Final report analysis of medical examination and treatment services at eye hospital

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION PAI HOC TON ĐỨC THẮNG TON DUC THANG UNIVERSITY FINAL REPORT ANALYSIS OF MEDICAL EXAMINATION AND TREATMENT SERVICES AT EYE H

TON DUC THANG UNIVERSITY

FACULTY OF BUSINESS ADMINISTRATION

PAI HOC TON ĐỨC THẮNG

TON DUC THANG UNIVERSITY

FINAL REPORT ANALYSIS OF MEDICAL

EXAMINATION AND TREATMENT SERVICES AT EYE HOSPITAL

Lecturer: Mr Phan Ha Thanh Nha

Ho Chi Minh City, February 2023

GROUP MEMBERS Clever Cats

TEACHER’S COMMENTS

I HOW TO DELIVER CUSTOMER- EXPERIENCE VALUE: VALUE

3.1 Value from service (Product) 2 222122212211 1121115 2111511112222 5

IV CUSTOMER ATTRITION - THE REASONS WHY THE

V., CUSTOMER RETENTION STRATEGTIES << << << 18

I OUR SERVICE

The ultrasound examination service (also known as the eye ultrasound service) of the eye hospital is one of the imaging diagnostic methods used to determine the condition of the eye The ultrasound process uses high- frequency sound waves to create detailed images of the internal structures of the eye

The ultrasound process is usually painless and does not cause discomfort After completion, the doctor will evaluate the images and provide a diagnosis

of the condition of your eye From there, the doctor can advise appropriate treatment methods and preventive measures to protect your eye health The ultrasound examination service is an important and reliable diagnostic method for determining the condition of the eye, especially in diagnosing issues related to vitreous humor, vitreous defects, and macular diseases

II TARGET CUSTOMERS

The target customers for the hospital's eye radiation examination service are individuals who have symptoms related to their eyes or need regular eye health checkups Eye conditions and symptoms include vitreous opacity, vitreous humor abnormalities, macular degeneration, macular inflammation, vitreous opacity, and other eye-related issues People with a history of eye diseases or those in middle age or older also need regular checkups to detect and treat eye problems early

The target customers for this service may include people with busy lifestyles who have limited time to care for their eye health, people who need advice on preventing and treating eye diseases, as well as people who are concerned about their eye health and want accurate and reliable information about their eye condition

e Age: The target customers for the eye radiation examination service have no specific age limit, but individuals aged 7 and above may have more frequent needs for this service

e Income: The target customers for the hospital's eye radiation examination service may include people with low to moderate income levels and above Using the radiation examination service can be a considerable expense, and not everyone can afford it However, those with health insurance are already supported with the cost

e Residential area: The hospital's eye radiation examination service may target customers living in Ho Chi Minh City, provinces in the Mekong Delta, Central and Southern regions, and other areas However, urban areas will have more convenient transportation and location, making it easier for customers in urban areas to come to the hospital

e Gender: The hospital's eye radiation examination service does not limit the target customers by gender However, women may need to use this service more frequently due to eye-related issues during pregnancy and menopause

e Occupation: Occupational groups that frequently use their eyes in their work, such as students, office workers, drivers, factory workers, engineers, artists, etc., are all potential customers of eye services People who work in environments with high brightness, have to use computers

or electronic devices for long periods of time, or work outdoors regularly are at high risk of eye problems

e Habits: People who regularly use smartphones, computers, or other

electronic devices for long periods of time, or who do not have the habit

of resting their eyes, are potential customers of eye services This habit can lead to eye strain, dry eyes, eye pain, eye fatigue, and can reduce the quality of life for each individual

HI HOW TO DELIVER CUSTOMER- EXPERIENCE VALUE: VALUE THROUGH THE MARKETING MIX: 7P

3.1 Value from service (Product)

3.1.1, Service quality

% Reliability

Key dimensions: Properly diagnose the disease, measure the eye accurately and give a reasonable treatment to the patient's eye condition

Measure: Rate of return customers complain of wrong measure of myopia, eye condition does not improve within <6 months

Analyze: The equipment used to examine the eyes has problems, the optometrist is not dedicated, and the lack of instructions makes customers not realize the problem of measuring the wrong optic level when using the service

Action plan: Come up with a procedure to check and maintain eye examination equipment periodically (6 months); Set up an inspection team to check the doctor's procedures/operations/communication when examining and treating patients unexpectedly

Measure: Customer/patient satisfaction and the rate of returning to the clinic of old customers

Analyze: When the rate of unsatisfied customers increases and old customers are not coming back, there must be a problem in the service quality

Action plan: Plan for doctors at the hospital to periodically improve their skills and acquire new techniques and technologies

Analyze: When the ability to answer does not meet the requirements, The rate of successful telephone calls from customers to the hospital's phone service department <70%

Action plan: For daily inquiries, the maximum response time is | day and the more difficult issues need consultation of the team of doctors and staff up to 3 days; The maximum call waiting time is 2 minutes Try to have a successful connection rate > 85%

3.1.2, Service guarantees

a Define specific promises

Patients/Customers know exactly who the doctor is who performs medical examination/treatment for them

Be respected, treated fairly, cared for, and helped by medical staff Being examined and encouraged in the treatment room; Get advice on diet, exercise, monitoring and prevention of complications by the doctors

Staff are responsible for explaining medical procedures to patients The information collected from patients and customers will only be used for customer care (appointment reminder, appointment booking, information storage), we will keep customer information confidential and do not sell it to any 3rd party

b Service communication guarantee

Doctors and nurses have proper words, attitudes, and communication Service staff (guardians, security guards, accountants ) have proper words, attitudes, and communication

Doctors and staff use easy-to-understand words, replacing specialized words to help patients understand their condition fully

The service commitments to customers will be clearly shown on the website of Ho Chi Minh City eye hospital

c Monitor compliance

Customer complaints have a clear and transparent handling process, which will be handled in the time as previously committed

The successful connection rate will try to reach > 85%, if this rate drops to < 70%, the hospital will be responsible for providing solutions

to solve and make necessary changes

d Corrective action

If Ho Chi Minh City eye hospital fails to keep its commitment to the customer, we will take full responsibility for the customer's problems

In addition, there will be adequate compensation

Ho Chi Minh City eye hospital will also check and update these terms

of commitment regularly so that they are achievable and meaningful to

our customers

3.1.3 Service recovery program

a Identify and address service failures process

Step 1: Customers submit complaints at the front desk or complaint hotline

Step 2: Receiving and classifying information: The receiver fully records the problems, categorizes the customer's problems

Step 3: Issue validation: Complaints BP works with relevant departments to verify customer issues Determine cause and problem is new or repeated, Identify fault on BP or indtvidual

Step 4: Provide a solution: The Complaints BP offers a complaint handling solution and accompanying actions to avoid a repeat problem Potential problems should be stated along with the action to be taken in that case to deal with the problem; Take disciplinary action against the individual and BP makes a mistake

Step 5: Customer feedback: BP Complaints handling feedback with customers, ensuring customer understanding and satisfaction If the

b

d

customer is not satisfied, BP processes the complaint back to the action and resolution step

Step 6: Follow-up customer: Complaints that have been handled must

be followed up to verify that the customer is satisfied with the solution Empower employees to resolve issues

For urgent cases, which need to be handled immediately, full authority will be given to staff to handle Every week or every month,

we will meet and raise issues that customers frequently complain about From there, we will provide a solution plan and train employees from attitude to action so that customers are as satisfied as possible

Provide compensation when necessary

Clear instructions for compensating customers experiencing service problems:

- Free of charge when having problems with staff attitude,

- Free warranty within 14 days from the date of the problem, there

is an error in the glass cutting process

- During the glass cutting process, if the glass cutter breaks the customer's frame, he will compensate the customer for a new frame of the same value

Service recovery program effectiveness monitoring

Track customer satisfaction and complaint resolution time to evaluate the effectiveness of the service recovery program including regularly monitoring customer feedback through surveys

Collect feedback from customers to improve limitations: actively ask customers to do reviews and use those reviews to improve

Change processes as needed to better serve customers: regularly review and update the program to ensure that it is always the best, most effective, most relevant

3.2 Price

Ho Chi Minh City Eye Hospital may set different prices for different services and products Offering fair and competitive prices for hospital products and services is an important element of a hospital's pricing strategy Hospitals need to ensure that prices are oriented to their customers and provide the best value for their customers

Ho Chi Minh City Eye Hospital has adopted a value-based strategy, which 1s applied when businesses price their products and services based on what customers are willing to pay Even ifa business charges more than the product's actual value, this strategy still favors pricing based on customer interest and data.Regarding the price of medical examination and treatment service packages, they are divided into two types: regular medical examination and treatment services and medical examination and treatment services with health insurance

3.3 Place

Direct distribution: The location of the Ho Chi Minh City eye hospital is also an important factor in the marketing strategy The hospital needs to put itself in a convenient location, easy to access, convenient transportation, convenient This will help customers easily find and use the services of the eye hospital

The distribution system of Ho Chi Minh City Eye Hospital is located at Dien Bien Phu Street, Ward 7, District 3, this is the central route in the city, so the service distribution of the eye hospital is easy to access closer to customers.But besides that to distribute its services more, Ho Chi Minh City Eye Hospital can open more examination facilities in other districts of Ho Chi Minh City or distribute eye examination services at home like its competitors such as Hoan My Hospital, for customers in need

Online distribution system at website: https://benhvienmat.com/ Customers can check service prices and look up electronic invoices, learn about the hospital's information on the website as well as book an appointment

In each month there will be offers for hospital services for a certain period of time

Maybe on holidays and special occasions, there will be incentives for the subjects of that holiday such as International Women's Day, International Children's Day

Cooperate with e-commerce platforms to offer discount vouchers for medical examination packages and services at the hospital

3.5 People

3.5.1, The team of ophthalmologists

The hospital with many experienced doctors, seasoned in treating eye diseases, including:

e Faculty of High Technology

@ Ophthalmology & Aesthetics

® Image analysation

3.5.2, HR policies

The hospital also hires various departments each quarter Given qualifications and experience, qualifications are rigorous, precise and prudent Recruitment information is updated on the main website of the hospital Vacancies will typically require: Full-time/part-ttme Doctor Good communication Good communication in foreign languages At least 5 years

of professional experience in the hospital Customer care skills

All hospital vacancies have at least 2-5 years in the profession, have a university degree and most importantly can communicate in English It shows that the hospital has a very clear policy for its employees in recruitment