MARKETING PLAN FOR VAN AN PRIVATE GENERAL CLINIC IN 2013

TR NG I H C M TP HCM HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITE LIBRE DE BRUXELLES SOLVAY BRUSSELS SCHOOL MBAVB2 H PH NG TH O MARKETING PLAN FOR VAN AN PRIVATE GENERAL CLINIC IN 2013 MASTER PROJECT MASTER OF BUSINESS ADMINISTRATION (PART – TIME) HO CHI MINH CITY 2012 ACKNOWLEDGEMENT I would like to express my deep gratitude to the following persons: My supervisor, Professor Hoang Thi Phuong Thao, for her value time, her clear guidance, and patience She has kept me carrying out my final project and doing till the end Without her helps, I could not have finished my final project on time The Van an staffs who helped me in collecting information for my market survey Mr Tran Luat, Van An General manager, my mentor in this project He helps me to understand the operation, working processes of the Van An clinic I would like to send many thanks to all professors of Solvay Business school, our program coordinator, my classmates for useful knowledge and happy time during the MBA course I would link to thank to my colleagues, my boss for supporting me the time to this project Finally, I want to show my grateful to my family who always encourage and support me to complete this project November, 2012 HỒ PHƯƠNG THẢO DECLARATION I hereby declare that this study project is my own original work and this is my first marketing plan for the private healthcare sector which has not been submitted to any university for any degree All sources and helps that I used in this topic have been reported and acknowledged in my study project November, 2012 HỒ PHƯƠNG THẢO TUTOR’S COMMENT The final project Marketing plan for the Van An private healthcare clinic in 2013 – 2014 conducted by student Ho Phuong Thao meets the requirements of MBA program in terms of content, format as well as research survey During the time of doing this project, the student showed her hard working attitude and seriously followed the tutor’s guidance For the said above reasons, I introduce student Ho Phuong Thao to the jury to defend her project 70 CONTENT CHAPTER 1: INTRODUCTION .1 1.1 Back ground of research 1.2 Research problems, and research objective: 1.3 Scope of the study .2 1.4 Research metholodogy .2 1.5 Structure of the study CHAPTER 2: LITERATURE REVIEW 2.1 Strategic plan and Marketing plan 2.2 The marketing mix – The 7Ps 12 CHAPTER 3: THE OVERVIEW OF THE HEALTHCARE SERVICES MARKET IN LONG AN PROVINCE AND THE VAN AN MEDICAL CLINIC 24 3.1 The Van An medical centre 24 3.2 The internal activites analysis .24 3.3 The external activities .24 3.4 The SWOT analysis 38 CHAPTER 4: THE MARKET SURVEY – CUSTOMER ANALYSIS 41 4.1 Target customer .41 4.2 Customer demographic 41 4.3 Brand name recognization 43 4.4 Customer’s habit 43 4.5 Customer assessment on Van An clinic 45 4.6 Customer satisfaction 54 CHAPTER 5: PROPOSE THE MARKETING PLAN 58 5.1 Marketing objectives .58 5.2 The marketing plan 58 CHAPTER 6: CONCLUSION 69 LIST OF FIGURES Figure 2.1: The 7Ps 13 Figure 2.2: the Porter’s Five forces 20 Figure 3.1: Long An map 26 Figure 3.2: The structure of Van An clinic .33 Figure 3.3: The Van An revenue in 2010, 2011, 2012 .34 Figure 3.4: The Porter’s Five Force that effect on Van An private medical clinic 35 Figure 4.1: the ratio of Male and Female 42 Figure 4.2: Information sources to recognize the Van An clinic 43 Figure 4.3: Customer’s assessments on the time for documentary procedure at Van An clinic 45 Figure 4.4: Customer’s assessments on the time for the check up process 46 Figure4.5: Attitude of doctor 47 Figure 4.6: Customer’s appraisement on staff’s enthusiasm and politeness 49 Figure 4.7: Customer’s appraisement on staff’s solution for their requirements49 Figure 4.8: Customer budget for a healthcare examination 51 Figure 4.9: Van An price and the customer’s acceptance 53 Figure 4.10: The price in comparison with the quality 53 Figure 4.11: Customers assess on Van An service 54 Figure 4.12: Customer assessments after using Van An service .55 Figure 4.13: Customer loyalty 56 LIST OF TABLES Table 3.1: Statistic of Long An Healthcare system 27 Table 4.1: The ages range of Van An current customers 42 Table 4.2: Time to go for check-up 43 Table 4.3: Customer’s choices for personal check up demand 44 Table 4.4: Summary the customers opinions about the time .46 Table 4.5: Van An space and facility 50 Table 5.1: The revenue of from August 2011 to August 2012 and the marketing budget in 2013 64 Table 5.2: Trade promotion gifts and time line 64 Table 5.3: Cost of the trade promotion plan .65 Table 5.4: Expense and time line for each type .66 Table 5.5: total cost for marketing plan in 2013 .68 APPENDIX Appendix 1: The market survey form Appendix 2: The results of the market survey ABSTRACT In recent years, the private healthcare sector develops and expands promptly Private medical clinics are established more and more each day Inspire of receiving the one way offers for so long, patients becomes customers, they have more choices and they are treated more fairly Both patients and private medical units are happy because one has more options, one has its business going on well and public hospitals are not affected, they are still overloaded As usual, private medical centers will satisfy their customer demands by doing their best and doing what they think the best to their customers The purpose of this research is to define customer expectations, to understand more about the object served by medical service supplier named Van An by a market survey The survey was conducted by both quantitative and qualitative methods Quantitative research is to find out the customer concerns, design the questionnaire for the main part Qualitative research was conducted by issuing questionnaire forms to customers who go to Van An clinic have their health checked up to get their responses From 200 results collected, we analyze and the results show that all factors as professional skill, attitude, working processes, price, material facility all affect to customers choice and the power of customers in advertising a service Using the analyzed information, propose a suitable marketing plan for Van An Clinic business to obtain its future targets CHAPTER INTRODUCTION 1.1 Back ground of research It is the legitimate aspirations of everyone to take good care of their health People need to know exactly about their health conditions, how to protect themselves from implicit factors, how to deal with their diseases… The medical system in Vietnam embraces public sector: state’s hospitals, local medical stations, public medical centre and private medical sector: private clinics, private hospitals While the Public health care sector is waiting for breakthrough policies to solve its problems on overloaded condition in public hospitals, human resource distribution at local level hospitals, to control the quality of healthcare centers and control the professional ability of medical officers… The demand on medical services still imperative, increase rapidly and needs to be solved effectively Along with the demand of a huge amount of patients, a significant number of private medical clinics and hospitals are born From Minister of Health‘s data, there are 65,000 private medical clinics and private hospitals are established till end of 2011 Like any others in private medical system, the Van An clinic was established as a response to the patients demands In some aspects, this kind of business also help to share the burden of the public healthcare sector which is overload severely for years, and satisfy its customers’ demands Patients don’t waste too much time, patients give money to get what they need with pleasures… In this research, we are working on the business situation of the Van An general clinic in 2007 – 2011 to find out the advantages, disadvantages, strong and weak points that this company face off as well as the competitive abilities with other units in Long An province, along with the research on customer behaviors in the medical service area Base on the result and the company strategy in 2012 – 2015, building a suitable marketing plan to achieve the company goals REFERENCES Alan M Zuckerman (2005), Healthcare strategic planning, second edition, Health administration press, Chicago, Illinois Bruce Perrott, Raechel Hughes (2005), “A porters five forces approach to the Australian private hospitals industry”, Australian and New Zealand Academy of Management, Sydney, Australia, – 12 Booms, Bernard H and Mary Jo Bitner (1982), "Marketing Services by Managing the Environment," The Cornell Hotel and Restaurant Administration Quarterly, 23 (May), 35-39 Booms, Bernard H and Mary Jo Bitner (1981), "Marketing Strategies and Organizational Structures for Service Firms," in Marketing of Services, James H Donnelly and William R George, eds., Chicago: American Marketing Association, 47-51 Chekitan S Dev, John D Buschman, John T Bowen (2010), Hospitality Marketing: A Retrospective Analysis (1960 – 2010) and Prediction (2010 – 2020), Cornell Hospitality Quarterly, Vol.51 (4), 459 – 469 Fogg, C.Davis (1994), Team-Based Strategic Planning: A Complete Guide to Structuring, Facilitating, and Implementing the Process, America Management Association, New York Mary Jo Bitner (April 1990), “Evaluating Service Encounter: The Effects Of Physical Surroundings and Employees Responses”, Journal of Marketing, Vol 54, 69 – 82 Tracey S Dagger, Jillian C Sweetney, Letter W Johnson (November 2007), “A Hierarchical Of Health Service Quality: Scale Development and Investigation of an Integrated Model”, Journal of Service Research, Vol 10 (2), 123 – 142 Philip Kotler (1977), “From Sales Obsession To Marketing Effectiveness”, Harvard Business Review, 67 – 75 Philip Kotler (2002), Marketing Management Millenium edition, tenth edition, Pearson Custom Publishing, United States of America Subhash C Jain (1999), Marketing Planning and Strategy, 6th edition, SouthWestern Publishing, the University of California Valarie A Zeithaml, A.Parasuraman, & Leonard L Berry (Spring 1985), “Problems and Strategies in services Marketing”, Journal of Marketing, Vol.49, 33 – 46 Web references: http://www.hspi.org.vn www.longan.gov.vn www.moh.gov.vn www.gso.gov.vn APPENDIX CUSTOMERS’ SURVEY ON PRODUCT AND SERVICE OF VAN AN GENERAL PRACTICE CONSULTING-ROOMS IN LONG AN I) INTRODUCTION - The survey is aimed to assess present condition in service product supply of V 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 II) Supervision: Interviewer: ………………………………………… Interviewee: …………………… Male Female Address: ………………………………………………………… Mobile phone: III) Content: 1) How you know Van An general clinic? Advertisement via specific programs of V 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 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 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? Completely disagree Relatively disagree Neutrally Relatively agree Completely agree 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’? Completely disagree Relatively disagree Neutrally Relatively agree Completely agree 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: 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? Completely disagree Completely disagree So so good Completely good 12) Doctors are diligent and careful during the examination Completely disagree Relatively disagree Neutrally Relatively agree Completely agree 13) Doctors treat fairly to all patients Do you agree that? Completely disagree Relatively disagree Neutrally Relatively agree Completely agree 14) Medical machines and equipments in Van An are in good condition Completely disagree Relatively disagree Neutrally Relatively agree Completely agree 15) Generally, Van An facilities are better than others in Long An? Completely disagree Relatively disagree Neutrally Relatively agree Completely agree 16) The time for our service supply is: Quick Normal Slow 17) V n An general clinic is spacious and cool Completely disagree Relatively disagree Neutrally Relatively agree Completely agree 18) Do you feel that Van An is clean? Completely disagree Relatively disagree Neutrally Relatively agree Completely agree 19) How 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 Not really, but I can accept it Yes, it is acceptable Completely acceptable 21) Is the price equal to the service quality? Higher As Equal as Lower 22) How much money are you willing to pay for each check up? Less than one hundred thousand From one hundred thousand to two hundred thousand From two hundred thousand to three hundred thousand From three hundred thousand to four hundred thousand More than four hundred thousand 23) Are all of your queries solved by our staffs asap? Not at all Some are not solved all solved But slowly all solved Some quick, some slow all solved immediately 24) Are all staffs always enthusiasm and polite to all customers? totally impolite impolite normal polite Totally polite 25) In generally, how 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 Thanks for your cooperation! APPENDIX How you know Van An general clinic? Frequency Percent Valid Percent Cumulative Percent Advertisement via specific programs of Van An Valid Relatives, friends Other means Total 12 6.0 6.0 6.0 158 79.0 79.0 85.0 30 15.0 15.0 100.0 200 100.0 100.0 Have you everintroduced anyone to Van An general clinic? Frequency Percent Valid Percent Cumulative Percent Valid Yes 157 78.5 78.5 78.5 No 43 21.5 21.5 100.0 200 100.0 100.0 Total What time you usually go to Van An clinic for checking up? Frequency Percent Valid Percent Cumulative Percent In the morning Valid 158 79.0 79.0 79.0 In the afternoon 27 13.5 13.5 92.5 In the evening 15 7.5 7.5 100.0 200 100.0 100.0 Total what kind of healthcare centre you usually choose for your check-up ? Frequency Percent Valid Percent Cumulative Percent Specialty consulting-room 28 14.0 14.0 14.0 119 59.5 59.5 73.5 Private hospital 41 20.5 20.5 94.0 Public hospital 12 6.0 6.0 100.0 200 100.0 100.0 Private General consultingroom Valid Total In your opinion, the documentary procedures of Van An Clinic is: Frequency Percent Valid Percent Cumulative Percent Quick Valid 108 54.0 54.0 54.0 86 43.0 43.0 97.0 3.0 3.0 100.0 200 100.0 100.0 Normal Complex, slow Total Does our service product meet your demands on medical examinations and treatments? Frequency Percent Valid Percent Cumulative Percent Valid Completely disagree 5 Relatively disagree 4.5 4.5 5.0 44 22.0 22.0 27.0 115 57.5 57.5 84.5 31 15.5 15.5 100.0 200 100.0 100.0 Neutrally Relatively agree Completely agree Total In comparison with other private medical units that you have ever used, we have: Frequency Percent Valid Percent Cumulative Percent more services than they 95 47.5 47.5 47.5 the same services with them 98 49.0 49.0 96.5 less services than they have 3.5 3.5 100.0 200 100.0 100.0 have Valid Total Is our working process better than others? Frequency Percent Valid Percent Cumulative Percent Valid Completely disagree 2.5 2.5 2.5 Relatively disagree 2.0 2.0 4.5 33 16.5 16.5 21.0 131 65.5 65.5 86.5 27 13.5 13.5 100.0 200 100.0 100.0 Neutrally Relatively agree Completely agree Total In comparison with the service quality of other medical units in Long An, ours is: Frequency Percent Valid Percent Cumulative Percent better Valid the same Total 143 71.5 71.5 71.5 57 28.5 28.5 100.0 200 100.0 100.0 10 Your appraisement about the doctors' professional skill is: Frequency Percent Valid Percent Cumulative Percent Valid bad 1.5 1.5 1.5 so so 4.5 4.5 6.0 good 93 46.5 46.5 52.5 Completely good 95 47.5 47.5 100.0 200 100.0 100.0 Total 11 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 Percent Relatively disagree Neutrally Valid Relatively agree Completely agree Total 1.0 1.0 1.0 12 6.0 6.0 7.0 100 50.0 50.0 57.0 86 43.0 43.0 100.0 200 100.0 100.0 12 doctors are diligent and carefull during the examination Frequency Percent Valid Percent Cumulative Percent Valid Neutrally 14 7.0 7.0 7.0 Relatively agree 88 44.0 44.0 51.0 Completely agree 98 49.0 49.0 100.0 200 100.0 100.0 Total 13 Doctors treat fairly to all patients Do you agree that? Frequency Percent Valid Percent Cumulative Percent Valid Completely disagree 1.0 1.0 1.0 Relative disagree 2.5 2.5 3.5 Neutrally 37 18.5 18.5 22.0 Relatively agree 56 28.0 28.0 50.0 Completely disagree 100 50.0 50.0 100.0 Total 200 100.0 100.0 14 Medical machines and equipments in Van An are in good condition Frequency Percent Valid Percent Cumulative Percent good enough Valid 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 24.5 100.0 200 100.0 100.0 Total 15 Generally, Van An's facilities are better than others in Long An Frequency Percent Valid Percent Cumulative Percent Valid Completely disagree 5 Relatively disagree 5 1.0 52 26.0 26.0 27.0 103 51.5 51.5 78.5 43 21.5 21.5 100.0 200 100.0 100.0 Neutrally Relatively agree Completely agree Total 16 The time for our service supply is: Frequency Percent Valid Percent Cumulative Percent Quick Valid 113 56.5 56.5 56.5 84 42.0 42.0 98.5 Slow 1.5 1.5 100.0 Total 200 100.0 100.0 Normal 17 Van An clinic is spacious and cool Frequency Percent Valid Percent Cumulative Percent Completely disagree Valid 1.0 1.0 1.0 Relatively disagree 10 5.0 5.0 6.0 Neutrally 27 13.5 13.5 19.5 Relatively agree 93 46.5 46.5 66.0 Completely agree 68 34.0 34.0 100.0 200 100.0 100.0 Total 18 Do you feel that Van An is clean? Frequency Percent Valid Percent Cumulative Percent Valid Completely disagree 1.0 1.0 1.0 Relatively disagree 3.0 3.0 4.0 Neutrally 54 27.0 27.1 31.2 Relatively agree 95 47.5 47.7 78.9 Completely agree 42 21.0 21.1 100.0 199 99.5 100.0 200 100.0 Total Missing System Total 19 How you feel after using our service? Frequency Percent Valid Percent Cumulative Percent disappointed Valid 5 nothing special 69 34.5 34.7 35.2 satisfy 96 48.0 48.2 83.4 Completely satisfy 33 16.5 16.6 100.0 199 99.5 100.0 200 100.0 Total Missing Total System 20 Is Van An's price list acceptable for you? Frequency Percent Valid Percent Cumulative Percent Valid 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 Yes, it is acceptable 70 35.0 35.0 86.5 Completely acceptable 27 13.5 13.5 100.0 200 100.0 100.0 Total 21 Is the price equal to the service quality? Frequency Percent Valid Percent Cumulative Percent Higher Valid 47 23.5 23.5 23.5 143 71.5 71.5 95.0 Lower 10 5.0 5.0 100.0 Total 200 100.0 100.0 As Equal as 22 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 From one hundred thousand to two hundred thousand From two hundred thousand Valid to three hundred thousand 2.0 2.0 2.0 44 22.0 22.1 24.1 51 25.5 25.6 49.7 54 27.0 27.1 76.9 46 23.0 23.1 100.0 199 99.5 100.0 200 100.0 From three hundred thousand to four hundred thousand More than four hundred thousand Total Missing Total System 23 Are all of your queries solved by staffs asap? Frequency Percent Valid Percent Cumulative Percent Valid Some are not solved 5 all solved But slowly 39 19.5 19.5 20.0 102 51.0 51.0 71.0 58 29.0 29.0 100.0 200 100.0 100.0 all solved Somes quick, somes slow all solved immediately Total 24 Are all staffs always enthusiasm and polite to all customers? Frequency Percent Valid Percent Cumulative Percent Relatively disagree Valid 1.5 1.5 1.5 Neutrally 62 31.0 31.0 32.5 Relatively agree 72 36.0 36.0 68.5 Completely agree 63 31.5 31.5 100.0 200 100.0 100.0 Total 25 In generally, how you assess our service ? Frequency Percent Valid Percent Cumulative Percent Valid Not good at all 5 Not good enough 1.5 1.5 2.0 23 11.5 11.5 13.5 108 54.0 54.0 67.5 65 32.5 32.5 100.0 200 100.0 100.0 Normal Good Completely good Total 26 Next time, when you need a healthcare examination or treatment, will you come back to Van An? Frequency Yes Valid No Total Percent Valid Percent Cumulative Percent 195 97.5 97.5 97.5 2.5 2.5 100.0 200 100.0 100.0