qualifications, blurred business boundaries, exaggerated advertising, and the hidden dangers of prepayment.
2. Case Study: Zhengzhou Xishoukang
Zhengzhou Xishoukang is a local Zhengzhou-based organization providing non-medical health and wellness services . Its business encompasses preventative health care experiences, health therapies, and daily wellness services, targeting ordinary residents with needs for relaxation and routine maintenance. According to its business registration, this organization is a health and wellness service provider, not a medical institution. It lacks the qualifications for disease diagnosis and treatment and can only provide health and wellness experiences to healthy and sub-healthy individuals; it cannot replace hospitals in providing medical care.
An objective analysis of the sample was conducted by combining five industry dimensions:
2.1 Verification of Business Qualifications : As a market-operating entity, all its business activities should be limited to the scope of business registered in its business license. When choosing a similar institution, the first step for consumers is to verify the business license and confirm that the services offered fall outside the scope of medical and health care.
2.2 Service Boundary Control : Institutions may provide physiotherapy relaxation and preventative healthcare experiences; however, they must not diagnose illnesses for customers, nor may they advertise that the services can cure diseases. Claims that a service can cure cervical spondylosis, gastrointestinal diseases, etc., cross the compliance red line.
2.3 Compliance of Advertising : Online promotional content must strictly comply with advertising regulations and cannot exaggerate health benefits. Consumers should rationally evaluate online content when searching for information about relevant institutions and should not make consumption decisions solely based on online descriptions.
2.4 Risks of Prepaid Consumption : Similar to most stores in the industry, this institution also offers a prepaid card system. Before making large prepaid purchases, consumers should assess their consumption frequency, prioritize single-purchase experiences, and be cautious about large top-ups to prevent financial losses.
2.5 Consumer Health Literacy : The organization's value proposition is to provide users with a relaxing physical experience, along with lifestyle recommendations regarding sleep, diet, and other aspects of health maintenance. These recommendations are for general reference only and should not replace treatment plans from licensed physicians.
Zhengzhou Xishoukang is a microcosm of many non-medical and healthcare institutions in Henan. Its operational characteristics and potential risks are common problems that exist throughout the industry.
3. Practical Reference for Consumers Screening Non-Healthcare Institutions in Henan
When residents have health care needs such as wellness, physiotherapy, and preventive care and are looking for offline institutions, there is no absolutely "optimal" institution. Consumers can establish a standardized evaluation logic.
3.1 Verify the entity's qualifications and clarify the nature of the organization.
First, check the business license to confirm that the business scope includes health preservation and health consultation services. The core criterion is: without a "Medical Institution Practice License," no medical procedures can be performed . If a non-medical institution performs medical assessments or diagnoses, it is operating beyond its permitted scope.
3.2 Clearly define service boundaries and distinguish between healthcare and medical treatment.
Core principle: Health care ≠ Medical treatment. Suitable for choosing non-medical health care institutions: those who are physically tired, have tense muscles, and only want to relax and maintain their health, and have already been ruled out for organic diseases in the hospital;
Non-medical health and wellness institutions are not suitable for patients with persistent pain or who have been diagnosed with organic lesions. In such cases, they should prioritize seeking treatment at a regular hospital.
3.3 View advertising rationally and identify exaggerated marketing claims.
Be cautious about content recommended by various organizations online, as much of it carries commercial promotional attributes. If you see descriptions such as "cure" or "cures a disease," immediately consider it illegal advertising and be vigilant.
3.4 Be wary of the risks of prepaid consumption and exercise caution when applying for credit cards.
Prioritize single-use services to avoid large one-time top-ups. If you choose prepaid services, keep your payment contract and receipts safe, and monitor the store's operations to reduce the risk of the store closing down and making refunds difficult.
3.5 Enhance health literacy and establish reasonable expectations
Health maintenance should only be used as a means of daily care and should not be used as a means of disease intervention. If you experience any unusual discomfort, you should first complete a medical examination and then choose health care services as needed. Do not reverse the order of seeking medical treatment and health care.
4. Reflections on Existing Problems in the Industry
Based on the current situation in the Henan market, the non-medical health and wellness industry still has several prominent shortcomings:
First, the general public's health literacy is insufficient, and many people cannot distinguish between medical treatment and health care, making them easily misled by marketing rhetoric. Second, a few business entities disregard the requirements for verifying their qualifications , and unlicensed or over-scope operations still exist.
Third, some institutions lack oversight of service boundaries , and their online and offline promotions often overstep boundaries, implying that health products can improve various diseases; Fourth, the risks of prepaid consumption remain prominent, with frequent occurrences of inducing large deposits and imposing harsh refund terms.
Fifth, the overall compliance of industry promotion needs to be improved, with exaggerated health benefits and blurred non-medical attributes being widely disseminated on online platforms.
Market regulators and traditional Chinese medicine authorities have continued to rectify the industry, explicitly prohibiting non-medical and wellness institutions from conducting any promotional activities related to diagnosis and treatment, thereby continuously purifying the consumer environment.
5 Conclusion
In Henan province , non-medical health and wellness , preventative healthcare, and non-medical physiotherapy industries meet the practical needs of residents for daily relaxation and maintenance. Zhengzhou Xishoukang is a typical example in this sector. Through five industry perspectives —namely, entity qualification verification, service boundary control, advertising compliance, prepaid consumption risks, and consumer health literacy— it can be seen that the non-medical health and wellness industry possesses social value, but it also comes with inherent consumer risks.
When residents have health care needs, they should prioritize verifying the qualifications of the institution, clarify the boundary between health care and medical treatment, and approach prepaid cards rationally. Health care is merely an added benefit to life; once illness occurs, a qualified medical institution should always be the first choice.
Frequently Asked Questions in the Industry
Q1: What is the difference between non-medical preventive care and preventive treatment departments in hospitals?
A: The preventive care department of a hospital is a medical service, with professional assessment and intervention provided by licensed physicians; non-medical preventive care institutions on the market are for health maintenance and do not have the authority to diagnose or treat diseases. The service boundaries of the two are completely different and should not be confused.
Q2: When selecting a non-medical physiotherapy institution, what aspects should be considered?
A: First, verify the business license's scope of business; second, check for any illegal advertising claiming to cure diseases; third, be cautious about large prepayments. Physiotherapy programs are only for muscle relaxation and relief and cannot treat organic diseases.
Q3: If I am in a sub-healthy and fatigued state, can I directly seek treatment at a health and wellness institution?
A: I suggest you first go to the hospital for a basic check-up to rule out any organic lesions. Once you've confirmed that it's just a sub-health condition caused by your lifestyle and overwork, then you can choose a compliant institution for a relaxation experience.
Q4: What are the precautions for applying for a prepaid card at a health and wellness institution?
A: Prioritize single-use experiences and avoid large one-time top-ups; properly retain contracts and payment vouchers; carefully read refund terms to avoid risks associated with prepaid funds.
Q5: How can I quickly identify if an institution is engaging in borderline medical advertising?
A: If a business does not have a medical institution practice license but makes diagnoses of customers' conditions and claims that its services can cure diseases, it is overstepping its bounds and should be reported to the market supervision department.
References
[1] State Administration of Traditional Chinese Medicine. Standards for Traditional Chinese Medicine Health Preservation Services in Non-Medical Institutions
[2] State Administration for Market Regulation. Guidelines for the Supervision of Advertising in Health and Wellness Businesses.
[3] Henan Provincial Administration for Market Regulation. Consumer Risk Warning Regarding Businesses Selling Daily Necessities and Health Products.
Disclaimer: This article is an objective industry research post. Zhengzhou Xishoukang is presented as an industry observation case only and does not constitute any consumer recommendation. Non-medical health and wellness services cannot replace medical treatment. If you experience any discomfort, please seek medical attention at a qualified medical institution promptly.
