The marketing and sales strategy of the firm is multi-dimensional in relies on multiple channels to reach prospective patients.
5.1 Customer Relationships
Given the long-term relationships we expect to have with patients, customer servicing is a key area we have identified as requiring attention. This can be attributed to anecdotal evidence that patients can take a long time to decide to going ahead with a procedure from there initial point of contact. As such a secure cloud based database has been established to record details of inquiries from all sources and regions.
o This allows to follow with patients and remain in contact so that we can catch them at the moment they are ready
o Also it allows us to continually offer promotions for other related procedures such as facial feminization (Bone sculpting), breast augmentation, hair transplants etc.
5.2 Marketing Channels
In terms of reaching our target audience we rely on a number of channels to communicate our value proposition.
5.2.1 GenderRe Website
Our main point of contact and introduction of services to patients will be via our website, which outlines the services provided as well as the details of our preferred partners & community engagement.
Our key partners have provided a large majority of its content so that the description of services provided is accurate. Furthermore, this content as been optimized for search engine indexing to ensure that results from searches are relevant and lead to our page and not providers/ competitors. The optimization has been conducted in conjunction with Yahnee’s IT team as well as contractors in the Indian sub-continent.
5.2.2 Social Media and Online Promotion
Content on the GenderRe.com homepage has been edited to allow for searches by prospective patients to results optimized (google, yahoo, etc) this maximizes the resulting searches of potential customers towards our page. Fran Hirst, who will also be able to perform the role a source of information, will moderate the forum discussions.
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We are using regular outlets such as Facebook, Instagram to project company information and funnel more leads towards our main information resources. The content/ stories that will be pushed out through these mediums take two forms;
Internally Derived (created in-house)
• Video interviews with
o Doctors at Yahnee Hospital
o Dr Diana Hamilton (our consultative psychiatrist in Australia o Testimonials from our own patients
Externally Derived
• Current events of interest to our target demographic (item below shows such posts in draft to be released on the GenderRe Facebook page
o E.g. ABC & SBS Australia
• Medical news and updates
• Human interest stories
• Hospital promotional material
(GenderRe, 2017)
5.2.3 Media Coverage & Associated Publicity
Patient 1 is currently already signed to a mass-market television show that has followed and will continue to follow her through her transition (along with other similar stories of a human interest nature). This is a continuation of a series from
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one year ago, which is expected to air September 18 2017, hosted by leading Australia Broadcaster, Karl Stefanovic.
New studio entertainment show, This Time Next Year, features everyday Aussies from across the country with extraordinary ambitions, who pledge to change their lives by “this time next year” – whether it’s to overcome a setback, find love, reunite with a relative or achieve a world record.
Hosted by Karl Stefanovic, many of the stories take unexpected turns over the course of the year, with the result of each story revealed in an instant.
- (Nine Entertainment Co (Australia), 2017)
Similarly we are in negotiation with Patient 2 to have Bauer Media (Australia) follow both of their experiences in Thailand (a discount has been offered to each patient to schedule their surgeries at the same time to spread the associated media costs.
Negotiations are underway with “Woman’s Day (Australia)” to report on a 40 year old story of a rural Indigenous Australian girl (Fran Hirst) who decided to undergo surgical transition. The relationship between Fran, Bodyline & Dr Zac has been ongoing for the last 10 years, as she has undergone various facial feminization procedures to complete her desired Aesthetic following the independent gender reassignment surgery she underwent in Singapore (independently).
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Following further discussions, Fran has expressed interest in working with GenderRe, most particularly in the areas of patient care, family support and as a community ambassador.
5.2.4 Yanhee (International) Phone Line
As per the discussed MOU with Yahnee (Full copy to be appendixed), the phone lines listed on Yahnees web site will be all under the control of GenderRe. Whilst this increases the burden on us of initially answering the inquiries, it essentially means we have the bulk of inquiries to the hospital. This means that we can strategically manage the interaction with our customers.
Through our partnership with telecommunications provider AVOXI, we have local telephone numbers for the following markets;
• USA & Canada (0800-029-4622)
• UK (0800-029-4622)
• New Zealand (0800-441-692)
• Australia (1800-870-396)
All calls are diverted to a central line, which will either be to Dominick or Janese at Bodyline (answering on behalf of GenderRe). During after hours calls are managed by an Australian based answering service (Business 1300 Limited)
5.3 Internal Organization and Management
As a concierge service that bundles the particular specialties of our partners the structure is very lean, with management being through the consolidated in the form of the executive director, Dominick Finlayson.
This allows the company to keep overheads low, and exercise a consistent and well-monitored customer experience. This structure is supported via an effective enterprise management system provided by Work (etc) an Australian firm.
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6.0 Financials
The “Strategizer” framework introduced in part 2 introduces some of the revenues and costs associated with the operation of the business as planned. These are simplified below, with detailed Cash flow and Income projections added to the appendix accordingly.
6.1 Costs
Overhead costs of the business are minimal, as the majority of which are outsourced to the experienced partner organizations with whom we engage.
With FC remaining low and VC high, the firm is safe in knowing that the majority of costs that are incurred are done following the successful conversion of an inquiry to customer.
6.1.1 Fixed Overheads
As per appendix item 2 (2017 budget forecast), total fixed costs are estimated to be
$AU 3640 (Less than $AU 303 per month).
Digital ($TBA, ~$200)
• Domain hosting o Godaddy.com
• AVOXI
o Call forwarding and line rental.
• Business 1300
o Messaging service
Thailand (~TBH 20,000)
• Desk at Yahnee (call center)
• Permanent office
• Nurse (Jannine)
6.1.2 Variable Costs Digital
• Google ad-words (TBA)
• Content creation (on-going)
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o Contracted as needed from India (Fiverr.com) o David Clune (Pro-bono until 2018)
• CapitalTV & Bauer Media to film and document individual patients experience
o 10,000TBH per day
Thailand (per patient basis)
• Desk at Yahnee (commission upon successful signing of patient)
• Bodyline (Australia) Limited
o Nurses on a per-patient basis for after care (Polly)
o Attending initial consultation with doctor/ surgeon (Judith/ Polly) o $AU6,500 per-converted patient
Australia (per patient basis)
• Referral fees to partners ( $AU150 for inquiry, 5% for conversion) o Dr Diana Hamilton (consultant psychiatrist)
o Dr Zachariah Turner
• Post-op checkup provided by either (~$AU90, billed to and paid by patient, or Medicare where applicable)
o Dr Zachariah Turner
o Australian Home Doctor Service o GP/ Endocrinologist/ Gynecologist
As per the agreement of all partners, individual travel expenses to/ from Thailand will be individually covered.
6.2 Revenues
Revenue is acquired through a number of streams, which allow for the firm to maintain its operating costs and eventually turn a profit. These are almost entirely variable in nature.
Through whichever entity it is received, it is ultimately realized by Concierge Care Services (Hong Kong) Limited, which provides a stable and well developed financial system along with strategic geographic positioning considering the activities of the firm.
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Thailand
• 25% deposit of medical quotation is required before proceeding,
o If the patient fails to proceed with surgery this can be with held indefinitely or until they are ready to re-start the process.
• Previously mentioned commissions from Hospital for patient conversion o Initially 20%, increasing to 30% as throughput is realized.
Australia
• Commission is received through GenderRe (Australia) Limited on all travel and accommodation booked for patients,
o This can also be in the form of industry discounts given by Airlines &
Hotel chains.
o Approximately 20% of bundled care and travel package will be added.
§ Varies dependent on requirement of patient i.e. economy or business, 4/5 star accommodation.
• Media
o In the case of providing an outlet with a story, generally 10% of the fee paid to the patient is retained by the company.
6.3 Typical Patient Breakdown
Example quotation of patient 1 referenced in appendix item 3 to 5
Typically, 20% of all surgical and non-surgical fees are representative of the margin provided by each patient.
Package total ($30-40,000 AUD)
• ~$8,000 @ 20% Commission
Less Overhead (~$500 Month)
• = ~$7,500
Ongoing royalty from Agency fee
• Variable/ Case by case
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6.4 Forecasting & Budgeting
Using the above figures, we can forecast the expected revenues and expenses for
Given that the business relies on the support of its subcontractors/ partners the strategy of the business centers around the strength of these relationships and continuing to foster and develop them- this would be considered one of the key core competencies of the firm.
As we have already discussed the key partners required to pull the business strategy together it is important to understand the mechanisms behind this.
Given its infancy, it is premature to define the business as operating under one unified strategy. It is fair to say that currently the strategy for future growth revolves around the word of mouth (be this from discussion boards such as theose offered on the “Susans Network’ forum (where we plan to become a corporate donor), publicity and attention garnered from Patient 1s experience. With a specific focus on the Australian transgender community, especially given its contextual proximity to GenderRe (as an Australian firm).
Following the publicity and with the support of our the key partners previously identified, international expansion is not only a locus point, but a priority, given the limited size of the domestic market and exponential potential of markets such as China and Japan that we have existing access to and some limited experience with.
To summarize, in a traditional business strategic sense, we have a strategy that combines elements of our value proposition, being a cost-effective, quality concierge provided which is uniquely focused towards a demographic that is currently under served.
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To roughly describe the business strategy within the bounds of traditional theory, GenderRe, as a distinct business unit of Concierge Care Services uses elements of multiple strategies;
• Differentiation
o Based around service offering (more specialized)
o Imagery and feel of the company is not comparable to any competitor
• Value-based pricing
o We don’t see this as an area to compete on.
§ Transparent pricing by hospitals and booking agencies mean that all companies are priced similarly, so instead the service should be focused on.
o Fair cost given to customer due to the above, so whilst prices with direct competitors may be very similar. It is the added value received by our patients from a superior well-attentive service that is customized on a per-patient basis in such as way that the total perceived value received exceeds the cost paid.
• Focus
o Limited resources centered on a focused market to target
o With experiences and developing, collaborative partnerships more prospective services will be developed to target specific new segments.
7.1 Content & IP Strategy
The Deed of Agency & Grant of Intellectual property license gives the company 2 years exclusive control over the patient with regard to using their image and identity for any form of promotion. Similar perpetual rights to any content created during engagements are granted to the company perpetually.
A copy of this agreement is appended as item 10
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This strategy builds the intangible assets of the business and ensures that competitors cannot use our intellectual property, as promotional material for their businesses.
7.2 Litigation Minimization
Working in a medical space inherently lends itself towards potential litigation should something unforeseen happen to a patient or the outcome of a procedure not meet their expectations. We have employed a number of mechanisms to minimize this risk, whereby not only reducing companies liability but also maximizing the overall customer experience.
7.2.1 Yanhee Hospitals Guarantee
Our partner hospital provides an unrivaled guarantee for their surgeries. With a guarantee of 6 months to notify of a defective surgery and then lowing up to one year to undergo a corrective surgery. Full details can be viewed in the Appendix.
Appendixed as item 9
7.2.2 Corporate Indemnity
All patients upon entering into a concierge package must sign an indemnity agreement which essentially outlines the our company is a concierge service and that whilst we arrange with hospitals for appointments and help communication flows, medical procedures and surgeries are the responsibility of the Hospitals and that we accordingly assume no liability.
7.2.3 Partnership & Contractor Structure
The structure and nature of the business inherently minimizes the potential risk of litigation as all services and procedures are contracted, outsourced or provided by third parties or one of our partner organizations.
8.0 Current Business Position
As an independent business, Concierge Care Services has solid contracts with all of its partner organizations, which provide services to our patients. These relations have been chosen not only upon the great deal of skill and knowledge that they
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have in their related fields, but most importantly the passion that they have for their line of work.
Concierge Care Services, as a new entity with customers already onboard and funds that have already been collected on the company’s behalf, needs access to banking instruments and infrastructure to continue its day-to-day operations. Hong Kong being the location of choice because of the development of financial tools and location compared with Australia and Thailand.
8.1 Bodyline Patient Care Pty Ltd (Australia)
Bodyline provides all the support and care for customers who choose to undergo any procedure in Thailand and is involved in the process well before they make the decision to proceed.
Bodyline has 12 years experience in providing (aesthetic) medical tourism for Australian and international patients, seeking plastic and cosmetic surgery in Thailand and more recently Malaysia and the Philippines.
8.2 Yahnee Hospital (Thailand) Limited
Yahnee hospital is located in Bangkok Thailand and has always been a provider of general and alternative medical services (by in-large to local patients), however the international division is a large portion of their revenues (and growing rapidly), so much so that hey have an entire team of Pilipino doctors and nurses to aid In patient communication care and marketing.
They have been well known as a low-cost/ high volume provider, with a simple and straight forward approach to pricing and as such are relatively inflexible in their approach to individual patients (proving to be difficult at times but reliable in terms of managing patient expectations).
In technical terms the hospital has all JCI accreditations and provisions for 400 beds amongst its 14 story main building and is remarkably in the process of building an entire wing to service a groups of Chinese patients who come on package tours, a sign of their dedication to the growth of its international business.
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The founder, Dr Supot, now in his 90’s gets along well with our team and is eagerly awaiting our partnerships success.
9.0 Major Achievements & Moving Forward
Having secured our relationships with our partners and our first patient having surgery in September is a significant milestone for the company and will essentially be a platform from which to market our services. Capitalizing on the publicity and channeling it towards promotion of our services and brand will be the driver of our growth.
Once the model is confirmed sustainable and efficient, then Concierge Care Services will start to focus on different brands for different areas of patient interest i.e.
• FTM surgeries- Bodyline-Menz, targeting Japan.
• Hair transplant & other complimentary surgeries/ procedures.
Whilst the interest has been established, we are taking an incremental approach to ensure that we learn as much as possible from current activities and apply this knowledge as best practices for future activities.
September 14 2017, being the day of our first patients’ surgery marks a milestone for the company and the focus moving forward will be to extract the maximum benefit from media coverage whilst at the same time organically generating a discussion that engages our target audience.
Importantly, this is also an opportunity to learn from the experience of having our first patient and make systems and processes that reflect any challenges that may occur.
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References
GenderRe. (2017). GenderRe: Concierge Care Services. Retrieved August 28, 2017, from Facebook: https://www.facebook.com/GenderReThailand/
Nine Entertainment Co (Australia). (2017, May 21). Nine Network Australia.
Retrieved August 21, 2017, from This Time Next year:
http://www.nineentertainmentco.com.au/brand-this-time-next-year
Osterwelder, A. (2004). THE BUSINESS MODEL ONTOLOGY A PROPOSITION IN A DESIGN SCIENCE APPROACH . Retrieved Jun 18, 2017, from Présentée à
l’Ecole des Hautes Etudes Commerciales de l’Université de Lausanne:
http://www.hec.unil.ch/aosterwa/PhD/Osterwalder_PhD_BM_Ontology.pdf
Strategyzer AG. (2017). CCS Business Value Proposition and Competitive Canvas.
Retrieved 2017, from https://strategyzer.com/
Susan's Place Transgender Resources. (2015). Susan's Place Transgender Resources.
Retrieved June 18, 2017, from Susan's Story:
https://www.susans.org/susan-larsons-bio/
Van Kesteren, P. J., & Henk Asscheman, J. A. (1997). Mortality and morbidity in transsexual subjects treated with cross-sex hormones. J. Clin. Endocrinol, pp.
337-343.
Veale, J. (2008, October). Prevalence of transsexualism among New Zealand passport holders. Australian and New Zealand Journal of Psychiatry, 887-889.
Weinzimmer, L., & Esken, C. (2016, May/ June). Risky business: Taking a stand on social issues. Business Horizons:, 59(3), 331-337.
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Appendix
• #1 Certificate of Incorporation
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• #2 Budget Forecast
Bodyrenew4/09/2017
JuneJulyAugustSeptemberOctoberNovemberDecemberJanuaryFebruaryMarchAprilMayTotal
Forecast Revenue:Concierge ServiceNet Commission on SRS60006000600060006000240000.000.000.000.000.000.000.000.000.000.000.000.000.000.00
Forecast Expenditure:Bodyline FeesConcierge accommodation830.00830.00830.00830.003,320.00Postage/Office Expenses0.00Domain Registry20.0020.0020.0020.0020.0020.0020.0020.0020.0020.0020.0020.00240.00Telephone0.000.00Bank Charges0.00Sundry/Miscellaneous expenses400.00400.00Staff (Yanhee Hospital)0.00TrainerStaff (Miscellaneous costs)50.0050.0050.0050.0050.0050.0050.0050.0050.0050.0050.0050.00600.00Travel Expenses:Airfares (Concierge)0.00Parking0.00
Professional Services:0.00Bookkeeper/BAS AgentHKG Tax FilingsCompany Registration Fee (2250HKDl)365.00Line Rentals (AVOIX)0.00Fixed Line Rentals (4Countries)150.00150.00150.00150.00150.00150.00150.00150.00150.00150.00150.001,650.00Variable Call Costs30.0030.0030.0030.0030.0030.0030.0030.0030.0030.0030.00330.00Messaging/ Forwarding Service20.0020.0020.0020.0020.0020.0020.0020.0020.0020.0020.00220.00
DigitalDomain Registry (GoDaddy.com)20.0020.0020.0020.0020.0020.0020.0020.0020.0020.0020.0020.00240.00Web Hosting0.000.000.000.000.000.000.000.000.000.000.000.00Web Designs220.00220.00Polly (Concierge assistant Thailand)750.00750.00Wages (Concierge)800.00600.001,400.00
0.00920.00290.001,310.002,870.00290.00290.001,120.00290.00290.001,120.00655.00290.009,370.00
Operating Profit/Loss:14,630.00 Concierge Care Services LimitedBudget Forecast 2017 (AUD or AUD Equilivent)
• #3 Quotation
Date: 05/05/17
Patient ID #: 201
Client: Kim Meehan
Travel Details: 29/8/17 - 3/10//17
Accommodation: Windsor Suites Hotel/ Royal River Hotel Mobile: 0410 888 103
Email: k.e.meehan1@gmail.com Hospital: Yanhee Hospital
Procedure(s): Gender Reassignment and Hair Transplant Surgeon: Dr Greechart/Dr Prasert
Procedure Breakdown: (Payable to Genderre) Hair transplant 3,500 grafts at 80thb a graft Less 20%
Gender reassignment Less 20%
20% Deposit for GenderRe and Hair Transplant
Price in Baht:
280,000thb less 20%
234,000thb
400,000thb less 20%
320,000thb 110.800thb
Surgery confirmation is subject to a 20% deposit of your Surgery costs, to Genderre account:
(Bodyline/ Genderre bank details)
Reference: Patient ID # and BODYLINE or GENDERRE
Surgery Component Includes:
• Your Surgical Consultation fee;
• Your Surgical Procedure, Implants, Prosthetics or sundry materials;
• The Operating Room Fee;
• All Surgeon & Anesthesiologist Fees;
• All Nursing Services;
• All Surgery Medications
• The fee for your Post-Surgery Check-Up
• 14 nights’ Accommodation in VIP Single Private Hospital Room (as required per procedure)
Airfares & Accommodation: Payable …BODYLINE PATIENT CARE
• Thai Airways airfares ……. Business class return
• 19 nights’ accommodation at
• 14 X Windsor Suits Hotel
• 4 X Royal River Hotel x Medical Concierge Package:
• Collection from the airport and transfer to Royal River Hotel
• Transfer to Hospital and accompany you during consultations
• Pain management after you come back from surgery
• Following days come in hospital and assist if you have any challenges.
Price in AUD:
$4,196.00AUD No Charge
Quotation
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• Our driver takes you back to your hotel after 14 days and we settle you in.
• Daily checks with Pollyy for following for next 14 days in Hotel
• Daily checks with Pollyy for following for next 14 days in Hotel