DECLARATION I declare that this final project contains no material that has been accepted for the award of any other degree of diploma in any university or other institution and contains no material previously published or written by other person, except were due reference is made This final project contains a survey that is primarily conducted by my self under guidance and support of the tutor Therefore it has high level of trust, confidence and agreement Tran Minh Hai ACKNOWLEDGEMENT First, I would like to express my deepest gratitude and great appreciation to Dr Trinh Thuy Anh, my tutor, for her guidance, valuable advice and great support in developing my thesis Secondly, I would like to express my sincere thankfulness to all Professors, program coordinators and my classmates for devoting me their inspiration, support and sharing their valuable knowledge during my time studying at the MBMM program of Solvay Brussels Schools and Ho Chi Minh City Open University Fiannaly, I would like to extend my gratitude to doctors and experts who help me to provide the information and all respondents who spent their value time to complete the questionnaires TABLE OF CONTENTS Page EXECUTIVE SUMMARY 1 Reasonable of Study Goal of Study Scope of Study Data Collection Method Method of Research 5.1 Qualitative Research 5.2 Quantitative Research Structure of the Project CHAPTER 1: LITERATURE REVIEW 1.1 Mission and Goals 1.2 External Analysis 1.3 Internal Analysis 1.4 SWOT Analysis 1.5 Marketing Planning CHAPTER 2: SITUATIONAL ANALYSIS 2.1 External Analysis 2.1.1 Environmental and Market Analysis 2.1.2 Customer Analysis 12 2.1.3 Competitor Analysis 14 Internal Analysis 16 2.2.2 Situation Of Hiep Thanh General Clinic 17 2.2 2.3 SWOT Analysis Of Hiep Thanh General Clinic 18 CHAPTER 3: MARKETING PLAN AND MARKETING STRATEGY FOR HIEP THANH CLINIC 3.1 Marketing Strategy And Marketing Planning 20 20 3.2 3.1.1 Objective 20 3.1.2 Target Customer 20 3.1.3 Product 20 3.1.4 Key Succesful Factors 20 3.1.5 Differentiation And Positioning 20 Action Plan 21 3.2.1 Improve Professional Knowledge Of The Staff 22 3.2.2 Extend Specialties – Services Of The Clinic 22 3.2.3 Technical Equipment 23 3.2.4 Special Differentiation Of The Clinic, Package For Health Care Services 23 3.2.5 Building Brand 25 Logo design 25 Slogan 26 Website 26 Uniform 26 Advertising 27 Discount program 27 PRs 27 3.3 Budget 28 3.4 Implementation 29 3.5 Evaluation & Control 29 CHAPTER 4: CONCLUSION 30 LIST OF FIGURES Page Figure 1.1 Marketing planning process Figure 2.1 Situation of beds in Ho Chi Minh City Figure 2.2 At the lobby of Ortho-Trauma hospital –HCM City 10 Figure 2.3 Registration of medical care services at Cho Ray Hospital 10 Figure 2.4 Line up for medical care services 11 Figure 3.1 Logo of Hiep Thanh 26 Figure 3.2 Website of Hiep Thanh 26 Figure 3.3 Uniform of Hiep Thanh 27 LIST OF TABLES Page Table 2.1 Price list of Anh Dung Clinic 15 Table 2.2 Price list of 105 Clinic 16 Table 2.3 Price list of 105 Hiep Thanh clinic 18 Table 2.4 SWOT analysis 19 Table 3.1 New price of Hiep Thanh clinic 21 Table 3.2 Six months financial estimation 28 Table 3.3 Schedule and implementation 29 ABBREVIATION LIST PRs: Public relations ENT: Ear, Nose and Throat -1Marketing plan for Hiep Thanh clinic Final Project EXECUTIVE SUMMARY Reasonable of Study According to Department of Health Care – Ministry of Health of Viet Nam, there was 1148 hospitals (excluding military hospital managed by the Department of Defense), including: The hospital's public health sector (87% of total hospitals); hospitals of various ministries (2%), private hospitals (11%) Every year there is millions turns of medical examination and treatment at the outpatient hospital district, provincial, national, private hospitals and hospital sectors Numbers of hospitals recently are not enough to serve patients, and numbers of hospital beds are still too low The increase of hospital beds in recent years are not adequate with the increase in population and health care needs of people The abilities to provide health care services of high quality of the hospital district particularly limited should not prevent patients go to national hospitals Currently, the country's number of beds to 17 beds /10.000 people, much lower than some countries in the region Number of 2-3 patients on a bed is very common situation in many hospitals, especially in central, the capacity of the bed line up to 120-160% of patient This overload situation has never seen in countries in the region and the world Because healthcare system of Viet Nam now is overload, Vietnamese government sets goal developing healthcare system by encourages increasing private health care system The private healthcare system is encouraged and facilitated to develop the number and operational capacity Base on the overload situation of healthcare services in Ho Chi Minh City and the potential of this service market, Hiep Thanh clinic was founded in 2009 by Dr Nguyen Thanh An, located in Dong Thanh Ward, Hoc Mon district The Tran Minh Hai MBMM4 -2Marketing plan for Hiep Thanh clinic Final Project mission of Hiep Thanh clinic is bring to customers the best health care services with good price and the service was served by professional doctors and staffs In the first year Hiep Thanh clinic was very crowded; however during the second year Hiep Thanh clinic is on the state that customers are leaving to other competitor clinics There are only about 40 customers per day If there is no plan for Hiep Thanh clinic, it will be bankrupted in a short time Goal of Study Learning about the situation and the environment of Hiep Thanh clinic to definite what the Hiep Thanh should modify the marketing strategies and create marketing plan to get more customers who are expected to increase from 40 customers per day to 100 customers per day, and development the clinic become professional and well-known in the next months Scope Of Study This study is analyzed on the situation of Hiep Thanh clinic after two years of operation, find out its advantages and disadvantages and also analyzed on important competitors of Hiep Thanh clinic: Anh Dung clinic and 105 clinic The research was done by analyzing customer’s needs for giving marketing plan for Hiep Thanh clinic Data collection method To obtain data for the research, an array of tools is structured interview of customers who are patients of Hiep Thanh Clinic and patients of competitors The primary research and secondary information serve to identify Situation of health care services and clinics systems in Ho Chi Minh City How Hiep Thanh clinic will bring to customers a good quality services and what make the customers satisfy Tran Minh Hai MBMM4 -3Marketing plan for Hiep Thanh clinic Final Project Primary data was collected from competitors by observation and by interviewing customers for a customer survey This survey had subjects who are customers of Hiep Thanh clinic and the customers of competitors Secondary data of healthcare services, clinics system, population of region where Hiep Thanh located, data of clinics and the situation of healthcare in Ho Chi Minh were gathered from internet websites of Ministry of Health, Ho Chi Minh City Health Service and other sources Method Of Research 5.1 Qualitative research Depth interview with experts who are also the owners of clinics in Ho Chi Minh such as, Doctor Le Tu Quoc Tuan (Song Than Clinic), Doctor- Nguyen Van Ba (Tien Lan clinic), Doctor Nguyen Van Cu (Chau Thanh Clinic), an interview with Doctor Le Minh Hai – Chief service department of Ho Chi Minh Health Service and Nguyen Van Sach, PhD – Director of An Giang Hospital 5.2 Quantitative research The information was collected from an interview of 70 customers of Hiep Thanh clinics and 30 customers of competitors The questionnaires which is in an appendix are established to focus on getting the information about what the customers need from the clinic and how the clinic improve to attract more customers Structure of the project Chapter 1: Literature review Chapter 2: Situational analysis Chapter 3: Marketing Strategy and Marketing planning for Hiep Thanh clinic Chapter 4: Conclusion Tran Minh Hai MBMM4 -4Marketing plan for Hiep Thanh clinic Final Project CHAPTER LITERATURE REVIEW To definite what Hiep Thanh clinic should modify the Marketing strategies and create marketing planning for getting more customers and develop the clinic become professional and well known in the next months the marketing planning process was used Mission and Goal External Analysis Situation Analysis, SWOT Internal Analysis Marketing strategy Marketing planning Tran Minh Hai MBMM4 - 27 Marketing plan for Hiep Thanh clinic Final Project Planning Phases & M ilestones Phases Mission and Goals Situation analysis/ SWOT Activities Buget (VND) Identify mission & Goals Internal analysis, External Analysis, SWOT Start $0 10,000,000 Deadline 9/1/2011 9/10/2011 9/15/2011 12/1/2011 Phases Strategy selection Identify alternative strategy Strategy evaluation & Selection $0 $0 12/2/2011 12/15/2011 12/10/2011 12/20/2011 Introduce to board of director Adjustment Approval $0 $0 $0 12/21/2011 12/26/2011 1/2/2012 12/25/2011 12/31/2011 1/10/2012 2/15/2012 3/20/2012 3/20/2012 3/28/2012 3/27/2012 3/30/2012 3/21/2012 4/27/2012 Phases Final approval Phases Action Investment Build Brand Apply for getting more health departments from Health services Deparments Recruiting doctors, nurses Trainning D Ultrasound machine (Brand new) Management software Equipment for labotary Emergency car Logo, brochure Design Uniform Design Slogan Website Design Charity ( times) Discount voucher Total budget include I nvestment 3,000,000 600,000,000 5,000,000 3/21/2012 3/27/2012 200,000 3/21/2012 3/27/2012 400,000,000 3/21/2011 4/27/2012 10,000,000 2/15/2012 2/25/2012 5,000,000 2/15/2012 2/25/2012 $0 2/15/2012 2/25/2012 10,000,000 2/15/2012 3/15/2012 90,000,000 4/1/2012 6/30/2012 30,000,000 4/1/2012 6/30/2012 1,163,200,000 VND 55,390 $USD I nvestment budget (will be deducted in 1,005,200,000 years) VND 47,867 $ USD Table 3.3: Schedule and implementation 3.5 Evaluation & control Every month a manager of Hiep Thanh has to check the activities of action plan and modify to reflect efficiency of the plan It is necessary to train and observe the way services of doctors, nurses and staff for the best services The plan will be adjusted on time, schedule, or investment level base on the fact CHAPTER CONCLUSION Tran Minh Hai MBMM4 - 28 Marketing plan for Hiep Thanh clinic Final Project In the situation of overloading of hospitals generally in Viet Nam and especially in Ho Chi Minh city, the Vietnamese government now is encouraging to develop private clinics for reducing the overload in government hospitals, and the trend using private healthcare services of Vietnamese is increasing shows the potential in doing business of health care service is very high There are a lot of clinics which are very successful such as An Khang, Cong Hoa, Hoan My clinic … They have been opened many branches after several years of running the first one All of them have their own strategy and marketing plan for their clinics Most of them very professionally in marketing To be successful in this market, Hiep Thanh clinic has to marketing plan professionally as the plan of this project The objectives of Hiep Thanh clinic is increasing customers in the next months and building its own brand in one year can be very easily if the clinic does right marketing plan and usually adjust on time It will be sure that Hiep Thanh will open other branches in short time Tran Minh Hai MBMM4 BIBLIOGRAPHY A Books and Documents of Course William M Luther (2001), The Marketing Plan – How to prepare and Implement it, Amacom, New York Jean Pierre Baeyens (2009), Strategic Marketing Management Christian Blumelhuber (2010), Building & Managing Brand B Others www.moh.gov.vn www.medinet.hochiminhcity.gov.vn www.akclinic.com.vn/ankhang www.studymarketing.org www.gso.gov.vn www.phongkhamsongthan.com www.netmba.com/strategy/competitor-analysis APPENDIXES Appendix 1: Quantitative research questionnaires Appendix 2: Survey’s results of quantitative research Appendix 3: Qualitative research questionnaire Appendix 4: Survey’s results of qualitative research HIEP THANH CLINIC 5/6 C Le Van Khuong, Dong Thanh ward, Hoc Mon District – Tel: 08 66749115 Appendix Quantitative research (Questionnaires) QUANTITATIVE RESEARCH CUSTOMER SATISFACTION SURVEY Hiep Thanh clinic engage not to reveal the secret to the third party and only use this survey for giving to the customers the best services at Hiep Thanh clinic We thank you to take some minutes for fulfilling the questions as below Customer’s information: Name of customer: Age / Sex: Address: Tel: Customer’s evaluation: How many times you go to Hiep Thanh clinic ?  1st time  2nd time  3rd time You are customer  Live within 10km around Hiep Thanh clinic  Nonresident What services that you use when you go to Hiep Thanh clinic:  Internal department  Ultrasonography department  X Ray department  Obstetrics department  Pediatrics department  Other HIEP THANH CLINIC 5/6 C Le Van Khuong, Dong Thanh ward, Hoc Mon District – Tel: 08 66749115  Testing department  General examination department What you comment on the serving way of doctors, nurses and the staff at Hiep Thanh clinic:  Good  Average  Bad What is the price of services at Hiep Thanh clinic?  High  Average  Low  Price is not important How you know other clinics (Anh Dung or 105 clinic)?  Advertisement  Introduce from acquaintances  Others What you interesting to services and the reason that you use services at Anh Dung clinic and 105 clinic:  Professional  Having obstetrics department  Having pediatrics department  Having general examination department After this time, will you visit again to Hiep Thanh clinic:  Yes Reason  No Reason Thank you to give us your comments about the services at Hiep Thanh clinic, to help us improve more and more the best services to the customers HIEP THANH CLINIC 5/6 C Le Van Khuong, Dong Thanh ward, Hoc Mon District – Tel: 08 66749115 Thank you very much for your evaluation We wish you to have the satisfactory when you visit Hiep Thanh clinic Appendix Survey’s results of quantitative research ANSWERS FOR QUANTITATIVE RESEARCH Q.1 How many times you go to Hiep Thanh clinic ? Times 1st 2nd 3rd Not yet Total Number of customers 58 22 18 100 Number of customers 18% 2% 1st 58% 22% 2nd 3rd Not yet Q You are customer Answer of Customers The customer Live within 10km around Hiep Thanh clinic 70 Nonresident 30 Answ er of Customers 30% 70% Live w ithin 10km around Hiep Thanh clinic Nonresident Q.3 What services that you use when you go to the clinic ? Services Answer of Customers Only internal department 15 Only ultrasonography department Only X Ray department Only Obstetrics department 10 Only Pediatrics department Only testing department At least three kind of services 64 Answer of Customers 5% 2% 2% 10% 2% 71% 64% 15% Only internal department Only ultrasonography department Only X Ray department Only obstetrics department Only pediatrics department Only testing department Q.4 What you comment on the serving way of doctors, nurses and the staff at Hiep Thanh clinic? ( Result on 82 customers has already visited Hiep Thanh clinic) Comment Answer of Customers Good Acceptable 23 Bad 52 Answer of Customers 63% 28% 63% 9% Good Acceptable Bad Q.5 What are the price of services at Hiep Thanh clinic Comment Answer of Customers High Average 59 Low 20 Others (Price is not important) 87 Answer of Customers 1% 52% 35% High Aver age Low Others (Pr ice is not important) 12% Q.6 How you know Anh Dung, 105 clinics ? Comment Answer of Customers Advertising (Brochures, Bill board, Internet… 47 Introduce from others 65 Others 10 8% Answer of Customers 39% 53% Advertising (Brochures, Bill board, Internet… Answers for question and are listed: Introduce from others Others * 80% answer is no for returning to Hiep Thanh if there: - Will not be changed the way of services - Will not have more medical departmentS - Will not have good medical equipments * Customers commented that Hiep Thanh should promotion or adverting because Hiep Thanh is not well known in the area Appendix 3: Qualitative research questionnaire QUALITATIVE RESEARCH QUESTIONAIRE Due to the need of learning professional opinion about the qualitative of clinic at present, independently, we would like to send you this brief survey We hope that you are pleased to take a moment to provide the information for helping us We pledge to all personal information provided in this survey are only used for research purposes We thank you for your supports Interviewee’s information: Name of interviewee: Age / Sex: Occupation: Address: Tel: Questions: How many years you work in health sector?  < years  > years & < 10 years  > 10 years What you think about the potential for the business development of the clinics?  Very potential  Potential  No potential What you think if the prices of services decide a lot to the business of the clinics?  Yes  Not much  No What criteria that the customers are interesting in?  Quality of medical care  Doctor staff high skills, professional  Clinic with good place, clean and cool  Sufficient specialist department  Sufficient medical equipment  All above criteria How you think about the current business situation of the clinics in Ho Chi Minh city? What the clinics should to attract the customers? Thank you very much for your response Thank you for your support in helping us implements this interview Appendix 4: Survey’s results of qualitative research ANSWER OF QUALITATIVE RESEARCH The result of qualitative research provides this information below: - Most of interviewees have experienced over ten years in medical industry They are doctors and three of them are running their clinics very well They said it is very potential for developing private clinics in this time They are very sure that the customers not care much about the price of health care services The only thing the customers care is the quality of treatment and the way of services Specially, when the customers when to the clinics, they want the clinics have enough medical equipment and medical departments They dislike going to the government hospitals because they are over load They want to come to private clinics for good quality and services - The answers of open questions (question & 6) are listed: How you think about the current business situation of the clinics in Ho Chi Minh City? - Not really professional, only pit the profit at the primary; it will be lose the customers in the near future - Actually, almost private clinics not have enough specialty, it have only “internal department” and “minor surgery”, it doesn’t meet the requirements of the patients - Doctors and nurses at private clinics not have experiences There are only some clinics have famous doctors work as part time What the clinics should to attract the customers? - Find out a nice place, large, good decoration to attract customers - The serving way of doctors and nurses must be gentle and satisfied the customers Equip new and modern equipment for the best services of diagnoses The clinic must has specialist departments ... Situation Of Hiep Thanh General Clinic 17 2.2 2.3 SWOT Analysis Of Hiep Thanh General Clinic 18 CHAPTER 3: MARKETING PLAN AND MARKETING STRATEGY FOR HIEP THANH CLINIC 3.1 Marketing Strategy And Marketing. .. AND MARKETING PLAN FOR HIEP THANH CLINIC 3.1 Marketing strategy and marketing planning 3.1.1 Objective: The objectives for Hiep Thanh clinic is - Attract again old customers of Hiep Thanh clinic. .. Situational analysis Chapter 3: Marketing Strategy and Marketing planning for Hiep Thanh clinic Chapter 4: Conclusion Tran Minh Hai MBMM4 - 4Marketing plan for Hiep Thanh clinic Final Project CHAPTER