Group 4 project report

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<b>GROUP PROJECT REPORT</b>

<b>Subject: Marketing communication plan via social networks with dark circle</b>

treatment service of Asean dermatology clinic.Tutors: Ms. Corine MONTOYA

Ms. Phan Thi Thu HoaiClass: CN18 – MAR. LYON3Group: 04

Members: 1. Nguyễn Thị Bích Diệp2. Nguyễn Dỗn Thùy Dung3. Đỗ Ngọc Khánh

4. Hồng Đức Trung

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Hanoi, January 2024

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<b><small>II. INTRODUCE ABOUT COMPANY’S PRODUCT OR SERVICE...9</small></b>

<b><small>1.Name of the Unit: ASEAN Dermatology Clinic...9</small></b>

<b><small>2. Overview of Dark Circle Treatment Service...9</small></b>

<b><small>3. Objectives of the marketing communication plan...10</small></b>

<b><small>CHAPTER 2: SWOT Analysis of Asean dermatology clinic...10</small></b>

<b><small>1. Analyze the macro environment...10</small></b>

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<b><small>3. Customer Needs and Segments...18</small></b>

<b><small>4. Company Strategy and 7P Marketing...20</small></b>

<b><small>5.COMPANY ORGANIZATION:...26</small></b>

<b><small>7.Company results of this Campaign...29</small></b>

<b><small>8. Current marketing activities...30</small></b>

<b><small>CHAPTER 3 : ANALYSIS OF THE CURRENT SITUATION OF THE ENTERPRISE...32</small></b>

<b><small>3.1. PRODUCTS OF THE ENTERPRISE...32</small></b>

<b><small>3.2. CORPORATE COMMUNICATION...33</small></b>

<b><small>3.3. Marketing costs...39</small></b>

<b><small>3.4. Current State of Promotional Tools...40</small></b>

<b><small>3.5. Current Status of Monitoring and Evaluating the Effectiveness of Trade Promotion for DarkEye Circle Treatment Services...50</small></b>

<b><small>CHAPTER 4: IMPLEMENTATION OF THE MARKETING COMMUNICATION PLAN...53</small></b>

<b><small>4.1. Execution and Monitoring...53</small></b>

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<i><b>CHAPTER 1: OVERVIEW OF ASEAN DERMATOLOGY CLINIC</b></i>

<b> I. OVERVIEW</b>

<b>1. Context.</b>

• This project stems from awareness of dark eye circles, an increasingly common problemin 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.

• Promoting influence on customers' decision to register for services (Clinic Marketing, the important prerequisite is that the content must be very attractive and attract customersto 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 needto 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 toinfluence 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.

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<b>4. Research Methodology:</b>

- 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. Weprovide 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.

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- Scope of content: ASEAN Beauty Salon provides many cosmetic services, mainly aboutdark circle treatment services. This beauty salon is also a pioneer in applying the world's leading advanced cosmetic technologies such as EYESLASMA technology.

<b>6. Research question.</b>

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 treatmentservice?

- What is the current status of communication activities of ASEAN beauty salons?- Plan suggestions through social networks?

<b>7. Company organization:</b>

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:

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*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.

<i>c.Clinical staff:</i>

* 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.

<i>d. Patient services:</i>

*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.

<i>e. Technology and information system:</i>

* 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.

<i>f. Facilities management:</i>

* Physical space: Ensure the clinic environment is clean, organized and well maintained.* Equipment management: Maintain and update medical equipment used for

dermatological procedures.

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<i>g.Compliance and regulatory issues:</i>

* Compliance Officer: Ensures clinic compliance with healthcare regulations and standards.

* Quality assurance: Monitor and maintain quality of patient care and services.

<i>h. Marketing and community outreach:</i>

* Marketing Coordinator: Develops and implements marketing strategies to attract patients.

* Community Outreach: Build relationships with the local community and potential referring physicians.

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+ 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.

<i><b>II. INTRODUCE ABOUT COMPANY’S PRODUCT OR SERVICE.</b></i>

<b>1.Name of the Unit: ASEAN Dermatology Clinic.</b>

- 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 medicalexamination 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 transmittingradio 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.

<b>2. Overview of Dark Circle Treatment Service.</b>

- 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

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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.

<b>3. Objectives of the marketing communication plan </b>

- Establishing demand for the clinic's services: Building brand awareness is often a 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.

long-- 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. power. Shortening this sales cycle requires businesses to clearly understand the consumer buying process. You should clearly understand the needs of potential customers.

<b>CHAPTER 2: SWOT Analysis of Asean dermatology clinic.</b>

<i><b>1. Analyze the macro environment.</b></i>

<b>1.1. Demographic Factors:</b>

The current demographic factors for ASEAN Dermatology Clinic present numerous advantages for their operations. Below are the key points:

- Age and Target Audience:

The primary clientele of ASEAN Dermatology Clinic falls within the age range of 25-50,with a particular focus on the adult group. This is positive as this group typically has a high demand for beauty and skincare.

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- Gender:

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 Market Trends:

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.

- Geography and Finance:

With a primary focus in Ho Chi Minh City and other major cities, ASEAN Dermatology Clinic has the opportunity to reach clients with high income and high spending capacity. This increases their potential for success in providing quality and advanced beauty services.

<b>1.2. Legal and Political Environment:</b>

<i>- Regulations on health and beauty:</i>

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 toDecree 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.

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+ Notification and operational duration:

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.

<i>- Politics:</i>

+ Health policy:

Health regulations and policies can change based on the decisions of political bodies. Political volatility can lead to adjustments in health policies, including regulations on licensing, preparation, and management of medical facilities.

+ Health budget:

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.

<i>- Society:</i>

- Community awareness and perspective:

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.

- Public health priorities:

Society may prioritize public health issues, such as disease prevention programs, infectious disease control, and improving the quality of healthcare services.

<b>1.3. Economic Factors:</b>

<i>- Average income:</i>

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.

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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).

<i>- Expenditure on beauty and cosmetics:</i>

Market research company Q&Me published the results of a 2022 survey targeting womenaged 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 436,000VND per month: the most used skincare products are facial cleansers (77%), makeup removers (66%), sunscreens (45%), moisturizers (37%), toners (36%), and serums (28%).

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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.

- Trends in Natural Aesthetics:

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.

Non-surgical aesthetics is a method of internal medicine aesthetics that does not use surgery or minimizes damage to the body, helping to reduce many risks of complications in cosmetic surgery.

Most non-surgical aesthetic treatments do not cause pain or require much downtime for recovery. Even with non-surgical invasive laser treatment methods, you can resume normal activities within a few days after the procedure. The absence of surgical

interventions involving skin, muscle, or bone removal makes the beauty process safely controlled, adjustable if the results are not satisfactory, and the cost is not too high.With the application of the most modern and advanced technologies in the world such as lasers, ultrasound waves, new generation threads, fillers, etc…, it is no wonder that this method is currently "taking the market by storm".

<b>1.5. Technological Landscape:</b>

<i>a. Technological Advancements in the Beauty Industry:</i>

- Assessing the opportunities and challenges of integrating new technology into eye dark circle treatment services:

- Opportunities:

+ Technology Exclusivity:

ASEAN is the first clinic to receive exclusive technology transfer of EYESLASMA treatment from Singapore. This offers a significant competitive advantage, enhancing brand value and service appeal.

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+ Advanced and Non-Invasive Technology:

The advanced nature of EYESLASMA technology and the commitment to invasive, pain-free procedures are key strengths, especially in the beauty sector. + Service Quality and Efficiency:

Creating a network of bonds that supports the skin cell structure can enhance treatment efficacy, reduce wrinkles, and ensure service quality.

- Challenges:

+ Competition from Rivals:

Competitors like Hoa Kỳ, Ngọc Dung, and Dvinci have different methods and technologies. Competition will intensify, especially when competitors offer services at lower costs.

+ Treatment Cost and Duration:

Compare treatment costs and durations with competitors, particularly with Hoa Kỳ, which offers lower costs and shorter durations.

+ Promotion and Customer Outreach:

Effective promotion through media channels and reaching the target audience can be challenging, especially compared to competitors who have established KOLs and utilize various media channels.

+ Warranty and Quality Assurance:

Warranty information is not provided by Hoa Kỳ. This could increase customer trust if ASEAN can provide detailed information about warranties and quality assurance. + Traditional Cosmetic and Topical Medication Advertising:

Traditional methods such as cosmetic advertising and topical medications remain competitive, especially due to their low cost and the convenience of home use.

- Analyzing How the Clinic Utilizes Social Media and Communication Channels:

<i> b. Building Online Channels:</i>

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- Booking KOLs for New Services:

Engage KOLs to experience the service, create before-and-after videos, and share feedback.

- Feedback and Sharing:

Combine service feedback and share information about the facility and medical team to build trust.

- Diverse Video Series:

Create a series of animated, 3D simulated videos of the service mechanism to educatecustomers.

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- Customer Story Sharing:

Create interview videos with customers showcasing before, during, and after stages. - Boosting Data Coverage:

TikTok Review: Book TikTok models specializing in service reviews to increase brand recognition on TikTok.

- Nurturing Zalo and Seeding for Sales:

Use Zalo and seeding to take care of customers, send information, and increase interaction.

<i><b>2. Competitive Analysis in the Dermatology Industry.</b></i>

 Hoa Ki Beauty Spa:

This beauty spa is a luxurious establishment meeting 5-star standards.+ Technology: Elos Eye

+ 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+ Cost: 1.500.000VND/session

+ KOL: None

+ Duration: 3-5 sessions

+ Communication Channels: Facebook, TikTok, PR+ Warranty: 3-5 years

 Ngoc Dung Beauty Spa:

A beauty spa system with 25 years of experience in the industry.+ Technology: Laser Ipac

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+ Procedure: Treatment using light wave+ Target Audience: Women

+ Technology: Ultra Cell

+ Procedure: Treatment using high-frequency waves+ Target Audience: Both men and women, age 25 – 55+ Cost: Starting from 499.000 VND

+ KOL: None

+ 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

<i><b>3. Customer Needs and Segments</b></i>

<i><b>* Care Needs of ASEAN Dermatology Clinic:</b></i>

- 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

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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.

- Services of ASEAN Clinic:

+ 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).

<i><b>*Customer Segments of ASEAN Dermatology Clinic:</b></i>

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.

<i>a. Individuals with genetic factors:</i>

- 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.

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<i>b. Individuals with aging skin:</i>

- 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.

<i>c. Individuals with lack of sleep and poor dietary and lifestyle habits:</i>

- 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.

- Income: Diverse.

- Needs: Improve tired appearance, enhance self-confidence and work productivity. Improve health and appearance through skincare solutions.

<i>d. Individuals with medical conditions:</i>

- Age: All ages, but more common in older adults if related to chronic diseases. - Occupation: Non-specific.

- 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.

The common needs of these segments are all oriented towards improving appearance, enhancing self-confidence, and taking care of personal health. The clinic needs to approach each target group in detail and provide suitable treatment solutions, as well as lifestyle and skincare advice to achieve the best results.

<i><b>4. Company Strategy and 7P Marketing.a. Company Strategy.</b></i>

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- 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.

- Creating engaging content:

+ Launch attractive programs to draw customers on special occasions. For example, October is Women's month, so take advantage of October to create appreciation programsfor female customers.

+ Share skincare secrets, preventive measures for skin problems, etc.

- Increasing interaction with customers.

+ 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.

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- 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.

<i><b>b. 7P Marketing of ASEAN Dermatology Clinic.</b></i>

<b>* PRODUCT:</b>

Therapy services:

1. Skin Care and Skin Therapy Services

2. Detox and Massage Services

3. Slimming and Body Shaping Therapy

4. Plastic Surgery

5. Tattoo Service

6. Hair Removal with DIODE LASER Technology

Target

Audience Customers need to improve skin condition (acne, freckles,

melasma, unevenskin tone).

Customers seek

solutions to relax and cleanse the body.

Customers want to improve theirbody shape and reduce excess fat.

Customers need surgery to improve orcorrect body and facial problems.

Clients want to improve orcorrect the appearance of their eyebrows, lips, and eyelids.

Client wants to remove unwanted hair

effectively and safely.

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Service - Treat dark eye circles.

- Acne treatment (back acne, pustules, cystic acne, acne). - Skin whitening therapy (back, neck, face, wholebody).

- Skin therapy (shrink pores, treat stretch marks, folliculitis, freckles, melasma treatment, skin rejuvenation).- Scar treatment (concave and raised scars on the face and body).

- Detox.- Massage (relax the face, relax the whole body).

- Slimming therapy (biceps, abdomen, thighs, wholebody).

- Liposuction(chin, jaw, abdomen, buttocks, back, arms, thighs, chest).

- Shape jaw, face, neck.- Shaping theabdomen andbuttocks.- Shaping thechin area, donor, genital, head,and

underbite.- Shaping theeyebrow , cheek, eye, lip, nose, chest.

- Embroidery(tattoo correction, broken embroidery, modern lip tattoo, eyelidembroidery, 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 thedelivery of high-quality, skilled services. They work professionally and have been trainedin beauty consulting and healthcare, such as:

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- 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 Development of Cosmetic Applications.

- 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 beautyconsulting and healthcare. With good service attitudes, always friendly and welcoming tocustomers, 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

A common feature of these locations is that they are all prime locations, with high foot traffic, mainly office workers or people with relatively high living conditions. ASEAN Clinic has not only invested in location but also in the premises. Both clinics of ASEAN, with their prominent green tone, are quite eye-catching and easily attract the attention of passers-by. (Asean Clinic, 2023)

<b>*PROCESS:</b>

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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:

1. Online Appointment Booking

Customers book appointments through social media platforms or the clinic's website.

Convenient for customers, savingtime and allowing for prior planning.

2. Queue Number & Waiting Time Notification

Customers without prior appointments receive queue numbers and waiting time notifications.

Ensures fairness and transparencyin the waiting process, reducing inconvenience.

3. Consultation Area Customers are guided to the area where thedoctors conduct examinations.

Ensures privacy and comfort for patients throughout the

consultation process.

4. Patient Condition Assessment

Doctors assess the patient's health condition and develop a treatment plan.

Enhances trust and safety for patients through thorough and professional evaluation.

5. Treatment Plan & Follow-up

6. Data Privacy &

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 viacredit card.

Provides flexibility and

convenience in payment, cateringto the diverse needs of patients.

8. Loyalty Program Offering loyalty programs for returning Enhances customer engagement

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customers based on the services they have used (direct discounts, vouchers, discountson 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.

- 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…

<b>*PHYSICAL EVIDENCE:</b>

- The clinic's actual operations are ongoing. Its physical infrastructure includes patient treatment facilities, as well as various other facilities across the country.

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- 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.

<b>*PRICE :</b>

- ASEAN Dermatology Clinic has set price listings for each service. For instance, treating folliculitis is 299.000VND/session, treating dark circles ranges from 250-1200 thousand VND/session depending on the machine used, etc.

- 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.

<i><b>5.COMPANY ORGANIZATION:</b></i>

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:

<i> a. Practitioners:</i>

* Dermatologists: Primary healthcare providers specializing in diagnosing, treating, and preventing skin conditions.

<i> b. Administrative and Management Staff:</i>

* 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.

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<i> c. Clinical Staff:</i>

* 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.

<i> d. Patient Services:</i>

* 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.

<i> e. Technology and Information Systems:</i>

* 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.

<i> g. Compliance and Regulation Issues:</i>

* 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:

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* Marketing Coordinator: Develops and implements marketing strategies to attract patients.

* Community Outreach: Builds relationships with the local community and potential referring physicians.

+ Human Resources Manager: Responsible for recruitment, training, and management of clinic staff.

+ Healthcare and Customer Service: Doctors and medical staff responsible for providingmedical 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 technologyfor service provision.

- Company's Customers: The dermatology clinic's clients are individuals with related issues seeking advice, diagnosis, treatment of medical problems related to dermatology. People with specific medical issues related to the skin, such as dermatitis, signs of inflammation, or other problems. Individuals looking to improve their skin

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skin-condition might want services like skin cleansing, acne treatment, or intensive skincare treatments.

<i><b>6. Results of the Dark Circle Treatment Campaign at ASEAN Dermatology Clinic: </b></i>

Building brand credibility and trust with customers. Reaching more new target customersand better understanding customer needs. Increasing customer engagement on social media platforms. Saving time compared to designing videos, images, and instead, running ads on social media platforms like Facebook, Instagram, TikTok...

<i><b>7.Company results of this Campaign.</b></i>

- Based on marketing activities for dark circles treatment service at Asean dermatology clinic from October 14, 2023 to November 14, 2023, we have created the following data table:

Expected revenue(VND million)

Expectedadvertising costs

Actual revenue(VND million)

Actual advertisingcosts (%)

Source: Asean Clinic

- From the table, it can be seen that the total revenue of the Asean dermatology clinic hasexceeded expectations. However, marketing costs also exceeded expectations.

- According to the analysis, Asean customers often tend to go for treatment in the middleof the month, specifically weeks 2 and 3. This may be because the first phase of treatmentservices is new, customers Customers are wondering and looking carefully about the service. The next two weeks after accessing advertising programs on social networks, learning about and carefully reviewing promotional programs, customers tend to come to the clinic and receive more treatment. Week 3 of revenue increased sharply, this can imply that marketing activities have reached many customers; Besides, it is also possible that because of the efficiency brought by the service, customers have introduced it to their relatives. Particularly in the 4th week, customers tend to have less treatment; This may be partly due to the typical nature of work in Vietnam, people often have more work

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at the end of the month, leading to them becoming busier and spending less time for entertainment and beauty.

- Advertising costs increased slightly compared to 2% expected. This is due to many different factors. Partly because the business boldly promoted advertising at the

beginning of the campaign to be able to reach the most consumers. The rest is due to the cost of hiring models and KOLs changing (Cast Models or KOLs is higher than

expected). In the remaining weeks, advertising costs were stable and followed expectations.

- In addition, during the internship, our team also saw that although dark circle treatment is only a small service, it brings many new customers to the clinic. The name Asean and its treatment technology are also better known to customers. Besides, the treatment of dark circles actually guides customers towards a healthier lifestyle, because customers will be instructed on how to prevent dark circles and protect their eyes (Moisturize the eyes, avoid staying up late at night, avoid looking at phone or computer screens for too long).

<i><b>8. Current marketing activities.</b></i>

- 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 leadby 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.

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- 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.

<b>CHAPTER 3 : ANALYSIS OF THE CURRENT SITUATION OF THE ENTERPRISE</b>

<i><b> 3.1. PRODUCTS OF THE ENTERPRISE.</b></i>

<b>3.1.1. Policy to improve product quality.</b>

a. Diversifying Services:

- Expanding Services: Explore expanding the scope of services, integrating new or improved methods to optimize results.

- Integration with Other Services:

Consider combining dark eye circle treatment with other services and technologies:

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+ 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.

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+ Collagen and Hyaluronic Acid Treatment: Utilizes collagen fibers and hyaluronic acidto effectively reduce dark circles.

+ Nano Technology: Enhances the quick absorption of skincare ingredients, maximizingtreatment effectiveness.

d. Developing a Marketing Strategy:

- Brand Building: Establish a strong and reputable brand image in the field of dark circle treatment.

<i>3.2.1. Development Strategy and Online Channel:</i>

ASEAN Dermatology Clinic has proposed an innovative development strategy and onlinechannel for its Dark Circle Treatment service, aiming to optimize influence and attract customers. Below is a summary of specific activities for each phase:

- 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

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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 andcreative 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.

<i>3.2.2. Media Production for New Servicesa. Treatment Service.</i>

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 Clinicsuch 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 andguidance of the team of experts and doctors.

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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.

• 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

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