Đinh Thị Thu Hà_10180351_ME2

TABLE OF CONTENTS
I. INTRODUCTION.....................................................................................................3
II. MARKETING MIX..................................................................................................4
III. MARKETING PLAN..........................................................................................10
1. Company Overview...............................................................................................10
2. SWOT Analysis.....................................................................................................11
3. Marketing objectives..............................................................................................12
4. STP........................................................................................................................ 12
a) Segmentation......................................................................................................12
b) Targeting............................................................................................................. 15
c) Positioning..........................................................................................................15
5. Tactics and Action.................................................................................................15
6. Evaluation and Monitor..........................................................................................16
IV. CONCLUSION.......................................................................................................16
V. REFERENCES.......................................................................................................17
 I. INTRODUCTION

The Family Medical Practice (FMC) and Vinmec Clinic (VC) are two famous private
medical systems in Vietnam. To grow in accordance with consumer needs and still make
a profit, they need to have their own marketing strategy. In part A will be a comparison
of elements of marketing mix (7Ps) of both FMC and VC. Part B is then a new marketing
plan designed for Vinmec's growth
 Part A: Elements of marketing mix (7Ps)

II. MARKETING MIX

Family Medical Practice (FMP) Vinmec Clinic (VC)

7Ps

Product Core services: Both FMP and VC are two well-known private clinic systems,
providing international standard medical services and insurance services in
Vietnam. Besides, FMP also provides emergency transportation * 9999 with the
first emergency dispatcher in Vietnam according to the US model 911.
 Health examination service:  Service package
 Health screening packages for  Maternity packages
individuals  General health check
 Health screening for  General health check-up
corporates: package - Work permit
 Annual health check  Child health check-up
 Pre-employment health check package
 Offshore health check  Health insurance & Partnership
 Well-being for females: program
 Breast cancer screening  Musculoskeletal treatment,
 Gynecology screening musculoskeletal control package
 Peri-menopause screening  Cancer Screening: rectum,
 Premarital health screening ovaries, heart, etc.
 Sports health screening  Functional food package
 Hepatitis screening  Dentistry
 Domestic helper health check  Others package: Ortho-K, Glocom,
 School and children check- etc.
ups [CITATION vin \y \t \l 2057 ]
 Immigration/visa health check
 Cardiovascular screening
 Metabolic risk screening
 Cancer screenings, which
include breast cancer, liver
cancer, cervical cancer, colon
& rectal cancer, prostate
cancer, gastric cancer
 Emergency services
 Insurance services: Nutrition
 consulting, yoga, SIMBA, etc.
 Medical services
 Emergency Medicine
 Pediatrics
 General practice
 Dermatology
 Orthopedics and trauma
 Radiology
 Gynecology
 Obstetrics
 Cardiology
 Ophthalmology
 Ear, Nose, Throat
 Dental
 Physiotherapy
 Vaccinations
 24 hour services[CITATION
Fam \y \t \l 2057 ]
Characteristics Characteristics
Not only works with the desire to As a non-profit healthcare system,
bring high quality healthcare service Vinmec constantly strives to affirm the
to all patients. Family Medical great mission of caring for patients with
Practice clinics in Ho Chi Minh City talent, medical ethics and empathy, so
Ho Chi Minh City is currently VC attaches great importance to perfect
expanding with a variety of services quality service through the continuous
such as the Salt Room to assist in the application of new treatments with
treatment of respiratory and mental superior facilities; a team of leading
illnesses. Patient's health is the FMP's specialists and doctors .In addition, VC
primary concern, so they developed also develops specialized Intensive
and operated Emergency research institute and training system.
Transportation Service * 9999 with This is also the standard model that the
the first emergency dispatch operator world's leading medical systems invest
in Vietnam following the US 911 in building, creating a solid foundation
model. Timely medical intervention for Vinmec to continue to grow
will reduce casualties and increase strongly and approach developed
the likelihood of patient's life saving countries in the region to the world.
[CITATION Vin \y \t \l 2057 ]

Price  Pricing approach: Value-based pricing.

 As private clinic and provides international standard medical services with a
team of experienced doctors, modern equipment, the market of both FMP and
VC international general hospitals are customers with high demand for health
care and medical examination with high affordability

 Factors influencing pricing of the service/product

Financial Foreign Vin Group - a famous and strong
resources corporation -> high financial potential
Economic The economy of the health service sector affected by the
COVID epidemic is two-way but more negative. The positive
point is that investment and budget spending in this area is
increasing (+ 1.5% over the same period in 2019), which is the
potential for development in the long term. However, these
service businesses (especially private hospitals) suffered a
decrease in revenue because the need for treatment of other
diseases (not Covid-19) decreased significantly, while
increasing spending on spread disease risk prevention
measures. [ CITATION thi20 \l 2057 ]

Market According to Nielsen's second quarter of 2020 Consumer

demand Confidence report, health continues to be the top concern of
most Vietnamese, especially in the context of escalating
epidemics and increasingly serious environmental
pollution[ CITATION lao20 \l 2057 ]. When market demand
tends to increase, enterprises can price products at a higher
level so that they can gain more profits and vice versa.
[ CITATION lao20 \l 2057 ]
 Pricing strategy: Bundle Pricing
Both FMP and VC use a lump-sum service to offer lower prices for products
when customers pay for multiple services at the same time. Service packs for
example: Health screening for corporates, Maternity packages, etc.
Place  Hanoi: Hanoi Medical  Hanoi:
Center/Care24h o Vinmec Times City
 Ho Chi Minh City International Hospital
o District 1 Medical Center o Vinmec Gardenia clinic
o District 2 Medical Center o Vinmec Royal City International
o Care 1 Executive Healthcare Clinic
Center o Vinmec Metropolis clinic
 o District 7 FMP Kiddies (not  Ho Chi Minh City
active yet) o Vinmec Central Park
 Danang: Danang Medical Center International Hospital
o District 1 Vinmec Saigon
International Clinic
 Danang: Vinmec Danang
International Hospital
 Nha Trang: Vinmec Nha Trang
International Hospital
 Hai Phong: Vinmec Hai Phong
International Hospital
 Ha Long: Vinmec Ha Long
International Hospital
 Phu Quoc: Vinmec Phu Quoc
International Hospital
 Characteristics  Characteristics
o Located in the heart of the o In order to bring international
city with the densely standard service quality to a
populated help increase large number of people, Vinmec
profits and attention has expanded more than 10
hospitals across 7
cities/provinces in Vietnam.
o Support to reduce site costs
when locating facilities in Vin
Group locations
o Located in the heart of the city
with the densely populated help
increase profits and attention
With the desire to help customers live Every day, people face the risk of many
Promotion healthier, happier and happier lives, dangerous diseases that can become a
FMP Hanoi implements the program pandemic and cause death for millions
"HAPPY LIFE". ‘HAPPY LIFE’ is a of people such as: Flu, Measles -
special promotion program for new Mumps - Rubella, Chickenpox, ...
Vietnamese customers. In detail, Especially, in pre-school and school
when Vietnamese customers use age, the risk of infection and infectious
Pediatrics and General Clinic diseases is higher if the child does not
services, they will be offered a 40% have a "shield" to protect the health of
discount on the first examination fee. the health, which is a vaccine. To help
In addition to the incentives for new children be physically strong and have a
customers, others customers brighter future. Vinmec International
participating in "Live Happy" will Hospital for the first time launches the
 also receive a free Healthy Living 'SCHOOL SURVEILLANCE
Card - a preferential program for the PROGRAM FOR VINSCHOOL
fees of pediatrics, General and some STUDENTS' with up to 10% discount.
specialties for those next time using
the service.
 The leadership team has a strict  Vinmec brings together a team of
management role in the human highly qualified, dedicated and
resources system, in detail they professional specialists, doctors,
are required to have specialized pharmacists and nurses. However, in
skills such as motivation, the group of doctors, the age
professional communication, structure tends to be aging. Because
training and positive feedback to the hospital has a team of good
employees, build corporate doctors in the country, including
culture in order to reinforce nearly 90% of doctors with
service quality. university degrees. This is a core
 the staff and receptionist team that human resource team that brings
regularly directly communicates prestige as well as huge competitive
customer issues has the role of advantage to Vinmec. For example,
understanding the needs and Dr. Sergii Bukhtii and Dr. Philippe
feelings of the customer when Macaire have 30 years of experience
experiencing the service at FMP working in the anesthesia and pain
in order to coordinate with the relief fields. The team of doctors
People
Marketing team to build reputable and cashiers, receptionists, nurses
image and able to adapt to the are a team that makes great
changing speed of society and decisions to the quality along with
customer needs. the reputation of VINMEC.
 The staff members in the sales,
promotion and marketing
department are very professionally
trained in service mode,
knowledgeable about patient
products and have high expertise in
consulting and customer persuasion
skills. Vinmec This team has a great
impact on the effectiveness of
Marketing activities of Vinmec
 Health System is managed and
operated under the supervision of
many medical managers.
Physical  FMP builds a prestigious brand  Brand communication on the mass
evidence image through customer media during golden hours makes
 experience with the quality and people remember and engrave
modernity of facilities, staff deeply on the image as well as
enthusiasm, thoughtfulness and medical examination and treatment
expertise of the team of doctors, services at Vinmec. With
the diversity of the faculties. information technology developed
more and more strongly nowadays,
online advertising is the most
practical form. With a beautiful
image and a creative style that has
brought the image of the Vinmec to
websites, attracting a lot of customer
views, leading to customers get to
know the Vinmec better and
effectively.
Process
professional quality Improve quality Service quality
serving

advertisement multimedia
Communication communications
internal intensified
communication promotion

Feedback Customer care care after using the

Information support service

Part A.2: Using Marketing mix to achieve Objectives

 Family Medical Practice

Over the past 24 years, Family Medical Practice has continuously grown and expanded to
become the leading international medical service provider with five clinics nationwide. Family
Medical Practice's team of doctors, technicians as well as individuals are ready to serve both the
Vietnamese community and foreigners. Under the guidance of Dr. Rafi Kot, Family Medical
Practice has achieved outstanding achievements in diagnosis, care and treatment of patients.
In 2016, Family Medical Practice made a big step forward when launching the first emergency
dispatcher in Vietnam * 9999, operating under the 911 model of the United States. * 9999
supports initial first aid steps as soon as the call connects with an ambulance team that is always
ready to start when receiving a signal with a range of activities throughout the city. Ho Chi
Minh.
 In the nearest mission, Family Medical Practice coordinated with the Israeli Embassy to treat
more than 8,300 people and 3,500 households in Kon Plong. Average serving about 50,000
people per year and this number is constantly increasing along with the commitment to provide a
perfect service.[CITATION vie \y \t \l 2057 ]

 Vinmec
Since 2017, Vinmec Central Park Hospital (Ho Chi Minh City) has become the leading
independent TAVI cardiovascular intervention center in Vietnam. Also at this time, Prof.Dr.BS
Vo Thanh Nhan - Director of Cardiology Center of the above unit was also recognized as
Vietnam's leading expert in transcutaneous aortic valve replacement technique (TAVI).
In the field of analgesic anesthesia, Vinmec attracts attention as a pioneer with special
innovations. Typically, the spina bifida technique (ESP) provides comprehensive pain relief,
shortens active recovery time, eliminates the risk of postoperative pain and chronic pain in 96%
of heart surgery patients.
One of the international achievements is the largest research on the Vietnamese genome by GS.
Dr. Nguyen Thanh Liem, Head of Stem Cell Research and Genetic Technology Institute and
colleagues. The work was published on the prestigious international journal Human Mutation in
July 2019, is one of the largest and most elaborate studies on the Vietnamese genome ever.
In the hot spot of the COVID-19 pandemic, the Institute has successfully developed 2 sets of
SARS-CoV-2 virus testing kits (VinKit) to speed up testing by 2 times compared to the kits
available on the market. , reaching the quality of diagnostic bio-products as recommended by the
World Health Organization (WHO).
With the scientific research on stem cells and genes published in the world's leading scientific
journals, Vinmec has truly affirmed its international scientific research capacity, contributing to
change the international community's view of scientific research and publication in Vietnam.

Part B: New marketing plan designed for Vinmec's growth.

III. MARKETING PLAN

1. Company Overview
Establishment Vinmec is a non-profit health care system developed by Vingroup - a
leading private economic group in Vietnam with the mission of
and
"Caring with talent, ethics and empathy".
Development Established in 2012, Vinmec currently has 10 general hospitals in
operation across the country. With outstanding facilities; the team of
leading experts and doctors; Continuously applying the world's latest
treatment methods and perfect service quality, Vinmec has become
 the international standard healthcare address in Vietnam so far.
On the development momentum, Vinmec has been structured into 3
closely linked components: Hospital chain, Research Institute,
Training System (in collaboration with VinUni University).
Along with the development of the hospital chain, the Advanced
Research Institutes in the System have been established such as "Stem
Cell Research Institute and Genetic Technology", "Cancer Research
Institute" ... It is also the standard model that the world's leading
health systems invest in building, creating a solid foundation for
Vinmec to continue to grow strongly and approach developed
countries in the region to the world.
Mission Care with talent, ethics and empathy.
Vinmec is committed to developing the international medical system
Vision through breakthrough research, in order to provide excellent treatment
quality and perfect care.
Business and Vinmec provides a comprehensive range of health care services with
strong specialties such as Cardiology, Oncology, Obstetrics and
achievement
Gynecology, Pediatrics, Respiratory, Gastrointestinal, Endocrine,
Stem Cell, etc. In its development journey, Vinmec has made many
important professional marks to affirm the position of the leading
private health system in Vietnam.
 In 2018, Vinmec became the first hospital in the world to
announce the application of an ultrasound guided spinal plane
anesthesia (ESP) to replace morphine for pain relief in open heart
surgery, helping patients recover soon. health, early discharge and
no pain after surgery
 In the field of stem cells & genetic engineering, Vinmec
announced the world's first lung fibrosis stem cell transplant
(2018). For the first time in Vietnam, Vinmec is licensed by the
Ministry of Health to apply self-immune enhancement therapy to
support cancer treatment - an effective method at many Oncology
Centers in the US and Japan Europe helps improve health,
improve treatment efficiency for cancer patients.
 In the field of Cardiology, Vinmec is recognized as the first
independent center in Vietnam for transcutaneous aortic valve
replacement intervention (TAVI) (December 2017).
 In the surgical field, Vinmec is the first private medical unit in
Vietnam to successfully implement a liver / kidney transplant from
a living donor.
 Besides expertise, Vinmec is also highly appreciated for its service
 quality. Out of more than 445,000 patient visits to Vinmec in
2018, over 95% of customers were satisfied with Vinmec's
services according to direct surveys at the hospital.

2. SWOT Analysis
STRENGTH WEEKNESS
 Prime real estate location  Price is higher than other competitors
 Financially supported from a large and in the same segment.
solid corporation - Vingroup
 Great value property
 Fast growth
 Quality and prestige service
 The team of doctors with high
qualifications with many years of
experience
 Modern and synchronous medical
facilities
OPPORTUNITY THREAT
 It is predicted that in the next 15 years,  Vietnam hospital network is extensive.
the elderly population in Vietnam will Vienmec competes with famous and
account for about 14% of the long-standing Vietnamese competitors.
population structure -> the number of  Finance is affected by the COVID
the elderly increases, leading to an pandemic when spending on pandemic
increase in spending on medical prevention and treatment and vaccine
examination and treatment. modulation.
 The urbanization rate in Vietnam is
happening rapidly-> the higher the
intellectual level of the people, the
higher the awareness of the importance
of health protection.
 Vinmec is rated as the safest hospital
by health management agencies, well
performs n-Covid epidemic prevention
and control activities, ensures safety
for patients.
 Remote healthcare deployment ->
convenience to customers
 3. Marketing objectives
Objective 1: In this project, Vinmec sets a marketing objective (from December 15 -
before the Lunar New Year) which is revenue from general examination services
reaching 2 billion VND out of a total of 11 establishments (about 6 patients / day).

Objective 2: Promote the image of Vinmec as the most prestigious and quality private
hospital with dedicated care from the staff in Vietnam.

4. STP

a) Segmentation
 Geographic: Customer segment stretches across Vietnam but the main focus is on
large cities

2019

34%

66%

Countryside Urban

Urban and countryside structure in 2019[ CITATION Cen19 \l 2057 ]

 Vinmec is distributed in the following areas:
 Hanoi: 36%
 HCMC: 18%
 Hai Phong: 9%
 Danang: 9%
 Ha Long: 9%
 Nha Trang: 9%
 Phu Quoc: 9%
 Demographic:
 Gender
[ CITATION Cen19 Age Income (per month)
\l 2057 ]
Female Male Less than 15 10% 0-5M VND
50,2% 49,8%
15 - 30 26% 10-50M

30-64 64% 80M and higher

Vinmec's services are suitable for high-income earners because the average cost of
examination is 1.5-2 times higher than the usual cost.

 Psychographic and Behavior:

High class
Customer portrait

 Show position
 Experience prestigious
and high quality service
Demand  Be cared for carefully
and attentively
 Time optimization
 Used high-end items,
famous brands
 Love to be served
Life style  Modern lifestyle
 High independence in
consumption
 Willing to spend large
sums of money with
Behavior high quality products
and services
  Use only reputable
services
 Purchase based on
quality

b) Targeting
As mentioned above, this campaign is targeted at people of all genders, however, it
focuses on upper-class people over the age of 30, who usually have a family and they put
their health first; therefore, they are willing to spend a large amount of money on high-
end services and amenities. Vinmec is a brand name with high prices, so Vinmec uses a
Differentiated Marketing Strategy to attract high-end customers, in addition customers
with average income and attention to quality when experiencing service are also the
target audience for this campaign because These audiences have the potential to become
long-term customers of this campaign.

c) Positioning
High quality

Low High price

Low

The above diagram shows that although the quality and price of Vinmec are very high,
there are very heavy competitors. As one of Vin Group’s systems, Vinmec is known for
its modern facilities as well as the high expertise of doctors. Although it has only been
established for 8 years, Vinmec has gradually asserted its position. With the preferential
general check-up campaign, Vinmec focuses on households of 3-4 people with income
from 30 million / month or more. up. These people are health conscious and have a habit
of periodically monitoring their health, especially in the face of serious COVID
outbreaks. With high quality and not for profit, Vinmec believes that they are succeeding
in attracting consumers' trust.

5. Tactics and Action

This strategy is aimed at middle and upper class customers.

 A middle-class customer is a group of consumers who care about quality and cost
before deciding to buy a product. For this group of customers, Vinmec can offer a
5% discount voucher for family health care customers (2 or more) in big cities
such as Hanoi and HCMC, and the rest Vinmec gives the voucher 10% discount.
In addition, Vinmec can give a 5% voucher for the next visit to those who check in
and feedback the quality of service on Vinmec's fanpage
 High-end customers are a group of consumers who care about quality and prestige
and they have high affordability when deciding to buy a product. For this group of
customers, they love to be served, to experience new things and to show their
status. Vinmec can create gold, platinum and diamond medical examination cards
for customers to pay the general examination cost within 2 years, 5 years, 10 years
respectively. Regardless of any type of customer, they are interested in buying and
receiving additional incentives, therefore Vinmec can also organize the lucky draw
program for 1 short vacation at Vinpearl. This both attracts customers' tastes and
stimulates demand for the eco-resort system of Vin Group.

6. Evaluation and Monitor

There are some useful tools for analyzing, evaluating as well as monitoring marketing
plan. For online marketing, Google Analytics is an use-friendly tool with simple interface
for measuring the data of Vinmec’s marketing plans as using diverse landing pages for
different campaigns can provide information about the number of people who interact
with their actions and visit the websites. CRM - Customer Relationship Management is
software to tracking the development ofcustomer relationships through research,
thoroughly understanding customers' needs and habits, systematically approaching and
communicating with customers, and efficiency, management of customer information
such as account information, needs, contact
 IV. CONCLUSION
In summary, the marketing activities used in both Family Medical Practice and Vinmec
have been described through the 7Ps. Despite a number of strengths and potential
opportunities, Vinmec still has steps to consider changing its marketing campaign.

V. REFERENCES
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doanh-nghiep-duoc-vat-tu-thiet-bi-y-te-vuot-tro-ngai-covid-19-829706.ldo

Quy mô dân số Việt Nam những phát hiện chính. (2020, March 3). Retrieved from Con số
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thitruongtaichinhtiente.vn. (2020, April 14). Covid-19 tác động tiêu cực đến nhiều ngành
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kinh-te-cua-viet-nam-27198.html

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vietnammedicalpractice.com. (n.d.). History. Retrieved from

vietnammedicalpractice.com: https://vietnammedicalpractice.com/hcmc/vn/about-
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vietnammedicalpractice.com. (n.d.). Welcome To HCMC Family Medical Practice’s

(FMP’s) Clinic No. 2 (“Care1”). Retrieved from Family medical practice:
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