Marketing plan for Van An private general clinic in 2013

TRNG I HC M TP. HCM UNIVERSITE LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL MBAVB2 H PHNG THO MARKETING PLAN FOR VAN AN PRIVATE GENERAL CLINIC IN 2013 MASTER PROJECT MASTER OF BUSINESS ADMINISTRATION (PART – TIME) HO CHI MINH CITY 2012 ACKNOWLEDGEMENT I would like to express my deep gratitude to the following persons: My supervisor, Professor Hoang Thi Phuong Thao, for her value time, her clear guidance, and patience. She has kept me carrying out my final project and doing till the end. Without her helps, I could not have finished my final project on time. The Van an staffs who helped me in collecting information for my market survey. Mr. Tran Luat, Van An General manager, my mentor in this project. He helps me to understand the operation, working processes of the Van An clinic I would like to send many thanks to all professors of Solvay Business school, our program coordinator, my classmates for useful knowledge and happy time during the MBA course. I would link to thank to my colleagues, my boss for supporting me the time to do this project Finally, I want to show my grateful to my family who always encourage and support me to complete this project. November, 2012 HOÀ PHÖÔNG THAÛO DECLARATION I hereby declare that this study project is my own original work and this is my first marketing plan for the private healthcare sector which has not been submitted to any university for any degree. All sources and helps that I used in this topic have been reported and acknowledged in my study project. November, 2012 HOÀ PHÖÔNG THAÛO TUTOR’S COMMENT The final project Marketing plan for the Van An private healthcare clinic in 2013 – 2014 conducted by student Ho Phuong Thao meets the requirements of MBA program in terms of content, format as well as research survey. During the time of doing this project, the student showed her hard working attitude and seriously followed the tutor’s guidance For the said above reasons, I introduce student Ho Phuong Thao to the jury to defend her project. 70 CONTENT CHAPTER 1: INTRODUCTION 1 1.1. Back ground of research 1 1.2. Research problems, and research objective: 2 1.3. Scope of the study 2 1.4. Research metholodogy 2 1.5. Structure of the study 3 CHAPTER 2: LITERATURE REVIEW 5 2.1. Strategic plan and Marketing plan 5 2.2. The marketing mix – The 7Ps 12 CHAPTER 3: THE OVERVIEW OF THE HEALTHCARE SERVICES MARKET IN LONG AN PROVINCE AND THE VAN AN MEDICAL CLINIC 24 3.1. The Van An medical centre 24 3.2. The internal activites analysis 24 3.3. The external activities 24 3.4. The SWOT analysis 38 CHAPTER 4: THE MARKET SURVEY – CUSTOMER ANALYSIS 41 4.1. Target customer 41 4.2. Customer demographic 41 4.3. Brand name recognization 43 4.4. Customer’s habit 43 4.5. Customer assessment on Van An clinic 45 4.6. Customer satisfaction 54 CHAPTER 5: PROPOSE THE MARKETING PLAN 58 5.1. Marketing objectives 58 5.2. The marketing plan 58 CHAPTER 6: CONCLUSION 69 LIST OF FIGURES Figure 2.1: The 7Ps 13 Figure 2.2: the Porter’s Five forces 20 Figure 3.1: Long An map 26 Figure 3.2: The structure of Van An clinic 33 Figure 3.3: The Van An revenue in 2010, 2011, 2012 34 Figure 3.4: The Porter’s Five Force that effect on Van An private medical clinic 35 Figure 4.1: the ratio of Male and Female 42 Figure 4.2: Information sources to recognize the Van An clinic 43 Figure 4.3: Customer’s assessments on the time for documentary procedure at Van An clinic 45 Figure 4.4: Customer’s assessments on the time for the check up process 46 Figure4.5: Attitude of doctor 47 Figure 4.6: Customer’s appraisement on staff’s enthusiasm and politeness 49 Figure 4.7: Customer’s appraisement on staff’s solution for their requirements49 Figure 4.8: Customer budget for a healthcare examination 51 Figure 4.9: Van An price and the customer’s acceptance 53 Figure 4.10: The price in comparison with the quality 53 Figure 4.11: Customers assess on Van An service 54 Figure 4.12: Customer assessments after using Van An service 55 Figure 4.13: Customer loyalty 56 LIST OF TABLES Table 3.1: Statistic of Long An Healthcare system 27 Table 4.1: The ages range of Van An current customers 42 Table 4.2: Time to go for check-up 43 Table 4.3: Customer’s choices for personal check up demand 44 Table 4.4: Summary the customers opinions about the time 46 Table 4.5: Van An space and facility 50 Table 5.1: The revenue of from August 2011 to August 2012 and the marketing budget in 2013 64 Table 5.2: Trade promotion gifts and time line 64 Table 5.3: Cost of the trade promotion plan 65 Table 5.4: Expense and time line for each type 66 Table 5.5: total cost for marketing plan in 2013 68 APPENDIX Appendix 1: The market survey form Appendix 2: The results of the market survey ABSTRACT In recent years, the private healthcare sector develops and expands promptly. Private medical clinics are established more and more each day. Inspire of receiving the one way offers for so long, patients becomes customers, they have more choices and they are treated more fairly. Both patients and private medical units are happy because one has more options, one has its business going on well and public hospitals are not affected, they are still overloaded. As usual, private medical centers will satisfy their customer demands by doing their best and doing what they think the best to their customers. The purpose of this research is to define customer expectations, to understand more about the object served by medical service supplier named Van An by a market survey. The survey was conducted by both quantitative and qualitative methods. Quantitative research is to find out the customer concerns, design the questionnaire for the main part. Qualitative research was conducted by issuing questionnaire forms to customers who go to Van An clinic have their health checked up to get their responses. From 200 results collected, we analyze and the results show that all factors as professional skill, attitude, working processes, price, material facility all affect to customers choice and the power of customers in advertising a service. Using the analyzed information, propose a suitable marketing plan for Van An Clinic business to obtain its future targets. 1 CHAPTER 1 INTRODUCTION 1.1. Back ground of research It is the legitimate aspirations of everyone to take good care of their health. People need to know exactly about their health conditions, how to protect themselves from implicit factors, how to deal with their diseases… The medical system in Vietnam embraces public sector: state’s hospitals, local medical stations, public medical centre and private medical sector: private clinics, private hospitals. While the Public health care sector is waiting for breakthrough policies to solve its problems on overloaded condition in public hospitals, human resource distribution at local level hospitals, to control the quality of healthcare centers and control the professional ability of medical officers… The demand on medical services still imperative, increase rapidly and needs to be solved effectively. Along with the demand of a huge amount of patients, a significant number of private medical clinics and hospitals are born. From Minister of Health‘s data, there are 65,000 private medical clinics and private hospitals are established till end of 2011. Like any others in private medical system, the Van An clinic was established as a response to the patients demands. In some aspects, this kind of business also help to share the burden of the public healthcare sector which is overload severely for years, and satisfy its customers’ demands. Patients don’t waste too much time, patients give money to get what they need with pleasures… In this research, we are working on the business situation of the Van An general clinic in 2007 – 2011 to find out the advantages, disadvantages, strong and weak points that this company face off as well as the competitive abilities with other units in Long An province, along with the research on customer behaviors in the medical service area. Base on the result and the company strategy in 2012 – 2015, building a suitable marketing plan to achieve the company goals. [...]... Chapter 5: Proposed marketing plan in 2013 for Van An clinic Base on the data analysis from chapter 4, propose the marketing plan for Van An clinic and the implementation of it Chapter 6: Conclusion This chapter provides the conclusion from the findings from the research 5 CHAPTER 2 LITERATURE REVIEW 2.1 Strategic plan and Marketing plan Planning is essentially a process directed toward making today’s decisions... art and science of applying core marketing concepts to choose target markets and get, keep, and grow customers through creating, delivering, and communicating superior customer value 10 Marketing planning is simply a logical sequence and a series of activities leading to the setting of marketing objective and the formulation of plans for achieving them It is a management process The marketing planning... from private medical center? 1.2.2 Research objectives: - To measure the patients demand on the private medical sector - To analyze and assess the business activities of Van An Clinic in Long An province - To orient the marketing strategy for the Van An Clinic in 2013 1.3 Scope and limitation of the study This study is about elements that related to the marketing activities in a private medical clinic. .. tomorrow in mind and means of preparing for future decisions so that they may be made rapidly, economically and with as little disruption to the business as possible The role of planning Planning leads to a better position, or standing for the organization Planning helps the organization progress in ways that its management considers most suitable Planning helps every manager think, decide, and act... methodology, and structure of the study Chapter 2: Literature review This chapter includes concepts, theoretical framework and guideline for this study Chapter 3: The Van An medical clinic overview and its market segmentation The general information of Van An medical clinic, formation and development of Van An clinic, current position and current marketing activities 4 Chapter 4: Data analysis This... the actions of diverse and separated parts of the organization into unified programs to accomplish objectives Marketing: We can distinguish between a social and a managerial definition for marketing According to a social definition, marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value... – Van An clinic – in Long An province 1.4 Research methodology This study was carried out by collecting data from the issued questionnaire and using the secondary data of Van An clinic a Qualitative research 3 Interview the 3 managers of the Van An clinic to know what they had offered to customers, why they did it, what they will do to develop their business in the future In- depth interview 10 random... American Marketing Association offers this managerial definition: Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals Coping with exchange processes—part of this definition—calls for a considerable amount of work and skill We see marketing management... explore their inquiries when using a private general clinic for their healthcare demands, take notes, collect and analysis these data, design the questionnaire for the next step b Quantitative research was conducted by issuing 250 copies of questionnaire to customers of Van An The interviewees are selected by convenience Interviewers are Van An staffs Interviewees are people who come to Van An for medical... services and position The fourth stage is action planning, determining how we get there This stage involves identifying the actions needed to implement the plan Key activities include setting schedules, determine priorities, and allocating resources to ensure the implementation 8 Why strategic planning is needed in healthcare sector? With the chaos pervading the healthcare field, many executives and not-forprofit . questionnaires. Chapter 5: Proposed marketing plan in 2013 for Van An clinic. Base on the data analysis from chapter 4, propose the marketing plan for Van An clinic and the implementation of it Chapter. Strategic plan and Marketing plan 5 2.2. The marketing mix – The 7Ps 12 CHAPTER 3: THE OVERVIEW OF THE HEALTHCARE SERVICES MARKET IN LONG AN PROVINCE AND THE VAN AN MEDICAL CLINIC 24 3.1. The Van. segmentation. The general information of Van An medical clinic, formation and development of Van An clinic, current position and current marketing activities. 4 Chapter 4: Data analysis. This