Marketing plan for medical tourism patient in fv hospital

TRƯỜNG ĐẠI HỌC MỞ TP.HCM

HO CHI MINH CITY OPEN UNIVERSITY

UNIVERSITÉ LIBRE DE BRUXELLES

SOLVAY BRUSSELS SCHOOL

MBMM4

GIANG HAI KIM NGOC

Marketing Plan for Medical Tourism in FV Hospital

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s name: Dr. Nguyen Duc Tri

Ho Chi Minh City

(2010)

i

Declaration

I certify that my final project titled “Marketing Plan for Medical Tourism in FV

Hospital” is my own work. Material taken from other sources has been

acknowledged according to requirements for reference.

ii

Acknowledge

I would like to express my appreciation for my tutor – Dr. Nguyen Duc Tri for his

valuable comment and assistance.

I also want to thank Ms. Camilla Berglund and Mr. Phan Le Dung for their

supporting to finish this project.

Yours sincerely,

iv

CONTENT

EXECUTIVE SUMMARY ............................................................................................... 1

CHAPTER 1: INTRODUCTION

1.1 Project Objective and Significance ...................................................................... 3

1.2 Methodology……………………………………………………………………... 3

1.3 Project Limitation................................................................................................ 4

1.4 Company Overview............................................................................................. ..

1.4.1 Background.................................................................................................. .4

1.4.2 Mission ......................................................................................................... 4

1.4.3 Value of FV ................................................................................................. .5

CHAPTER 2: LITERATURE REVIEW

2.1 Medical Tourism………………………… ………………………………………...

2.1.1 Definition …………………………………………………..…………………6

2.1.2 Brief History of Medical Tourism ..………………………..…………………7

2.1.3 Different between Health and Medical Tourism …………..…………………7

2.1.4 Key Players in Medical Tourism Industry ….……………..…………………9

2.2 Contributing Factors in becoming Medical Tourism Destination ...………………...

2.2.1 Pull and Push Factor …………...…………………………………..…..……10

2.2.2 Motivation Factors in Medical Tourism .…………………..………………..10

CHAPTER 3: SITUATION ANALYSIS.............................................................................

3.1 SWOT Analysis ................................................................................................ 12

3.2 Competitor Forces.................................................................................................

3.2.1 Vietnam.................................................................................................... 13

3.2.2 Asia .......................................................................................................... 13

3.3 Key to success.......................................................................................... 14

3.4 Technology in Medical Tourism ....................................................................... 14

3.5 Target Market........................................................................................................

3.5.1 Medical Tourism of U.S Market ............................................................... 15

3.5.2 Other influencing factors .......................................................................... 16

3.5.3 U.S Plastic Surgery................................................................................... 19

3.5.4 Market Trend............................................................................................ 19

3.6 Survey............................................................................................................... 20

CHAPTER 4: MARKETING STRATEGY ........................................................................

4.1 Segmentation .................................................................................................... 23

4.2 Target Segment ................................................................................................. 23

4.3 Positioning ........................................................................................................ 23

4.4 Marketing Mix .....................................................................................................