Subject marketing communication plan via social networks with dark circle treatment service of asean dermatology clinic

This has created a demand for solutions to treat dark circles under the eyes, and the Asean dermatology clinic saw a market opportunity based on understanding customer needs.• The propor

GROUP PROJECT REPORT

Subject: Marketing communication plan via social networks with dark circle

treatment service of Asean dermatology clinic Tutors: Ms Corine MONTOYA Ms Phan Thi Thu Hoai

Class: CN18 – MAR LYON3 Group: 04

Members: 1 Nguyễn Thị Bích Diệp 2 Nguyễn Doãn Thùy Dung 3 Đỗ Ngọc Khánh 4 Hoàng Đức Trung

Hanoi, January 2024

II INTRODUCE ABOUT COMPANY’S PRODUCT OR SERVICE 9

1.Name of the Unit: ASEAN Dermatology Clinic 9

2 Overview of Dark Circle Treatment Service 9

3 Objectives of the marketing communication plan 10

CHAPTER 2: SWOT Analysis of Asean dermatology clinic 10

1 Analyze the macro environment 10

4 Company Strategy and 7P Marketing 20

5.COMPANY ORGANIZATION: 26

7.Company results of this Campaign 29

8 Current marketing activities 30

CHAPTER 3 : ANALYSIS OF THE CURRENT SITUATION OF THE ENTERPRISE 32

3.1 PRODUCTS OF THE ENTERPRISE 32

3.2 CORPORATE COMMUNICATION 33

3.3 Marketing costs 39

3.4 Current State of Promotional Tools 40

3.5 Current Status of Monitoring and Evaluating the Effectiveness of Trade Promotion for DarkEye Circle Treatment Services 50

CHAPTER 4: IMPLEMENTATION OF THE MARKETING COMMUNICATION PLAN 53

4.1 Execution and Monitoring 53

CHAPTER 1: OVERVIEW OF ASEAN DERMATOLOGY CLINIC

I OVERVIEW

1 Context.

• This project stems from awareness of dark eye circles, an increasingly common problem in modern society There are many causes of this condition, including age, the habit of staying up late, and other health problems This has created a demand for solutions to treat dark circles under the eyes, and the Asean dermatology clinic saw a market opportunity based on understanding customer needs.

• The proportion of the population in need of treatment for dark circles under the eyes is the older group and the medium they often access for entertainment and interaction and exchange of information is social networks Therefore, the project topic "Marketing communication plan via social networks with dark circle treatment service of Asean dermatology clinic" was chosen to attract and promote service use by potential customers.

2 Research purpose.

Build customer awareness that treating dark eyes is not just about aesthetics but also about eye health.

• Overcome weaknesses and develop the company's strengths (What strengths can this communication plan develop? What weaknesses of the business? Give specific examples and evidence)

• Promoting influence on customers' decision to register for services (Clinic Marketing, the important prerequisite is that the content must be very attractive and attract customers to leave their number => book an appointment => come to the facility => Transfer successfully changed) So what is the role of content? How to attract? What elements need to be included so that customers can leave a number is the job that content marketing needs to really focus on

• Building and positioning the company's brand: From service communication => How to influence the brand => How to enhance the brand? Need to be more detailed and specific with each step and each stage of campaign development

• Attract new customers + Bring revenue to the company.

3 Research object.

• Building target customers: including both men and women, diverse in age from 20-55 years old.

• According to a survey of the cosmetic and beauty market, we realized that the number of people experiencing problems such as: Dark circles, large eye bags, wrinkled, swollen, sagging eyes more and more and spread across many different ages and genders After surveying and experiencing the market, we were able to determine that the customer base of this service is very large, including both men and women, with diverse ages Each customer's condition is also very different, it can be dark spots combined with wrinkles, dark spots combined with eye bags

4 Research Methodology:

- Collect primary data through survey and analysis: (add photos)

=> Through the survey, we can see the reasons and ages that customers are experiencing From there, we can come up with more ways to reach customers.

- Collect data through surveys and secondary analysis:

• Business information: The mission of ASEAN CLINIC SERVICES AND TRADING COMPANY LIMITED is to serve people by providing high quality medical services We provide the following services: operations of dental clinics, general clinics, traditional medicine clinics and dermatological clinics.

• Customer market: Through the survey, it can be seen that the customer market is very diverse but mainly concentrated in the 18-35 age group And also for a few reasons, mainly due to staying up late a lot.

5 Scope of research.

The research scope of ASEAN Beauty Salon can be divided into three groups: space, time and content.

- Spatial scope: ASEAN Beauty Salon currently only operates in Vietnam Specifically, they have a base in the city Ho Chi Minh and Hanoi.

- Time scope: ASEAN beauty salon has been operating for a period of time from 2020 until now.

- Scope of content: ASEAN Beauty Salon provides many cosmetic services, mainly about dark circle treatment services This beauty salon is also a pioneer in applying the world's leading advanced cosmetic technologies such as EYESLASMA technology.

6 Research question.

Some research questions of ASEAN beauty salons are as follows:

- Outstanding services: What are the most outstanding dark circle treatment services that ASEAN Beauty Salon provides? How does this service meet customer needs?

- Advanced technology: What advanced technologies does ASEAN Beauty Salon use in providing dark eye circle treatment services?

- Professional process: What is the working process like at ASEAN Beauty Salon? How does this process ensure service quality?

- Activities of ASEAN Beauty Salon: What activities has ASEAN Beauty Salon organized to strengthen relationships with customers and the community?

- Customer reviews: How do customers rate ASEAN Beauty Salon's dark circle treatment service?

- What is the current status of communication activities of ASEAN beauty salons? - Plan suggestions through social networks?

7 Company organization:

Enterprise structure:

The business structure of a dermatology clinic, like any medical facility, includes many different components to ensure the delivery of quality dermatological care Below is a general summary of the key elements:

a Medical practitioners:

* Dermatologist: Primary health care provider specializing in the diagnosis, treatment and prevention of skin conditions.

b Administrative and management staff:

*Practice Director: Oversees daily operations, administrative staff, and financial

* Laboratory Technician: Performs tests and diagnostic procedures.

* Esthetician or Skin Care Specialist: Provides cosmetic and skin care services under the supervision of a dermatologist.

d Patient services:

*Schedule appointments: Coordinate patient appointments and manage clinic calendars * Patient reception and registration: Collect patient information and medical history * Patient education: Provides information about skin care, treatment plans and post-operative care.

e Technology and information system:

* Electronic health records (EHR) management: Monitor digital patient records and ensure compliance with healthcare information privacy regulations.

* Telehealth Services: Implement and manage virtual care options when applicable f Facilities management:

* Physical space: Ensure the clinic environment is clean, organized and well maintained.

* Equipment management: Maintain and update medical equipment used for dermatological procedures.

g.Compliance and regulatory issues:

* Compliance Officer: Ensures clinic compliance with healthcare regulations and standards.

* Quality assurance: Monitor and maintain quality of patient care and services h Marketing and community outreach:

* Marketing Coordinator: Develops and implements marketing strategies to attract patients.

* Community Outreach: Build relationships with the local community and potential referring physicians.

i Financial management:

* Accounting and Finance: Handles financial transactions, budgeting and financial reporting of the clinic.

* Insurance Coordinator: Manages insurance-related issues, including claims and

+ Financial management: Manage financial resources, including budget management, spending, and invoices.

+ Human resource management: Responsible for recruiting, training and managing clinic personnel.

+ Medical and customer care: Doctors and medical staff are responsible for providing medical treatment and customer care services.

+ Marketing and advertising: Manage advertising and marketing strategies to attract and retain customers.

+ Customer service and reception: Provide customer support and reception services + Facilities and equipment: Manage and maintain facilities, equipment and technology necessary for service provision.

- Customers of the company: Customers of the dermatology clinic are people with skin problems who need consultation, diagnosis, and treatment of medical problems related to the field of dermatology People with specific medical problems related to the skin, such as skin diseases, signs of inflammation or other problems People who want to improve the condition of their skin may want to receive skin care services such as skin cleansing, acne treatment, or intensive skin care treatments.

II INTRODUCE ABOUT COMPANY’S PRODUCT OR SERVICE.

1.Name of the Unit: ASEAN Dermatology Clinic.

- Address: *Hanoi: 88 Bui Thi Xuan, Hai Ba Trung, Hanoi

*HCMC: 254B Nguyen Dinh Chieu, Vo Thi Sau Ward, District 3, HCMC - Hotline: 0987222254

- Pursuant to Decree No 87/2011/ND-CP dated September 27, 2011 of the government detailing and guiding the implementation of a number of provisions of the law on medical examination and treatment Pursuant to Circular No 41/2011/TT-Byt dated November 14, 2011 of the Minister of Health guiding the issuance of practice certificates to practitioners and operating licenses to inspection and treatment facilities medical treatment sick Dermatology clinic has the function of examining and treating dermatological patients The clinic specializes in thorough remediation of all skin problems such as folliculitis, dry flaky skin, keratosis pilaris, rough dark skin and dark eye treatment There are many modern technologies such as Eyeslasma used to treat dark eye circles caused by many factors such as life, body and surrounding environment In addition, the clinic also develops maximum technology to treat folliculitis by transmitting radio frequency energy deep inside the hair follicles below the surface of the skin where fungi and bacteria exist To completely remove and deep clean inside The clinic has

examined and treated more than 2,000 patients and received many good reviews about the service and efficiency the clinic brings.

2 Overview of Dark Circle Treatment Service.

- ASEAN Dermatological darkness treatment service is mainly for female customers from 25-50 who have eye problems due to not getting enough sleep, abusing alcohol, stimulants and illness Regarding the liver and kidneys, people are regularly exposed to blue light from computers and phones ASEAN Dark Dermatology Clinic's dark treatment service is exclusively transferred by Singapore to completely treat dark circles and eye bags with EYSLASMA technology by inserting collagen fibers deep under the skin, to create a network The sticky structure helps support damaged cells in the skin The combination creates pressure to lift and contract the muscle bundles, immediately activating the effect of removing melanin pigment and stimulating endogenous collagen cells to gradually recover and proliferate, helping to fill Full of wrinkles formed due to lack of collagen Commitment to not using laser, non-invasive, does not create discomfort, highly effective and saves time compared to using conventional eye cream.

3 Objectives of the marketing communication plan

- Establishing demand for the clinic's services: Building brand awareness is often a long-term effort that uses communication tools to help position the business's brand in the minds of customers targeted customer From there, potential customers become aware of the clinic's presence and the products it offers The purpose is that when customers have a need for the products or services that the clinic provides, customers immediately remember the clinic's brand and products.

- Shorten the sales cycle for clinics: shortening the sales cycle will help sales staff and distribution channel partners in their efforts to identify, attract and distribute to potential customers power Shortening this sales cycle requires businesses to clearly understand the consumer buying process You should clearly understand the needs of potential customers.

CHAPTER 2: SWOT Analysis of Asean dermatology clinic.

1 Analyze the macro environment.

1.1 Demographic Factors:

The current demographic factors for ASEAN Dermatology Clinic present numerous advantages for their operations Below are the key points:

- Age and Target Audience:

The primary clientele of ASEAN Dermatology Clinic falls within the age range of 25-50, with a particular focus on the adult group This is positive as this group typically has a high demand for beauty and skincare.

- Gender:

The majority of clients are female (90%), which provides a favorable condition for the beauty clinic to focus on the needs and desires of women Marketing and advertising strategies can be optimized to appeal to this female demographic.

- Reflecting Market Trends:

Reflecting the beauty market trends, there is a high demand for confidence in beauty and maintaining appearance among the female clientele This is an advantage for ASEAN Dermatology Clinic with high-quality services like EYESLASMA.

- Geography and Finance:

With a primary focus in Ho Chi Minh City and other major cities, ASEAN Dermatology Clinic has the opportunity to reach clients with high income and high spending capacity This increases their potential for success in providing quality and advanced beauty services.

1.2 Legal and Political Environment:

- Regulations on health and beauty:

Assessment of national and regional regulations regarding the provision of under-eye dark circle treatment services:

+ Legal aspects of beauty service facilities:

Beauty service facilities are considered a form of medical service facility according to Decree 109/2016/ND-CP Article 37 of this decree stipulates the operations of beauty service facilities, mainly concerning tattooing, spraying, and embroidery on the skin without the use of injectable anesthetics.

+ Conditions for establishing beauty service facilities:

Facilities must have a fixed location and meet hygiene conditions.

Equipment, tools, and materials must be sufficient and appropriate for the scope of operations and have a clear origin.

Individuals performing tattooing, spraying, and embroidery on the skin without the use of injectable anesthetics must have a certificate or training diploma.

+ Notification and operational duration:

Owners of beauty service facilities must have written notification that meets the conditions to provide beauty services and send it to the Department of Health at least 10 days before operation.

- Politics: + Health policy:

Health regulations and policies can change based on the decisions of political bodies Political volatility can lead to adjustments in health policies, including regulations on licensing, preparation, and management of medical facilities.

+ Health budget:

Politics can influence decisions on the health budget, affecting the ability to provide and maintain health services Political attention to healthcare can determine the level of investment in healthcare infrastructure and the improvement of service quality - Society:

- Community awareness and perspective:

Changes in community views and awareness can pressure changes in health regulations Community demands can influence the introduction or amendment of regulations to meet the needs and desires of the population.

- Public health priorities:

Society may prioritize public health issues, such as disease prevention programs, infectious disease control, and improving the quality of healthcare services.