GROUP PROJECT REPORT Subject: Marketing communication plan via social networks with dark circle treatment service of Asean dermatology clinic. Corine MONTOYA Ms. Phan Thi Thu Hoai Class: CN18 – MAR. LYON3 Group: 04 Members: 1.
Nguyễn Thị Bích Diệp 2. Nguyễn Doãn Thùy Dung 3. Đỗ Ngọc Khánh 4. Hoàng Đức Trung Hanoi, January 2024 PAGE \* MERGEFORMAT 2 Contents GROUP PROJECT REPORT.4 CHAPTER 1: OVERVIEW OF ASEAN DERMATOLOGY CLINIC.
Scope of research. INTRODUCE ABOUT COMPANY’S PRODUCT OR SERVICE.Name of the Unit: ASEAN Dermatology Clinic. Overview of Dark Circle Treatment Service. Objectives of the marketing communication plan.10 CHAPTER 2: SWOT Analysis of Asean dermatology clinic.
Analyze the macro environment. Legal and Political Environment:. Socio-Cultural Trends:. Competitive Analysis in the Dermatology Industry.
Customer Needs and Segments. Company Strategy and 7P Marketing.Company results of this Campaign. Current marketing activities.30 CHAPTER 3 : ANALYSIS OF THE CURRENT SITUATION OF THE ENTERPRISE. PRODUCTS OF THE ENTERPRISE.
Current State of Promotional Tools. Current Status of Monitoring and Evaluating the Effectiveness of Trade Promotion for Dark Eye Circle Treatment Services.50 CHAPTER 4: IMPLEMENTATION OF THE MARKETING COMMUNICATION PLAN. Execution and Monitoring. WHY WE DEVELOP THIS SOLUTION?.
ADVANTAGES AND DISADVANTAGES WHEN IMPLEMENTING THE PROJECT :. ………72 PAGE \* MERGEFORMAT 2 INTRODUCTION CHAPTER 1: OVERVIEW OF ASEAN DERMATOLOGY CLINIC I. • 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 • Building and positioning the company's brand: From service communication => How to influence the brand => How to enhance the brand? Need to be more detailed and specific with each step and each stage of campaign development PAGE \* MERGEFORMAT 2 • 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. Research Methodology: - Collect primary data through survey and analysis: (add photos) => Through the survey, we can see the reasons and ages that customers are experiencing. From there, we can come up with more ways to reach customers.
- Collect data through surveys and secondary analysis: • Business information: The mission of ASEAN CLINIC SERVICES AND TRADING COMPANY LIMITED is to serve people by providing high quality medical services. We provide the following services: operations of dental clinics, general clinics, traditional medicine clinics and dermatological clinics. • Customer market: Through the survey, it can be seen that the customer market is very diverse but mainly concentrated in the 18-35 age group. And also for a few reasons, mainly due to staying up late a lot.
Scope of research. The research scope of ASEAN Beauty Salon can be divided into three groups: space, time and content. - Spatial scope: ASEAN Beauty Salon currently only operates in Vietnam. Specifically, they have a base in the city.
Ho Chi Minh and Hanoi. - Time scope: ASEAN beauty salon has been operating for a period of time from 2020 until now. PAGE \* MERGEFORMAT 2 - Scope of content: ASEAN Beauty Salon provides many cosmetic services, mainly about dark circle treatment services. This beauty salon is also a pioneer in applying the world's leading advanced cosmetic technologies such as EYESLASMA technology.
Some research questions of ASEAN beauty salons are as follows: - Outstanding services: What are the most outstanding dark circle treatment services that ASEAN Beauty Salon provides? How does this service meet customer needs? - Advanced technology: What advanced technologies does ASEAN Beauty Salon use in providing dark eye circle treatment services? - Professional process: What is the working process like at ASEAN Beauty Salon? How does this process ensure service quality? - Activities of ASEAN Beauty Salon: What activities has ASEAN Beauty Salon organized to strengthen relationships with customers and the community? - Customer reviews: How do customers rate ASEAN Beauty Salon's dark circle treatment service? - What is the current status of communication activities of ASEAN beauty salons? - Plan suggestions through social networks? 7. Company organization: Enterprise structure: The business structure of a dermatology clinic, like any medical facility, includes many different components to ensure the delivery of quality dermatological care. Below is a general summary of the key elements: a. Medical practitioners: * Dermatologist: Primary health care provider specializing in the diagnosis, treatment and prevention of skin conditions.
Administrative and management staff: PAGE \* MERGEFORMAT 2 *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.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. 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. 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. Facilities management: * Physical space: Ensure the clinic environment is clean, organized and well maintained.
PAGE \* MERGEFORMAT 2 * Equipment management: Maintain and update medical equipment used for dermatological procedures.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. 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.
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.Legal support: Legal advisor: Addresses legal, contractual, and compliance issues with health care laws. - Organizational structure: + 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. PAGE \* MERGEFORMAT 2 + 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.Name of the Unit: ASEAN Dermatology Clinic. - Address: *Hanoi: 88 Bui Thi Xuan, Hai Ba Trung, Hanoi *HCMC: 254B Nguyen Dinh Chieu, Vo Thi Sau Ward, District 3, HCMC - Hotline: 0987222254 - Pursuant to Decree No. 87/2011/ND-CP dated September 27, 2011 of the government detailing and guiding the implementation of a number of provisions of the law on medical examination and treatment. Pursuant to Circular No.
41/2011/TT-Byt dated November 14, 2011 of the Minister of Health guiding the issuance of practice certificates to practitioners and operating licenses to inspection and treatment facilities medical treatment. 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 PAGE \* MERGEFORMAT 2 examined and treated more than 2,000 patients and received many good reviews about the service and efficiency the clinic brings. 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. 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. From there, potential customers become aware of the clinic's presence and the products it offers.
The purpose is that when customers have a need for the products or services that the clinic provides, customers immediately remember the clinic's brand and products. - Shorten the sales cycle for clinics: shortening the sales cycle will help sales staff and distribution channel partners in their efforts to identify, attract and distribute to potential customers.