(Online) business development proposal medical industry - amerging 2013

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

Dutch market business development proposal packages for Bangpakok 9 International Hospital

2013 - 2015

International business development services for the healthcare industry

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

Amerging Dutch market business development proposal BPK9 2013 - 2015

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 regardsAmerging

Lindomar Minguel, BACEO & Founder Amerging


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 8.2 Revenue forecast Dutch market 2014 17 8.3 Revenue forecast Dutch market 2015 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

Table of content



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 International Hospital

Bangpakok International Hospital is constantly working on expanding its international customer base. The most im-portant international clients are currently form Myanmar, Dubai and Australia. For customers from these countries a translater is available.

Prof. Adisorn mentioned during our conversation on friday the 9th of november that Bangpakok 9 International hos-pital provides the following medical treatments:* Cardiology,* Orthopedic & Spine, * Dental, * Esthetic treatment* Alternative medicine (Chinese acupuncture) * Wellness (Spa)

For these treatment lines there is a forecast off around 5 million bath per month, around 60 million bath per year. In about 2,5 years a new oncology centre will be opened in a joint venture with Chulalongkorn hospital. Cancer treatments based on radiation and chemo therapy will be provided in this new to open hospital.

Request for proposal Bangpakok 9 from Amering business solutionsDuring the meeting on the 9th of november at Bangpakok 9 International Hospital(BPK9), with Mrs. Irada Kitchar-oen, Prof. Adisorn Patradul and International Marketing Director Thirachai Jotikabukkana, the vision to expand internationaly to The Netherlands was discussed. Based on that meeting and the capability of Amerging busi-ness solutions to support organisations with International healthcare business Development this proposal was real-ised tailormade for BPK9. All efforts are based to realise the business goals of BPK9 for the period 2013 to 2015.

1. Bangpakok 9 International Hospital


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 allocatingcare 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 market2. 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 systemHealthcare 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.

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 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,


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

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 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 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.


Next to the approach directly aimed towards Dutch consumers the following organisations ans specialist are key target groups in the Dutch healthcare market.

Firstline care : General Practitioners (In Dutch: huisartsen)Secondline care : Specialized doctors and medical consultantsThirdline care : Academic and specialized Hospitals

Next to the direct care providers you have insurance companies and Dutch governmental healthcare organi-sations that play a key role in the Dutch eco-system for healthcare.

5.1 International benchmark hospital treatments

Critical questions that have to be answered to give insight in the compettiveness of the value proposition of Bangpakok 9 International Hospital in the Dutch market are:

* What is the pricing for treatments in The Netherlands and other Thailand based hospitals that are comparable with BPK9? * How are treatments financed and by whom? * What kind of treatments do they offer and against what conditions? * What is the process when requesting for a specific treatment and how long does it take? * What is the mortality rate at BPKG9 (amount of deaths against / amount of operations) and how does it compare to Dutch hospitals.

Based on this information we can deter min the relative position of BPKG9, other Thai hospitals in the Dutch mar-ket and advise on adjustments to be made to increase competitiveness.

To make sure that a sustainable market proposition can be made we expect that a benchmark between Dutch and Thai hospitals based on pricing, quality of treatment and range of the service offering has to be done.

5.2 Amerging supports in value proposition creation

Amerging can execute a international benchmark to give insight in the competitiveness of BPK9. Based on the results of the benchmark we can support in formulating a value proposition for the Dutch market in co-operation with staff of Bangpakok 9. The value proposition will be used when creating content targeted on Dutch clients and to determin the right channels to reach all target groups. The value proposition can be formulated based on the current value propositon for international clients, com-bined with our insight of the Dutch healthcare market.

Community - Target groups - Patients 5.3 Market approach Dutch market

Targeting potential patients, insurance companies and governmental organisations. Top down ; Insurance companies and government to (potential) clients

Bottom up: from potential clients > Insurance companies and government

Dutch Insurance company proposition :The proposition for insurance companies has to befocused on the following aspects of treatment at Bangpakok 9 International Hospital.

Treatments and care against competitive low ratesProviding instant care without waiting lists to their customers Global standard High quality care and treatments Multilingual Customer service centre for questions of clients

5. Target groups for BPK9 Dutch market


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 foracute 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 referalWhen 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 consultInsurance 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 treatmentHospitals 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


Amerging business solutions will setup the following marketing initiatives to create leads of dutch customers to target for specific treatments at Bangpakok 9 Internation-al Hospital. The following channels can be used to reach the target groups:

6.1 Online search marketing

In the Netherlands 98% of the population is connected to the internet and more than 75% does this by the use of mobile applications as mobile phones and tablet com-puters. This means that the dutch population uses the internet to search information and also gain information for medical use. A British rapport forecasts that 56% of internet users will use the internet for receiving medical quotes and diagnoses.

6.2 Google and BiNG search and advertising

With more than 5 bilion searches per day google is the absolute nr. one search engine world wide. From a marketing perspective google is essential to reach Dutch customers. Search engines can be used in two different ways:

1. search engine optimisation (SEO) or,2. advertising next to search results and in gmail accounts (Ads)

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search 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

6. Channel marketing BPK9 in the Dutch market.


can easier be found and have a high rang king on Google or Bing search engines. That increases the amount of dutch visitors to BPK9 websites.

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

Offers pay-per-click, i.e., cost-per-click (CPC) advertising, cost-per-thousand-impressions or cost-per-mille (CPM) advertising, and site-targeted advertising for text, ban-ner, and rich-media ads. The AdWords program includes local, national, and international distribution. Google’s text advertisements are short, consisting of one headline consisting of 25 characters and two additional text lines consisting of 35 characters each. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.

Advantages of using Google Adwords voor Bangpakok 9 International Adwords

* No minimum buy* Easy and fast creation* Almost immediate implementation* Pay only for clicks* Set maximum cost per day* Stop or pause campaign at any time

Amerging works with Google certified Adwords partners to build an online SEO and Adwords strategy aimed at 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 keywords2. Optimizing the used content on websites and keywords in ads3. 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.

The Facebook business page for Bangpakok 9 International hospital has to be fully in the dutch language and in line with the Dutch way of searching for medical information and interacting with medical centers.

For the socialmedia page on facebook the following actions have to be taken:

* Dutch translated content on the treatment and prices has to be created.* Online instruction / informational video on services provided at BP9IH. Amerging can provide translation services and the setup of the Dutch facebook page. Setup of facebook page contains:

* Design of the Facebook business page BPK9* Placement of foto and content on Facebook Business page* Creating a story board to generate ‘Likes’ of activities happening at BPK9

‘Likes’ are the approval of visitors of the webpage wich is shared with other facebook users. The more likes a company has how higher its potential reach of the com-munication broadcasted. The amount of likes generated are an indication of the succes of the facebook page. For more information on Facebook likes you can visit: http://www.facebook.com/help/452446998120360/


7. Customer service support services Dutch marketResponsiveness 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 presenceFrom 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 salesTo 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 without any proper relevant marketing of the treatment proposition in the Dutch market. The marketing manager healthcare of Amerging business solutions will be respon-sible for the positioning of the BPK9 value proposition in the Dutch healthcare market. To manage the project and make sure that all aspects of the value proposition is delivered in a timely matter and within the agreed budget with the expected results a projectleader will be responsible to manage the internal organisation in The Netherlands as well as reporting progress to the staff of BPK9 in Bangkok.

The following organizational structure will be setup to en-force the outrole of the marketing strategy for the Dutch market.

Patient consultantsPatient consultants will be responsible for the following tasks:

1. Providing information on BPK9 treatments and services to patients via telephone, e-mail or social media.2. Gathering patient information through the intake process3. Follow up of proposals and quotes send to potential patients4. Constant dialog with staff at BPK9 to enhance quality of information provided to patients considering diagnosis, quotes or general information.

Marketing manager Dutch healthcare market BPK9The marketing manager responsible to market the BPK9 value proposition in the Dutch healthcare market will be responsible for the following tasks:

1. Building a brandname of BPK9 hospital in the dutch health care market while generating new business leads for the specific treatments in BPK9 hospital.2. Developing in co-operation with staff at BPK9 a value proposition for the Dutch market.3. Setup of marketing channel frame work to reach the target groups defined within the Dutch healthcare market.4. Creating and distributing specific content for the marketing channels used which are based on the value proposition for BPK9 in the Dutch market.5. Building a sufficient database of (potential) clients on which specific targeted marketing campaigns can be focused through e-mail and postal marketing.

Medical specialistThe Medical assistants will be responsible for the following tasks:

1. Supporting the patient consultants during the information, intake and follow up process with specific medical information to inform the potential client.2. Is specialized in one or more treatment areas which BPK9 offers.3. Speaks Native Dutch for when communicating with Dutch clients, English and preferable Thai.

ProjectleaderThe projectleader will be responsible for the following tasks:

1. Managing the project to ensure planning and budget goals of the project are realized.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

1. General requests for information ( via telephone, email, socialmedia)2. Intake and medical inventarisation ( via telephone and e-mail)3. Diagnosis and proposal for treatment (via email )4. Follow up of proposal of Dutch customers

Fase 1, Fase 2 and Fase 4 will be handled by Amerging business solutions based on prior agreed queries that are needed by doctors at Bangpakok 9 hospital to determine a first diagnosis and the right treatment.

Fase 3 is a specific responsibility of BPK9 hospital.As part of fase 3, the diagnosis and proposal for treat-ment suggested by BPK9 staff can than be forwarded to staff in the Netherlands whom on their turn send the pro-posal to the Dutch clients. All quotes or proposals send to Dutch customers will be followed up within one week.

Follow up of proposals The follow up of the proposals is essential in the com-mercial process to close new contracts with patients and insurance companies for treatment at BPK9. Amerging business consultants are specialized in closing new busi-ness and retaining a sustainable relationship with their clients.

Medical support during sales cycleTaking 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 service2. Postal Address - Dutch local3. E-mail response service - with dutch .NL extension

1. Telephone service local dutch telephone numberThe 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,

there is an option to receive calls in the evening (17:30-21:00 pm) and weekend (business hours) As most likely potential customers would like to do these calls from home.

There can be made a choice for a local area number a toll free number(0800- XXX..) or a paid number (0900-.XXX). In the case of the paid number the business part-ner or patient that calls pays a fee for each minute he or she is on the telephone. For information requests Amerg-ing would suggest a local telephone number. This gives a trusthworty impression to customers about availability and presence of BPK9 in the Netherlands.

The call answering will be in name of BPK9 in the Dutch Language

2. Postal Address - Dutch local servicesOfficial post address in the Netherlands for use on mar-keting material and written correspondation. This service will be provided in co-operation with our offices business partner Regus International. Amerging will provide all co-ordination of handling and response on incoming postal request.

Business centers Amerging business solutions Amster-dam, The Netherlands:* Evert v/d Beekstraat 310, 1118 CX Schiphol Airport* Herengracht 282, 1016 BX Amsterdam


3. E-mail response service - with dutch .NL extension A dedicated BPK9 e-Mailbox with forwarding or collection and response.Requests for information can come from the Dutch BPK9 website or from the Dutch facebook page where the e-mail address is mentioned.

Alignment and contact with the staff at BPK9 in Bangkok will be sought with every new request to shorting the procedure of responding and ensure a high level of qual-ity of information provided.

4. Service Levels and follow upThe customer service support of Amerging business solutions contains the following services

1. Responding to inquiries of patients within 1 working day.2. Informing support staff at BPK9 when requests are of medical focus.3. Sending brochures to clients and patients on request within 24 hrs4. Intake with patients- Placing name and contact details of (potential)patients in CRM system

5. Customer interaction tracking systemTo follow up on request for information of potential clients Amerging makes use of a central application in which the customer data is stored. This application makes it possible for staff atBPK9 in Bangkok to log in and to keep track with progress that is made or actions that have to be taken.

Amerging business solutions makes use of a on-line cloud based application in co-operation with Salesforce corp. which allows staff of BPK9 monitor the sales and marketing efforts made by Amerging towards clients. A demonstration and training to work with the application can be provided on request and is free of charge.

Based on the application used their is also the option to use the mutual shared agenda, video chat options and file sharing between staff at BPK9 and supporting staff of Amerging business solutions.

6. E-mail marketingThrough email marketing we can directly send a commercial message to a group of people using email. Amerging will use e-mail marketing as a tool to update potential customers about new services that are launched by BPK9 or changes in the service of-fering. E-mails will only be send to clients whom have given approval to receive emails. The e-mail program that Amerging uses makes it possible to track which customers have read the email, when they have read them and in which link they have clicked after opening.

In the case off BPK9 we suggest the setup of a monthly or two weekly newsletter in which results that are delivered considering treatments are communicat-ed, combined with client testimonials on the success of the treatment and the service at BPK9.

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 > Thailand2. Content driven round table CxO meeting the Netherlands3. Personal visits and matchmaking appointments by field sales


8. Revenue forecast and target Dutch healthcare market development 2013 - 2015Exchange 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 2013First quarter 2013 (January - February - March ) € 25.500,-

Second quarter 2013 (April - May - June) € 69.000,-

Third quarter 2013 (July - August - September) € 78.000,-

Fourth quarter 2013 (Oktober - November - December)€ 87.000,-

Total € 259.500,-

8.2 Revenue forecast Dutch market 2014First quarter 2014 (January - February - March ) € 95.000,-




Total € 559.500,-

8.3 Revenue forecast Dutch market 2015

First quarter 2015 (January - February - March ) € 160.125,-




Total € 785.500,-

8.4 Project planning january 2013 / december 2014

Fase 1. Hospital Benchmark Research

Start the 1st of january 2013 - Until the 15 th of february 2013 Duration : 30 working day’s. Fase 2. Online marketing (google and facebook) Start the 1st of january 2013 - until december 2014 Duration: 600 day’s daily.

Fase 3. Dutch Telephone number BPK9Setup of the Dutch telephone response service active as from the 1st of january 2013. 3. E-mail response service online Setup of the Dutch e-mail response service active as from the 1st of january 2013.

Fase 4. CxO meetings and BPK9 management visitsJanuary 2013 first visit from Dr. Charoeng to the Nether-lands.

April 2013 : Roundtable session ‘International Healthcare in Thailand’ Target group: Session focused on the Dutch insurance companies Key note speakers: International marketing Manager BPK9 + Manager Irada Kitcharoen

November 2013 : Round table session ‘Innovation in healtcare in Thailand’Target group: Session focused on the Dutch healthcare specialists) Key note speakers: Doctors of BPK9 Hospital (Dr. Adison + Dr. Cocharoeng )

In addition Amerging will organise round table sessions in which experts of Bangpakok 9 International Hospital can demonstrate their knowledge and experience in the market.

Fase 5. Physical meeting point BPK9 in The Netherlands (Amsterdam) The physical branch and meeting room for patients that want personal conversations with a patient consultant.


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. BPK9 International sales & marketing packages:


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 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.


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:

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,-


New treatment bonus % : 12 %

Total costs contract period : € 153.090,-

* Dutch market profit BPK9 : € 406.410,-( 1st of january 2013 - 1st january 2014)



* 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,-

* Dutch market profit BPK9 : € 596.750,-(jan. 2013 - dec. 2015)

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:

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



Contact person First Name:............................. Surname: .........................

E-mailadres :.....................................................................................

Company name :....................................................................................

Invoice Adres :....................................................................................

Zip code/ City :....................................................................................

Telephone nr. :....................................................................................

U can send this form to :Amerging business solutions

[email protected]

Havenmeesterweg 27, 1118 CB Schiphol Airport,

The Netherlands020- 893 2688

Package 1 - Basic Business Development (page 19)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 )

Package 2 - Extra Business Development (page 20)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

Package 3 - Premium Business Development (page 21)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

After receiving your form we will contact you to discuss specific arrangements with you to tune.

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International sales & marketing packages

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International sales & marketing packages

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 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.

Documents

(Online) business development proposal medical industry - amerging 2013