Question

Topic: Strategy

Marketing Campaign For High Class Dental Clinic

Posted by hddentalhcm on 6/30/2014 at 5:28 AM ET 250 Points
Dear Everyone,

We provide 1st class dentistry in Hochiminh, Vietnam. Our clinic has the latest technology equipment imported from USA and EU. Our dentists are highly trained specialists and can communicate well in English. We recently open our 2nd clinic, which is one of the biggest dental center in HCM.

We are specialised in implants, crowns, braces and other cosmetic procedure.

Our target clients are tourists, expats, middle class and corporation (employment benefit).

My questions are:
1) What would be the best marketing to reach our target individual clients?
2) What type of promotion would be the most valuable and catchy to offer?
3) What would be the best way to reach our corporate clients?
4) Who should our marketing/sale staff speak to in a corporation? (Who is the decision marker regarding to our service in a corporation?)

Thank you in advance for your answers.

Regards,
Trang Nguyen
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RESPONSES

  • Posted by Jay Hamilton-Roth on 6/30/2014 at 3:54 PM Member
    I'd suggest starting by doing a number of informational interviews with prospective clients. Reach out to a corporation - starting with their HR department. Don't try to sell them anything. Simply ask how they refer their employees for dental care. Do they offer the opportunity for you to give a lunchtime presentations (for example, about improving one's smile)? Do enough of these interviews, and you'll learn the best way to position yourself, reach out to them, and distinguish yourself from the competition.
  • Posted by saul.dobney on 7/1/2014 at 8:31 AM Accepted
    Expats have online communities. They may congregate in places like English-language cinemas, business networking meetings and sports clubs. You could also try international schools - some seek sponsorship or advertising for events and newsletters (or maybe help with a dental hygiene day). There may be English language radio. And expats are likely to be using the airport - both for advertising in in-flight magazines and in-airport advertising, but also possibly advertising on taxi or localised posters. I would be surprised if tourists visit a dentist except for an emergency unless they pre-booked before their vacation so for me I wouldn't chase this sector.

    Many dentists serve a local community with word-of-mouth a strong sales point, so your location and visibility in your location will raise your profile. As specialists I presume you'd take referrals from other dentistry clinics so networking within your community will also raise your profile. Again families may be a way in - for instance sponsoring or supporting dance, music, sports etc.

    On companies you're likely to be looking at liaising with the HR department as mentioned. But they are likely to be using relocation services to help people find accommodation, deal with legal issues and moving. Maybe you can make some connections directly with the relocator businesses or look at where people offering say legal services for expats are promoting themselves.

    As Randall said there's a lot of ground work to be done. On-the-ground knowledge will be essential for a good plan.
  • Posted by telemoxie on 7/1/2014 at 8:47 AM Member
    Thank you for visiting our forum. Thank you for your well thought out question, and for providing good background information.

    I would also like to congratulate you on your English. You write quite well. However, in my experience, Americans tend to be quite critical of English grammar. You are working hard to create a reputation as knowledgeable and detail oriented and diligent. I would encourage you to follow the advice above, and also to retain a copywriter/editor from the United States who can review your marketing materials and can help make little changes which might seem insignificant but which will create a more positive impression for American readers.

    I'm not saying that my English is perfect, and I'm certainly not saying that you need perfect English to be welcome in this forum. I hope you will continue here, letting us know about your progress and offering your perspectives on questions. However, I strongly believe that when information is published by a corporation on the Internet for American readers, it should be reviewed by an American copywriter or editor.

    Thanks again for posting, and good luck.
  • Posted by hddentalhcm on 7/10/2014 at 4:06 AM Author
    Thank you everyone for your feedbacks. They are all very well thought out. I am deeply moved by your generosity. And it is very hard to choose one of these answers as all of them have amazing points and insights.

    I will try to incorporate everything that is said into our marketing campaign. Once again, thank you very much for all of your contribution.

    Regards,
    Trang Nguyen
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