INTRODUCTION
Back ground of research
Taking care of one's health is a fundamental aspiration for everyone It is essential for individuals to understand their health conditions, protect themselves from hidden risks, and effectively manage their illnesses In Vietnam, the healthcare system comprises both public and private sectors, including state hospitals, local medical stations, public medical centers, as well as private clinics and hospitals.
The public healthcare sector is grappling with significant challenges, including overcrowded hospitals and uneven human resource distribution at local facilities, while the demand for medical services continues to rise sharply This urgent need for effective solutions has led to a surge in the establishment of private medical clinics and hospitals According to data from the Minister of Health, by the end of 2011, there were 65,000 private medical clinics and hospitals in operation.
The Van An clinic was founded to meet the growing demands of patients, alleviating some pressure from the overburdened public healthcare system By providing efficient services, the clinic allows patients to receive the care they need without lengthy wait times, ensuring a satisfying experience where they willingly invest in their health.
This research analyzes the business performance of Van An General Clinic from 2007 to 2011, identifying its strengths, weaknesses, and competitive positioning within Long An province It also examines customer behavior in the medical services sector Based on these findings and the company's strategic goals for 2012 to 2015, a tailored marketing plan will be developed to enhance the clinic's market presence and achieve its objectives.
The healthcare sector operates on a one-way structure, where suppliers often lack the tools and policies to engage customers effectively, particularly in overburdened public healthcare centers With high demand and limited suppliers, customers typically accept what is available without additional requests In contrast, the private healthcare sector places significant importance on customer satisfaction, as it directly influences the viability of organizations This survey aims to assist private medical clinics, such as Van An Medical Clinic, in gaining a comprehensive understanding of customer demands and identifying appropriate strategies for business development.
This research is following some questions as:
Q1: Why do patient go to the private clinic?
Q2: How can a private medical clinic exist in this fiercely environment?
Q3: What do patients expect from private medical center?
- To measure the patients demand on the private medical sector
- To analyze and assess the business activities of Van An Clinic in Long An province
- To orient the marketing strategy for the Van An Clinic in 2013
1.3 Scope and limitation of the study
This study is about elements that related to the marketing activities in a private medical clinic – Van An clinic – in Long An province
This study was carried out by collecting data from the issued questionnaire and using the secondary data of Van An clinic a Qualitative research
In an insightful interview with the three managers of Van An Clinic, they shared their commitment to providing exceptional services to customers, driven by a passion for healthcare excellence They discussed their strategies for enhancing patient experiences and emphasized the importance of continuous improvement in their offerings Looking ahead, the managers outlined their plans for future business development, including the introduction of innovative treatments and expanding their service range to better meet the evolving needs of their clientele.
An in-depth interview was conducted with 10 random patients to explore their inquiries regarding the use of a private general clinic for their healthcare needs, followed by data collection and analysis to inform the design of a subsequent questionnaire Additionally, a quantitative research study was carried out by distributing 250 questionnaires to customers of Van An, with interviewees selected based on convenience The interviews were conducted by Van An staff, targeting individuals visiting the clinic.
For medical service purposes, a survey was conducted over four days, with interviewers reading the questionnaire aloud to participants, who then provided their answers A total of 250 questionnaires were distributed, and interviewers meticulously recorded all responses.
200 useful results were collected, the rate of response is about 80%
We utilize SPSS software for statistical analysis, which includes frequency statistics and mean calculations This approach is grounded in scientific methodology, ensuring that the results serve as a solid foundation for further analysis and propositions Additionally, we incorporate secondary data to enhance our findings.
Use the yearly revenue report of Van An in 2010 and 2011 with the acceptance from the Accountant Dept and Operation Manager
Chapter 1: Introduction This chapter provides the research background, research objectives, research methodology, and structure of the study
Chapter 2: Literature review This chapter includes concepts, theoretical framework and guideline for this study
Chapter 3: The Van An medical clinic overview and its market segmentation The general information of Van An medical clinic, formation and development of Van
An clinic, current position and current marketing activities
Chapter 4: Data analysis This chapter is about the patient attitude base on the data collected from issued questionnaires
Chapter 5: Proposed marketing plan in 2013 for Van An clinic
Base on the data analysis from chapter 4, propose the marketing plan for Van An clinic and the implementation of it
Chapter 6: Conclusion This chapter provides the conclusion from the findings from the research.
Structure of the study
Chapter 1: Introduction This chapter provides the research background, research objectives, research methodology, and structure of the study
Chapter 2: Literature review This chapter includes concepts, theoretical framework and guideline for this study
Chapter 3: The Van An medical clinic overview and its market segmentation The general information of Van An medical clinic, formation and development of Van
An clinic, current position and current marketing activities
Chapter 4: Data analysis This chapter is about the patient attitude base on the data collected from issued questionnaires
Chapter 5: Proposed marketing plan in 2013 for Van An clinic
Base on the data analysis from chapter 4, propose the marketing plan for Van An clinic and the implementation of it
Chapter 6: Conclusion This chapter provides the conclusion from the findings from the research
LITERATURE REVIEW
Strategic plan and Marketing plan
Effective planning is a strategic process focused on making informed decisions today while anticipating future needs It aims to facilitate swift, cost-effective decision-making and minimize disruptions to business operations.
Planning leads to a better position, or standing for the organization
Planning helps the organization progress in ways that its management considers most suitable
Planning helps every manager think, decide, and act more effectively and progress in a desired direction
Planning helps keep the organization flexible
Planning stimulates a cooperative, enthusiastic approach to organization problems
Planning indicates to managers how to evaluate and check up on progress toward planned objectives
Planning leads to socially and economically useful results
Strategy encompasses the overarching objectives, purposes, and goals of a business, along with the critical policies and plans necessary for achieving those aims It clearly articulates the industry in which the company operates or intends to operate, as well as the identity and direction of the company itself.
Any organization needs strategy when:
• There is uncertainty about competitive strengths and behaviors
• Commitment of resources is irreversible
• Decisions must be co-ordinate between far-flung places and over time
• There is uncertainty about control of initiative
A clear and explicit strategy is essential for success in a dynamic business environment, as it offers a unified direction for all organizational members In the absence of a well-defined strategy, decisions are often based on subjective judgments, leading to inconsistency and unreliability, especially as the pace of change fluctuates Without a strategic framework, an organization risks becoming aimless, akin to a rudderless ship adrift in circles.
Strategic plan is specifies the sequence and timing of step that will alter competitive relationship
The objective of a strategic plan is to set the direction of a business and create its shape so that the products and services it provides meet the overall business objective
A strategic plan and strategy are distinct concepts; while a strategy can be well-crafted in terms of content and logic, its execution may falter due to poor timing or sequencing Conversely, a strategic plan may effectively implement a flawed strategy Ultimately, a strategic plan focuses on how an organization interacts with its environment.
The strategic planning process in Healthcare sector
Numerous variations of strategic planning models have developed in both the business and healthcare sectors; however, the fundamental framework has largely remained consistent since its origin This model can be synthesized into four key stages.
The first stage is the environmental assessment that focuses on the question of where we are now, it includes 4 activities:
• organizational review, include mission, philosophy and culture
• external assessment of the market structure and dynamics
• internal assessment of distinctive characteristics
• evaluation of competitive position, including advantages and disadvantages
The goals of environmental assessment is to determine which factors are subject to the organization’s control and how external forces will affect to the organization
The second stage of strategic planning focuses on organizational direction, where key activities include crafting a future strategic profile for the organization This involves analyzing various alternative futures, as well as defining the organization's mission, vision, values, and core strategies.
The third stage is strategy formulation This stage establishes goals and objective for the organization
Stage 2 and 3 address the question where should we be going? And the purpose of these two stages is to determine what broad, future direction is possible and desirable and what, generally, the organization is going to target as its future scope of services and position
The fourth stage of action planning focuses on outlining the necessary steps to achieve our goals This phase includes identifying specific actions required for plan implementation, setting schedules, prioritizing tasks, and allocating resources effectively to ensure successful execution.
Why strategic planning is needed in healthcare sector?
Amid the chaos in the healthcare sector, many executives and nonprofit boards question the feasibility of effective planning in the face of uncertainty While some may consider ad hoc planning based on intuition, today's healthcare organizations must adopt a more structured approach to decision-making The consequences of poor choices can lead to significant revenue loss and even organizational closure According to Fog (1994), strategic planning offers several key benefits that can help navigate these challenges.
• Secures the future for the organization and the individual by crafting a viable future business
• Provides a road map, direction and focus for the organization’s future – where it wants to go and the routes to get there
To drive organizational success, it is crucial to prioritize key strategic tasks that demand immediate attention Focus on addressing critical issues such as unclear direction, stagnant growth, low profitability, and overall organizational inefficiency—challenges that are widely recognized yet often overlooked By tackling these pressing concerns, businesses can foster a more effective and profitable environment.
• Allocates resources available for growth and change to the programs and activities with the highest potential payoff
• Establishes measures of success so that the progress of the organization and individual can be measured It is a fundamental business and human need to know where you stand
• Set inputs and ideas from all parts of the organization on what can be done to ensure future success and eliminate barriers to that success in
9 accordance with the old adage that ten or one hundred or one thousand heads are better than one
• Gain commitment to implement to plan by involving the organization in its development
• Coordinates the actions of diverse and separated parts of the organization into unified programs to accomplish objectives
Marketing can be understood through two distinct definitions: social and managerial The social definition views marketing as a process through which individuals and groups fulfill their needs and desires by creating, offering, and exchanging valuable products and services In contrast, the managerial definition simplifies marketing to "the art of selling products." However, management theorist Peter Drucker emphasizes that the true goal of marketing is to make selling unnecessary by deeply understanding the customer, ensuring that the product or service naturally meets their needs and encourages them to buy.
The American Marketing Association offers this managerial definition:
Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals
Coping with exchange processes requires significant effort and expertise Marketing management is both an art and a science, focusing on the strategic application of fundamental marketing principles to identify target markets Its goal is to acquire, retain, and expand the customer base by creating, delivering, and effectively communicating exceptional customer value.
Marketing planning is simply a logical sequence and a series of activities leading to the setting of marketing objective and the formulation of plans for achieving them It is a management process
The marketing planning process: (Kotler, 2002)
The executive summary provides a concise overview of the plan's primary objectives and recommendations, enabling top management to swiftly identify its key elements Following this summary, a table of contents is included to facilitate easy navigation through the document.
Current marketing analysis: this section presents relevant background on sales, costs, profits, the market, competitors, distribution and the macro environment, drawn from a fact book maintained by the product manager
The initial section of the plan outlines the target market and the company's positioning within it, detailing essential aspects such as market characteristics, product performance, competitive landscape, and distribution channels.
Markets consist of individuals or organizations with common needs, necessitating the identification of key market segments These segments directly influence the demand for various products and services and can comprise diverse customer groups sharing similar needs and desires When selecting a target market, it is essential to evaluate factors such as the size and growth potential of the segments, competitive advantages, and alignment with the company’s mission and strategy.
The marketing mix – The 7Ps
Traditionally, the marketing mix has included four broad categories of variables known as the 4P’s: Product, Price, Place, Promotion (McCarthy 1960)
Booms and Bitner (1981) enhanced the traditional marketing mix by incorporating three additional elements tailored for services: Physical Evidence, which refers to the tangible cues and surroundings; Participants, encompassing all human actors in the service interaction, including staff and customers; and Process, which includes the procedures and flow of activities involved in service delivery This expanded framework emphasizes the unique aspects of marketing services beyond the conventional four elements of Product, Price, Place, and Promotion.
Product Price Place Promotion Participants Physical evidence Process
Quality Level Location Advertising Personnel Environment: Policies
Brand name Discounts and Accessibility Personal selling Training Furnishings Procedures
Service line Allowances Distribution Sales promotion Discretion Colour Mechandization Warranty Payment terms Channel Publicity Commitment Layout Employee
Capabilities Customer’s own Distribution Personnel Incentives Noise level Discretion
Facilitating Perceived Coverage Physical Appearance Facilitating Customer
Goods Value Environment Interpersonal Goods Involvement
Tangible clues Quality/ price Facilitating Behaviour Tangible clues Customer
Price Interaction Goods Attitudes Direction
Personnel Differentiation Tangible clues Other customers: Flow of
Physical Process of Behaviour Activities
Figure 2.1: The 7Ps - Adapted from: Booms and Bitner (1981)
When developing a product, careful consideration of its features and design is essential, as it directly impacts sales and revenue Companies, whether manufacturing or reselling, must identify which product attributes resonate with their target market A successful business understands customer needs and creates a product that meets those demands with the appropriate quality, both now and in the future Before launching a new product, organizations should evaluate critical questions to ensure market readiness and alignment with customer expectations.
1 Who is the product aimed at
2 What benefit will customers expect from it
3 What will be its advantage over competitor products? Or its unique selling point?
4 How does the firm plan to position the product within the market? The answers to these questions will help a firm design, package and add value to its products
To create the ideal product, it is essential to deliver value that resonates with customers This value is subjective, emphasizing the importance of understanding and meeting customer desires rather than imposing our own assumptions about what they need.
The true value of a product is determined by what customers are willing to pay, and while competitive pricing is essential, it doesn't always mean being the cheapest option Small businesses can differentiate themselves from larger competitors by offering additional services or unique features that enhance perceived value Additionally, it's crucial for pricing strategies to ensure profitability, as pricing is the sole component of the marketing mix that directly generates revenue.
Thinking of price as ‘cost’ to the customer helps to underscore why it is so important
Price positions you in the marketplace — the more you charge, the more value or quality your customers will expect for their money
Existing customers are generally less sensitive about price than new customers — a good reason for looking after them well
Choosing a premium pricing strategy positions your brand in the marketplace, signaling to potential and existing customers where you stand against competitors This approach raises customer expectations, leading them to anticipate superior quality in your products or services To meet these heightened expectations, every aspect of your customer interactions—such as packaging, environment, promotional materials, letterheads, and invoices—must consistently reflect this commitment to quality.
To ensure customer satisfaction, it is essential to provide products in convenient locations and through effective distribution channels Products should be readily available at the right place, time, and quantity, while also maintaining manageable storage, inventory, and distribution costs.
Customer surveys have shown that delivery performance is one of the most important criteria when choosing a supplier
Place also mean ways of displaying your product to customer groups This could be in a shop window, but it could also be via the internet
The ideal place will be:
• Convenient for the customer and the business
• Accessible for the customer if it is the place where the product is sold
• Low cost or free for the customer if it is the place where the product is sold
• Reasonable cost to the business
Promotion is essential for companies to effectively communicate their offerings and value to customers It encompasses various activities, including branding, advertising, public relations, corporate identity, sales management, special offers, and exhibitions Effective promotion captures attention, engages the audience, conveys a consistent message, and provides compelling reasons for customers to prefer your product over competitors Moreover, successful promotion fosters two-way communication, encouraging dialogue with customers to enhance relationships and brand loyalty.
Promotion should communicate the benefits that a customer obtains from a product, and not just the features of that product
To effectively engage your customers, promotional materials—whether a simple sheet or an intricate brochure, folder, or catalog—must capture attention and be easy to read Clear messaging is essential, allowing customers to quickly understand the reasons to choose your product.
While brochures can promote your business, they lack flexibility since the printed information is fixed and cannot be altered A more effective and cost-efficient alternative is to use a folder with a professionally designed insert, complemented by customizable in-house information sheets This approach allows you to tailor the content to meet the needs of different target customers and make adjustments as necessary.
Promotion extends beyond customer communication; it is crucial to inform internal stakeholders about the value and features of your products Effectively engaging your staff ensures they are knowledgeable and can share their expertise, enhancing overall brand advocacy.
Effectively communicating the benefits of a product or service to the target market is essential for success Promotion encompasses all activities aimed at increasing awareness and encouraging purchases, with advertising being one specific type of promotion However, it is important to note that not all promotional efforts are classified as advertisements.
Promotional activities for consumer sales will be different to promotional activities for business to business sales
The following things will influence how a firm chooses to promote its product: Promotional campaign purpose
The budget for the promotional campaign
Legal rules about what you can promote and how
The target market for the product
The marketing environment in which the firm operate
Every interaction your customers have with your team shapes their perception of your brand, significantly influencing overall customer satisfaction To ensure a positive impact, it's crucial that your employees are well-trained, motivated, and possess the right attitude, as they are the face of your brand and directly affect its reputation.
It is essential to ensure that all employees who have contact with customers are not only properly trained, but also the right kind of people for the job
Many customers cannot separate the product or service from the staff member who provides it This shows the importance of your people
Providing exceptional after-sales support and advice is a crucial strategy for businesses looking to enhance their value proposition This level of service not only fosters customer loyalty but also gives companies a significant competitive advantage in the marketplace.
18 competitors This will probably become more important than price for many customers once they start to use you
Regularly assess the products that contribute the most to your sales Ensure these items have sufficient after-sales support and avoid complacency Consider ways to enhance your support services without incurring significant additional costs.
Traditionally, adding the sixth and seventh Ps would be for service industries However, they are worth considering for products too, especially in B2B
Effective service delivery hinges on recruiting and training the right staff, as they significantly influence consumer perceptions Organizations seeking a competitive advantage must ensure their employees possess essential interpersonal skills, a positive attitude, and comprehensive service knowledge Many British companies pursue the Investors In People accreditation, signaling to consumers that their staff are well-supported and trained to high standards.
THE OVERVIEW OF THE HEALTHCARE SERVICES
The Van An medical centre
Vision: Work honesty to get satisfaction and to be recognized as a partner of patients we serve We supply service and we sympathy with customers
Mission: Bring standard of healthcare services with acceptable price and security to customers
Value: The value of Van An clinic base on:
Always keep in mind the Hippocratic Oath,
Respect customers, competitors, ethical values
Learning from failures, competitors and former experiences
3.2.1 The overview of the Healthcare services market in Viet Nam
The Vietnamese government has implemented key policies to enhance and safeguard healthcare services, establishing a legal framework for the sector These policies focus on financial strategies involving three primary sources of funding for medical activities: the state budget, hospital revenues, and other financial mechanisms.
25 fees and medical insurance; and other investment policies such as policy on equipment and upgrading medical facilities, training of human resources
The State plays a key role in health investment
Health sector reforms enhance financial stability by encouraging public contributions, which boost revenue State hospital fee policies generate income for the healthcare system, alleviating pressure on the state budget while benefiting patients However, while these fees reduce government spending, they also increase financial strain on low-income individuals.
To address the issue of healthcare accessibility, the government has introduced a medical insurance system aimed at assisting low-income individuals in affording medical examinations and treatments However, the current healthcare insurance policies only meet a fraction of patient needs, as the limited funding restricts the insurance office to applying a uniform standard for all beneficiaries.
The current hospital fee and health care insurance policies fail to align with social needs, as existing fees only cover basic hospital operations and do not allow for reinvestment in equipment and staff Effective September 1, 2012, new hospital tariffs have been introduced, with the Ministers of Health and Finance expressing optimism that these adjustments will enhance service quality in public hospitals.
The ratio of beds/people in Vietnam is 20.5 beds/10,000 people It is rather low to compare to 86 in the Republic of Korea and 140 in Japan
Currently Vietnam has 7 doctors per 10,000 people, becoming one of the lowest ratios of doctor, patients in the world
In addition to expanding sickbeds and enhancing treatment options, the availability of doctors in hospitals is crucial for alleviating overcrowding The HCMC University of Medicine and Pharmacy has the capacity to train 6,000 medical students, contributing to the healthcare workforce.
Many trained doctors favor practicing in large cities over small towns, leading to a lack of experienced medical professionals in local hospitals This gap in expertise often results in inadequate care for complex procedures, as many local doctors have not received the necessary training To address this shortage, empowering local health clinics and hospitals to treat patients with less severe conditions could reduce the need for transfers to city hospitals.
Target for medical resources by 2020:
8 doctors for every 10,000 people by 2015 and 12 for every 10,000 by 2020
1.5 pharmacists for every 10,000 people by 2015 and 2 for every 10,000 by 2020
20 nurses for every 10,000 people by 2015 and 25 for every 10,000 by 2020
3.2.2 The overview of the Healthcare services market in Long An province a Natural conditions and social – economical situation
Source Long An province official website
Districts: Ben Luc, Can Duoc, Can Giuoc, Chau Thanh, Duc Hoa, Duc Hue, Moc Hoa, Tan Thanh, Tan Tru, Thanh Hoa, Thu Thua, Vinh Hung, Tan Hung
Long An, situated in the Mekong Delta, is bordered by Tay Ninh Province and Cambodia to the north, Ho Chi Minh City to the east, Tien Giang Province to the south, and Dong Thap Province to the west.
Long An is characterized by a complex network of rivers and canals that divides the region into smaller areas The silt deposited by the Vam Co Dong and Vam Co Tay rivers has elevated the land, creating fertile conditions ideal for agriculture The terrain is predominantly flat, with some hills and mounds located in the northern part, while the western area is part of the expansive Plain of Reeds.
Long An experiences a tropical monsoon climate, characterized by a rainy season from May to October and a dry season from November to April The region has an annual average temperature of 27.4ºC and receives approximately 1,620mm of rainfall each year.
Most of the population is from the Kinh group and a small percentage, the Hoa ethnic group
Long An is strategically located with National Highway No 1A running through Tan An Town, and National Highway No 62 providing access to the Binh Hiep Border Gate to Cambodia Additionally, National Highway No 50 connects My Tho in Tien Giang to Ho Chi Minh City via Can Duoc Townlet The province is just 47 kilometers away from Ho Chi Minh City, enhancing its connectivity and accessibility.
Economics: agriculture b Healthcare service market in Long an
In Long An, there are five provincial-level hospitals, including Long An Hospital, Traditional Medicine Hospital, Tuberculosis and Lung Diseases Hospital, Mộc Hóa Hospital, and Đức Hòa Hospital Additionally, the region is served by eleven district-level hospitals located in Châu Thành, Tân Trụ, Bến Lức, Thủ Thừa, Cần Đước, Cần Giuộc, Đức Huệ, Thạnh Hóa, Tân Thạnh, Vĩnh Hưng, and Tân Hưng, ensuring comprehensive healthcare access for the local population.
The 08 medical public centers in the region include facilities located in Gò Đen, Rạch Kiến, and Rạch Núi in Cần Đước district; Bình Phong Thạnh in Mộc Hóa district; Đức Hòa medical center in Đức Hòa district; Hậu Thạnh Đông in Tân Thạnh district; and the Tan An medical center.
Table 3.1: Statistic of Long An Healthcare system
Analysis the determining factors of Long An public healthcare sector
• The facilities and financial resources:
There are 211 medical public centers totally in Long An province with 3332 beds for 1.5 million of population Approximately 23 beds/10.000 people, lower than the average rate of the country 25.5 beds /10.000 people
Low hospital fees lead to reduced income, hindering the ability to reinvest in new equipment and replace outdated or damaged tools Consequently, hospitals must depend on the provincial budget, which delays the approval process for requests from the local health department.
The local authority offers a policy that rewards graduate doctors with 170 million VND for agreeing to serve in local hospitals After three years of service, these doctors have the opportunity to upgrade their certificates and may receive sponsorship for postgraduate programs However, this incentive appears unappealing, as many graduate doctors prefer to work in larger cities without additional benefits rather than return to their hometowns or provincial hospitals Consequently, the local government continues to face challenges in addressing human resource shortages Factors such as low salaries, poor working conditions, and inconvenient living situations in rural areas further discourage doctors from seeking employment outside major urban centers.
Long An Hospital faces significant patient congestion, with doctors typically examining 150 to 200 cases per shift This high volume of patients waiting for care leaves physicians with insufficient time to dedicate to each individual, highlighting the challenges of providing quality medical attention in a crowded healthcare environment.
The SWOT analysis
After nearly five years of development, Van An Clinic has transformed into Van An Hospital Joint-Stock Company, now featuring two clinics located in Tan An and Ben Luc Our target audience extends beyond the residents of Tan An urban area to include customers from surrounding regions.
- Van An is a general clinic, with a equally development between the clinical, paraclinical and treatment departments, and they can support each other professionally
- Doctors are selected carefully from Long An hospital and HCMC’s hospitals 50% of doctors are postgraduates
- To be equipped adequate tools and machines for medical diagnosis and testing as examination machines, endoscopy, CT scanner, X Ray machine…
- Medical device system is relatively comprehensive, some have an outstanding advantages to compare with other hospitals in the same area
- Medical ethics is the leading factor Work honestly
At Van An Clinic, the doctor-to-patient ratio is carefully managed to prevent overload, allowing physicians to provide focused and attentive care With a daily patient volume of 100 to 150, particularly on Saturdays, this approach helps minimize errors and enhances the overall quality of medical services.
On weekends, the clinic accommodates 200 to 250 patients, requiring 3 to 4 doctors daily—3 for diagnoses and 1 for ultrasound procedures On Saturdays and Sundays, the doctor count increases to around 8, allowing patients ample time to discuss their symptoms and receive clear information about their treatments and conditions.
Patients have the power to take charge of their healthcare experience at Van An Clinic, where they can ask questions, voice their needs, and ensure their satisfaction The clinic offers flexible hours, operating daily from 6:30 AM to 8:00 PM, allowing patients to schedule appointments at their convenience.
- Van An provide the qualified services at a reasonable cost so that it can satisfy the demand the middle and low income class
The reputation of Van An is primarily influenced by the quality of its doctors in Ho Chi Minh City, which can fluctuate and impact patient perceptions negatively To maintain a strong image, Van An should focus on recruiting more full-time doctors to ensure consistent care while utilizing part-time doctors as supplementary support.
- The demand for health care is still one of the top needs of people today
As society progresses, the demand for high-quality health services increases, leading individuals to prioritize their health and seek out the best available options.
The medical healthcare sector faces challenges due to its limited popularity and the stringent regulations imposed by the Ministry of Health and local Departments of Health These complex administrative procedures create barriers for new entrants, while simultaneously providing advantages for established companies within the industry.
The government implements various policies to enhance medical development, focusing on the socialization of the healthcare sector, self-regulation of workforce and finances, and the promotion of both voluntary and mandatory health insurance Additionally, tax incentive policies are in place to further support these initiatives.
- The private medical healthcare sector in Long An province is an open field and not fully exploited
THE MARKET SURVEY – CUSTOMER ANALYSIS
Target customer
Van An is a dedicated medical firm that prioritizes the health and well-being of children and the elderly Recognizing their unique needs, Van An focuses on providing exceptional care to middle-aged individuals, seniors, and children, ensuring that these vulnerable populations receive the attention and support they deserve.
Van An specializes in pediatrics, recognizing that children represent both potential and long-term clientele Given that children are prone to illness and parents prioritize their health, clinics often see them as primary patients Typically, families with two children experience at least one illness per month, highlighting the importance of pediatric care To ensure the best service for their young patients, Van An invests in state-of-the-art facilities and employs highly qualified medical professionals.
Individuals aged 35 to 50 represent a significant potential customer base, as they increasingly prioritize their health as they age It is essential to provide comprehensive care for this demographic to mitigate risks associated with conditions such as hypertension, heart disease, diabetes, and arthritis.
The old people are the undeniable customers for every medical centre This is the main force of customers for any medical centre.
Customer demographic
Base on the Van An customers database, we have the demographic of current patients as below:
Table 4.1 shows that Van An has customers of all ages, from newborn babies to over 60 year old customers Group of 16-35 years old customers is the smallest to
The analysis of health statistics reveals that individuals aged 16 to 35 are in their healthiest period, while the age group of 35 to 58 years old accounts for the highest percentage at 39% In comparison, children aged 0 to 15 represent 22%, and the elderly population over 58 years old comprises 20% of the Van An customer demographic.
Table 4.1: The ages range of Van An customers
Group of Ages under 15 16-35 36-58 over 58 Total
Figure 4.1: the ratio of Male and Female
As shown on Figure 4.1, the female patients reach 64% while male patients reach 36% The Male:Female ratio is 1:1.8
This ratio will helpful in design the healthcare check up programs for each object of customers,
Brand name recognization
Figure 4.2: Information sources to recognize the Van An clinic
According to Figure 4.2, 79% of respondents learned about Van An through referrals, while only 6% were attracted by advertising initiatives, which include gifts, leaflets, and banners near the location This highlights that word-of-mouth is the most effective strategy for attracting new customers to Van An.
Customer’s habit
Table 4.2: Time to go for check-up:
Time Number of answer Percentage
People tend to go to hospital or other medical units in the morning to have their health conditions checked and get the result within a day
Table 4.3: Customer’s choices for personal check up demand:
Type of healthcare unit Number of answer Percentage
When seeking health care, individuals typically prioritize private medical clinics as their first choice, followed by private hospitals, public hospitals, and specialty consulting rooms Specialty consulting rooms focus on specific diseases, such as hepatic or lung clinics, and are intended for patients whose conditions have already been diagnosed Hospitals are primarily utilized for emergency situations While public hospitals are generally more affordable than private ones, private hospitals attract more patients due to their superior comfort, cleanliness, and less crowded environments Private general clinics are particularly popular because they offer a wide range of services, functioning similarly to hospitals on a smaller scale, providing comprehensive check-up processes, including blood tests and outpatient treatments, at reasonable prices.
Customer assessment on Van An clinic
4.5.1 On service quality a Documentary procedures at Van An clinic:
Documentary procedures involve the check-in process and the circulation of a patient's file through various sections until it is returned to the general desk for the patient During this time, patients typically complete their check-up activities and await their results.
Register ồ see doctor ồ paraclinical tests ồ results are gathered at the general desk ồ see doctor ồ prescription
According to Figure 4.4, patient assessments regarding the time taken for the documentary to circulate through essential sections reveal that 54% of participants (108 individuals) consider the process to be quick, while 43% (85 individuals) perceive it as normal In contrast, only 3% (6 individuals) find the process to be slow and complex.
Time for a medical examination imperative process depends on the number of patient, working facilities, and staffs’ skills
Figure4.3: Customer’s assessments on the time for documentary procedure at
Figure 4.4: Customer’s assessments on the time for the check up process
Figure 4.4 shows that the time for the whole examination process depends mostly on the patient’s condition and time for tests Normally, it takes about
30 minutes to 3 hours for a person to complete an examination
Most of interviewees assume that it is quick (113/200 = 56.5%) Only 3/200 interviewees (1.5%) said it is slow The rest 84 persons (42%) think it is normal
Table 4.4: Summary of the customers opinions about the time
Total time Quick Normal Slow
From the table 4.4, we can see that 42% to 43% of answerers feel “normal” about the time of service supply This ratio shows that 40% of interviewees not
While 47% of customers express satisfaction with the service, 40% are likely to consider alternatives that capture their attention more effectively To enhance customer loyalty, Van An needs to implement improvements that can transform neutral opinions into positive feedback Additionally, the attitude of the staff plays a crucial role in this process.
Customer assessment on doctor's attitude
Neutrally Relatively agree Completely agree
Van An 's doctors is better than others in other medical units in Long An?
Doctors treat fairly to all patients. doctors are diligent and carefull during the examination.
According to Figure 4.5, the first aspect highlighted (blue line) reflects a strong satisfaction with the doctor's abilities, leaving little room for criticism However, the second aspect (green line) reveals some negative sentiments, particularly regarding the treatment order at Van An clinic, where emergency cases, serious conditions, and vulnerable patients such as the elderly and infants receive priority This prioritization has led to discomfort among some patients who are unaware of these guidelines, feeling that it is unfair Lastly, the third aspect (red line) indicates that, from the patients' perspective, the doctors at Van An clinic do not significantly outperform their counterparts.
In Long An, there are 48 local doctors, and patient feedback plays a crucial role in assessing their performance Effective communication between doctors and patients is essential for quality care At Van An clinic, a professional manager evaluates all doctors' capabilities and provides feedback to the director, who ultimately decides on staff retention The selection process is handled with care, as the quality of doctors directly impacts the clinic's reputation While doctors show empathy towards patients, they prioritize honesty and the best medical practices over simply saying what patients want to hear.
As shown on F.4.6, the staff attitude has nothing remarkable for customers
A recent survey revealed that 77.5% of respondents view Van An staff as enthusiastic and polite, while 31% remain neutral and 1.5% express disagreement, indicating a need for improvement To achieve a more favorable outcome of 85% positive feedback, staff, particularly nurses, must enhance their communication skills and maintain professional working manners Customers are drawn back to Van An not only for the expertise of its doctors but also for the exceptional treatment they receive from the staff It is essential for both staff and doctors to collaborate effectively to uphold the values of Van An.
Figure 4.6: Customer’s appraisement on staff’s enthusiasm and politeness
Figure 4.7: Customer’s appraisement on staff’s solution for their requirements
According to Figure 4.7, staff successfully address 99.5% of customer requirements, leaving only 0.5% unresolved While the team performs exceptionally well, Van An should investigate the reasons behind these unsolved cases It is essential to determine whether the issues exceed staff capabilities, if they were overlooked, or if there are gaps in the existing workflow.
The customers demand should be solve with more comprehensive d The environment and facility
Van An offers affordable products tailored for middle and low-income individuals, creating a welcoming atmosphere that encourages customers to engage comfortably It is essential that all sanitary, construction, and medical standards are strictly adhered to, ensuring quality and safety for all users.
Table 4.5, 73% of customer think that Van An’s facilities are still good This is one of Van An advantages Good service Good facility Good price
Table 4.5 highlights the importance of maintaining sanitation and fresh air in the clinic, prompting Van An to prioritize these aspects To meet customer expectations for a cool and airy environment, implementing air conditioners and ventilators serves as an effective solution.
Table 4.5: Van An space and facility:
Relatively disagree Neutrally Relatively agree
Van An clinic is spacious and cool
Van An's facilities are better than others in Long
Figure 4.8: Customer budget for a healthcare examination
An examination process as follow:
Patients visit their doctors to undergo necessary tests, either requested by the doctor or initiated by the patients themselves After receiving the test results, they return to the doctor for a prescription Finally, they proceed to the pharmacy to purchase the prescribed medication.
Figure 4.8 illustrates the examination costs from step 1 to step 4, highlighting that patients are responsible for the examination fee and the expenses for essential tests that assist doctors in forming a diagnosis and prescription It is important to note that the cost of medication is not included in this total.
The examination fee is uniform for all individuals, while the total cost varies based on step 2, which includes expenses for essential tests and diagnostic tools like ultrasounds, X-rays, and ECGs.
Apart from the 2% of customer who choose Less than 100,000 VNA, the four left criteria nearly have the same amounts Customers seem to like the quantum of
300 – 400 thousand VNA a little bit, in generally, at each quantum of money, we got a number of customers who accept it
The findings will enable Van An Clinic to establish competitive pricing for commonly requested tests, positioning these prices as a key advantage Patients benefit from affordable rates, allowing them to access more services or stay within their budget, while Van An Clinic can boost its revenue by attracting new customers.
Van An meticulously manages its pricing strategy by referencing prices from both public and private healthcare centers The organization conducts a thorough analysis of its machine capabilities and evaluates customer demands, as well as patients' conditions based on age, occupation, and gender, to establish appropriate pricing tailored to each demographic.
The Figure 4.9 reflects that price for medical examination at Van An clinic is not a big deal for customers All patients can afford
Figure 4.9: Van An price and the customer’s acceptance
Figure 4.10: The price in comparison with the quality
The quality of Van An is influenced by various factors, including the competence of its staff, the time allocated for services, employee attitudes, and the condition of equipment and facilities, all of which are ultimately assessed by users Additionally, the pricing strategy is determined by Van An itself.
PROPOSE THE MARKETING PLAN
Marketing objectives
- Increase the profit by increasing customer amount
Van An has about 40,000 customers, it takes about 2% of the market share The target is to increase to 5% of market share
- Popularize the Van An brand to all over towns, districts of long an province and increase the customer awareness.
The marketing plan
Benefits when using Van An service:
- It is well-organized, adequate to the medical check up demands and rooms are sensible arrangement for a check-up process
- Van An works from 6.30 AM to 8.00 PM everyday
- Doctors are carefully selected from HCMC hospitals
Patients have the power to manage their health, and demands will be promptly adjusted to meet their needs Van An is committed to leveraging its capabilities by introducing several innovative products, including an annual disease check-up program specifically designed for healthy individuals.
Group of over 45 years old – Male
Group over 45 years old – Female b Control programs for chronic patients
59 c Take care patients at their house:
For old patients who are limited in kinesis d Maximum exploitation the machines’ ability:
The pricing strategy at Van An Clinic is guided by Circular 04/2012/TTLT-BYT-BTC When compared to the prices of other private clinics and local home doctor services in Ho Chi Minh City, Van An Clinic's prices are on par with or higher than its competitors.
Van An clinic cooperate with doctors of many hospital in HCMC as: Thong Nhat,
At 115 Nguyen Tri Phuong and Nguyen Trai, the costs associated with organizational activities are essential While the Van An tariff may appear higher compared to local public hospitals and private clinics, a deeper analysis reveals that it is not significantly elevated For instance, a patient from Long An province traveling to Ho Chi Minh City for a check-up incurs additional expenses such as transportation, accommodation, and lost wages for at least one day, making the overall cost comparable.
Van An builds their prices not low to ensure their quality standard, not too high for everyone can afford
Van An collaborates with district-level hospitals and medical stations that lack diagnostic equipment, ensuring a feedback policy for introducers Importantly, this partnership does not result in higher costs for patients; prices remain consistent for all The commission for moderators is drawn from Van An's profits, reflecting the company's aim to enhance its visibility rather than prioritize profit.
Develop a user-friendly website for your company that offers accessible medical information, essential healthcare knowledge, and patient care instructions This platform will enable individuals to easily find the information they need, view their examination results, and participate in a healthcare forum for communication between patients and Van An Clinic.
Hot line 24/7 to help patients in emergency or to answer questions from customers
Base on its quality, Van An is building its reputation step by step in the customers minds 79% of customers come to Van An by the word of mouth Van
To effectively attract new customers, Van An should leverage its existing customer base as a valuable and cost-effective source of inspiration Prioritizing customer satisfaction is essential for maintaining a strong presence in the minds of potential clients.
Van An experiences a peak in customer visits during the morning, with 79% of patients arriving then, compared to 13.5% in the afternoon and 7.5% in the evening Typically, the clinic sees about 60-90 patients in the morning, while only 20-30 patients visit between 2 PM and 8 PM To boost afternoon and evening attendance, Van An plans to target individuals with free time during these hours, such as factory workers and small business owners The clinic will introduce special promotional programs for patients who come in during the promotional hours, offering incentives like price discounts, additional services, and discounts for future visits.
Following with the customer perspective, Van An will appear more regular at public environment such as:
- Advertising banners at easily seen location as along the main roadway
- Advertising on buses – it brings more benefit and Customers awareness than airing on local adverting channel, it is also cheaper
We provide exclusive benefits for our loyal customers, including complimentary gifts like calendars and raincoats, as well as additional services Regular customers and their relatives can enjoy a 20% discount on full-priced items, excluding medications.
Van An will conduct an annual charity examination in rural areas to provide free healthcare services to low-income individuals who cannot afford regular check-ups or treatment All resources will be offered at no cost to patients, ensuring access to essential medical care for those in need.
Yearly sponsor for the war veteran organization, the old organization
The success of a company largely hinges on the quality of its staff Effective recruitment and ongoing training in attitude, work ethic, skills, and communication are essential Each employee must adhere to company processes, maintain a friendly demeanor with customers, and demonstrate diligence in their roles It is crucial for staff across all departments to have a clear understanding of their responsibilities, as well as the functions of other departments, to foster collaboration when necessary A systematic and consistent approach to work is required from everyone within the organization.
Staff attitude is influenced by work pressure and job assignments; appropriate task allocation enables employees to maximize their potential Additionally, reorganizing human resources can lead to positive outcomes for the organization.
Van An primarily relies on a workforce from Ho Chi Minh City (HCMC) for its daily operations, as doctors from major hospitals in the area possess advanced skills and experience This reliance on external professionals is beneficial in the short term; however, to ensure sustainable growth and reduce dependency, Van An should focus on developing its own team of qualified medical staff over the long term.
62 the outer work – forces, besides, the basis workforce help to stabilize the therapy quality, and building it own standard and keep the customers’ faith
Staffs should understand that their company provides the services and the customer is the one to pay for that Their performance affects directly to the customers perception
Process helps everyone to complete their works without errors A good working process brings benefit for both organization and customers
The organization operates through various departments, each led by a designated department leader Team members collaborate to develop and refine their departmental processes, which evolve through daily tasks under the leader's supervision Once established, it is essential for all members to adhere to the defined processes In the event of any issues, the team collectively addresses and adjusts the process to ensure its effectiveness.
A customer will go through such departments when doing his check up:
Receptionist ồ cashier ồ see doctor ồ test ồ get results ồ doctor ồ prescription ồ pharmacy ồ check out
Then, there are register process, cashier process, testing process, laboratory process …
Process at the reception desk in detail:
Receptionists play a crucial role in managing patient information by issuing order numbers and collecting essential details such as age, occupation, addresses, and contact information They are responsible for filling out registration forms and entering data into the computer system, ensuring accurate record-keeping Additionally, receptionists facilitate the transfer of documents to the cashier department for further processing.
As similarly, each department will has its own process to handle the work smoothly and limit the errors
Establishing a dedicated Customer Service Department is essential for enhancing communication both within the organization and with clients This department will ensure that all customers are kept informed and that their concerns are addressed promptly By resolving issues swiftly, we encourage clients to voice their dissatisfaction, knowing that their feedback is valued and acted upon As a result, customers will leave feeling heard and satisfied, fostering loyalty and encouraging them to return to our clinic.
CONCLUSION
Van An has experienced four years of development, successfully overcoming the challenges of its initial phase, which included two years of total losses in 2008 and 2009, followed by a breakeven year in 2010 Since 2011, the business has been on an upward trajectory, focusing on expanding healthcare services in Long An province.
The private healthcare sector in Long An province remains underutilized, despite the region's potential market of over one million customers with moderate demand Currently, only three professional private clinics operate in Long An, resulting in minimal competition among them Van An clinic enjoys a consistent customer base, highlighting the opportunities for growth in this emerging market.
To capitalize on its advantages and establish itself as a leader in the private healthcare market, Van An must focus on three key areas of investment First, it is essential to nurture strong relationships with customers, treating them as friends and leveraging their satisfaction as a powerful advertising tool Second, maintaining high service quality is crucial, which involves careful investment in staff, doctors, medical equipment, facilities, and operational processes Lastly, implementing a strategic marketing plan is vital for enhancing brand visibility and awareness, as effective marketing serves as an investment that yields returns on all associated costs.
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Web references: http://www.hspi.org.vn www.longan.gov.vn www.moh.gov.vn www.gso.gov.vn
CUSTOMERS’ SURVEY ON PRODUCT AND SERVICE OF VAN AN GENERAL PRACTICE
CONSULTING-ROOMS IN LONG AN
- The survey is aimed to assess present condition in service product supply of
V衣n An general practice consulting-rooms in Long An
- The results collected from customers help us to find out some solutions to overcome the difficulties to serve customers better
-Your help is absolutely valuable Thanks for your cooperation
1) How do you know Van An general clinic? ˚ Advertisement via specific programs of V衣n An ˚ Advertisement via multi-media ˚ Relatives, friends ˚ Other means
2) Have you ever introduced anyone to Van An general? ˚ Yes ˚ No
3) What time do you usually go to Van An clinic for check up? ˚ In the morning ˚ In the afternoon ˚ In the evening
4) What kind of healthcare center do you usually choose when you need your healthcare checked up? ˚ Specialty consulting-room ˚ Private General Clinic ˚ Private hospital ˚ Public hospital
5) In your opinion, the documentary procedures of Van An is: ˚ Quick ˚ Normal ˚ Complex, slow
6) Does our service product meet your demands on healthcare check - up and treatments?
7) In comparison with other private medical units that you’ve ever used, we have? ˚ More service than they have ˚ the same service with them ˚ Less service than they have
8) Is our working process better than others’?
9) In comparison with the service quality of other medical unit in Long An, ours is: ˚ Better ˚ As normal as ˚ Worse
10) Your assessment on the doctors’ professional skill is:
1 2 3 4 5 completely bad bad So so Good Completely good
11) Do you agree that the skill of Van An 's doctors is better than others in other medical units in Long An?
So so good Completely good
12) Doctors are diligent and careful during the examination
13) Doctors treat fairly to all patients Do you agree that?
14) Medical machines and equipments in Van An are in good condition
15) Generally, Van An facilities are better than others in Long An?
16) The time for our service supply is: ˚ Quick ˚ Normal ˚ Slow
17) V衣n An general clinic is spacious and cool
18) Do you feel that Van An is clean?
19) How do you feel after using our service? completely disappointed disappointed a little bit
Nothing special satisfy Completely satisfy
20) Is Van An price list is acceptable for you?
No, not at all I try my best to afford
21) Is the price equal to the service quality? ˚ Higher ˚ As Equal as ˚ Lower
When considering the cost of a check-up, it's essential to determine your budget Options range from less than one hundred thousand to more than four hundred thousand Specifically, you can choose to pay within the following brackets: under one hundred thousand, between one hundred and two hundred thousand, from two hundred to three hundred thousand, from three hundred to four hundred thousand, or exceeding four hundred thousand.
23) Are all of your queries solved by our staffs asap?
Some are not solved all solved But slowly all solved immediately all solved Some quick, some slow
24) Are all staffs always enthusiasm and polite to all customers?
1 2 3 4 normal Totally polite totally impolite impolite polite
25) In generally, how do you assess our service ? totally disappointed disappointed normal pleased totally pleased
26) Next time, when you need a health examination or treatment, will you come back to Van An? ˚ Yes ˚ No
How do you know Van An general clinic?
Frequency Percent Valid Percent Cumulative
Percent Advertisement via specific programs of Van An 12 6.0 6.0 6.0
Have you everintroduced anyone to Van An general clinic?
Frequency Percent Valid Percent Cumulative
What time do you usually go to Van An clinic for checking up?
Frequency Percent Valid Percent Cumulative
4 what kind of healthcare centre do you usually choose for your check-up ?
Frequency Percent Valid Percent Cumulative
In your opinion, the documentary procedures of Van An Clinic is:
Frequency Percent Valid Percent Cumulative
Does our service product meet your demands on medical examinations and treatments?
Frequency Percent Valid Percent Cumulative
In comparison with other private medical units that you have ever used, we have:
Frequency Percent Valid Percent Cumulative
Percent more services than they have 95 47.5 47.5 47.5 the same services with them 98 49.0 49.0 96.5 less services than they have 7 3.5 3.5 100.0
Is our working process better than others?
Frequency Percent Valid Percent Cumulative
In comparison with the service quality of other medical units in Long An, ours is:
Frequency Percent Valid Percent Cumulative
Your appraisement about the doctors' professional skill is:
Frequency Percent Valid Percent Cumulative
Percent bad 3 1.5 1.5 1.5 so so 9 4.5 4.5 6.0 good 93 46.5 46.5 52.5
Do you agree that the skill of Van An 's doctors is better than others in other medical units in Long An?
Frequency Percent Valid Percent Cumulative
12 doctors are diligent and carefull during the examination
Frequency Percent Valid Percent Cumulative
Doctors treat fairly to all patients Do you agree that?
Frequency Percent Valid Percent Cumulative
Medical machines and equipments in Van An are in good condition
Frequency Percent Valid Percent Cumulative
Percent good enough 2 1.0 1.0 1.0 normal 56 28.0 28.0 29.0 not good enough 93 46.5 46.5 75.5 not good at all 49 24.5 24.5 100.0
Generally, Van An's facilities are better than others in Long An
Frequency Percent Valid Percent Cumulative
The time for our service supply is:
Frequency Percent Valid Percent Cumulative
Van An clinic is spacious and cool
Frequency Percent Valid Percent Cumulative
Do you feel that Van An is clean?
Frequency Percent Valid Percent Cumulative
How do you feel after using our service?
Frequency Percent Valid Percent Cumulative
Percent disappointed 1 5 5 5 nothing special 69 34.5 34.7 35.2 satisfy 96 48.0 48.2 83.4
Is Van An's price list acceptable for you?
Frequency Percent Valid Percent Cumulative
I try my best to afford 11 5.5 5.5 5.5
Not really, but I can accept it 92 46.0 46.0 51.5
Is the price equal to the service quality?
Frequency Percent Valid Percent Cumulative
In your opinions, how much money are you willing to pay for each checkup ?
Frequency Percent Valid Percent Cumulative
Percent Less than one hundred thousand 4 2.0 2.0 2.0
From one hundred thousand to two hundred thousand 44 22.0 22.1 24.1
From two hundred thousand to three hundred thousand 51 25.5 25.6 49.7
From three hundred thousand to four hundred thousand
More than four hundred thousand 46 23.0 23.1 100.0