marketing online của da liễu ASEAN trên mạng xã hội facebook , tiktok, ig hi hi hi h ih i h ih i hi h i h i i
OVERVIEW OF ASEAN DERMATOLOGY CLINIC
OVERVIEW
• 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.
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
Effective brand building involves a meticulous approach, encompassing various stages of campaign development Firstly, service communication establishes the brand's identity and messaging This involves defining brand values, creating consistent visual and verbal cues, and ensuring alignment across all touchpoints The next step is brand influence, which involves leveraging a mix of marketing channels to reach target audiences Finally, brand enhancement requires ongoing efforts to maintain and improve brand perception, such as customer engagement, content marketing, and reputation management By executing each stage with precision, brands can establish a strong position in the market and foster lasting relationships with consumers.
• Attract new customers + Bring revenue to the company.
• 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
- 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.
Market research revealed a highly diverse customer base, predominantly composed of individuals aged 18-35 This age group's affinity for late-night activities contributes significantly to this demographic distribution.
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.
ASEAN Beauty Salon offers comprehensive cosmetic services, specializing in advanced dark circle treatments They are renowned for utilizing EYESLASMA technology, a revolutionary cosmetic advancement recognized globally By incorporating such cutting-edge techniques, ASEAN Beauty Salon establishes itself as a leader in the industry.
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?
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 management.
* Receptionist: Responsible for scheduling examinations, registering and managing patient records.
* Billing and Coding Specialist: Process insurance claims, billing and coding for medical procedures.
* Receptionist: Assists in answering questions and communicating with patients. c.Clinical staff:
* Nurse or Medical Assistant: Assists dermatologists with patient care, procedures and patient education.
* 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 pre- authorizations. l.Legal support:
Legal advisor: Addresses legal, contractual, and compliance issues with health care laws.
+ Director: Person responsible for leadership and strategic management of the entire clinic.
+ 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.
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
- 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.
By streamlining the sales cycle, clinics can empower their staff and distribution partners to efficiently locate, engage with, and serve prospective clients This necessitates a thorough understanding of the consumer's purchasing journey and the precise identification of their unmet needs.
SWOT Analysis of Asean dermatology clinic
Analyze the macro environment
The current demographic factors for ASEAN Dermatology Clinic present numerous advantages for their operations Below are the key points:
ASEAN Dermatology Clinic predominantly caters to the 25-50 age group, with a specific focus on adults, who typically express a strong demand for beauty and skincare services, making them a valuable customer base for the clinic.
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 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.
ASEAN Dermatology Clinic's strategic presence in major cities, especially Ho Chi Minh City, offers it a significant competitive advantage These urban areas boast a large population of affluent individuals with high purchasing power, creating a substantial market for the clinic's premium beauty treatments The clinic's location thus aligns perfectly with its target clientele, enhancing its potential for success in delivering high-quality and cutting-edge aesthetic services to discerning customers.
- 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.
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.
Health regulations and policies are subject to change based on the decisions made by political entities This political volatility can lead to adjustments in health policies, affecting areas such as medical facility licensing, preparation, and management.
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.
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.
Society may prioritize public health issues, such as disease prevention programs, infectious disease control, and improving the quality of healthcare services.
The average monthly income per person in 2022, in current prices, reached 4.67 million VND, an increase of 11.1 percentage points compared to 2021 The year 2022 marks a recovery in the economy and living conditions of the population After two years, 2019 and 2020, where the average income per person continuously decreased due to the negative impact of the Covid-19 pandemic, the average monthly income per person in
2022 has returned to the upward trend observed in the years before 2019.
Income increased in both urban and rural areas The average monthly income per person in 2022 in urban areas reached nearly 5.95 million VND (up 10.4 percentage points compared to 2021), 1.54 times higher than the average income in rural areas, which is 3.86 million VND (up 10.8 percentage points compared to 2021).
Among the six regions, the Southeast region had the highest average monthly income per person in 2022 (6.33 million VND) The region with the lowest average monthly income per person was the Northern Midlands and Mountainous area (3.17 million VND).
- Expenditure on beauty and cosmetics:
Market research company Q&Me published the results of a 2022 survey targeting women aged 16 - 40 in the two major cities of Ho Chi Minh City and Hanoi regarding spending in the beauty sector Accordingly, 93% of women aged 25 - 32 regularly use skincare products The average amount Vietnamese women spend on skincare products is 436,000 VND per month: the most used skincare products are facial cleansers (77%), makeup removers (66%), sunscreens (45%), moisturizers (37%), toners (36%), and serums (28%).
An assessment of consumer interest and awareness in beauty and maintaining appearance.
Year Eye Care Skin care Lip care Natural cosmetic
The demand for care goes hand in hand with the demand for beaut In reality, consumers have a healthy interest in seeking and trying new types of products Users invest in premium products and add extra steps to their personal care routine This presents exciting opportunities for innovative brands to introduce new ideas while making their products affordable for consumers.
Previously, the majority of women believed that beauty required surgery or invasive interventions, leading to a cautious attitude, or even giving up, or waiting until aging signs appear to decide to undergo beauty treatments However, this perception is now outdated Nowadays, the age of seeking aesthetic treatments is getting younger, and there are many suitable options available for each age group.
Competitive Analysis in the Dermatology Industry
This beauty spa is a luxurious establishment meeting 5-star standards.
+ Procedure: Treatment of dark circles using diamond frequency wave combined with Melos light penetrating directly into the dermis, effectively removing agents causing persistent dark circles.
+ Target Audience: Both men and women, age 25 and above
+ Communication Channels: Facebook, TikTok, PR
A beauty spa system with 25 years of experience in the industry.
+ Procedure: Treatment using light wave
+ Price: Often runs promotions starting from 109.000VND, 199.000NVD, etc.
+ KOLs: Ninh Duong Lan Ngoc, My Tam
+ Communication Channels: YouTube, Google, Facebook, press, TikTok, Zalo, offline
A dermatology spa gathering highly skilled and experienced cosmetic surgeons along with advanced technology for safe and natural beauty rejuvenation.
+ Procedure: Treatment using high-frequency waves
+ Target Audience: Both men and women, age 25 – 55
+ Communication Channels: Facebook, TikTok, PR
Advertising on social media about cosmetics and dark circle creams:
+ Low cost: Suitable for all audiences
+ Can be used at home: Saves time, effort, and travel expenses
+ Gentle and soothing: Uses safe, environmentally friendly ingredients
Customer Needs and Segments
* Care Needs of ASEAN Dermatology Clinic:
- ASEAN Dermatology Clinic has a demand for customer care regarding the treatment of dark under-eye circles, as this is a common issue that affects the appearance of many individuals Treating dark under-eye circles not only improves appearance but also enhances self-confidence and the quality of life of the customers The clinic typically offers specialized skincare treatments and products to help customers achieve the best results in treating dark under-eye circles Additionally, the clinic often has promotional programs and offers to attract customers and enhance their satisfaction.
+ Specialized skincare cream: The cream contains ingredients that help reduce the appearance of dark under-eye circles, reduce puffiness, and brighten the skin.
+ Filler injections: Filler injection is an effective treatment for dark under-eye circles The filler is injected into the under-eye area to fill the grooves and reduce the appearance of dark circles.
+ Laser: Laser can be used to reduce the appearance of dark under-eye circles by stimulating collagen production and reducing the visibility of blood vessels.
+ Advanced technology: Utilizing advanced technologies such as Maxing Extra technology to treat dark circles, helping to heal damaged skin areas, restore and balance skin pigmentation, EYESLASMA technology to definitively treat dark, puffy eyes by introducing Collagen Fiber strands deep under the skin, creating a network of bonds to support the structure of broken cells on the skin (such as collagen and elastin).
*Customer Segments of ASEAN Dermatology Clinic:
The customer segments using the under-eye dark circle treatment service of the dermatology clinic may include:
ASEAN Dermatology Clinic offers dark circle treatment services to a diverse customer segment. a Individuals with genetic factors:
- Age: All ages, but usually aware of this issue from teenage years onwards.
- Occupation: Non-specific; may include students, office workers, or those in the customer service industry where appearance is more of a concern.
- Income: Diverse, but those willing to spend on cosmetic services usually have an average or higher income.
- Needs: Improve appearance, enhance self-confidence in social interactions and work. b Individuals with aging skin:
- Age: Usually from 40 years and older.
- Occupation: Diverse, may include office workers, managers, entrepreneurs.
- Income: Ranges from 8 to 50 million/month
- Needs: Improve aging conditions, rejuvenate the skin, enhance self-confidence. c Individuals with lack of sleep and poor dietary and lifestyle habits:
- Age: Especially prevalent among working and studying ages, 18-50 years old.
- Occupation: May include students, individuals working in the technology, healthcare, or any high-demand industry.
- Needs: Improve tired appearance, enhance self-confidence and work productivity Improve health and appearance through skincare solutions. d Individuals with medical conditions:
- Age: All ages, but more common in older adults if related to chronic diseases.
- Income: Diverse, but those willing to spend on health usually have a stable or high income.
- Needs: Treat the root cause of medical conditions, improve health and appearance conditions.
Understanding the specific needs of each target segment is crucial Appearance enhancement, self-confidence boosts, and personal health improvements are common goals Tailoring treatment solutions, lifestyle advice, and skincare recommendations to these groups ensures optimal outcomes.
Company Strategy and 7P Marketing
- The goal of the communication campaign: ASEAN Dermatology Clinic aims to increase the number of new customers, increase revenue, and enhance brand awareness.
- Target customers: Individuals with dermatological issues such as dark circles, puffiness, eye wrinkles, swelling, sagging which are increasingly common and spread across various ages and genders.
- Social platforms utilized by the clinic: The clinic plans to use Facebook and Instagram for its communication campaign, aiming to promote its dark circle treatment services The target audience is broad, including both men and women of different ages.
+ Launch attractive programs to draw customers on special occasions For example, October is Women's month, so take advantage of October to create appreciation programs for female customers.
+ Share skincare secrets, preventive measures for skin problems, etc.
+ Host live streaming sessions to chat and share with customers Address customers' inquiries and concerns about the clinic's services, thereby increasing credibility with the audience.
- Run advertisements on Facebook and Instagram.
- Measuring results: To measure the outcomes after running ads on Facebook and
Instagram, they used Facebook Ad Manager and Instagram Insights These tools provide information about ad impressions, ad clicks, conversion rates, etc., to help assess the effectiveness of online advertising campaigns on both platforms. b 7P Marketing of ASEAN Dermatology Clinic
3 Slimming and Body Shaping Therapy
6 Hair Removal with DIODE LASER Technology
Audience Customers need to improve skin condition (acne, freckles, melasma, uneven skin tone).
Customers seek solutions to relax and cleanse the body.
Customers want to improve their body shape and reduce excess fat
Customers need surgery to improve or correct body and facial problems.
Clients want to improve or correct the appearance of their eyebrows, lips, and eyelids.
Client wants to remove unwanted hair effectively and safely.
Service - Treat dark eye circles.
(back acne, pustules, cystic acne, acne) -
Skin whitening therapy (back, neck, face, whole body).
(shrink pores, treat stretch marks, folliculitis, freckles, melasma treatment, skin rejuvenation).
(concave and raised scars on the face and body).
- Massage (relax the face, relax the whole body).
- Slimming therapy (biceps, abdomen, thighs, whole body).
- Liposuction (chin, jaw, abdomen, buttocks, back, arms, thighs, chest).
- Shaping the abdomen and buttocks.
- Shaping the chin area, donor, genital, head, and underbite.
- Shaping the eyebrow , cheek, eye, lip, nose, chest.
- Embroidery (tattoo correction, broken embroidery, modern lip tattoo, eyelid embroidery, eyebrow embroidery).
- Hair removal (armpits, back, face, arms, legs).
=> With such clear categorization, businesses can more easily manage and promote their services This also enables customers to easily search and choose services that meet their needs Businesses need to develop policies and programs to enhance service quality, ensuring customer satisfaction and loyalty This includes training staff, investing in modern technology, and building a professional work environment.
The product of ASEAN Dermatology Clinic is service, thus it requires a meticulously trained team of medical staff, consultants, and customer care representatives to ensure the delivery of high-quality, skilled services They work professionally and have been trained in beauty consulting and healthcare, such as:
- Lam Hung Tran: He is the manager of ASEAN Dermatology Clinic Mr Lam Hung Tran is one of the renowned doctors specializing in beauty He is also a consultant appearing on television programs and a member of the Institute for Research and
- Master, Doctor Viet Dung Pham Thi: Specializes in Plastic Surgery, with expertise in Nose, Breast, Abdomen, and Eyelid Aesthetic Surgery Dr Dung has 12 years of experience.
- Master, Doctor Manh Tien Duong: Specializes in Plastic and Aesthetic Surgery, with expertise in Nose and Breast Aesthetic Surgery (Asean Clinic, 2023)
The hospital also has a team of medical staff, consultants, and customer care representatives They work with a professional demeanor and have been trained in beauty consulting and healthcare With good service attitudes, always friendly and welcoming to customers, they create a certain level of comfort when beautifying at the clinic.
Other business activities also require support from other personnel.
These doctors and employees not only represent the quality of cosmetic services at ASEAN Dermatology Clinic but also show our commitment to customer comfort and satisfaction This is the result of close support from other personnel, ensuring that all activities in the business run smoothly and effectively.
ASEAN clinics are conveniently located in the city center, easily accessible to customers. The current locations of the clinic are:
- Hanoi facility: No 88 Bui Thi Xuan, Hai Ba Trung, Hanoi
- Ho Chi Minh City facility: 254B Nguyen Dinh Chieu, District 3, HCMC
Asean Clinic strategically chose prime locations with significant foot traffic, primarily targeting office workers and affluent individuals The clinics boast prominent green exteriors that attract attention, enhancing their visibility and appeal to potential patients.
ASEAN Clinic has designed an efficient basic service process, ensuring that the examination for customers is smooth and comfortable Below is a detailed service process chart and comments on the comprehensiveness and customer support:
Customers book appointments through social media platforms or the clinic's website.
Convenient for customers, saving time and allowing for prior planning.
Customers without prior appointments receive queue numbers and waiting time notifications.
Ensures fairness and transparency in the waiting process, reducing inconvenience.
3 Consultation Area Customers are guided to the area where the doctors conduct examinations.
Ensures privacy and comfort for patients throughout the consultation process.
Doctors assess the patient's health condition and develop a treatment plan.
Enhances trust and safety for patients through thorough and professional evaluation.
Patients are informed about the treatment plan and post-treatment follow-up.
Provides comprehensive and clear information, helping patients to prepare for the treatment process.
Security Prioritizing patient's privacy and data security Builds trust and ensures the safety of patient information.
7 Payment Options Offering multiple payment methods: cash, bank transfer, card swiping (Visa, MasterCard), and installment payments via credit card.
Provides flexibility and convenience in payment, catering to the diverse needs of patients.
8 Loyalty Program Offering loyalty programs for returning Enhances customer engagement customers based on the services they have used (direct discounts, vouchers, discounts on additional services). and loyalty, encouraging repeat visits.
This detailed service process is designed to be comprehensive and closed-loop, from receiving online booking information to the steps of examination, treatment, and post- care The focus on patient privacy and data security, along with flexible payment methods and loyalty programs for returning clients, shows a commitment to meeting the needs and comfort of the patients, thereby building trust and credibility for the clinic.
- Due to intense competition in the dermatology sector, leading clinics invest significant amounts in advertising to drive sales and increase revenue.
- Implementing discount, promotional, and special offer programs for skincare services is a very effective marketing strategy for dermatology clinics Your clinic could launch promotional programs for skincare during Christmas, national holidays, or special offers targeting specific customer groups.
- The target audience for these programs are individuals with dark circles due to lifestyle habits or those seeking beauty enhancements.
- Besides TV advertisements and outdoor advertising campaigns, the clinic also distributes its ads on the internet and on social media platforms like Facebook, Instagram,
YouTube, TikTok… These social media accounts are used to connect followers to the clinic, while also engaging customers.
- Additionally, the clinic has numerous promotions such as discounts and gifts for customers to attract more clientele.
- The clinic is also investing significantly in sustainability and expanding its chain of clinics to serve consumers better Investing in socially beneficial projects has proven beneficial for the clinic and solidifies its market image, like organizing free dermatological consultations for underserved clients…
- The clinic's actual operations are ongoing Its physical infrastructure includes patient treatment facilities, as well as various other facilities across the country.
- Besides services and promotional materials, many images and awards inside the clinic are also considered tangible evidence.
- The Asean Clinic logo is visible on advertisements, promotional materials, and staff uniforms.
- The website maintains valuable physical evidence – from testimonials to typical services, as well as contracts the clinic offers to represent the services that can be expected
ASEAN Dermatology Clinic transparently discloses its service pricing Folliculitis treatment costs 299,000 VND per session, while dark circle treatment ranges from 250,000 to 1,200,000 VND per session, depending on the equipment employed.
- Compared to the market price, these rates are mid-range, not too high or too low However, it depends on each service package and the needs of the customer Generally, there's a price segment for everyone.
The business structure of the dermatology clinic, like any healthcare facility, includes various components to ensure quality dermatological care Here's an overview of the main elements: a Practitioners:
* Dermatologists: Primary healthcare providers specializing in diagnosing, treating, and preventing skin conditions. b Administrative and Management Staff:
* Practice Manager: Oversees daily operations, administrative staff, and financial management.
* Receptionist: Responsible for scheduling appointments, registering, and managing patient records.
* Billing and Coding Specialist: Handles insurance claims, billing, and coding for medical procedures.
* Receptionist: Assists in resolving inquiries and communicating with patients. c Clinical Staff:
* Nurse or Medical Assistant: Assists dermatologists in patient care, procedures, and patient instruction.
* Laboratory Technician: Performs tests and diagnostic procedures.
* Aesthetician or Skincare Specialist: Provides aesthetic and skincare services under the supervision of a dermatologist. d Patient Services:
* Scheduling: Coordinates patient appointments and manages the clinic's schedule.
* Reception and Registration: Collects patient information and medical history.
* Patient Education: Provides information on skincare, treatment plans, and post- operative care. e Technology and Information Systems:
* Electronic Health Record (EHR) Management: Oversees digital patient records and ensures compliance with healthcare privacy regulations.
* Telehealth Services: Implements and manages virtual care options when applicable. f Facility Management:
* Physical Space: Ensures the clinic environment is clean, organized, and well- maintained.
* Equipment Management: Maintains and updates medical equipment used for dermatological procedures. g Compliance and Regulation Issues:
* Compliance Officer: Ensures the clinic adheres to healthcare regulations and standards.
* Quality Assurance: Monitors and maintains the quality of care and patient services. h Marketing and Community Outreach:
* Marketing Coordinator: Develops and implements marketing strategies to attract patients.
* Community Outreach: Builds relationships with the local community and potential referring physicians. i Financial Management:
* Accounting and Finance: Handles financial transactions, budgeting, and financial reporting for the clinic.
* Insurance Coordinator: Manages insurance-related issues, including claims processing and prior authorizations.
* Legal Advisor: Addresses legal issues, contracts, and healthcare compliance.
+ Director: Responsible for leading and managing the clinic's overall strategy.
+ Financial Manager: Manages financial resources, including budget management, spending, invoicing.
+ Human Resources Manager: Responsible for recruitment, training, and management of clinic staff.
+ Healthcare and Customer Service: Doctors and medical staff responsible for providing medical treatment services and customer care.
+ Marketing and Advertising: Manages advertising and marketing strategies to attract and retain customers.
+ Customer Service and Reception: Provides customer support and reception services.
+ Facilities, Equipment: Manages, maintains facilities, equipment, necessary technology for service provision.
Current marketing activities
- To locate the target market, our team conducted research on the current socio-economic situation, as well as customer consumption habits in the beauty industry.
- In January 2023, Vietnam had 70.00 million social media users According to organizations GWI and data, the popularity of social networks in Vietnam continues to increase with no signs of slowing down
- According to the sources we have found and according to statistics, Facebook is the most used social network in Vietnam Vietnam is even in the top 10 countries using Facebook the most in the world Individuals often use Facebook to share their information, photos, videos, and personal information with friends and family In addition, Facebook is also used as a channel to update news, events and topics of interest.
- According to statistics as of April 2023 from Napoleon Cat (a tool to measure Social Network indicators), the total number of Facebook users in Vietnam is nearly 85,100,000 (Eighty-five million one hundred thousand) people , accounting for more than 84.1% of the national population Of these, the majority are women, accounting for 51% People between 25 and 34 years old are the largest user group at 24,600,000 The highest difference between men and women occurs among 18 to 24 year olds, where women lead by 10,300,000 (Ten Million Three Hundred Thousand) people.
- For businesses and organizations, Facebook is an effective advertising channel to introduce their products and services to potential customers They can also use Facebook to interact with customers, answer questions, and collect feedback from customers
- Besides, Tiktok is also gradually becoming very popular in Vietnam Market research company DataReportal (headquartered in Singapore) has just released a report on the list of 10 countries with the largest number of TikTok social network users in the world Vietnam ranks 6th in the top 10 countries with the largest number of TikTok users in the world, with about 49.9 million users According to DataReportal's data as of February
2023, there are about 77.93 million Internet users in Vietnam, so up to 64% of Internet users in Vietnam are using TikTok.
- Besides research on the use of social networks, our team also researches beauty trends in Vietnam In recent years, in addition to cosmetic surgery to get more perfect lines on the face, users have also paid great attention to their skin Dark eye circles are a huge defect, so the dark eye circle treatment service is also a service that attracts many customers.
- After synthesizing all information and receiving approval from the Asean clinic, Asean has and will continue to target and run main ads on Facebook and Tiktok Today, consumers are also more cautious and wiser in finding information They appreciate information about services/products provided by experts with expertise and industry knowledge Therefore, Asean is taking advantage of the voices of Influencers to promote its brand Thereby, Asean can guide consumers to have more trust and choose the clinic's treatment services The clinic is still actively working with influencers to create scripts, record videos and run ads on Facebook Fanpage and TikTok The clinic is still actively working with influencers to create scripts, record videos and run ads on Facebook
Fanpage and TikTok In addition, we also design posters and content to attract customers so they can pay attention to the service.
ANALYSIS OF THE CURRENT SITUATION OF THE ENTERPRISE
PRODUCTS OF THE ENTERPRISE
3.1.1 Policy to improve product quality. a Diversifying Services:
- Expanding Services: Explore expanding the scope of services, integrating new or improved methods to optimize results.
Consider combining dark eye circle treatment with other services and technologies:
+ Elos Eyes technology - solves dark circles through diamond crystal ultrasound waves combined with Melos light that directly impacts the bottom layer of skin to achieve comprehensive results.
+ Laser Ipac technology utilizes lightwave patterns.
+ Ultra Cell technology uses high-frequency waves. b Enhancing Quality:
- Staff Training: Maintain staff skills to ensure readiness in applying the latest methods for optimal results.
- Quality of Materials: Use high-quality materials, products, and machinery to ensure safety and effectiveness during treatment. c Researching New Technology:
- Continuously monitor and research new technologies in dark circle treatment, including both surgical and non-surgical methods:
+ Radiofrequency (RF) Technology: Stimulates collagen production, enhances skin tightening, and reduces dark circles.
+ Microcurrent Technology: Uses small electric currents to stimulate muscles and improve skin elasticity.
+ Collagen and Hyaluronic Acid Treatment: Utilizes collagen fibers and hyaluronic acid to effectively reduce dark circles.
+ Nano Technology: Enhances the quick absorption of skincare ingredients, maximizing treatment effectiveness. d Developing a Marketing Strategy:
- Brand Building: Establish a strong and reputable brand image in the field of dark circle treatment.
+ Develop a customer care strategy to maintain long-term relationships and retain customers: A clear warranty policy is written.
+ Ensure that after cosmetic procedures, ASEAN staff provide customers with a care package containing necessary tools and detailed instructions for home care.
CORPORATE COMMUNICATION
3.2.1 Development Strategy and Online Channel:
ASEAN Dermatology Clinic's innovative strategy for its Dark Circle Treatment service encompasses an optimized online channel to enhance its influence and attract customers The strategy includes specific activities for each phase, such as enhancing visibility through paid advertising and social media marketing, building trust and credibility through patient testimonials and online consultations, and providing exceptional customer service for a seamless patient experience By leveraging these initiatives, the clinic aims to establish itself as a leading provider of Dark Circle Treatment services in the region.
- Phase 1: Establishing Procedures and Staff Training.
In this phase, ASEAN Dermatology Clinic focuses on building detailed procedures for the new service and ensuring that the staff is fully trained Plans for meetings and deployment are constructed in advance to ensure smooth execution.
- Phase 2: Developing Media and Booking KOLs.
Developing media for the new service will focus on building a quality and efficient production process Simultaneously, booking KOLs with service experience will help enhance brand image and credibility from customers.
- Phase 3: Technology Transfer and PR Series.
In this phase, the focus is mainly on transferring new technology and building a strong
PR series The signing ceremony and foreign expert consultations will create a significant step in consolidating credibility At the same time, the PR series will generate valuable content, evaluations, and results to attract attention from the community and customers.
- Phase 4: Building Online Channels and Enhancing Data, Brand Coverage.
ASEAN Dermatology Clinic will focus on building and managing online channels, including websites and pages on social media platforms like Facebook, Instagram
Simultaneously, enhancing information data, photos, and videos will create attractive content to maintain customer interest and strengthen online advertising strategies.
In addition, creating a TikTok channel specializing in services will help attract young and creative customers Building brand coverage channels and running ads will increase awareness of the service in the online community
- Phase 5: Media Production for Service and Image Data.
The production of experience videos and introduction to the service mechanism will focus on conveying the real value of the service Livestreaming and before-and-after comparisons will create dynamic content, helping customers better understand the benefits of the service Simultaneously, creating images of the service process and before-and-after photo sets will provide high-quality imagery for online customers and the sales department.
- Phase 6: Enhancing Data Coverage and Evaluating Results.
In the final phase, ASEAN Dermatology Clinic will focus on enhancing data coverage on TikTok by booking models who specialize in reviewing the service This will strengthen credibility and brand recognition on this platform At the same time, evaluating results from previous strategies will help the clinic propose and optimize content for the next phase, ensuring effectiveness and continuity in their online strategy.
3.2.2 Media Production for New Services a Treatment Service.
ASEAN Dermatology Clinic is known as one of the reputable dermatology clinics in Hanoi and Ho Chi Minh City.
Some notable technologies have been directly transferred to ASEAN Dermatology Clinic such as Maxing Extra folliculitis treatment technology, Mediwire rapid fat destruction technology,… When visiting ASEAN Dermatology Clinic, customers will feel the difference thanks to the spacious, 5-star standard space, along with the dedicated care and guidance of the team of experts and doctors.
To continue enhancing its reputation with customers, ASEAN Dermatology Clinic constantly invests in the most modern equipment in the world and organizes seminars with leading experts from Singapore, the USA, Germany,… so that customers can experience a variety of services. b Determine goals:
• Building target customers: including both men and women, diverse in age from 20-55 years old.
• Build customer awareness that the treatment of dark eye circles is not only related to aesthetics but also to eye health.
• Overcome weaknesses and promote the company's strengths (What strengths can this communication plan promote? What are the weaknesses of the business? Give specific examples and evidence)
• Promoting impact on customers' decisions to register for services (Clinic Marketing, an important prerequisite is that the content must be very attractive and attract customers to leave a number => book an appointment => come to the facility => Transfer successful)
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 brand: From service communication => How to impact 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.
• Is there a suitable and long-term strategy? To be more detailed, it is necessary to introduce the campaign in stages For example:
To launch an effective marketing campaign, it's crucial to establish clear objectives and determine the necessary resources Effective communication and conversion strategies should be implemented, tailored to specific social media platforms Additionally, it's important to manage the volume of content on social media to ensure it aligns with the target audience's needs By considering these elements, marketers can successfully shape customer perception, drive engagement, and achieve desired campaign outcomes.
• Regularly monitor and evaluate the effectiveness of communication campaigns on both platforms This includes measuring community engagement, visibility, and progress on Facebook and Instagram Once we determine what's working and what needs improvement, we adjust our communications strategy to ensure it consistently achieves its initial goals. c Content Creation.
With the rise in aesthetic concerns, the target audience for the clinic encompasses individuals across genders and age groups facing various eye-related issues These concerns include dark circles, puffy eyes, wrinkled eyes, swelling, and sagging Each customer presents a unique combination of conditions, such as dark circles accompanied by wrinkles or dark circles paired with under-eye bags The clinic's services cater to this diverse clientele, addressing the specific needs of each individual.
- Highlight the benefits of the new service.
- Convey the message through the new service.
- Write content to attract customers.
- Measure results. d Choosing Communication Channels
Marketing costs
* Facebook: Number of customers participating in the service via Facebook advertising
- Create nice videos, articles, and images to increase interaction and attract customers on this platform “https://www.facebook.com/SG.phongkhamquocteasean”
=> It can be seen that revenue increased immediately after running ads on this platform within just 1 month Increase access to customer files, thereby building trust and customer attraction.
*) Instagram: Number of customers joining the service via Instagram advertising (after 1 month): 321 (people)
-Similar to Facebook, on this platform, the clinic always creates new articles to interact with customers, conveying the desired messages.
=> We can also see that this Instagram channel is also effective when running ads The clinic always receives compliments and positive reviews from people who have experienced the service in ASEAN and then recommended it to friends and relatives.
Spending more on Facebook advertising may yield better results compared to Instagram, but it's crucial to remember that investment alone does not guarantee effectiveness Measuring and evaluating advertising efforts is essential, as other factors also influence campaign success.
Current State of Promotional Tools
With the commercial benefits that the beauty industry offers, competition in the market is becoming increasingly challenging Over time, dermatology and cosmetic clinics are investing more in marketing strategies, professionalism, and attractive pricing strategies This helps to expand the customer base as their goal is not only to ensure safety but also to optimize costs This is very important and something that anyone wanting to do business in this field should consider.
In addition to factors such as service quality, nursing attitude, and cost, businesses need to invest in strategies and marketing methods to attract more customer attention.
Promotions are an important element of the marketing mix This is also a strategy that ASEAN dermatology clinics are promoting.
Advertising plays a crucial role in the management strategy of the clinics, with the main goal of introducing new service experiences to customers and generating interest in other spa services/products.
ASEAN dermatology clinics have implemented various advertising strategies to optimize marketing effectiveness This includes using social media platforms like Facebook, Instagram, and YouTube to reach target customers; creating creative content to enhance brand awareness; and implementing online advertising strategies, including pay-per-click campaigns to reach potential customers.
Furthermore, ASEAN dermatology clinics also leverage traditional media channels like advertising posters and organize promotional activities to expand their reach to customers All these strategies aim to establish brand awareness, increase website traffic, and attract potential customers.
After determining resources and budget, ASEAN Dermatology Clinic decided to focus on online channels such as Facebook ads, Instagram ads and YouTube ads to ensure it reaches the right audience, especially the right audience
ASEAN Dermatology Clinic recently posted an article on its fanpage, introducing the launch of a new eye treatment service To interact more with the audience, we proposed creating a fan page specifically for individuals interested in this specialized service.
The service article will comprehensively cover the necessary information, including the value of the service, implementation methods, pricing details, and policies Emphasis will be placed on the special features of the service and its competitive pricing, in order to attract the attention and interest of potential customers.
To maintain an active online presence, the posting frequency on the Facebook fan page will be 3-4 posts per week For service-specific Facebook groups, we recommend a slightly higher posting frequency of 4-5 posts per week, ensuring consistent engagement Also, post in at least 3 groups.
Diverse forms of content such as videos, text posts, images and infographics will be used. Each piece of content will be designed with specific requirements in mind and adhere to standard forms to ensure visual consistency.
To establish a cohesive brand identity online, businesses must customize their social media strategies to align with each platform's audience and purpose Maintaining a consistent voice, language, and color scheme across all platforms is crucial to create a unified and recognizable brand presence This tailored approach reinforces the brand's values and messaging, ensuring that audiences can easily identify and engage with the brand regardless of the platform they use.
Introduction of services / Products / Service process:
Service stimulus programs from time to time
-Photos before and after using the service.
-The video records the process of using the service.
-Promotional activities. ® Information: Solutions to eye fatigue problems
- This service has undergone security research and testing.
-Expert consultants, implementers, and caregivers.
-The device that performs the service.
-What is the price of this service?
-How long will the service last?
-Do you have a service commitment?
- Are there any side effects or adverse effects?
- Are there any additional fees?
Facebook advertising data in 1 month:
In order to effectively promote, ASEAN dermatology clinic need to focus on creating attractive content and interacting with audiences Use high-quality photos and videos to showcase products and services in a beautiful and professional way, to attract customer attention and create positive interaction.
Utilize the power of tags to combine popular and niche tags to increase their visibility in searches and establish communities on Instagram Use the correct labels to bring products and services to the right target audience This helps to attract interested people, increase opportunities for engagement, and disseminate content on the platform.
The direct messaging feature on Instagram is also used to create opportunities for direct interaction with customers, such as answering questions, providing support, and even implementing special discounts through direct messaging to build a personal communication environment and create.
Personal selling is a personalized sales method that aims to increase interaction between salespeople and potential customers This method focuses on establishing a personal relationship, advising on products, and persuading customers to make a purchase through face-to-face interaction Personal selling is applied in the fields of B2B sales, commercial sales, and retail These include: prospecting, reaching out to customers, introducing products and services, persuading potential customers, completing deals, and following up with leads and current customers to strengthen relationships and loyalty.
To build trust with customers, ASEAN Dermatology Clinic's staff is always equipped with full knowledge and a professional attitude When customers seek direct advice, consultants will be ready to use their professional knowledge to answer questions and support policies that are most beneficial to customers In addition, appearance is also a plus point for customers A well-groomed look will increase recognition and trust more than a casual or unkempt appearance® Comment on Personal Selling.
Question : What do you think about ASEAN Dermatology Clinic s personal selling?
Current Status of Monitoring and Evaluating the Effectiveness of Trade Promotion for Dark
Promotion for Dark Eye Circle Treatment Services
- Monitoring and evaluating the effectiveness of trade promotion activities is also part of the job scope of the leaders of the business and mar keting department of the clinic They periodically check and evaluate trade promotion activities once a month Sales and marketing managers are responsible for assigning tasks to each team Each team will be responsible for implementing a promotional tool: advertising, personal selling, direct marketing, or sales promotion Teams will appoint team leaders, who are responsible for managing, assigning tasks to members, monitoring, and evaluating the team's work process Evaluation is based on criteria such as: market sales capability, identifying reasons for not achieving sales plans, changes in the clinic's competitive position, the relationship between marketing costs and consumption, and monitoring customer attitudes so that the clinic can timely adjust and improve the effectiveness of trade promotion activities.
- The clinic's goal before implementing trade promotion activities was to increase revenue from dark eye circle treatment services by 30% and focus on developing target customers, attracting 20% of intermediary commercial customers, and 10% of organizational customers The results after implementing trade promotion activities exceeded the set targets, with revenue increasing to 1,320,000,000 VND through three platforms: Facebook, YouTube, and Instagram, and the number of organizational and intermediary commercial customers increased after the implementation 53% of the company's customers rate the effectiveness of the program as good, 31% as average, 12% as poor, and 4% as very poor The profit of the clinic after implementing the trade promotion plan is 688,550,850 VND The profit being half of the total revenue indicates that the trade promotion program is proceeding very smoothly and is highly effective. + Facebook:
- The number of customers accessing the clinic's website and the number of customers accessing the clinic's social networking sites also increased significantly thanks to advertising on social networking platforms to attract customers Previously, dark circle treatment services only focused on female customers aged 25-50, but after implementing the strategy, the clinic has attracted more young men and women interested in treatment services dark circles New customers are mainly students due to the nature of work, study and lifestyle leading to dark circles The following are the quantities
People accessing the ASEAN clinic's website and social media platforms:
- Due to the use of advanced EYESLASMA technology from Singapore, the effect is clearly visible after treatment and has received a lot of good feedback from customers.
- The clinic's trade promotion campaign has had a very strong impact on the market Attract more customers and increase clinic awareness with the market and competitors The clinic evaluates the trade promotion program through revenue and a number of indicators such as: growth coefficient in the number of visitors to the store, growth coefficient in deciding to use services thanks to trade promotion activities, Effective target index for attracting services, etc That is why it is accurate to evaluate the effectiveness of the clinic's trade promotion program Revenue and output are increasing, which reflects the clinic's growing business activities, including the effective contribution of trade promotion tools.
IMPLEMENTATION OF THE MARKETING COMMUNICATION PLAN
Execution and Monitoring
- Monitoring and evaluating the effectiveness of trade promotion activities is part of the responsibilities of the business and marketing department leaders Implementing and supervising the marketing communication plan for dark eye circle treatment services also includes strategies to effectively approach and attract customers.
- Currently, at the ASEAN dermatology clinic, the marketing team is actively running online marketing through social media platforms such as Facebook, Instagram, and YouTube to optimize and reach the largest customer base, aiming to bring the highest revenue and profit for the clinic, as well as optimizing marketing operational costs Monitoring and evaluation of advertising activities are carried out once a month through the clinic's marketing department head.
- Additionally, the customer care and sales departments will coordinate with the marketing department to record customer inquiries, feedback, attitudes, the clinic's competitive position, advertising costs, and revenue so that the clinic can timely adjust the marketing plan to be more effective.
Content distribution plays a pivotal role in ASEAN dermatology clinics' digital marketing strategy By effectively disseminating high-quality content, these clinics can broaden brand recognition, foster customer trust, and facilitate the development of a devoted clientele This distribution strategy serves as a foundation for the marketing team's efforts to cultivate enduring customer relationships.
- Advertising dark eye circle treatment services on platforms like Facebook and
Instagram requires a strategy that combines engaging content, educational information, and attractive visuals Therefore, the clinic's marketing team has strived to create customer-attracting content including:
+ Introduction to Dark Circle Treatment:
Share articles introducing dark circle treatment services at the clinic, including a brief explanation of common causes and why professional treatment methods are beneficial
Highlight the main ingredients used in dark circle treatment services Explain their benefits and why they are effective.
Introduce before and after images or testimonials from a customer (KOLs) who has undergone dark circle treatment at the clinic Post testimonial videos of a customer sharing their experience with dark circle treatment methods Highlight their journey and the positive results they have achieved.
To enhance engagement and drive conversions, consider implementing special promotional programs, such as offering discounted treatment packages for dark circles Captivating visuals and clear calls to action will attract attention Foster engagement by encouraging followers to pose inquiries in the comments, allowing you to address their concerns and build rapport.
+ Additionally, since the YouTube platform only supports video uploads, the marketing team also strives to select the most attractive content videos for advertising Moreover, the clinic also conducts live streams of actual treatment sessions of customers at the clinic to gain more trust from customers.
4.1.2 Engagement and Interaction with the Audience.
- The marketing team at the clinic continuously monitors reach, access, and customer feedback messages through Facebook, Instagram, and YouTube.
- During online marketing on social media platforms, the customer service team also coordinates with the marketing team to understand customer interactions with the services and the clinic.
- Throughout the process, the clinic always strives to respond to comments and messages from customers promptly, guiding customers to make appointments or take advantage of special offers, encouraging followers to share their own experiences, ask questions, and provide feedback on the clinic's treatment services.
Tracking advertising campaign performance is essential for optimizing marketing strategies and maximizing profitability, particularly for specialized services like dark circle treatment at the ASEAN clinic By selecting relevant Key Performance Indicators (KPIs), marketing teams can monitor the effectiveness and return on investment of their advertising campaigns, enabling them to make informed adjustments and improve outcomes.
CTR measures the percentage of people who clicked on an ad after viewing it.
The conversion rate tracks the percentage of ad viewers who completed the desired action, such as making an appointment for dark circle treatment.
+ Cost Per Click (CPC) and Cost Per Conversion:
These metrics help us understand the effectiveness of our advertising spend.
+ Number of Impressions and Reach of the Ad:
Tracking the number of impressions and reach of the ad provides insights into how many people have seen our ad This is essential for assessing the overall visibility of the campaign.
Facebook Ad Manager provides a comprehensive dashboard displaying key metrics like CTR, impressions, and engagement levels.
Implementing Facebook Pixel on the website allows the clinic to track user interactions after clicking This includes making appointments, enabling the team to directly attribute conversions to their advertising campaign.
Understanding the customer's journey from clicking on an ad to conversion is crucial
By analyzing the entire journey, from initial interaction with the ad to booking a dark circle treatment appointment, we gain insights into user behavior and potential touchpoints for improvement.
BUDGET ALLOCATION
The clinic will use 10% = 132,000,000 VND of total revenue to pay for marketing and promotion.
Numerical order CONTENT PERCENT PURPOSE REFERENCE
1 Blog and WEB site content
25% Articles maintained on the website help customers better understand and clarify questions about the clinic's services. https:// www.vietaseanquocte.life
2 Create videos and multimedia content
20% Create videos on social media platforms to attract customers and increase interaction https://www.youtube.com/ watch?v=TElMyHkkOEU
3 Direct interaction 20% Invest in customer service to resolve and answer questions so customers have the best experience
35% Each month the clinic will give away gratitude gifts to loyal customers and vouchers in a certain quantity for customers.
-Create and maintain Blogs to help provide information: https://www.vietaseanquocte.life
-Information will be updated on the clinic's page: https://www.facebook.com/sg.asean.clinic/
-Articles and information maintained on the clinic's website will help customers better understand the service and answer questions when using the service In addition, it also helps customers understand more about the causes of dark eye circles.
2 Create videos and multimedia content (20%):
- create videos on social media platforms to increase engagement and attract customers
In the contemporary digital landscape, social networking platforms like YouTube and TikTok have become ubiquitous, attracting users across generations Clinics can leverage these platforms to establish their brands and engage potential customers through captivating videos and targeted content By harnessing the power of social media, clinics can enhance their visibility, attract a wider audience, and effectively promote their services.
- The costs related to direct interaction or online and offline customer care These costs will be allocated for customers who want to visit and test services directly.
- Investment in customer service to deliver a positive experience during trials.
- Investment in online chat to address customer inquiries 24/7.
- Organizing meetings to better understand customer needs and directly answer their questions.
- Allocating funds for gifts and discount vouchers for customers.
- Dedicating 50-100 appreciation gifts each month for loyal customers of the clinic.
- Offering a specific number of discount vouchers to new customers of the clinic The provision of a certain number of vouchers also stimulates customer demand to participate in the experience.
- Giving gifts and vouchers to customers is a good marketing activity as it leaves a positive impression on customers and can attract a neighboring customer base.
Allocating Resources for Social Media Advertising:
Allocating resources for social media advertising involves careful planning and strategic decision-making to ensure that your budget is used effectively to achieve your marketing goals.
Clearly outlining advertising objectives: increasing brand awareness, driving website traffic, generating leads, and increasing sales.
Understanding the target audience and the social media platforms they use like TikTok, Instagram, YouTube, Facebook.
Setting a realistic budget based on overall marketing objectives and available resources Consider factors such as the cost of advertising on social media platforms, the size of the target audience, and the overall marketing budget.
Selecting the most suitable social media platforms for the target audience and the clinic's business objectives.
Understanding different ad formats available on each platform and choosing those that best meet your objectives, e.g., Facebook offers photo ads, video ads, carousel ads.
Allocating resources to test different ads, targeting options, and ad placements Regularly analyze your ad performance and optimize based on data to improve results over time. + Content Creation:
Allocating resources to create engaging and compelling content for advertisements High-quality images, videos, and text are necessary to attract customer attention.
Investing in tools and resources to monitor the performance of social media ads Use analytics to track key metrics such as impressions, click-through rates, conversions, and return on ad spend (ROAS).
Considering the timing of advertisements Allocating resources to test different days and times to determine when your target audience is most active.
Short-term campaigns may focus on specific promotional programs, while long-term campaigns can help build brand awareness over time.
Allocating resources to manage customer inquiries and interactions that may result from your social media advertisements Prompt and effective customer support is crucial to maintaining a positive brand image.
Ensuring that your social media advertisements comply with laws and regulations.
Solution
The achievements that ASEAN dermatology clinics can achieve after running media ads on Facebook and Instagram may include: a.Increase website traffic: Advertising on Facebook and Instagram can help ASEAN dermatology clinics increase their website traffic This can help the clinic increase its reach to potential customers and increase sales. b Increase medical registrations: Advertising on Facebook and Instagram can help
ASEAN dermatology clinics increase their medical registrations This can help the clinic increase its reach to potential customers and increase sales.
Source: (Asean Clinic, 2023) c Increase brand recognition: Advertising on Facebook and Instagram can help ASEAN dermatology clinics increase their brand recognition This can help the clinic increase its reach to potential customers and increase future sales. d Increase interaction with customers: Advertising on Facebook and Instagram can help
ASEAN dermatology clinics leverage social media platforms to enhance customer engagement and expand their reach By actively utilizing Facebook and Instagram, clinics connect with potential patients, fostering brand recognition Moreover, these platforms facilitate direct communication through features like live chat and comment sections, building stronger customer relationships Additionally, collaborations with key opinion leaders (KOLs) enable clinics to showcase their services effectively, showcasing real-world experiences and results.
Share, feedback about the service, Share about the facility, the team of doctors Having advertising data using Kols images increases reach, coverage and creates more customer trust for both Facebook and Instagram platforms, Tiktok,
4.3.2.1 Proposed Solution for Identifying Service Recipients.
A commercial promotion program truly adds value when it reaches the right audience Therefore, when planning a commercial promotion program, the company needs to clearly identify the target audience and the message to be conveyed to them The target audience for ASEAN's dark eye circle treatment promotional programs is divided into two main groups:
Decision-makers group: Employees of a company or organization who are privileged by the company to receive beauty care at the dermatology clinic This target group directly makes purchasing decisions for businesses and organizations, so they usually consider thoroughly before purchasing a package The company should introduce directly, highlight the product's outstanding advantages as well as the company's reputation, and build close relationships from the beginning.
When choosing these products, there are always stringent requirements, especially regarding product quality.
Targeting those with disposable income and a desire to maintain their skin's health, the primary consumer group seeks to address concerns specifically related to eye care, recognizing its significance as a reflection of inner well-being.
4.3.2.2 Proposed Solution for Defining Advertising Objectives for ASEAN Dermatology Clinic's Services.
The aim of commercial promotion activities is to make customers know, understand, trust, and be loyal to ASEAN's beauty care products With each customer group, the level of information access is different, so the commercial promotion objectives for the company's products must meet and be suitable for each customer The commercial promotion objectives that the company needs to pursue must be more specific and clear according to the established process, so the company should use the objectives of the development process based on the status of available information With the current business situation, the company can pursue the following commercial promotion objectives from 2021:
Effective sales objective setting requires rigorous analysis and assessment of historical sales performance and future market trends Data-driven insights guide the company's aim to consistently elevate its average revenue by 15-30% annually, ensuring alignment with strategic growth goals and industry expectations.
- Objectives to provide information about new products, applicable when the company intends to launch new product models with new technologies and machinery, reaching 30% of the target customers.
- The purpose is to create awareness of the product's and the company's brand existence, to reach 30% of the target customers, and to convey information about the outstanding features to the customers.
- Market share growth objectives in the North and expansion to potential markets, aiming to expand to most provinces nationwide by the end of 2025, attract 20% new customers and retain 90% of old customers, striving to exploit more organizational customers and establish a position in the domestic market.
4.3.2.3 Propose a solution to create a promotional budget for the services of an ASEAN dermatology clinic.
Estimating trade promotion budget is a very important activity, businesses can use many methods of determining ASEAN trade budget estimates currently in use.
Percentage sales budget method The advantage of this method is that it is simple and easy to implement applications, high financial security and spending within reasonable limits However, this method has some limitations such as: difficulty forecasting revenue due to the influence of macro factors such as economic growth, inflation, income trade promotion costs.Since the company's main target customers are institutional and individual customers, direct marketing and sales promotion are very important So I would like to suggest that
The company should allocate its budget as follows:
Budget allocation for the company's trade promotion activities (unit: %)
4.3.2.4 Propose solutions on service promotion tools.
ASEAN Clinics should definitely consider using Instagram as a platform to advertise their services business business Instagram is a great way to showcase the quality and style of their work, plus it's a great way to encourage customers to tag ASEAN in their posts
Encouraging customers to repost photos of the clinic's products in different groups is a great way to spread the word about ASEAN products and build brand awareness Card- based campaigns are also a great way to build relationships with customers and reward them for driving business With a little creativity, clinics can use Instagram to its full potential
Establishing a distinctive visual identity on Instagram is imperative for effective brand building This entails harmonizing visual elements, such as colors and typography, with design principles that aptly convey your brand's message The visual identity should remain consistent and align with your company's values, reflecting the essence of your business.
WHY WE DEVELOP THIS SOLUTION?
1 Meeting the Diverse Needs of Customers:
Tailored approaches are essential in catering to organizational customers' decision-making processes Understanding their unique needs and requirements enables customization of products and messaging that resonate with their expectations This approach facilitates their decision-making, emphasizing the significance of fostering strong relationships By conducting thorough research, organizations can gain insights into their specific requirements, resulting in effective communication and increased purchasing likelihood.
Recognizing the varying income levels and preferences among individual customers is essential for effective marketing Emphasizing eye care aligns with the growing trend of awareness about personal health, making it relevant to the target audience Creating interactive online marketing campaigns, including social media content and search engine ads, can enhance reach and engagement with individual customers.
- Defining advertising objectives ensures that marketing efforts are focused, measurable, and aligned with overall business goals Clear objectives facilitate the assessment and measurement of the effectiveness of advertising campaigns.
- Linking objectives to specific key performance indicators, such as revenue growth, conversion rates, and brand awareness, adds precision to expected outcomes Continuous monitoring allows for adjustments based on market dynamics.
3 Allocating Budget for Advertising Activities:
Allocating a percentage of the budget for various advertising activities ensures a balanced and strategic approach This provides flexibility to adapt to changing business conditions and optimize the impact of each marketing channel Regularly assessing the financial performance of each advertising channel and adjusting budget allocation based on potential return on investment optimizes resource utilization.
Leveraging Instagram as a marketing platform suits the visual nature of beauty and skincare services Encouraging user-generated content and utilizing hashtags can enhance brand visibility and trust Implementing creative strategies to maximize Instagram's potential includes maintaining consistent branding, visual elements, and community engagement This builds a strong online presence and nurtures relationships with customers.
By leveraging social media, businesses in the beauty and skincare industry can enhance their brand visibility and expand their reach Through engaging content like inspirational stories, captivating contests, and showcasing their expertise, they can build a strong online community This community becomes a valuable platform for sharing skincare knowledge, fostering brand loyalty, and attracting new customers who resonate with the brand's message.
Developing these solutions is essential to effectively address the diverse needs of organizational and individual customers, tailor advertising efforts to business objectives, optimize advertising budget allocation, and harness the potential of social media platforms to build brand and engage with customers This comprehensive approach enhances the overall competitiveness and sustainability of the ASEAN Dermatology clinic.
EXPECTED RESULTS
ASEAN Dermatology Clinic, with a commitment to bringing beauty and health to customers, has launched an ambitious marketing campaign We expect this campaign to achieve the following goals:
+ Increasing Brand Awareness: The primary goal is to enhance the awareness of the ASEAN brand within the community and on online platforms Through this campaign, we hope our brand will become more familiar to potential customers, elevating brand recognition among customers to 40%.
+ Developing Customer Base: We aim to expand our customer base by attracting newcomers to the cosmetic clinic through multi-channel marketing strategies.
+ Optimizing Customer Experience: We expect to improve customer experience by providing useful information and exceptional customer service, thereby creating satisfaction and loyalty to the brand.
+ Boosting Sales: One of the most important outcomes we anticipate is a significant increase in the sales of services and products of the cosmetic clinic, with a 30% revenue increase compared to 2022.
+ Reputation and Positive Reviews: We also hope to receive numerous positive reviews and feedback from customers, thereby reinforcing the credibility and market position of the cosmetic clinic.
We believe that with relentless effort and a solid marketing strategy, ASEAN
Dermatology Clinic will achieve the desired results and continue to grow robustly in the future.
- Budget for booking KOLs: Below 100 million for Hanoi, below 200 million for Ho Chi Minh City.
- Budget for production and booking experts: Below 20 million.
- Budget for PR series: Below 10 million.
- Budget for media production: 4-7 million per issue (2 issues/week).
- Budget for booking TikTok models: Below 4 million per model.
*Note: Budgets may be adjusted depending on actual situations and specific results.*
CONCLUSION
ADVANTAGES AND DISADVANTAGES WHEN IMPLEMENTING THE PROJECT : .68 5.2 Accumulated experiences
• Multi-channel approach: Using multiple social media platforms helps reach a large number of customers Effective use of popular social networking platforms such as Facebook, Instagram, and YouTube helps optimize access to target customers and increase brand awareness.
• Coordination between departments: Coordination between the customer service department, sales department and marketing department helps collect information from many sources, thereby helping to adjust marketing plans effectively.
• Frequency of checking advertising activities: Checking and evaluating advertising activities only once a month may not be enough to promptly grasp and adjust arising problems
• Diverse and engaging content: From introducing services, sharing photos before and after treatment, to posting customer testimonial videos, providing accurate and attractive information, it all helps Increase customer awareness and trust in the brand.
• Use special offers: Introducing special promotions helps attract customers' attention and encourage them to participate.
The content strategy has a unidirectional focus on promoting services, neglecting to provide in-depth educational material that could foster customer engagement and value creation This lack of balanced content limits the ability to establish a meaningful connection with the audience and drive conversions.
• Content may not be suitable for all customers: Content is created in a variety of ways but it is necessary to ensure that it is appropriate to the language and culture of the target customers Otherwise, it may cause misunderstandings or fail to attract customers' attention.
• Video Strategy May Need Enhancement: Despite the use of video, the video strategy may need to be improved to optimize its effectiveness, especially on the YouTube platform.
• Proactive Engagement and Quick Response: Monitoring and interacting with customer feedback via social media platforms demonstrates proactiveness and willingness to solve problems, increasing customer trust
• Lack of face-to-face interaction: Although social media interaction can attract customers, it cannot completely replace face-to-face interaction This can reduce your ability to build relationships with customers.
* Monitor performance in Asean beauty salon's marketing communication plan: Advantage:
• Choose relevant key performance indicators (KPIs): This helps marketing teams accurately evaluate the effectiveness of advertising campaigns.
• Using Ads Management Tools and the Facebook Pixel: Using Facebook ad management tools and implementing the Facebook Pixel helps track user interactions and provide information about campaign performance detail.
• Customer journey analysis: This helps to better understand user behavior and find potential touchpoints for improvement.
• Dependence on performance tracking tools: If these tools have problems or are inaccurate, it can affect the performance evaluation of advertising campaigns.
• Limitations of KPIs: Although selected KPIs can provide important information, they may not cover all factors that influence the performance of an advertising campaign For example, they may not describe the quality of user interaction or customer satisfaction.
• Lack of insights: While customer journey analysis can provide important information, it may not be granular enough to understand user behavior along each step of the journey.
- Learn how to identify target customers through data analysis and statistics from advertising strategies.
- Adjust target audience to optimize advertising performance.
- Understand the types of content that customers respond positively to.
- Learn how to optimize advertising content to create a strong and interesting impression.
- Determine the most effective time and frequency of advertising broadcasts based on each audience's social network access habits.
- Use analytics tools to evaluate campaign effectiveness.
- Adjust advertising strategies based on interaction and conversion data.
- Learn how to integrate social media advertising strategies into the clinic's global strategy.
- Link ads with other marketing campaigns to create greater consistency and strength.
- Gain experience on how to effectively use advertising budget and adjust it based on campaign performance.
- Grasp how to interact with customers through social networks after advertising and marketing campaigns.
- Learn how to maintain relationships with customers through social networking platforms.
- Observe your competitors' advertising strategies to learn and optimize their strategies
- Grasp market trends and adjust advertising strategies based on changes.
Project value
As a group of students participating in an internship at an Asean dermatology clinic, we witnessed firsthand the great value that this experience brings We can apply the knowledge and skills acquired during our studies to real-life situations and understand that sometimes real work will not be exactly the same as what we learn in books This practice not only deepens our understanding of our major but also allows us to develop problem-solving abilities The guidance and mentoring of experienced staff across departments has been invaluable in shaping our professional development and providing us with practical insights into day-to-day operations of a business Overall, this internship enabled us to contribute our efforts and creativity to a business and was an enriching experience that prepared us for our future careers We also feel extremely proud that our team has worked so hard up to this point.