Research on key customers and target- marketingstrategy- a case study of dentistry clinics

• Main Authors: Kuan-Ling,Chen, 陳冠伶
• Other Authors: Shang-Chia, Liu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/93605404906327110923

碩士 === 輔仁大學 === 企業管理學系管理學碩士在職專班 === 100 === The market of medical services has increased its competitiveness throughout the years. In the research of Taiwan’s market on patient’s own expense, nearly 50% of the patients have chosen to pay on their own, after the dentistry clinics add service items such as prostho, removable prosthodontics, orthodontics, implant and dental bleaching. Everyone needs a dentist. When a patient is in need, he or she would make decisions based on the medical research information collected. Most research studies focus on medical services, rarely on the application of self-paying medical services. This research aims to identify key customers with the database of self-paying patients. Through the surveys done by key customers, the decision making process of patient’s selection can be identified. Purposes of this study: After analyzing key customer’s clinic visit behaviors, customers can be segmented and reached by different marketing activities with various medical advice and services based on their segmentation. First stage of the research is to identify key customers and to provide proper services and diagnoses. Second stage of the research focuses on segmentation of the 270 key customers and provides each with customized marketing solutions. The results shows that key customers can be identified after filling out their basic info based on the selection criteria. Since it’s for medical services, the info is more realistic compared to the client’s database for general enterprises. The questionnaire of the customer info should be designed very carefully. This research provides an insight on the identification and selection of key customers. Patients would often allocate budget for medical services compared to other products for general enterprises. Therefore, after the clinics have completed its market segmentation, they need to identify key customers based on their location and behaviors of target audiences. On operations level, it is important to consider the source of customer and focuson business development to attract more patients. On management level, the design of patient’s basic info should be the center of focus, in order to increase the preciseness of identifying key customers. In future client relationship management process, customized services for key customers can be improved to raise the satisfaction rate so that the revenue of the clinics can be increased.