(Online) business development proposal medical industry - amerging 2013

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(Online) business development proposal medical industry - amerging 2013

  1. 1. International business development services for the healthcare industry Sales & patient consulting * Online Marketing & advertising * Local Customer service * Healthcare business eventmanagement Dutch market business development proposalpackages for Bangpakok 9 International Hospital 2013 - 2015 International high quality medical care: Low competitive costs * High International Quality * Instant care
  2. 2. Expect great answers for new business developmentHow do your consumers, patients, physicians and B2B partners around the world decide? Whatdrives them to show commitment to you and make that choice in your favor? What if your competitorreacts, or even worse, preempts you?For over 10 years, Amerging has been answering questions like these. Driven by passion, we pro-vide cutting-edge market entry and development solutions that help brands seize market opportuni-ties and hedge risks.Based on one of our three packagesAmerging is dedicated to bring new business results in the dutchmarket for Bangpakok 9 international hospital. Looking forward working together with the BPK9team.with kind regardsAmergingLindomar Minguel, BACEO & Founder Amerging Amerging Dutch market business development proposal BPK9 2013 - 2015
  3. 3. Table of content1. Bangpakok 9 International Hospital 4 1.1 Targets and forecasts Bangpakok 9 International Hospital 42. Amerging International Sales & Marketing support 53. The Dutch healthcare system 54. Bangpakok 9 Dutch market value proposition 65. Target groups for BPK9 Dutch market 7 5.1 International benchmark hospital treatments 7 5.2 Amerging supports in value proposition creation 7 5.3 Market approach Dutch market 7 5.4 How patients decide on treatments and hospital to choose 86. Channel marketing BPK9 in the Dutch market. 9 6.1 Online search marketing 9 6.2 Google and BiNG search and advertising 9 6.3 Google and BING SEO marketing for BPK9. 9 6.4 Google AdWords 10 6.5 Socialmedia 107. Customer service support services Dutch market 11 7.1 Operational project organisation - Dutch market approach BPK9 11 7.2 Sales cycle potential Dutch customers BPK9 138. Revenue forecast and target Dutch healthcare market development 2013 - 2015 16 8.1 Revenue forecast Dutch market 2013 17 8.2 Revenue forecast Dutch market 2014 17 8.3 Revenue forecast Dutch market 2015 17 8.4 Projectplanning jan. 2013 - dec. 2014 179. BPK9 International sales & marketing packages: 18 9.1 Package 1 - Basic Business Development 19 9.2 Package 2 - Extra Business Development 20 9.3 Package 3 - Premium Business Development 2110. Business packages applicationform 22 Amerging Dutch market business development proposal BPK9 2013 - 2015
  4. 4. 1. Bangpakok 9 International HospitalBangpakok 9 International Hospital is a tertiary private care hospital located in Bangkok, Thailand. Bangpakok 9 is committed to providing healthcare with world-class standards. The Bangpakok HospitalGroup has a total of 6 hospitals within the chain, all under the same high standard of management anddedication to customer care.Only a 30-minute drive from Bangkok’s Suvarnabhumi Airport, Bangpakok 9 International Hospital islocated a little south of Central Bangkok, in the area of Bangpakok, near the world-famous Chao PhrayaRiver. Home to internationally trained doctors and the luxurious comforts of a 5-starhotel, where patientscan put trust in the care they will receive ‘1.1 Targets and forecasts Bangpakok 9 For these treatment lines there is a forecast off around 5International Hospital million bath per month, around 60 million bath per year. In about 2,5 years a new oncology centre will be openedBangpakok International Hospital is constantly working on in a joint venture with Chulalongkorn hospital. Cancerexpanding its international customer base. The most im- treatments based on radiation and chemo therapy will beportant international clients are currently form Myanmar, provided in this new to open hospital.Dubai and Australia. For customers from these countriesa translater is available. Request for proposal Bangpakok 9 from Amering business solutionsProf. Adisorn mentioned during our conversation on friday During the meeting on the 9th of november at Bangpakokthe 9th of november that Bangpakok 9 International hos- 9 International Hospital(BPK9), with Mrs. Irada Kitchar-pital provides the following medical treatments: oen, Prof. Adisorn Patradul and International Marketing* Cardiology, Director Thirachai Jotikabukkana, the vision to expand* Orthopedic & Spine, internationaly to The Netherlands was discussed. Based* Dental, on that meeting and the capability of Amerging busi-* Esthetic treatment ness solutions to support organisations with International* Alternative medicine (Chinese acupuncture) healthcare business Development this proposal was real-* Wellness (Spa) ised tailormade for BPK9. All efforts are based to realise the business goals of BPK9 for the period 2013 to 2015. Amerging Dutch market business development proposal BPK9 2013 - 2015
  5. 5. 2. Amerging International Sales & Marketing supportAmerging has a broad network of healthcare connections in the Netherlands.Among hospitals this includes strategic relations with insurance companies and governmentalagencies, which have a important role in the decision making and financing process in allocatingcare for their clients.Combined with our knowledge and expertise in international marketing and sales we can supportBangpakok hospital with attracting dutch customers for specific treatments at Bangpakok hospital.We can do this in 3 specific fases:1. Content - Co-creating specific medical content and proposition for the dutch market2. Community - Defining target groups and the most effective marketing channels3. Context - planning an effective campaign within budget for the dutch marketAmerging business solutions has offices in Kuala Lumpur and Amsterdam and has a A team of 10specialists in Sales and Marketing support from which a selected group is dedicated to the healthcareindustry.3. The Dutch healthcare systemHealthcare in the Netherlands can be divided in several ways: three echelons, in somatic andmental health care and in ‘cure’ (short term) and ‘care’ (long term). Home doctors (huisartsen,comparable toGeneral Practitioners) form the largest part of the first echelon. Being referenced bya member of the first echelon is mandatory for access to the second and third echelon. The healthcare system is in comparison to other Western countries quite effective but not the mostcost-effective.FinancingHealthcare in the Netherlands is financed by a dual system that came into effect in January 2006.Long-term treatments, especially those that involve semi-permanent hospitalization, and also dis-ability costs such as wheelchairs, are covered by a state-controlled mandatory insurance. This islaid down in the Algemene Wet Bijzondere Ziektekosten (“General Law on Exceptional HealthcareCosts”) which first came into effect in 1968. In 2009 this insurance covered 27% of all health careexpenses.[3] The Netherlands was ranked first in a study comparing the health care systems ofthe US, Australia, Canada, Great Britain, Germany and New Zealand.[4]For all regular (short-term) medical treatment, there is a system of obligatory health insurance, Amerging Dutch market business development proposal BPK9 2013 - 2015
  6. 6. with private health insurance companies. These insurance companies are obliged to provide a package with a definedset of insured treatments.[5] This insurance covers 41% of all health care expenses.[6]Raising costs of Dutch HealthcareBased on information of the Dutch Ministery of Healthcare in 2011 the total costs spendid on healthcare in the Nether-lands was 90 Bilion euro. From this total 23,8 bilion euro went to hospital related care. Since 2001 the costs of health-care in The Netherlands have almost doubled.Source: http://www.gezondheidszorgbalans.nl/kosten/zorguitgaven/totale-zorguitgaven/Opportunity for medical tourism to ThailandThe opportunity for medical tourism to Thailand are sufficient as to reduce costs and waiting lists for treatments insur-ance companies will keep looking for new options to provide high-quality care for their clients. The market opportunityfor Bangpakok 9 International Hospital is therefore significant. Especially when going to market with a value proposi-tion based on (low) competitive rates and service.4. Bangpakok 9 Dutch market value propositionCreating a sustainable value proposition for Bangpakok 9 International Hospital in the Dutch Healthcare market iskey to determin the right approach to enter the Dutch market. The value proposition must clearly answer the followingquestion:Why should Dutch customers choose for treatment at Bangpakok 9 Hospital?The main criteria of the value proposition is that it must position the service offering of BPK9 as an alternative forcurrent Dutch healthcare service offerings. The value proposition must be superior in the following aspects whenbench-marked with the current market:* Pricing, value and cost transparency (lower in costs, higher customer service)* Legal alignment with the demands of the Dutch government* Quality of service offered in comparison with Dutch hospitals* Matching future demand in treatments in the dutch market* Accessibility and reliability of the treatments when requested Amerging Dutch market business development proposal BPK9 2013 - 2015
  7. 7. 5. Target groups for BPK9 Dutch marketNext to the approach directly aimed towards Dutch To make sure that a sustainable market proposition canconsumers the following organisations ans specialist are be made we expect that a benchmark between Dutch andkey target groups in the Dutch healthcare market. Thai hospitals based on pricing, quality of treatment and range of the service offering has to be done.Firstline care : General Practitioners (In Dutch: huisartsen) 5.2 Amerging supports in value proposition creationSecondline care : Specialized doctors and medical Amerging can execute a international benchmark to give consultants insight in the competitiveness of BPK9. Based on theThirdline care : Academic and specialized results of the benchmark we can support in formulating Hospitals a value proposition for the Dutch market in co-operation with staff of Bangpakok 9. The value proposition will beNext to the direct care providers you have insurance used when creating content targeted on Dutch clients andcompanies and Dutch governmental healthcare organi- to determin the right channels to reach all target groups.sations that play a key role in the Dutch eco-system for The value proposition can be formulated based on thehealthcare. current value propositon for international clients, com- bined with our insight of the Dutch healthcare market.5.1 International benchmark hospital treatments Community - Target groups - PatientsCritical questions that have to be answered to give insightin the compettiveness of the value proposition of 5.3 Market approach Dutch marketBangpakok 9 International Hospital in the Dutch marketare: Targeting potential patients, insurance companies and governmental organisations.* What is the pricing for treatments in The Top down ; Insurance companies and government to Netherlands and other Thailand based (potential) clients hospitals that are comparable with BPK9?* How are treatments financed and by whom? Bottom up: from potential clients > Insurance companies* What kind of treatments do they offer and and government against what conditions?* What is the process when requesting for a Dutch Insurance company proposition : specific treatment and how long does it take? The proposition for insurance companies has to be* What is the mortality rate at BPKG9 focused on the following aspects of treatment at (amount of deaths against / amount of Bangpakok 9 International Hospital. operations) and how does it compare to Dutch hospitals. Treatments and care against competitive low ratesBased on this information we can deter min the relative Providing instant care without waiting lists to theirposition of BPKG9, other Thai hospitals in the Dutch mar- customers Global standard High quality care andket and advise on adjustments to be made to increase treatments Multilingual Customer service centre forcompetitiveness. questions of clients Amerging Dutch market business development proposal BPK9 2013 - 2015
  8. 8. Dutch potential patients and clients proposition :The proposition aimed at potential patients and clients has to be focused on the following aspectsof treatment at Bangpakok 9 International Hospital:* Native Dutch translation at Bangkok 9 Hospital* Telephonic service desk available in the Netherlands* Online information gathering in the Dutch language* High quality care with no waiting lists (instant care)* Creating awareness of combining vacation in Thailand and medical treatmentDutch governmental proposition:The propostion aimed at the dutch government has to be focused on the following aspects oftreatment at Bangpakok 9 International Hospital:* High quality international medical treatment and service* Low cost medical treatment and no waiting lists5.4 How patients decide on treatments and hospital to chooseOccasionally, all citizens have to make important health decisions that affect health outcomes.Strategies to support patient education and engagement should therefore be a fundamental plankof the marketing strategy. Also, patients can play an important role in understanding the causes ofillness, protecting their health and taking appropriate action, choosing appropriate treatments foracute episodes of ill health, and managing chronic illness. These roles must be recognized andsupported by Bangpakok 9 hospital to engage in an equal level relationship with new interna-tional customers. From a marketing perspective it is critical to have insight in the decisionmakingprocess that patients enroll before choosing a hospital for treatment. The tools and channels thatcan be used to communicate the specific proposition per target group can than be aligned with thenecessary. We can define 5 fases that in general a patient will go through.Fase 1: Social informal information gatheringAfter a first indication or sence of illness a patient will refer to family, friend, spous or colleague forinitial advise or information.Fase 2: General practitioner: initial diagnoses and referalWhen confronted with a progressive feeling of the problem a patient will go to a general practionerfor an initial diagnoses or referal to a hospital for treatment.Fase 3: Insurance company: Financing and consultInsurance companies in The Netherlands have financial agreements with specialized hospitals toprovide treatment. Initially patients will get The information and a referal to these hospitals.Fase 5: Hospital: Diagnosis and treatmentHospitals will in the last fase do a final diagnosis and start the treatment with the patient. Patientswill have the possibility to ask for a second opinion when in doubt of the suggested treatment Amerging Dutch market business development proposal BPK9 2013 - 2015
  9. 9. 6. Channel marketing BPK9 in the Dutch market.Amerging business solutions will setup the following 6.2 Google and BiNG search and advertisingmarketing initiatives to create leads of dutch customers totarget for specific treatments at Bangpakok 9 Internation- With more than 5 bilion searches per day google isal Hospital. The following channels can be used to reach the absolute nr. one search engine world wide. From athe target groups: marketing perspective google is essential to reach Dutch customers. Search engines can be used in two different6.1 Online search marketing ways:In the Netherlands 98% of the population is connected to 1. search engine optimisation (SEO) or,the internet and more than 75% does this by the use of 2. advertising next to search results and inmobile applications as mobile phones and tablet com- gmail accounts (Ads)puters. This means that the dutch population uses theinternet to search information and also gain information Search engine optimization (SEO) is the process offor medical use. A British rapport forecasts that 56% of affecting the visibility of a website or a web page in ainternet users will use the internet for receiving medical search engine’s “natural” or un-paid (“organic”) searchquotes and diagnoses. results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. 6.3 Google and BING SEO marketing for BPK9. As an Internet marketing strategy, we use SEO to con- sider which actual search terms or keywords typed into search engines are used to find medical information. From their we edit content on the website or change HTML, to both increase its relevance to specific dutch medical keywords and to remove barriers to the indexing activities of search engines. Bangpakok 9 International Hospital website, Facebook page or other online sites Amerging Dutch market business development proposal BPK9 2013 - 2015
  10. 10. can easier be found and have a high rang king on Google The Facebook business page for Bangpakok 9or Bing search engines. That increases the amount of International hospital has to be fully in the dutch languagedutch visitors to BPK9 websites. and in line with the Dutch way of searching for medical information and interacting with medical centers.how search engines work, what people search for, theand which search engines are preferred by their targetedaudience. Optimizing a website may involve editing itscontent, HTML and associated coding to both increase itsrelevance to specific keywords and to remove barriers tothe indexing activities of search engines. Promoting a siteto increase the number of backlinks, or inbound links, isanother SEO tactic.6.4 Google AdWords For the socialmedia page on facebook the following actions have to be taken:Offers pay-per-click, i.e., cost-per-click (CPC) advertising,cost-per-thousand-impressions or cost-per-mille (CPM) * Dutch translated content on the treatment andadvertising, and site-targeted advertising for text, ban- prices has to be created.ner, and rich-media ads. The AdWords program includes * Online instruction / informational video onlocal, national, and international distribution. Google’s services provided at BP9IH.text advertisements are short, consisting of one headlineconsisting of 25 characters and two additional text lines Amerging can provide translation services and the setupconsisting of 35 characters each. Image ads can be one of the Dutch facebook page.of several different Interactive Advertising Bureau (IAB) Setup of facebook page contains:standard sizes. * Design of the Facebook business page BPK9Advantages of using Google Adwords voor * Placement of foto and content on FacebookBangpakok 9 International Adwords Business page * Creating a story board to generate ‘Likes’ of* No minimum buy activities happening at BPK9* Easy and fast creation* Almost immediate implementation ‘Likes’ are the approval of visitors of the webpage wich* Pay only for clicks is shared with other facebook users. The more likes a* Set maximum cost per day company has how higher its potential reach of the com-* Stop or pause campaign at any time munication broadcasted. The amount of likes generated are an indication of the succes of the facebook page. ForAmerging works with Google certified Adwords partners more information on Facebook likes you can visit:to build an online SEO and Adwords strategy aimed at http://www.facebook.com/help/452446998120360/attracting Dutch visitors to the online prescense (Website,Facebook) of Bangpakok 9 International Hospital.Amerging will execute the following services for effectivesearch engine use:1. Defining the dutch medical search keywords2. Optimizing the used content on websites and keywords in ads3. Weekly Management rapport to monitor campaign succes .6.5 SocialmediaFacebook is the most important platform for internetusers worldwide. Availability of information of Bangpakok9 International Hospital on facebook is there forenecessary. Amerging Dutch market business development proposal BPK9 2013 - 2015
  11. 11. 7. Customer service support services Dutch marketResponsiveness on requests for information by potential clients is essential to build a relationwith the Dutch market. The accessibility of information and a contactperson to inform directly onthe treatments offered by BPK9 is essential to engage with Dutch potential customers. Next tothe options of receiving information via websites, Facebook, E-mail and brochures in the Dutchlanguage.Patients that want additional information on the services of BPK9 International Hospital musthave the option of reaction by telephone and receive:Respond online (via Facebook, Website or e-mail)Also sending brochures and providing information for dutch clients as part of our customer ser-vice support services.From virtual presence towards physical presenceFrom a Dutch virtual branche (online information, e-mail communication, telephoneresponsiveness) we can build towards physical presence (Patient reception room,meeting facility) in the Dutch market for BPK9.Field salesTo make sure that insurance companies, tourism agencies and hospitals are contacted on aregular bases they have to be visited. Field sales consultants can establish the sustainable rela-tionships that are needed to generate new business for Bangpakok 9 international Hospital fromthese institutions.7.1 Operational project organisation - Dutch market approach BPK9To ensure a high level of customer service it is important that roles within the project organizationare clear and service levels are defined. To enable a successful execution of this marketing planfor the Dutch market Amerging will setup a organizational structure in which the clients needs arecentral and in every step of the process has a direct point of contact with BPK 9.To engage intensively with clients there is a need for a contact person that facilitates the clientsinformation demands in every fase of the sales cycle. Amerging will make use of Patientconsultants. On the other side Patient consultants must be supported when the process is morefocused on the medical side of the treatment. For this aspect of the sales process a medicalspecialist will be available to support the patient consultant with answering questions or providingadditional medical information where needed.Amerging Dutch market business development proposal BPK9 2013 - 2015
  12. 12. No potential client will contact the BPK9 Dutch branch 1. Building a brandname of BPK9 hospital in thewithout any proper relevant marketing of the treatment dutch health care market while generating newproposition in the Dutch market. The marketing manager business leads for the specific treatments inhealthcare of Amerging business solutions will be respon- BPK9 hospital.sible for the positioning of the BPK9 value proposition 2. Developing in co-operation with staff at BPK9 ain the Dutch healthcare market. To manage the project value proposition for the Dutch market.and make sure that all aspects of the value proposition is 3. Setup of marketing channel frame work to reachdelivered in a timely matter and within the agreed budget the target groups defined within the Dutchwith the expected results a projectleader will be healthcare market.responsible to manage the internal organisation in The 4. Creating and distributing specific content for theNetherlands as well as reporting progress to the staff of marketing channels used which are based on theBPK9 in Bangkok. value proposition for BPK9 in the Dutch market. 5. Building a sufficient database of (potential) clientsThe following organizational structure will be setup to en- on which specific targeted marketing campaignsforce the outrole of the marketing strategy for the Dutch can be focused through e-mail and postalmarket. marketing.Patient consultants Medical specialistPatient consultants will be responsible for the following The Medical assistants will be responsible for thetasks: following tasks:1. Providing information on BPK9 treatments and 1. Supporting the patient consultants during the services to patients via telephone, e-mail or information, intake and follow up process with social media. specific medical2. Gathering patient information through the information to inform the potential client. intake process 2. Is specialized in one or more treatment areas3. Follow up of proposals and quotes send to which BPK9 offers. potential patients 3. Speaks Native Dutch for when communicating4. Constant dialog with staff at BPK9 to enhance with Dutch clients, English and preferable Thai. quality of information provided to patients considering diagnosis, quotes or general Projectleader information. The projectleader will be responsible for the following tasks:Marketing manager Dutch healthcare market BPK9The marketing manager responsible to market the BPK9 1. Managing the project to ensure planning andvalue proposition in the Dutch healthcare market will be budget goals of the project are realized.responsible for the following tasks: 2. Quality control of all processes that directly influence customer satisfaction. 3. Frequent Management rapport and Conference calls with project staff to discuss the progress of the project Amerging Dutch market business development proposal BPK9 2013 - 2015
  13. 13. 7.2 Sales cycle potential Dutch customers BPK9 there is an option to receive calls in the evening (17:30- 21:00 pm) and weekend (business hours) As most likely1. General requests for information potential customers would like to do these calls from ( via telephone, email, socialmedia) home.2. Intake and medical inventarisation ( via telephone and e-mail) There can be made a choice for a local area number a3. Diagnosis and proposal for treatment (via email ) toll free number(0800- XXX..) or a paid number (0900-.4. Follow up of proposal of Dutch customers XXX). In the case of the paid number the business part- ner or patient that calls pays a fee for each minute he orFase 1, Fase 2 and Fase 4 will be handled by Amerging she is on the telephone. For information requests Amerg-business solutions based on prior agreed queries that are ing would suggest a local telephone number. This givesneeded by doctors at Bangpakok 9 hospital to determine a trusthworty impression to customers about availabilitya first diagnosis and the right treatment. and presence of BPK9 in the Netherlands.Fase 3 is a specific responsibility of BPK9 hospital. The call answering will be in name of BPK9 in the DutchAs part of fase 3, the diagnosis and proposal for treat- Languagement suggested by BPK9 staff can than be forwarded tostaff in the Netherlands whom on their turn send the pro- 2. Postal Address - Dutch local servicesposal to the Dutch clients. All quotes or proposals send to Official post address in the Netherlands for use on mar-Dutch customers will be followed up within one week. keting material and written correspondation. This service will be provided in co-operation with our offices businessFollow up of proposals partner Regus International. Amerging will provide all co-The follow up of the proposals is essential in the com- ordination of handling and response on incoming postalmercial process to close new contracts with patients and request.insurance companies for treatment at BPK9. Amergingbusiness consultants are specialized in closing new busi- Business centers Amerging business solutions Amster-ness and retaining a sustainable relationship with their dam, The Netherlands:clients. * Evert v/d Beekstraat 310, 1118 CX Schiphol AirportMedical support during sales cycle * Herengracht 282, 1016 BX AmsterdamTaking in to account the complexity of the medical serviceoffering of BPK9, Amerging finds it necessary to havestaff with medical knowledge supporting the patient con-sultants during fase 1 and especially during fase 2. Thequality of the intake conversation and information gath-ered for medical staff at BPK9 will be essential to deter-mine the right treatment for the potential client.Customer service point for the Dutch market:must contain the following service options:1. Telephone service2. Postal Address - Dutch local3. E-mail response service - with dutch .NL extension1. Telephone service local dutch telephone numberThe telephone service will make sure that any question ofa potential patient is being resolved in a professional andtimely way in native Dutch. Clients thatThis number has to be available at a minimum weekdaysduring business hours (8:30 - 17:30) To expand businessavailability and enlarge customer service, Amerging Dutch market business development proposal BPK9 2013 - 2015
  14. 14. 3. E-mail response service - with dutch .NL extension Amerging business solutions makes use of a on-A dedicated BPK9 e-Mailbox with forwarding or collection line cloud based application in co-operation withand response. Salesforce corp. which allows staff of BPK9 monitorRequests for information can come from the Dutch BPK9 the sales and marketing efforts made by Amergingwebsite or from the Dutch facebook page where the e- towards clients. A demonstration and training to workmail address is mentioned. with the application can be provided on request and is free of charge.Alignment and contact with the staff at BPK9 in Bangkokwill be sought with every new request to shorting the Based on the application used their is also the optionprocedure of responding and ensure a high level of qual- to use the mutual shared agenda, video chat optionsity of information provided. and file sharing between staff at BPK9 and supporting staff of Amerging business solutions.4. Service Levels and follow upThe customer service support of Amerging business 6. E-mail marketingsolutions contains the following services Through email marketing we can directly send a commercial message to a group of people using1. Responding to inquiries of patients within 1 email. Amerging will use e-mail marketing as a tool to working day. update potential customers about new services that2. Informing support staff at BPK9 when requests are launched by BPK9 or changes in the service of- are of medical focus. fering. E-mails will only be send to clients whom have3. Sending brochures to clients and patients on given approval to receive emails. The e-mail program request within 24 hrs that Amerging uses makes it possible to track which4. Intake with patients- Placing name and contact customers have read the email, when they have read details of (potential)patients in CRM system them and in which link they have clicked after opening.5. Customer interaction tracking systemTo follow up on request for information of potential clients In the case off BPK9 we suggest the setup of aAmerging makes use of a central application in which the monthly or two weekly newsletter in which results thatcustomer data is stored. This application makes it are delivered considering treatments are communicat-possible for staff atBPK9 in Bangkok to log in and to keep ed, combined with client testimonials on the successtrack with progress that is made or actions that have to of the treatment and the service at BPK9.be taken. Through this newsletter the medical specialists at BPK9 can be introduced based on a advertorial inter- view in which they explain their vision on the develop- ments in their work field. This will also contribute to the branding of. Bangpakok 9 international Hospital in general. 7. Database marketing on potential clients. Based on the collected data gathered in the CRM application, through client interaction on all used channels and platforms, a individual client profiles will emerge. Per client profile, specific marketing mes- sages can be created based on the behavior and in- terest of a specific customer. This personalized form of marketing must enhance the relationship of BPK9 with current or previous customers and encourage customer loyalty and repeat business. Amerging Dutch market business development proposal BPK9 2013 - 2015
  15. 15. 8. Branche location for BPK9 - Receive business partners and patientsThe customer service center will serve as a single point of contact to inform potential customers on new treatmentsand service offerings of BPK9 via telephone and e-mail. This makes the ‘virtual’ office the first step of BPK9 in theDutch market. Regular practice in The Netherlands is that patients visit a general practitioner or hospital. To improveand extend the level of customer service and facilitate the build up of a stronger relationship between BPK9 and herepotential customer base we advise that customers will be given the option of visiting a physical branche of BPK9 in thenetherlands. At this local branche customers can be, one on one, informed about treatments, diagnosed for a proposaland get a check up to prevent or detect new diseases.Amerging can support in the following aspects considering the setup of a physical branch of BPK9 in The Netherlands:* Selection of new (temporary) office locations in The Netherlands* Recruitment and selection of (additional) medical staff* Meeting legal and regulatory conditions set by the Dutch government9. Corporate and governmental CxO relation developmentThe setup off the customer service center is mainly based to serve potential clients directly (bottom up). As mentionedearlier within the Dutch healthcare market and decision-making process of what treatment and hospital to choose,Insurers, General practitioners and the health department of the Dutch government play an important role in the selec-tion of which hospital to choose. Regular online,e-mail or database marketing will not be sufficient enough to targetthe decision-makers that are active on this level. The CEO’s CFO’s and policy makers in charge can be reached bythe setup of specific content based seminars around medical issues. (Top down approach) Non commercial drivenseminars in which the specialism and value proposition of Bangpakok 9 is communicated through presentations byprofessionals of BPK9. Building a sustainable relationship between the top management of Dutch hospitals, Insurancecompanies, And healthcare government will be the main focus of activities that are organized to facilitate this match-making.The services to engage with the Dutch healthcare market comprise the following:1. Trade mission organization CxO level The Netherlands > Thailand2. Content driven round table CxO meeting the Netherlands3. Personal visits and matchmaking appointments by field sales Amerging Dutch market business development proposal BPK9 2013 - 2015
  16. 16. 8. Revenue forecast and target Dutch healthcaremarket development 2013 - 2015Exchange rate:38,8 Thai baht = 1 euroThe forecast for the total BPK9 International Hospital is 5 milion baht (€ 128.865) permonth for all treatments that are offered. That is about 60 milion baht (€ 1,5 milion) peryear. The prediction of Amerging is that the Dutch market must be able to contribute after2 years for almost 20% of the current total revenue of BPK9 International Hospital. Thatis around 12 million baht (€ 300.000)per year after the first two years 2013 and 2014. Anda annual growth rate of 8% for the years after that. For the setup of the project a start upinvestment is needed to set in place sales and marketing actions needed to inform, attractnew business and clients in the Dutch market for BPK9. Amerging Dutch market business development proposal BPK9 2013 - 2015
  17. 17. 8.1 Revenue forecast Dutch market 2013 8.4 Project planning january 2013 / december 2014First quarter 2013 (January - February - March )€ 25.500,- Fase 1. Hospital Benchmark ResearchSecond quarter 2013 (April - May - June) Start the 1st of january 2013 - Until the 15 th of€ 69.000,- february 2013 Duration : 30 working day’s.Third quarter 2013 (July - August - September)€ 78.000,- Fase 2. Online marketing (google and facebook) Start the 1st of january 2013 - until december 2014Fourth quarter 2013 (Oktober - November - December) Duration: 600 day’s daily.€ 87.000,- Fase 3. Dutch Telephone number BPK9Total € 259.500,- Setup of the Dutch telephone response service active as from the 1st of january 2013. 3. E-mail response service online8.2 Revenue forecast Dutch market 2014 Setup of the Dutch e-mail response service active asFirst quarter 2014 (January - February - March ) from the 1st of january 2013.€ 95.000,- Fase 4. CxO meetings and BPK9 managementSecond quarter 2014 (April - May - June) visits€ 139.500,- January 2013 first visit from Dr. Charoeng to the Nether- lands.Third quarter 2014 (July - August - September)€ 159.000,- April 2013 : Roundtable session ‘International Healthcare in Thailand’Fourth quarter 2014 (Oktober - November - December) Target group: Session focused on the Dutch insurance€ 170.000,- companies Key note speakers: International marketing Manager BPK9 + Manager Irada KitcharoenTotal € 559.500,- November 2013 : Round table session ‘Innovation in healtcare in Thailand’8.3 Revenue forecast Dutch market 2015 Target group: Session focused on the Dutch healthcare specialists) Key note speakers: Doctors of BPK9 HospitalFirst quarter 2015 (January - February - March ) (Dr. Adison + Dr. Cocharoeng )€ 160.125,- In addition Amerging will organise round table sessionsSecond quarter 2015 (April - May - June) in which experts of Bangpakok 9 International Hospital€ 196.375,- can demonstrate their knowledge and experience in the market.Third quarter 2015 (July - August - September)€ 204.500,- Fase 5. Physical meeting point BPK9 in The Netherlands (Amsterdam)Fourth quarter 2015 (Oktober - November - December) The physical branch and meeting room for patients that€ 220.500,- want personal conversations with a patient consultant.Total € 785.500,- Amerging Dutch market business development proposal BPK9 2013 - 2015
  18. 18. 9. BPK9 International sales & marketing packages:Looking at the demand and opportunity in the Dutch market for low cost, high value and instant healthcarea start of the project. Exclusivity is optional for Bangpakok 9 International Hospital for the execution of thisplan. The benefits of exclusivity is that all process documents that are created are solely owned by BPK9hospital. In all other cases Amerging is allowed to expand new business considering our Internationalmarketing concept with other Thailand based hospitals. Bangpakok 9 International Hospital can choose thefollowing packages to start with the project. We advise package nr. 2 to start the project. Amerging Dutch market business development proposal BPK9 2013 - 2015
  19. 19. 9.1 Package 1 - Basic Business Development ( 12 months )With the basic operational package 1, Bangpakok 9 International Hospital will have online presence supported by acontact center in the Dutch language. The focus of basic package 1 is targeted on Dutch consumers and patientsThe basic operational package consists of the following services:1. International competitive benchmark report BPK9 in the Dutch market2. Online & Social media campagne for BPK9 (google and Facebook)3. Dutch local Customer Service Center (Telephone, E-mail and Social media ) * Target revenue 2013 € 259.500,- ( 1st of january 2013 - 31st dec. 2013) Project costs Setup investment (one time) : € 19.750,- Monthly operational costs : € 2.950,- New treatment bonus % revenue : 15 % Total costs contract period : € 94.075,- * Dutch market profit BPK9 : € 165.425,- ( 1st of january 2013 - 31st dec. 2013) * The revenue and marging forecasts are subject to change to market conditions and aditional third party investments (google,facebook, content translation, event locations etc.) Third party contracts will be discussed with BPK9 management prior to aproval. Amerging Dutch market business development proposal BPK9 2013 - 2015
  20. 20. 9.2 Package 2 - Extra Business Development ( 24 months )With the Dutch Healthcare Performance package 2, Bangpakok 9 International Hospital will have online presencesupported by a contact center with field sales support for the Dutch market. The focus of package 2 is targeted onDutch consumers as well as hospitals and insurance companies (business partners).Dutch healthcare performance (Package 2) consists of the following services:1. International competitive benchmark report BPK9 in the Dutch market2. Online & Social media campaign for BPK9 (Google, Linkedin,Twitter and Facebook)3. Directmarketing (Database profiling, email marketing)4. Dutch local Customer Service Center (Telephone, E-mail and Social media )5. Field sales support (patient consultants and business consultants)6. CxO management level healthcare events Dutch healthcare partners for BPK9 * Target revenue 2013 - 2014 € 559.500,- ( 24 months - 1st of jan.2013 - 31st of dec.2014 ) Project costs Setup investment (one time) : € 24.750,- Monthly operational costs : € 2.550,- New treatment bonus % : 12 % Total costs contract period : € 153.090,- * Dutch market profit BPK9 : € 406.410,- ( 1st of january 2013 - 1st january 2014)* The revenue and marging forecasts are subject to change to market conditions and aditional third party investments (google,facebook,content translation, event locations etc.) Third party contracts will be discussed with BPK9 management prior to aproval. Amerging Dutch market business development proposal BPK9 2013 - 2015
  21. 21. 9.3 Package 3 - Premium Business Development ( 36 months )With CxO healthcare expansion performance package 3, Bangpakok 9 International Hospital will have online andoffline physical presence supported by a contact center with field sales support for the Dutch market. The focus ofpackage 3 is targeted on Dutch consumers as well as hospitals and insurance companies (business partners).The CxO healthcare expansion package 3 consists of the following services:1. International competitive benchmark report BPK9 in the Dutch market2. Online & Social media campaign for BPK9 (google and Facebook)3. Directmarketing (Database profiling, email marketing)4. Dutch local Customer Service Center (Telephone, E-mail and Social media )5. Field sales support (patient consultants and business consultants)6. CxO management level healthcare events Dutch healthcare partners for BPK97. Physical branch location BPK9 for patient diagnosis in Amsterdam* Target revenue 2013 - 2014 - 2015 € 785.000,-(Revenue 2013 + Revenue 2014 + Revenue 2015)Project costs Setup investment : € 28.750,-Monthly operational costs : € 2.250,- New treatment bonus % : 10 %Total 3 year costs contract period : € 188.250,-* Dutch market profit BPK9 : € 596.750,-(jan. 2013 - dec. 2015)* The revenue and marging forecasts are subject to change to market conditions and aditional third party investments (google,facebook,content translation, event locations etc.) Third party contracts will be discussed with BPK9 management prior to aproval. Amerging Dutch market business development proposal BPK9 2013 - 2015
  22. 22. International sales & marketing packages Contact person First Name:............................. Surname: ......................... E-mailadres :..................................................................................... U can send this form to : Amerging business solutions info@amerging.com Company name :.................................................................................... Havenmeesterweg 27, 1118 CB Schiphol Airport, Invoice Adres :.................................................................................... The Netherlands 020- 893 2688 Zip code/ City :.................................................................................... Telephone nr. :.................................................................................... International sales & marketing packages Package 1 - Basic Business Development (page 19) 1. International competitive benchmark report BPK9 in the Dutch market 2. Online & Social media campagne for BPK9 (google and Facebook) 3. Dutch local Customer Service Center (Telephone, E-mail and Social media ) Package 2 - Extra Business Development (page 20) 1. International competitive benchmark report BPK9 in the Dutch market 2. Online & Social media campaign for BPK9 (Google, Linkedin,Twitter and Facebook) 3. Directmarketing (Database profiling, email marketing) 4. Dutch local Customer Service Center (Telephone, E-mail and Social media ) 5. Field sales support (patient consultants and business consultants) 6. CxO management level healthcare events Dutch healthcare partners for BPK9 Package 3 - Premium Business Development (page 21) 1. International competitive benchmark report BPK9 in the Dutch market 2. Online & Social media campaign for BPK9 (google and Facebook) 3. Directmarketing (Database profiling, email marketing) 4. Dutch local Customer Service Center (Telephone, E-mail and Social media ) 5. Field sales support (patient consultants and business consultants) 6. CxO management level healthcare events Dutch healthcare partners for BPK9 7. Physical branch location BPK9 for patient diagnosis in Amsterdam After receiving your form we will contact you to discuss specific arrangements with you to tune. I declare the terms and conditions to have received and read.          By subscribing you agree to accept the terms and conditions. Date: City: Signature: ............................... ........................................ ..............................................................Payment conditions:Payment due of setup costs per 1st of januari 2013Payment due of operational costs monthly on the 25th of the month.Payment of new patient bonus (70% in advance and 30% after 14 days of end treatment)*Monthly operational costs are the equivalent of of the target revenue. Costs are exclusive of third party external costs for instance forgoogle adwords. Packages can be operational within 1 month when the signed agreement is received. When agreed on the first of 1st ofdecember 2012 the operations can start from the first of January 2013. The packages are based on exclusivity for 6 months aftertermination of the contract. Amerging Dutch market business development proposal BPK9 2013 - 2015

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