marketing plan and marketing strategy for hiep thanh clinic

DECLARATION

I declare that this final project contains no material that has been accepted for the
award of any other degree of diploma in any university or other institution and
contains no material previously published or written by other person, except were
due reference is made.
This final project contains a survey that is primarily conducted by my self under
guidance and support of the tutor. Therefore it has high level of trust, confidence
and agreement.

Tran Minh Hai

ACKNOWLEDGEMENT


First, I would like to express my deepest gratitude and great appreciation to Dr.
Trinh Thuy Anh, my tutor, for her guidance, valuable advice and great support in
developing my thesis.
Secondly, I would like to express my sincere thankfulness to all Professors, program
coordinators and my classmates for devoting me their inspiration, support and
sharing their valuable knowledge during my time studying at the MBMM program
of Solvay Brussels Schools and Ho Chi Minh City Open University.
Fiannaly, I would like to extend my gratitude to doctors and experts who help me to
provide the information and all respondents who spent their value time to complete
the questionnaires.


TABLE OF CONTENTS
Page

EXECUTIVE SUMMARY

1

1.

Reasonable of Study

1

2.

Goal of Study

2

3.

Scope of Study

2

4.

Data Collection Method

3

5.

Method of Research

3

5.1

Qualitative Research

3

5.2

Quantitative Research

3

6.

Structure of the Project

4

CHAPTER 1: LITERATURE REVIEW

5

1.1

Mission and Goals

6

1.2

External Analysis

6

1.3

Internal Analysis

7

1.4

SWOT Analysis

8

1.5

Marketing Planning

8

CHAPTER 2: SITUATIONAL ANALYSIS

9

2.1

External Analysis

9

2.1.1 Environmental and Market Analysis

9

2.1.2 Customer Analysis

12

2.1.3 Competitor Analysis

14

Internal Analysis

16

2.2.2 Situation Of Hiep Thanh General Clinic

17

2.2

2.3 SWOT Analysis Of Hiep Thanh General Clinic

18

CHAPTER 3: MARKETING PLAN AND MARKETING STRATEGY
FOR HIEP THANH CLINIC
3.1

Marketing Strategy And Marketing Planning

20
20


3.2

3.1.1 Objective

20

3.1.2 Target Customer

20

3.1.3 Product

20

3.1.4 Key Succesful Factors

20

3.1.5 Differentiation And Positioning

20

Action Plan

21

3.2.1 Improve Professional Knowledge Of The Staff

22

3.2.2 Extend Specialties – Services Of The Clinic

22

3.2.3 Technical Equipment

23

3.2.4 Special Differentiation Of The Clinic, Package For Health Care
Services

23

3.2.5 Building Brand

25

1. Logo design

25

2. Slogan

26

3. Website

26

4. Uniform

26

5. Advertising

27

6. Discount program

27

7. PRs

27

3.3

Budget

28

3.4

Implementation

29

3.5

Evaluation & Control

29

CHAPTER 4: CONCLUSION

30

LIST OF FIGURES
Page
Figure 1.1 Marketing planning process

5

Figure 2.1 Situation of beds in Ho Chi Minh City

9

Figure 2.2 At the lobby of Ortho-Trauma hospital –HCM City

10

Figure 2.3 Registration of medical care services at Cho Ray Hospital

10

Figure 2.4 Line up for medical care services

11

Figure 3.1 Logo of Hiep Thanh

26


Figure 3.2 Website of Hiep Thanh

26

Figure 3.3 Uniform of Hiep Thanh

27

LIST OF TABLES
Page
Table 2.1 Price list of Anh Dung Clinic

15

Table 2.2 Price list of 105 Clinic

16

Table 2.3 Price list of 105 Hiep Thanh clinic

18

Table 2.4 SWOT analysis

19

Table 3.1 New price of Hiep Thanh clinic

21

Table 3.2 Six months financial estimation

28

Table 3.3 Schedule and implementation

29


ABBREVIATION LIST
PRs: Public relations
ENT: Ear, Nose and Throat


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EXECUTIVE SUMMARY
1.

Reasonable of Study
According to Department of Health Care – Ministry of Health of Viet Nam,
there was 1148 hospitals (excluding military hospital managed by the
Department of Defense), including: The hospital's public health sector (87%
of total hospitals); hospitals of various ministries (2%), private hospitals
(11%). Every year there is millions turns of medical examination and
treatment at the outpatient hospital district, provincial, national, private
hospitals and hospital sectors. Numbers of hospitals recently are not enough
to serve patients, and numbers of hospital beds are still too low. The increase
of hospital beds in recent years are not adequate with the increase in
population and health care needs of people. The abilities to provide health
care services of high quality of the hospital district particularly limited
should

not

prevent

patients

go

to

national

hospitals.

Currently, the country's number of beds to 17 beds /10.000 people, much
lower than some countries in the region. Number of 2-3 patients on a bed is
very common situation in many hospitals, especially in central, the capacity
of the bed line up to 120-160% of patient. This overload situation has never
seen in countries in the region and the world. Because healthcare system of
Viet Nam now is overload, Vietnamese government sets goal developing
healthcare system by encourages increasing private health care system. The
private healthcare system is encouraged and facilitated to develop the
number and operational capacity.

Base on the overload situation of healthcare services in Ho Chi Minh City and
the potential of this service market, Hiep Thanh clinic was founded in 2009 by
Dr Nguyen Thanh An, located in Dong Thanh Ward, Hoc Mon district. The

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mission of Hiep Thanh clinic is bring to customers the best health care services
with good price and the service was served by professional doctors and staffs.
In the first year Hiep Thanh clinic was very crowded; however during the

second year Hiep Thanh clinic is on the state that customers are leaving to
other competitor clinics. There are only about 40 customers per day. If there is
no plan for Hiep Thanh clinic, it will be bankrupted in a short time.

2.

Goal of Study

Learning about the situation and the environment of Hiep Thanh clinic to definite
what the Hiep Thanh should modify the marketing strategies and create marketing
plan to get more customers who are expected to increase from 40 customers per
day to 100 customers per day, and development the clinic become professional and
well-known in the next 6 months.
3.

Scope Of Study

This study is analyzed on the situation of Hiep Thanh clinic after two years of
operation, find out its advantages and disadvantages and also analyzed on
important competitors of Hiep Thanh clinic: Anh Dung clinic and 105 clinic. The
research was done by analyzing customer’s needs for giving marketing plan for
Hiep Thanh clinic.

4.

Data collection method

To obtain data for the research, an array of tools is structured interview of
customers who are patients of Hiep Thanh Clinic and patients of competitors.

The primary research and secondary information serve to identify
1. Situation of health care services and clinics systems in Ho Chi Minh City
2. How Hiep Thanh clinic will bring to customers a good quality services and
what make the customers satisfy.

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Primary data was collected from competitors by observation and by interviewing
customers for a customer survey. This survey had subjects who are customers of
Hiep Thanh clinic and the customers of competitors.

Secondary data of healthcare services, clinics system, population of region where
Hiep Thanh located, data of clinics and the situation of healthcare in Ho Chi Minh
were gathered from internet websites of Ministry of Health, Ho Chi Minh City
Health Service and other sources.

5.

Method Of Research
5.1 . Qualitative research

Depth interview with experts who are also the owners of clinics in Ho Chi Minh
such as, Doctor. Le Tu Quoc Tuan (Song Than Clinic), Doctor- Nguyen Van Ba

(Tien Lan clinic), Doctor. Nguyen Van Cu (Chau Thanh Clinic), an interview with
Doctor. Le Minh Hai – Chief service department of Ho Chi Minh Health Service
and Nguyen Van Sach, PhD – Director of An Giang Hospital.
5.2 Quantitative research
The information was collected from an interview of 70 customers of Hiep Thanh
clinics and 30 customers of competitors. The questionnaires which is in an appendix
are established to focus on getting the information about what the customers need
from the clinic and how the clinic improve to attract more customers.

6.

Structure of the project

Chapter 1: Literature review
Chapter 2: Situational analysis.
Chapter 3: Marketing Strategy and Marketing planning for Hiep Thanh clinic.
Chapter 4: Conclusion

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CHAPTER 1
LITERATURE REVIEW
To definite what Hiep Thanh clinic should modify the Marketing strategies and

create marketing planning for getting more customers and develop the clinic
become professional and well known in the next 6 months the marketing planning
process was used

Mission and Goal
External Analysis

Situation Analysis, SWOT

Internal Analysis

Marketing strategy

Marketing planning
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Figure 1.1: Marketing planning process

Marketing planning process refers to the process by which managers choose a set
of marketing plan for company’s products or services. This process can be broken
down into five major steps: (1) Mission and goals of the company; (2) analysis of
external environment to identify opportunities and threats; (3) analysis of company
strength and weakness; (4) propose strategies built on company’s strength and

external factors and correct its weakness in order to take advantage of
opportunities and counter threats; and (5) Marketing Planning

1.1. Mission and goals
The beginning point of marketing planning process is to review and/or selecting
company’s mission and major goals. This statement will be the foundation for
strategy formulation and implement in later steps.
The mission sets out the reason why the company exists, whose benefit it serve and
what it should do.
Major goals are the target that company wants to fulfill in long or medium term.
Most profit-seeking company places maximization of profit near the top of the
goals. Other possible goals are to get more customers in 1 year for example. Goals
should be specific and measureable within a time frame.

1.2. External analysis
External analysis focuses on examination of relevant external elements to the
company. The object of this analysis is to identify threats and opportunities facing
company both present and potential. An opportunity is a trend or event that could
lead to significant upward change in sales and profit pattern – given appropriate
response. A threat is a trend or event that will result in the absence of strategic

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move, in a significant reduction in sales and profit figures. External analysis
including the following analysis:
Customer analysis
Customer analysis includes identifying the company’s customer segments and each
customer’s motivations and unmet needs. Segment identification defines
alternative product markets and thus structures the strategic investment decision
(what investment levels assigned to each market segment). The analysis of
customer motivation provides information need to decide whether the firm can and
should attempt to gain or maintain sustainable competitive advantage. An unmeant
needs- the need that currently not being met by existing products-can be
strategically important due to it may represent a way that entrenched competitors
can be dislodge.
Competitor analysis:
Competitor analysis in marketing is an assessment of the strengths and weakness
of current and potential competitors. Competitor analysis has two primary
activities, 1) Obtaining information about important competitors, and 2) Uthat
information to improve our company.
Environmental analysis
The strategists must also be aware of environmental factors that do not
have short-run impact in firm’s performance but they usually influence firm’s
long run decision.
Market analysis
Market analysis identifies information related to market size, market trend,
distribution system, key success factors and profitability, etc.

1.3. Internal analysis
The third step in marketing planning process involves finding out firm’s strength
and weakness. Sales, sales growth and profitability are major measurements of
business performance and past strategy. The analysis covers resources, capability
that is vital to build and sustain competitive advantage. Resource and capability are

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distinctive competencies lying in different functional departments like marketing,
manufacturing, manager or employee’s skills etc. Company strength leads to
superior prior performance in quality, efficiency, innovation and customer
responsiveness while weakness leads to inferior performance.

1.4. SWOT analysis
The comparison of strength, weakness, opportunities, threats (SWOT analysis) is
drawn based on situational analysis.
Based on these analyses, marketing strategies and marketing planning will be
proposed.

1.5 Marketing planning
Having chosen a strategy, the next step is to put strategy into practice. Every
activity in marketing program will have correspondent budget, person in charge
and time schedule. Managers should choose an appropriate organizational structure
and control system to implement selected strategy. Organizational structure defines
role and responsibility of each manager and personnel within a business until as
well as reporting relationships. If the old organizational structure is unfitted,
managers should develop a new one.

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CHAPTER 2
SITUATIONAL ALALYSIS
2.1. External Analysis
2.1.1. Environment and Market analysis
Health care services in Ho Chi Minh City
Any region in the country with public health forces sizeable as Ho Chi Minh city,
with 28 hospitals and 8 centers for disease control. However, due to lack of capital
of investment, over the years the health sector is slowly weaker than the private
sector and foreign sector compared with other countries in the region, the state
budget for health care was relatively low at only 6.1%, loses Malaysia (6.5%),
China

(10%),

even

Laos

(7%)

and

Cambodia

(16%).

In that situation, the number of beds in hospital doesn’t’ catch up with the
increasing of population growth, the number of beds per 10,000 population
decreased, from 26.6 in 1997 to 23.7 in 2005. In Ho Chi Minh city, the situation is
even more urgent because in addition to the local population must also take on more
immigrants from elsewhere to live, so no wonder that hospitals are also overloaded.

Figure 2.1: Situation of beds in Ho Chi Minh city

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Figure 2.2: At the lobby of Ortho – Trauma hospital – Ho Chi Minh City
In big hospitals in Ho Chi Minh City, the images of patients, relatives sat and sit in
abundance in the hallway, pulled no stranger in hospital. A bed with 3-4 patients is
normal, not to mention, there is still 2-3 patients under the bed. At Hung Vuong
Hospital, in 2004, this hospital built new 500 beds, so that the current bed inventory
has risen to 850, so that patients are still lack of space, are both the hallway and
walkways.

Figure 2.3 :
Registration of medical care services at Cho Ray hospital – Ho Chi Minh city

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Figure 2.4: Line up for medical care services
Services And Qualities Of General Clinics In Ho Chi Minh City
By the time of year 2011 (based on data of health service), there is around total 200
general clinics (from two department). However by an investigation in March 2011,
there is 80% clinics infringe the law, do not comply with the regulations of health
service. The regularly mistake from these establishment are:
 Heath cares service without diploma of doctors.
 Drug expired or indistinct of origin.
 Advertise the reverse of the truth.
 Advertise without permission.
 Health care service not according to the specialist registered.
Services and the qualities of medical care are specific for each clinic. Most rely on
benefits to take bribes from patients. These clinics are mainly put the profits on the
top, so the prices are very high. The number of these kinds of clinics makes up
nearly 80%. The remaining 20% is the famous clinic with professional services
should be made their own brand for example, HEPA clinic, An Khang clinic, Viet
Sing clinic… These clinics comply with qualitative norms, reasonable price and
reputation.

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Limitation Of Clinics Systems To Health Care Services And Patients
According to the statistics of Health Service by an inspection in 2011, there are a lot
of faults in private general clinics, therefore their qualities of health care service are
restricts. Almost doctors work at these clinics do not have much experience or they
are working in hospital but they work as part time job at the clinics, it will be
influence to the efficient treatment on the patient . When the doctors doesn’t work
full time at clinics, in case the patients follow up examination, another doctors will
treat with new diagram, it affect to the time of get over the illness of the patients.
Regard to the clinics worked with turnover, all the services will be cost very high.
Even drugs are sale with high price but the qualities are so bad. Most of medicines
from these clinics are original in India or vague original. Another limitation is the
infrastructure and equipments are second-hand or Chinese products with low prices
also low qualities. Some of clinics defy the sterilization health care devices,
increasing the risk of transmission of infectious diseases to the patients.
2.1.2 Customer analysis
Almost customers of Hiep Thanh clinic are population around Dong Thanh ward or
workers in industrial park in Hoc Mon district, or some people has accidents in this
area. The incomes of the population in this area is average, therefore target
customers of Hiep Thanh clinic is customers with average incomes.
In order to get a better understanding of their current customers, a paper and pencil

survey was designed. The purpose of the research was to learn a bit more about
customers, to find out what their needs and evaluate their receptivity to some
potential new services.
Hiep Thanh clinic will study from the customers, what they need from services of
Hiep Thanh clinic, what are the shortcomings from Hiep Thanh clinic, the
modifications for a professional Hiep Thanh clinic in the near future.
The survey was completed by a convenience sample of 70 customers who were
asked to complete the survey while they waited during a visit to the clinic and 30
customers who are in the clinics of competitors. Almost all of those asked actually
completed the survey.

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The result of survey shows what customers need from the private clinic:
1. Product: The health cares services of clinics have to be full package
include all departments. Actually, Hiep Thanh have only Testing department, X Ray
department, Internal general department, it’s not enough to respond the treatment
demand of the patients. There are no any different health cares services from
competitors at all.
Almost customers in this area have average incomes, they have their medical
health insurances and work in the companies in industrial parks, thus the customers
have the demand to use medical health care card from the companies.
2. Price: price of treatment services at Hiep Thanh clinic is lower than

competitors, however this point is not an important element because customers care
about the quality of treatment and the way serving rather than the different prices
compared with competitors.
3. Services: Based on the result of the evaluation, 80% of customers evaluate
that the quality of serving customers at Hiep Thanh clinic is very bad. Doctors and
nurses shout and have rough words to the patients. The working behavior of the
staff is not professional.
Beside the service is bad; Hiep Thanh clinic doesn’t have emergency car and
doesn’t work 24/24. It cannot provide the services whenever the customers come
for an emergency case.
4. Branding: Although Hiep Thanh clinic was opened for two years but 80%
of customers respond that they go to the clinic according to the nearest of their
house, certainly not the recommendation from another person, not the marketing
activities of the clinic to introduce its to customers. Almost customers live within
2km of the clinic. For this reason, actual customers of the clinic is very few and
difficult to cover within 10km around the clinic.
2.1.3 Competitors analysis
There are two other clinics in operating on the scale 04 km around Hiep Thanh
clinic. Customers of these competitors are also target potential customers of Hiep
Thanh clinic. Consequently, the analysis of competitors is the main objective for

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Hiep Thanh clinic for the opportunities to get customers from these competitors.

Services
Internal general service (Adults & Children)
Emergency examine service
Surgical general service
Obstetrics examine service

1st Visit

From 2nd visits

50,000
70,000
150,000
100,000

40,000
70,000
150,000
80,000

Comparing HIep Thanh to its primary competitors.
Competitor 1: Anh Dung Clinic
Product: Beside general treatment, Anh Dung Clinic has Obstetrics -gynecology
department is principal department.
Working hours: 24/24 hours
Capacity: One emergency car to operate 24/24. There are enough model equipment
which are helping for treatment such as 3-D ultrasound machine, X-Ray machine,
testing machine, software of clinic management. Doctors of a clinic are famous

doctors who are from famous hospitals.
Services: The staff is professional in serving customers. This clinic has received
complimentary from the customers for good serving and dedicated.
Promotion: Discount for customers who come the second time. There is
advertising on the leaflets.
Quantity of customer per day: Average 120 customers/day
Price: The price of health service is higher than Hiep Thanh 20%.

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Ultrasonography (3-D)
100,000
Ultrasonography (3-D) with CD
150,000
X- Ray
80,000
Blood test
60,000
Emergency car service (Distance 10 km)
450,000
Table 2.1: Price list of Anh Dung Clinic

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100,000

120,000
80,000
60,000
400,000

* Price of service includes:
- Price for doctors and nurses for one examination
- Equipment for examination
- Copy of result of examination
* Price of service not includes:
- Medicine
- Surgeries, image diagnostic, endoscopy, procedure for diagnostic and treatment.
- Other services out of the price.
Competitor 2: 105 Clinic
Product: Obstetrics -gynecology and surgical department are principal department.
Other services are ultrasonography, testing, radiography and internal medical
treatment service .
Working hours: 24/24 hours
Capacity: one emergency car to operate 24/24 hours. There are enough equipment
for treatment. Associate with Ortho Trauma hospital surgical treatments and Tu Du
hospital Obstetrics -gynecology
Doctors of this clinic are from Ortho Trauma hospital, District 3 and Tu Du hospital
which are famous hospital in Ho Chi Minh City
Service: The staff is professional in serving customers.
Promotion: Discount for second coming of customers. Advertise on the bill board,
internet and clinic notebook.
Quantity of customer per day: Average 150 customers/day
Price: The price of health service is almost the same with Anh Dung Clinic
Price lists of 105 clinic:

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1st Visit

Services

From 2nd visits

Internal general service (Adults &
Children)
50,000
Emergency examine service
70,000
Surgical general service
150,000
Obstetrics service
100,000
Ultrasonography (3-D)
100,000
X- Ray
80,000
Blood test
60,000

Emergency car service (Distance
10 km)
500,000
Table 2.2: Price list of 105 Clinic

40,000
70,000
150,000
80,000
100,000
80,000
60,000
400,000

2.2 Internal analysis:
2.2.1. Hiep Thanh general clinic
Hiep Thanh clinic is located in Dong Thanh Ward, Hoc Mon Distric, Ho chi Minh
City. This is a small clinic operating in Hoc Mon, Ho Chi Minh City, is very far
from hospital. Hiep Thanh Clinic has been in operation for 2 years – opened by Dr.
Nguyen Thanh An , who is working in a famous hospital for 10 years.
The clinic has been in operation for two years but it does not have many customers.
Current customers seem to be not satisfied with Hiep Thanh Clinic much. The clinic
focuses on customers who live around Dong Thanh Ward 10 kilomets . The clinic
now has 18 full-time employees, 4 par-time doctors, 2 full time doctors, and one
office manager.
2.2.2. Situation of Hiep Thanh general clinic
Hiep Thanh currently does not have marketing strategy for services at all. In the
past when the opening, Hiep Thanh clinic was very crowded; however from the
second year Hiep Thanh clinic is on the state that customers are leaving to other
competitor

clinics.

There

are

about

40

customers

per

day.

If the strategy will not changed, Hiep Thanh Clinic is going to bankrupt in a short
time. Through the survey’s result, Hiep Thanh is losing customers by the following
factors:

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- There are no specialist health care services.
- Serving style of doctors and the staff are bad.
-There is not enough equipment for helping doctors’ treatment.
- There is no special image for Hiep Thanh clinic. Many customers who are
living around Hiep Thanh do not know it exists although they live very close
to the clinic because there are no any advertising.
Product: Hiep Thanh current offers some services including the following:
- Ultrasonography
- Testing
- Radiography
- Internal medical treatment service
There are no specialist healthcare services.
Working hours: 7h-21h hours. Seven days a week
Capacity: No emergency car. One black & white ultrasound machine, and one XRay machine. Doctors are working from Hoc Mon and District 12 Hospital (normal
hospitals).
Promotion: There is no any promotion in Hiep Thanh Clinic.
Quantity of customer per day: Average 40 customers/day
Price: Compare with others competitors; the price of Hiep Thanh is lower than
competitors 10 -20%.
- Price list of Hiep Thanh clinic

Services

Price

Internal general examine (Adults)
40,000
Internal general service (Children)
30,000
Emergency service

60,000
Surgical general service
120,000
Ultrasonography (Black & White)
50,000
X- Ray
60,000
Blood test
50,000
Table 2.3: Price list of Hiep Thanh Clinic
2.3 SWOT analysis of Hiep Thanh general clinic

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The situation analysis gives insights about the company, customers, competitors,
and external marketing environment in which Hiep Thanh operates. In reviewing
this information, the data can be summarized in a SWOT analysis that highlights
Hiep Thanh’s strengths and weaknesses – and the opportunities and threats in its
current market. These are summarized in the following sections.

STRENGHS
-

Location on main street creates high

WEAKNESS
-

Not having specialist healthcare

awareness.

services. Doctors do not working

-

Has its own pharmacy.

at famous hospitals.

-

Low prices of services.

-

Large parking.

-

Staff is not extremely informed,
highly trained, not have great
communication skills.

-

Not good reputation in the local
community

because

lack

of

marketing activities.
-

Not have emergency car.

-

Working hours: Limit 7-21:00h

OPPORTUNITIES
-

-

Population in this area still increases

THREATS
-

New competitors will be increase

a lot in the future.

in the future due to the increase of

Attract customers from competitors

the population, potential market but

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if the services improve and having
more specialists.
-

some clinics in this area.
-

Health care packing services for

Lose of customers if the way of

serve will not be improved.

potential customers who are factors,
which have thousands of employees
in Ho Chi Minh City.
-

Treatment needs of customer are
very high. Especially, pediatrics,
Obstetrics – Gynecology and ENT.
Table 2.4: SWOT analysis

CHAPTER 3
MARKETING STARTEGY AND MARKETING PLAN FOR HIEP
THANH CLINIC
3.1 Marketing strategy and marketing planning
3.1.1. Objective: The objectives for Hiep Thanh clinic is
-

Attract again old customers of Hiep Thanh clinic and get new customers in next
6 months. Increase customers into 100 customers per day.

-

Increase the identification of Hiep Thanh brand and become professional general
clinic within one year.
3.1.2. Target customer

Target customers of Hiep Thanh clinic are people who live around Dong Thanh
Ward far from Hiep Thanh 10 kilomets and companies which have bought

insurance for their employees in Ho Chi Minh.
3.1.3. Product: Health care services:
- General department
- Pediatrics department
- Otorhinolaryngology department
- Odontology department

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- Obstetrics – Gynecology department.
3.1.4. Key successful factors
To improve the quantities of customers in the next 6 months, Hiep Thanh clinic has
to make customer satisfy by good health care services to customers, professional
knowledge of the staffs, extend specialties services, and increase the awareness of
customers.
3.1.5 Differentiation and Positioning:
An evaluation of Hiep Thanh Clinics’ strengths and weaknesses, their competitors,
and their customers provides insights into opportunities for differentiation and
positioning. This review suggests that Hiep Thanh can be differentiated from the
competition by its high level of customer service, compassionate health care. These
points of differentiation lead to the following statement to describe Hiep Thanh’s
desired the positioning: Hiep Thanh clinic provides the most compassionate and
personalized care of all local clinics. Its staffs are professional, and the clinic

provides excellent customer service for patients. Professional doctors cure the
diseases with lowest costs. The equipment are most modern than local competitors,
package health care service and a lot of specialist department.
3.1.6 Price strategy
The price strategy of Hiep Thanh is not base on the cheap price. It will base on the
quality of the services by the way of serving and by the treatment of doctors who
have much experience and work for specialist hospital in Ho Chi Minh City. The
price will be cost base on the medical services below:

Tran Minh Hai

MBMM4