Value Orientation of Introducing Social Capital in Medical and Health Services

Introduction of social capital into medical and health services can effectively alleviate the problems of insufficient resources, poor allocation and unbalanced structure in developing medical institutions. Social capital entering medical institutions, through reasonable guidance, differentiated development and fair competition, can effectively promote optimal allocation of medical resources, improve balanced development of medical structures, continuously expand the scale and scope of medical service targets, and improve standard and effectiveness of medical services. The nature of capital is to chase profits. Therefore, after introducing social capital, medical institutions should combine and strengthen self-discipline and heteronomy supervisions, guide this part of capital to actively assume social responsibilities, to fulfill social obligations, and to serve the public, in order to ensure the medical industry to have sustainable growth.

capital into medical institutions.

Imbalance in the Development of Medical and Health institutions
Development of medical and health undertakings well showcases the development of a nation, and safeguarding of citizens' health rights. With continuous improvement of China's national strength and people's living standards, people's demand for health is increasing. In the new era, people's pursuit of a better life is first and foremost a demand for health. Here is the analysis of the latest data on medical services published by National Bureau of Statistics from 2012 to 2018, which will help to understand the current development status of China's medical and health institutions. At first, the absolute number of health institutions, government medical investment and health service personnel has increased significantly (Table 1)   From the increasing health service personnel, the number has increased from 9,120,000 in 2012 to 12,300,000 in 2018, showing a 34.9% growth and an average annual increase of 5.8 percentage points.
Growth in the number of medical service personnel goes with the number of medical institutions.
Above all, rapid growth in total medical costs and total medical staff far exceeds the increase of health institutions.
Secondly, from correlation of variable growth rates in developing the medical and health undertakings, certain imbalance (Tables 2 and 3) still exists. From the expenditure of health provision, the total provision has grown from 2811.9 billion yuan in 2012 to 5912.19 billion yuan in 2018, up 110.26%.
And the total investment in medical and health services will increase accordingly with social development and people's higher appeals for well-being and good health. However, Table 2 shows that government expenditure in total medical and health funds has increased by 94.49%, and government investment is lower than the growth of total provision. Meanwhile, figures also present that government investment accounted for 28% of the total (2018)   Unbalanced service quality may be caused by various reasons, which may be insufficient funds invested, inadequately equipped medical equipment and facilities, or inadequate updates. Reasons may also be limitations in infrastructure, which is too small to expand. Insufficient personnel also result in the imbalance, especially the lack of health technicians and nursing staff in rural medical and health institutions. All these factors together have led to the uneven service quality.

Social Capital to be Introduced to Optimize Medical Structure
With development of social science, the concept of "social capital" has been gradually proposed, interpreted and applied by some experts in the field of social science. As far as its own connotation is concerned, scholars in different fields have defined their connotation based on their own field.
Economists interpret social capital from the perspective of economic growth and development, whose main representatives include American economists Michael Wockock, Jane Fortain, Robert Atkinson, Theory that social capital is "capital property owned by individuals and characterized by social structural resources" (Coleman, 1999). Although being explained based on different subject areas, from an overall perspective, social capital reflects characteristics of its inner nature. That is, its carrier is a social network, its form is a community, the means is resource integration, and utility is value-added benefit or diminishing cost. Because social capital can create value, and "there is always a reward for outstanding value creation" . With the in-depth development of social capital research in various fields, it is closely integrated with various industries. More and more importance has been attached to the significance and value of social capital shown in promoting industrial development.

Social Capital to be Introduced to Improve Service Quality and Efficiency of Medical Institutions
The introduction of social capital can effectively alleviate the lack of national capital investment and the imbalance of medical infrastructure in building medical institutions, and solve the difficulty to further improve service quality and efficiency. More efforts should be made to better guide social capital and to better display the effect of social capital to improve medical infrastructure and hardware, so as to comprehensively improve the service quality and efficiency of medical institutions.
Social capital can be introduced to improve the hardware of medical institutions. Social capital has entered medical institutions to effectively solve the problem of insufficient state capital investment, and, to a certain extent, to improve basic conditions for medical institution construction, as well as medical staffing and training. Efforts should be made to promote efficient optimization and growth of medical resources, to guide social capital to professional and precise integration of medical services. At the same time, we should guide social capital into medical institutions to have high-quality, sophisticated and edge-cutting medical equipment as much as possible, to have the equipment renewal to keep pace with times and scientific development, and to maximize the effectiveness of medical equipment to serve patients. Thus, it shows that social capital, when entering medical institutions, can effectively improve service quality and level and enhance social benefits.
Social capital can be introduced to improve the soft power of medical institutions, whose core elements intensive development will help to improve service quality and whose extensional expansion will enlarge scales and number. Only in this way can medical institutions meet people's demands for high service quality and more patients.
Above all, scientific guide should be performed on social capital to enter medical institutions, to continuously improve the level of medical services and service capabilities. Therefore, medical service quality will be at a higher level and grade, more patients can obtain high-quality and efficient medical services and the public will have better sense of health and well-being.

To Introduce Social Capital to Have Differentiated Development in Medical Institutions and to
Promote Scientific Development in Health Care Cause

Differentiation Proves the Key Factor for Medical Institutions to Improve Efficiency
The term "differentiation" was originally used as a means of improving enterprise management efficiency and operational capabilities in enterprise management and merchandise marketing. It has been widely used in enterprise management and has been highly respected by many masters of business administration. Later it has been widely used in various industries. As an organic part of the medical industry, medical and health institutions also have competition, so differential development has become one of the important factors for medical institutions to stand firmly in the competition.
The introduction of social capital into medical institutions is conducive to promoting the scientific development of medical undertakings. At the same time, social and economic benefits of introducing social capital into medical institutions must be fully considered. Therefore, in the whole process, medical institutions should also be guided to carry out differentiated operations and development. The introduction of social capital can better solve the funding and resource issues in developing medical institutions, which proves the material guarantee for medical institutions to effectively carry out differentiated development.

To Guide Social Capital to Form Differentiation Trend
Differentiated development of medical institutions is a useful supplement to highlight features and enhance core competitiveness. First, it is advisable to highlight differentiation by displaying location advantages. China has a vast territory with outstanding regional characteristics and differences. For example, the eastern region has a large population ratio, a high level of economic development, rich social resources, and a high degree of internationalization. While the central and western regions are relatively backward with relatively low population ratio, so the demand for resources and information is relatively more urgent. At the same time, differences between the South and the North, and between large cities and small towns are more obvious. This regional differentiation provides an opportunity for the differentiated development of medical institutions. The introduction of social capital into medical institutions allows for targeted and differentiated development based on regional advantages and which naturally forms the difference in developing specialization. And social capital should be aimed at this difference, so as to enhance professionalism, to well combine specialization and difference, and to improve the efficiency and level of comprehensive services of medical institutions.
Third, it is advisable to highlight the differentiation in combination with cultural construction in medical institutions. Each medical institution has its own unique culture formed in its development.
And the formation of its culture and exertion of cultural functions can consolidate the strength of medical institutions to a large extent and improve the efficiency of medical institutions. While building culture in medical institutions, we should consciously guide social capital to carry out cultural differentiation, so as to form a unique culture in various medical institutions. We should fully consider and combine such factors as professional characteristics of medical institutions, specific service targets, basic characteristics of medical personnel, long-term development vision and brand image. Efforts should be made to have this kind of cultural function to fully reflect service content, service quality, service environment, service efficiency and brand image of medical institutions.

Honesty
Honesty means sincerity, integrity and trustworthiness. It is the most basic criterion for people's daily life behavior and maintaining a certain normal order in society. It contains two basic meanings, namely, telling the truth, and matching word to deed. It is both the foundation and a virtue of being a person.
"Integrity is the soul and life" (Zhu & Zhang, 2014). Abiding by integrity is the basic requirement of human nature and character, as well as of being human and doing things, which have been emphasized since ancient times in both the East and the West.
The Analects of Confucius, the ancient Chinese work, emphasized that "gentleman is the foundation of the work, and the foundation is moral". It illustrates that the basis of being a person is to talk about morality, to keep virtue, and to be honest and trustworthy. It maintains the basic social order in the development of traditional Chinese society, provides a basic cultural link for social and economic development and civilization progress of ancient China, and plays an important role in creating splendid oriental culture in ancient China. In the West, since Aristotle proposed the "Virtue Theory" in ancient Greece, sincerity has been discussed, interpreted and applied as the deepest truth of human nature. The consistency of expression in words and deeds is emphasized and the compliance of contract and self-control in deeds is emphasized too. This has played an important role in business development and establishment of an integrity system in the West. Above all, both the East and the West place great emphasis on the importance of integrity and the fundamentality of doing things, which is also an important manifestation that "people can't stand without trust, and undertakings can't thrive without trust".
Integrity is one of its own essentials in medical and health institutions which is directly related to human health. Honesty and trustworthiness are related to moral character of medical workers, which is an important manifestation of the internal quality and social responsibility of a medical institution, and also a manifestation of the institution's respect for the lives of patients. Sociologist Fukuyama believes that formation of social capital itself is an important manifestation of trust, which is based on social trust (Fukuyama, 1998). The most basic rule for social capital to enter medical institutions is honesty and trustworthiness. Because the core of a society's ethical value lies in integrity, and the core of a medical institution's ethical value also lies in integrity. The entry of social capital into medical institutions is very important to develop and expand existing medical institutions and to improve service efficiency of medical institutions. However, it is necessary to abide by integrity and to follow basic requirements of honesty and trustworthiness for building medical institutions and well developing medical institutions. Especially, we should abide by the principles of integrity in facing patients and serving patients.

Adherence to Fair Competition
Competition mechanism is the basic requirement of the market economy and an important factor that stimulates market vitality. Given the market economy, optimal allocation of social resources can be promoted to a large extent through giving full play to a fair competition mechanism and legally promoting the survival of the fittest. Furthermore, the orderly and fair competition mechanism will improve the efficiency of the entire market and promote economic and social development.
The nature of capital decides that pursuing profit maximization is one of the most important goals after social capital enters medical institutions. Since social capital "has the general properties that capital contains" , it must be achieved through fair and equitable legal competition and continuous improvement of service quality and efficiency. Only by carrying out active competition on a fair basis can the "long-term interests of all parties involved in cooperative games increase and the present value of capital be raised" (Rong & Pu, 2004), so as to cultivate high-level medical institutions with strong service capabilities and good professional standards. Only then will it be possible for those medical institutions to establish a foothold in fierce competition, to win patients' satisfaction and praise, to become a winner of the competition, and to achieve the purpose of pursuing profits of capital, while serving patients and fulfilling social responsibilities. It is necessary to strengthen systems and norms, so as to ensure that social capital can participate in free and flexible market competition after entering medical institutions, and will not violate the principle of fairness. It is also necessary to establish fair competition system regulations "since the medical industry has localized characteristics of monopolistic competition" (Zhuang & Huang, 2006). In particular, it is even more important to establish and improve anti-unfair competition laws, anti-monopoly law and other related legal systems, so as to regulate social capital entering medical institutions to develop fair and orderly market competition.

To Carry out both Self-discipline and Heteronomy Supervisions
Supervision is an important means to ensure the overall interests of society and to promote harmonious development of society. Currently self-discipline supervision and other disciplines are the main methods. Self-discipline supervision mainly refers to the system that medical institutions achieve self-supervision through optimizing organizations, clarifying division of department functions, and improving their own rules and regulations. Heteronomy supervision is mainly carried out by government supervision departments in accordance with relevant national laws. And at the same time, social supervision is carried out by the public, especially those who are directly or indirectly in contact with the supervised subject.
Social capital being introduced into medical institutions needs both self-discipline and heteronomy supervisions in a certain form, which not only guarantees fundamental rights and interests of direct stakeholders of medical institutions, but also an important guarantee for medical institutions to have sustainable development. When social capital is introduced into medical institutions, on the one hand, it is necessary to realize the legal profit of social capital, and on the other, it is also necessary to ensure the positive performance of social responsibilities. Therefore, we must strengthen both self-discipline and heteronomy supervisions. First of all, after social capital is introduced into medical institutions, we must perfect and perfect organizations of medical institutions, and form relevant departments with clear division of functions and responsibilities, especially strengthen responsibilities of discipline inspection and supervision departments. Self-discipline supervision is realized by enforcing implementation of relevant regulations for internal supervision. Secondly, government medical discipline inspection and supervision departments strictly strengthen external supervision in strict accordance with national health-related legal systems, so as to ensure the legal operation of social capital into medical institutions. Thirdly, efforts will be made to encourage the public and social media to strengthen social supervision on operation of medical institutions. An important content of social supervision is to arouse the public's awareness of supervision, and to stimulate the public's enthusiasm for supervision, especially to have supervision on direct stakeholders in medical institutions. While social media should also have objective and fair report on medical news, and strengthen supervision on medical institutions in a responsible and responsible manner.

Conclusion
The biggest significance of social capital entering the medical and health industry is to effectively alleviate insufficient government investment and poor resource allocation in developing medical and health institutions, and thus to alleviate structural imbalance and unreasonable dilemma in building medical institutions. Due to the strong profit-seeking nature of social capital, it is necessary to strengthen internal supervision of medical institutions and external social supervision and public supervision, so as to ensure that social capital can operate normally within legal and moral scope in terms of medical and health services, and to promote the whole health care industry to present better services to society and its people.