(Online) business development proposal medical industry - amerging 2013

International business development services for the healthcare industry

Sales & patient consulting * Online Marketing & advertising *
Local Customer service * Healthcare business eventmanagement

Dutch market business development proposal
packages for Bangpakok 9 International Hospital
2013 - 2015

International high quality medical care:
Low competitive costs * High International Quality * Instant care

Expect great answers for new business development
How do your consumers, patients, physicians and B2B partners around the world decide? What
drives them to show commitment to you and make that choice in your favor? What if your competitor
reacts, 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 dutch
market for Bangpakok 9 international hospital. Looking forward working together with the BPK9
team.

with kind regards
Amerging

Lindomar Minguel, BA
CEO & Founder Amerging

Amerging Dutch market business development proposal BPK9 2013 - 2015

Table of content
1. Bangpakok 9 International Hospital 4
1.1 Targets and forecasts Bangpakok 9 International Hospital 4

2. Amerging International Sales & Marketing support 5

3. The Dutch healthcare system 5

4. Bangpakok 9 Dutch market value proposition 6

5. 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 8

6. 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 10

7. 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 13

8. Revenue forecast and target Dutch healthcare market development 2013 - 2015 16
8.1 Revenue forecast Dutch market 2013 17
8.4 Projectplanning jan. 2013 - dec. 2014 17

9. 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 21

10. Business packages applicationform 22


1. Bangpakok 9 International Hospital
Bangpakok 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 Hospital
Group has a total of 6 hospitals within the chain, all under the same high standard of management and
dedication to customer care.

Only a 30-minute drive from Bangkok’s Suvarnabhumi Airport, Bangpakok 9 International Hospital is
located a little south of Central Bangkok, in the area of Bangpakok, near the world-famous Chao Phraya
River. Home to internationally trained doctors and the luxurious comforts of a 5-starhotel, where patients
can 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 5
International Hospital million bath per month, around 60 million bath per year.
In about 2,5 years a new oncology centre will be opened
Bangpakok International Hospital is constantly working on in a joint venture with Chulalongkorn hospital. Cancer
expanding its international customer base. The most im- treatments based on radiation and chemo therapy will be
portant international clients are currently form Myanmar, provided in this new to open hospital.
Dubai and Australia. For customers from these countries
a translater is available. Request for proposal Bangpakok 9
from Amering business solutions
Prof. Adisorn mentioned during our conversation on friday During the meeting on the 9th of november at Bangpakok
the 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.


2. Amerging International Sales & Marketing support
Amerging has a broad network of healthcare connections in the Netherlands.
Among hospitals this includes strategic relations with insurance companies and governmental
agencies, which have a important role in the decision making and financing process in allocating
care for their clients.

Combined with our knowledge and expertise in international marketing and sales we can support
Bangpakok 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 market
2. Community - Defining target groups and the most effective marketing channels
3. Context - planning an effective campaign within budget for the dutch market

Amerging business solutions has offices in Kuala Lumpur and Amsterdam and has a A team of 10
specialists in Sales and Marketing support from which a selected group is dedicated to the healthcare
industry.

3. The Dutch healthcare system
Healthcare in the Netherlands can be divided in several ways: three echelons, in somatic and
mental 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 by
a member of the first echelon is mandatory for access to the second and third echelon. The health
care system is in comparison to other Western countries quite effective but not the most
cost-effective.

Financing
Healthcare 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 is
laid down in the Algemene Wet Bijzondere Ziektekosten (“General Law on Exceptional Healthcare
Costs”) which first came into effect in 1968. In 2009 this insurance covered 27% of all health care
expenses.[3] The Netherlands was ranked first in a study comparing the health care systems of
the 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,


with private health insurance companies. These insurance companies are obliged to provide a package with a defined
set of insured treatments.[5] This insurance covers 41% of all health care expenses.[6]

Raising costs of Dutch Healthcare
Based 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 Thailand
The 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 opportunity
for 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 proposition
Creating a sustainable value proposition for Bangpakok 9 International Hospital in the Dutch Healthcare market is
key to determin the right approach to enter the Dutch market. The value proposition must clearly answer the following
question:

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 for
current Dutch healthcare service offerings. The value proposition must be superior in the following aspects when
bench-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


5. Target groups for BPK9 Dutch market
Next to the approach directly aimed towards Dutch To make sure that a sustainable market proposition can
consumers the following organisations ans specialist are be made we expect that a benchmark between Dutch and
key 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 creation
Secondline care : Specialized doctors and
medical Amerging can execute a international benchmark to give
consultants insight in the competitiveness of BPK9. Based on the
Thirdline 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 be
Next to the direct care providers you have insurance used when creating content targeted on Dutch clients and
companies 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 the
healthcare. 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 - Patients
Critical questions that have to be answered to give insight
in the compettiveness of the value proposition of 5.3 Market approach Dutch market
Bangpakok 9 International Hospital in the Dutch market
are: 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 rates
Based on this information we can deter min the relative Providing instant care without waiting lists to their
position of BPKG9, other Thai hospitals in the Dutch mar- customers Global standard High quality care and
ket and advise on adjustments to be made to increase treatments Multilingual Customer service centre for
competitiveness. questions of clients


Dutch potential patients and clients proposition :
The proposition aimed at potential patients and clients has to be focused on the following aspects
of 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 treatment

Dutch governmental proposition:
The propostion aimed at the dutch government has to be focused on the following aspects of
treatment at Bangpakok 9 International Hospital:

* High quality international medical treatment and service
* Low cost medical treatment and no waiting lists

5.4 How patients decide on treatments and hospital to choose

Occasionally, all citizens have to make important health decisions that affect health outcomes.
Strategies to support patient education and engagement should therefore be a fundamental plank
of the marketing strategy. Also, patients can play an important role in understanding the causes of
illness, protecting their health and taking appropriate action, choosing appropriate treatments for
acute episodes of ill health, and managing chronic illness. These roles must be recognized and
supported 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 decisionmaking
process that patients enroll before choosing a hospital for treatment. The tools and channels that
can be used to communicate the specific proposition per target group can than be aligned with the
necessary. We can define 5 fases that in general a patient will go through.

Fase 1: Social informal information gathering
After a first indication or sence of illness a patient will refer to family, friend, spous or colleague for
initial advise or information.

Fase 2: General practitioner: initial diagnoses and referal
When confronted with a progressive feeling of the problem a patient will go to a general practioner
for an initial diagnoses or referal to a hospital for treatment.

Fase 3: Insurance company: Financing and consult
Insurance companies in The Netherlands have financial agreements with specialized hospitals to
provide treatment. Initially patients will get The information and a referal to these hospitals.

Fase 5: Hospital: Diagnosis and treatment
Hospitals will in the last fase do a final diagnosis and start the treatment with the patient. Patients
will have the possibility to ask for a second opinion when in doubt of the suggested treatment


6. Channel marketing BPK9 in the Dutch market.
Amerging business solutions will setup the following 6.2 Google and BiNG search and advertising
marketing initiatives to create leads of dutch customers to
target for specific treatments at Bangpakok 9 Internation- With more than 5 bilion searches per day google is
al Hospital. The following channels can be used to reach the absolute nr. one search engine world wide. From a
the target groups: marketing perspective google is essential to reach Dutch
customers. Search engines can be used in two different
6.1 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 in
mobile applications as mobile phones and tablet com- gmail accounts (Ads)
puters. This means that the dutch population uses the
internet to search information and also gain information Search engine optimization (SEO) is the process of
for medical use. A British rapport forecasts that 56% of affecting the visibility of a website or a web page in a
internet users will use the internet for receiving medical search engine’s “natural” or un-paid (“organic”) search
quotes 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


can easier be found and have a high rang king on Google The Facebook business page for Bangpakok 9
or Bing search engines. That increases the amount of International hospital has to be fully in the dutch language
dutch 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, the
and which search engines are preferred by their targeted
audience. Optimizing a website may involve editing its
content, HTML and associated coding to both increase its
relevance to specific keywords and to remove barriers to
the indexing activities of search engines. Promoting a site
to increase the number of backlinks, or inbound links, is
another 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 and
advertising, 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 on
local, national, and international distribution. Google’s services provided at BP9IH.
text advertisements are short, consisting of one headline
consisting of 25 characters and two additional text lines Amerging can provide translation services and the setup
consisting 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 BPK9
Advantages of using Google Adwords voor * Placement of foto and content on Facebook
Bangpakok 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. For
Amerging 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 effective
search engine use:

1. Defining the dutch medical search keywords
2. Optimizing the used content on websites and
keywords in ads
3. Weekly Management rapport to monitor
campaign succes .

6.5 Socialmedia

Facebook is the most important platform for internet
users worldwide. Availability of information of Bangpakok
9 International Hospital on facebook is there fore
necessary.


7. Customer service support services Dutch market
Responsiveness on requests for information by potential clients is essential to build a relation
with the Dutch market. The accessibility of information and a contactperson to inform directly on
the treatments offered by BPK9 is essential to engage with Dutch potential customers. Next to
the options of receiving information via websites, Facebook, E-mail and brochures in the Dutch
language.

Patients that want additional information on the services of BPK9 International Hospital must
have 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 presence
From a Dutch virtual branche (online information, e-mail communication, telephone
responsiveness) we can build towards physical presence (Patient reception room,
meeting facility) in the Dutch market for BPK9.

Field sales
To make sure that insurance companies, tourism agencies and hospitals are contacted on a
regular 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 from
these institutions.

7.1 Operational project organisation - Dutch market approach BPK9

To ensure a high level of customer service it is important that roles within the project organization
are clear and service levels are defined. To enable a successful execution of this marketing plan
for the Dutch market Amerging will setup a organizational structure in which the clients needs are
central 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 clients
information demands in every fase of the sales cycle. Amerging will make use of Patient
consultants. On the other side Patient consultants must be supported when the process is more
focused on the medical side of the treatment. For this aspect of the sales process a medical
specialist will be available to support the patient consultant with answering questions or providing
additional medical information where needed.


No potential client will contact the BPK9 Dutch branch 1. Building a brandname of BPK9 hospital in the
without any proper relevant marketing of the treatment dutch health care market while generating new
proposition in the Dutch market. The marketing manager business leads for the specific treatments in
healthcare 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 a
in 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 reach
delivered in a timely matter and within the agreed budget the target groups defined within the Dutch
with the expected results a projectleader will be healthcare market.
responsible to manage the internal organisation in The 4. Creating and distributing specific content for the
Netherlands as well as reporting progress to the staff of marketing channels used which are based on the
BPK9 in Bangkok. value proposition for BPK9 in the Dutch market.
5. Building a sufficient database of (potential) clients
The following organizational structure will be setup to en- on which specific targeted marketing campaigns
force the outrole of the marketing strategy for the Dutch can be focused through e-mail and postal
market. marketing.

Patient consultants Medical specialist
Patient consultants will be responsible for the following The Medical assistants will be responsible for the
tasks: 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 medical
2. Gathering patient information through the information to inform the potential client.
intake process 2. Is specialized in one or more treatment areas
3. Follow up of proposals and quotes send to which BPK9 offers.
potential patients 3. Speaks Native Dutch for when communicating
4. 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 BPK9
The marketing manager responsible to market the BPK9 1. Managing the project to ensure planning and
value 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


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 likely
1. 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 a
3. 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 or
Fase 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 gives
needed by doctors at Bangpakok 9 hospital to determine a trusthworty impression to customers about availability
a 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 Dutch
As part of fase 3, the diagnosis and proposal for treat- Language
ment suggested by BPK9 staff can than be forwarded to
staff in the Netherlands whom on their turn send the pro- 2. Postal Address - Dutch local services
posal 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 business
Follow 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 postal
mercial process to close new contracts with patients and request.
insurance companies for treatment at BPK9. Amerging
business 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 Airport
Medical support during sales cycle * Herengracht 282, 1016 BX Amsterdam
Taking in to account the complexity of the medical service
offering of BPK9, Amerging finds it necessary to have
staff with medical knowledge supporting the patient con-
sultants during fase 1 and especially during fase 2. The
quality 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 service
2. Postal Address - Dutch local
3. E-mail response service - with dutch .NL
extension

1. Telephone service local dutch telephone number
The telephone service will make sure that any question of
a potential patient is being resolved in a professional and
timely way in native Dutch. Clients that

This number has to be available at a minimum weekdays
during business hours (8:30 - 17:30) To expand business
availability and enlarge customer service,


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 with
and response. Salesforce corp. which allows staff of BPK9 monitor
Requests for information can come from the Dutch BPK9 the sales and marketing efforts made by Amerging
website or from the Dutch facebook page where the e- towards clients. A demonstration and training to work
mail 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 Bangkok
will be sought with every new request to shorting the Based on the application used their is also the option
procedure of responding and ensure a high level of qual- to use the mutual shared agenda, video chat options
ity of information provided. and file sharing between staff at BPK9 and supporting
staff of Amerging business solutions.
4. Service Levels and follow up
The customer service support of Amerging business 6. E-mail marketing
solutions contains the following services Through email marketing we can directly send a
commercial message to a group of people using
1. 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 that
2. 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 have
3. 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 which
4. 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 system
To follow up on request for information of potential clients In the case off BPK9 we suggest the setup of a
Amerging makes use of a central application in which the monthly or two weekly newsletter in which results that
customer 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 success
track 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.


8. Branche location for BPK9 - Receive business partners and patients

The customer service center will serve as a single point of contact to inform potential customers on new treatments
and service offerings of BPK9 via telephone and e-mail. This makes the ‘virtual’ office the first step of BPK9 in the
Dutch market. Regular practice in The Netherlands is that patients visit a general practitioner or hospital. To improve
and extend the level of customer service and facilitate the build up of a stronger relationship between BPK9 and here
potential customer base we advise that customers will be given the option of visiting a physical branche of BPK9 in the
netherlands. At this local branche customers can be, one on one, informed about treatments, diagnosed for a proposal
and 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 government

9. Corporate and governmental CxO relation development

The setup off the customer service center is mainly based to serve potential clients directly (bottom up). As mentioned
earlier 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 target
the decision-makers that are active on this level. The CEO’s CFO’s and policy makers in charge can be reached by
the setup of specific content based seminars around medical issues. (Top down approach) Non commercial driven
seminars in which the specialism and value proposition of Bangpakok 9 is communicated through presentations by
professionals of BPK9. Building a sustainable relationship between the top management of Dutch hospitals, Insurance
companies, 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 > Thailand
2. Content driven round table CxO meeting the Netherlands
3. Personal visits and matchmaking appointments by field sales


8. Revenue forecast and target Dutch healthcare
market development 2013 - 2015
Exchange rate:
38,8 Thai baht = 1 euro

The forecast for the total BPK9 International Hospital is 5 milion baht (€ 128.865) per
month for all treatments that are offered. That is about 60 milion baht (€ 1,5 milion) per
year. The prediction of Amerging is that the Dutch market must be able to contribute after
2 years for almost 20% of the current total revenue of BPK9 International Hospital. That
is around 12 million baht (€ 300.000)per year after the first two years 2013 and 2014. And
a annual growth rate of 8% for the years after that. For the setup of the project a start up
investment is needed to set in place sales and marketing actions needed to inform, attract
new business and clients in the Dutch market for BPK9.


8.1 Revenue forecast Dutch market 2013 8.4 Project planning january 2013 / december 2014
First quarter 2013 (January - February - March )
€ 25.500,- Fase 1. Hospital Benchmark Research

Second 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 2014
Fourth quarter 2013 (Oktober - November - December) Duration: 600 day’s daily.
€ 87.000,-
Fase 3. Dutch Telephone number BPK9
Total € 259.500,- Setup of the Dutch telephone response service active as
from the 1st of january 2013.
3. E-mail response service online
8.2 Revenue forecast Dutch market 2014 Setup of the Dutch e-mail response service active as
First quarter 2014 (January - February - March ) from the 1st of january 2013.
€ 95.000,-
Fase 4. CxO meetings and BPK9 management
Second quarter 2014 (April - May - June) visits
€ 139.500,- January 2013 first visit from Dr. Charoeng to the Nether-
lands.
€ 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 Kitcharoen
Total € 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 Hospital
First quarter 2015 (January - February - March ) (Dr. Adison + Dr. Cocharoeng )
€ 160.125,-
In addition Amerging will organise round table sessions
Second quarter 2015 (April - May - June) in which experts of Bangpakok 9 International Hospital
€ 196.375,- can demonstrate their knowledge and experience in the
market.
€ 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,-


9. BPK9 International sales & marketing packages:

Looking at the demand and opportunity in the Dutch market for low cost, high value and instant healthcare
a start of the project. Exclusivity is optional for Bangpakok 9 International Hospital for the execution of this
plan. The benefits of exclusivity is that all process documents that are created are solely owned by BPK9
hospital. In all other cases Amerging is allowed to expand new business considering our International
marketing concept with other Thailand based hospitals. Bangpakok 9 International Hospital can choose the
following packages to start with the project. We advise package nr. 2 to start the project.


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 a
contact center in the Dutch language. The focus of basic package 1 is targeted on Dutch consumers and patients

The basic operational package consists of the following services:

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 )

* 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.


9.2 Package 2 - Extra Business Development ( 24 months )

With the Dutch Healthcare Performance package 2, Bangpakok 9 International Hospital will have online presence
supported by a contact center with field sales support for the Dutch market. The focus of package 2 is targeted on
Dutch consumers as well as hospitals and insurance companies (business partners).

Dutch healthcare performance (Package 2) consists of the following services:

2. Online & Social media campaign for BPK9 (Google, Linkedin,Twitter and Facebook)
3. Directmarketing (Database profiling, email marketing)
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,-
New treatment bonus % : 12 %
Total costs contract period : € 153.090,-

( 1st of january 2013 - 1st january 2014)



9.3 Package 3 - Premium Business Development ( 36 months )

With CxO healthcare expansion performance package 3, Bangpakok 9 International Hospital will have online and
offline physical presence supported by a contact center with field sales support for the Dutch market. The focus of
package 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:

2. Online & Social media campaign for BPK9 (google and Facebook)
7. 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,-
New treatment bonus % : 10 %
Total 3 year costs contract period : € 188.250,-

(jan. 2013 - dec. 2015)



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)
2. Online & Social media campagne for BPK9 (google and Facebook)

Package 2 - Extra Business Development (page 20)
2. Online & Social media campaign for BPK9 (Google, Linkedin,Twitter and Facebook)

Package 3 - Premium Business Development (page 21)
2. Online & Social media campaign for BPK9 (google and Facebook)
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 2013
Payment 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 for
google adwords. Packages can be operational within 1 month when the signed agreement is received. When agreed on the first of 1st of
december 2012 the operations can start from the first of January 2013. The packages are based on exclusivity for 6 months after
termination of the contract.


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