1

Appendix B2:

Competitive Analysis

Hospitals

22

FV Hospital

6 Nguyen Luong Bang St., Phu My Hung, Dist. 7, HCMC

Profile Contents

General Profile

-FV Hospital (FVH) is a 100% foreign-owned general hospital started its operations in 2003, -FV Hospital was the first in Vietnam to be accredited by an international organization: the French Haute Autorité de Santé in 2007. -Currently FV Hospital is working to achieve recognition from the global leader for accreditation, the JCI (Joint Commission International) by 2010.

Land area 25,000 m2 - (Phase 1: 4600 m2)

No. of departments

12 departments (ie, Accident & Emergency Department, Pediatric Center, medical Center, Cancer Centre, Cardiac Center, anesthesia, pain control and ICU Centre, maternity and gynecological center, surgical centre, Physiotherapy centre, Laser Eye Centre

Beds Hotel style: 180 beds (single room: 120; double, triple beds: 10-20)

Human resource

55 full time doctors (14 French; 2 Korean) 20 part-time doctors and 85 nurses; there are 6 French doctors, who come to VN to work from 2 weeks to 3 months/ year)

Equipment/technology

- CT scanner GE 26 slice (India, about VND 13 billion), 4 Ways MRI (Siemens), PCR is the top of the line for analysis of hepatitis B, C, and HIV.

Consultation/ visiting fee (VND)

-Standard: VND1.5mil; Extende: VND 3.2mil and Special: VND 5mil. -Cost for health check-up for work permit is $65. -FVH offers several check-up packages designed to meet the requirements of most corporate clients from VND 1.5mil up to VND 4.1mil. -FVH has more than 1.500 package service (include: surgery, obstetrics, cancer treatment,…)

33

FV Hospital (cont’d)

6 Nguyen Luong Bang St., Phu My Hung, Dist. 7, HCMC

Factures Contents

No of patients/ Occupation

-FVH achieved an average of 80% occupancy yearly.-About 40% are foreign patients (Cambodian: 30%, the rest: French, English, American, Korean, Japanese,..), and 60% are Vietnamese.The number of patients increase by 25% each year.

Expansion plan

FV is currently building 2 floors and expand its LASIK and cosmetics surgery area. There are about 6 cosmetic surgery patients everyday.

Segmentation High class for high income-earners.

Marketing strategy

Moreover, one of the most striking points of FVH is its aggressive branding and marketing activities. FV ads appear on most of popular newspapers and magazines. Furthermore, except health check-up, customers can do every thing on the informative and triple-language website of FVH. For instance, making appointment, request for quotation, sending e-cards, medical e-library, membership card registering, enterprise packages … There are free consultation program for poor and unlucky in Ben Tre

Strengths:-Accredited by an international organization: the French Haute Autorité de Santé in 2007. -Good infrastructures, good ambience, spacious, well-ventilated, hotel-style - Having foreign expert doctors (French , Korean)-Friendly and quality service.-Popular-Good marketing strategy

Weaknesses:-Quality of service is not uniform or standardized to match the image and brand of FVH.-Price is high

Opportunities - Currently, there are only few international hospital with FDI capital in Vietnam. -The Vietnamese have special preference on foreign good and services believing that the quality is better than the local ones.- Expansion, more rooms, more specialised services, new branch under FVH

Threats-Perceived to not address the severe cases when transferring patients to Cho Ray, and Tu Du public hospitals

44

Hoan My Sai Gon Hospital

124 Trần Quôc Thảo, Ward 7, District 3, HCMC

Factures Contents

General Profile

-General Practice Hoan My Hospital started its business in 1997. -Investors: Nguyen Huu Tung, MD., Vina Capital, Deutsche Bank Group, Staffs of Hoan My Hospitals. -Hoan My Medical Corporation have 6 branches : 2 in Hochiminh City, 1 in Da Nang, 1 in Da Lat 1 in Can Tho and 1 in Ca Mau and an International Clinic in Thao Dien- Dist 2 and Hoan My Breast Care in Dist. 3. Wide network throughout Vietnam is the strong point of Hoan My

No of departments

24 Departments (Department of General internal medicine, Obigyne Department, Pediatrics, Dermatology, Neurology, Cardiology, etc)

No. of beds 200 beds in total.

Human resource

- All doctors follow VMC standards. Doctors are trained with US technology, trained in USA.

Equipment/technology

-CLVT machine , Lazer machine , CT 64 (Toshiba- Japan), UV machine, DSA, MSCT64, PCNL (Percutaneous NephroLithotripsy, laserholium, CT scanners are modern owned by Hoan My. -Specialized in laparoscopy, endoscopy. Recovery time is less, less cost for patients, -CLVT is used to examine thoroughly the internal organs.

Consultation fee

-On average VND 1million for general check.

No of patients/ Occupation

-No of patients: 200.000 patient/ year. (95% of the patients are Vietnamese, foreign patients are 5% only. 30% of the foreign patients are Cambodian)-On average, the number of patient increase up 10 -20% every year. -Occupancy rate: 100-110%.

Expansion plan Hoan My Phan Xich Long Branch in Phu Nhuan District will be operational in early 2011.

Segmentation The pricing policy target to middle and upper class

55

Hoan My Sai Gon Hospital (cont’d) 124 Trần Quôc Thảo, Ward 7, District 3, HCMC

Factures Contents

Marketing strategy

Marketing strategy: Slogan: "Your health is our mission“, Hoan My offers Health card at Hoan My Office such as: Personal Health card, Family Health Card, Company Health Card, Saving Health Card and discount rate 20% occasionally.

Strengths:- Hospital fees are reasonable and affordable by majority of the Vietnamese. - One-step healthcare (Fast examination procedure, open communication line with other branches)- Doctors have good experience, with university certificate, trained in USA.- Has good brand, popular-Wide network with 6 branches throughout Vietnam-Specialized in Laparoscopy, endoscopy (recovery time in hospital is reduced)-Awards: "Gold Cup of Viet Brand for Healthcare” of Vietnam Intellectual Owners Association, Quality Management Certificate ISO 9001:2000 ,Environment Management Certificate ISO 14001: 2004, Certificate for “Having achieved many excellent results in implementing medical mission plan” of Ministry of Health Services, -In the process of securing accreditation from JCI (Joint Commission International)

Weaknesses:Crowded, area is limited.

Opportunities - Number of patient who prefers quality service is increasing (about 10%/ year) - By 2011, the government shall upgrade the fees at public hospitals, therefore Hoan My can become more competitive on the pricing.- Currently, the number of students getting Hoan My health Card is increasing (those traveling abroad and study abroad…) constituted about 1/3 of the hospital general check.- Patients who have went for treatment in hospital such as FV Hospital, transfer to Hoan MY because they could not sustain the high hospital bills in FVH.

ThreatsLimited human resources to accommodate the big number of patients. Service sometimes rude. Quality suspect.

66

An Sinh Hospital

10 Trần Huy Liệu, Phu Nhuan District, HCMC

Factures Contents

General Profile

- An Sinh Hospital was opened in May, 2006. Investment Capital: VND 100 billion.

Land area (m2) -10.000m2,

No. of departments

-20 departments (General Internal Medicine Department, Department of General Surgical , Department of Gynecocology and Obstetric , ENT Department, Laboratory, Endoscopy ,…).

No. of beds - 120 beds

Human resources

- Doctor: 100, Nurse : 250, associate consultants : 30

Equipment/ Technology

- Digital X Ray, lazik machine (top 3 ones in HCMC)- Laparoscopy, Laser Surgery and Lasik,

Consultation/ visiting fee

- Visiting fee: VND 70,000, Consultation fee: VND700.000/ person- Fees for foreigner are 10% higher than the local

No of patients/ Occupancy

- Vietnamese patients:75, Foreigner patients:25 ( USA, Canada, Korea, and Singapore).- Occupancy : >100%, (about 23% over) Average increase rate 15-20%/ year.

Expansion- 2 more floors (10 rooms), add specialized service, equipment. - Anh Sinh Hanoi is under construction period

Segmentation The pricing policy target to middle and upper class.

77

Factures Contents

Marketing strategy

- Media advertising, sponsor seminar, workshop, medical mission, participating in social activities(mother’s day, father’s day etc) and other marketing and PR activities-Giving discounts (50%, 30% etc) on special occasion ie, "Cosy Day 3 summer“-Healthcare packages for companies.

Strengths:An Sinh claims to have high quality service, reasonable price, skilled, effective hospital software for easy and fast patient data management and proficient language skills and the hospital is sitting in the prime location of HCMC

Weaknesses:No specific

Opportunities Preference of patients over quality services found in private hospitals are increasingGovernment direction to support private hospitalNew regulations limiting doctors to operate private clinic will cause more patients to go to private hospitals for check up and treatment.

ThreatsLimited throughput besides renal patients, and loose oversight of medical staff

An Sinh Hospital 10 Trần Huy Liệu, Phu Nhuan District, HCMC

88

Ob-Gyn International Hospital 63 Bùi Thị Xuân, Dist. 1, HCMC

Factures Contents

General Profile

Construction period : in 1996 , opened in 2000. Investment capital: more than VND 500 billion (about US$30miliion) 100% local

Land Area about 10.000m2 (1 Ground floor + 1 L and 7 floor and the top floor)

No of departments

5 departments (Family Planning, Department of Theatre, Anesthesiology resuscitation, anti-infection, Pediatrics - Neonatal, X-Ray, infertility) Specialization: OB-GYN department and Fertilization Invitro, the development of micro surgery, endoscopy, developed urinary, gynecological.)

Beds 120 rooms, 1-2 beds/ room, quality is the same as 3 star hotel

Human Resources

40 doctors and 360 nurses

Equipment

-Central Air conditioners System (Carrier) -Air Filter sterile System (Carrier- America), -A Oxy – exhaust system - gas anesthesia room (France). -2 osteoporosis gauge + Room of modern mammography , -3 rooms of Colposcopy (CTC) with LCD screen, -Ultrasound department has 12 ultrasound machine (2 4D ultrasound machines, 2 color ultrasound machines + 8 black -white ultrasound machines. - 4 operating rooms (2 major surgery operating room and 2 endoscopy surgical rooms), - Embryo culture system

Technology Artificial insemination by sperm injection (IVF)

Consultation/ visiting fee (VND)

Average check-up fee VND 50,000 – 100,000. Separate charge rate for foreigner (a little more expensive) because the service quality is better, doctor is also skilled ones and can speak English.

99

Factures Contents

No of patients/ Occupancy

On average 20,000 patients/ month, 500- 700 patients/day; pediatric: 50% and obstetrics: 50%. Obstetric Endocrinology (infertility)- 200 patients/day. In-patient: 70-80%. Vietnamese patients is 95%, foreigner 5% (Korean, Philippines and European). Occupancy rate: >80%- 100%

Expansion plan

New modern facilities and technologies.

Segmentation

The pricing policy target to middle and upper class.

Marketing strategy

- TV advertisement, social affairs such as health exhibition. - Give gift to children of patients .- Give discount to company/ group of patients. Strengths:

- Claims to have the best client service. - High service quality, prestigious (skilled doctors with degrees, certificates and experience.- Price is reasonable- Modern facilities, technologies. - International standard and ISO 9001:2000 firstly in HCMC in specific and Viet Nam, in general. -Vietnamese first private-hotel-hospital-Next to Tu Du Eb-Gyn Hospital

Weaknesses:Very crowded and sometimes impersonal

Opportunities - Growing birthrate- Higher life quality, people prefer quality obstetric healthcare more. - Family planning, pregnant mothers and children are given quality care services- Hospital has the support from the government

ThreatsHanh Phuc Women and Children’s Hospital

Ob-Gyn International Hospital 63 Bùi Thị Xuân, Dist. 1, HCMC