Step 3. Action

$ $

$

$ $

$Target: All the 4 kinds of consumers

Task: Provide 4 kinds of service packages for different

consumers, stimulate their purchase

Keywords: Diversified Service packages,

KMT food，Mileage reward,

Premarital check-up, Gifts

Companies in charge of high forums and summits.

Heart for good work

精诚之心

Heart of health

康乐之心

Individual consumer demanding nourishing of life.

Urban civilization disease

Embarrassment of the Premarital check-up

Background

$

Step 3.Action

$$

• Women consumption group

• Individuals who want to go abroad for medical tourism

• New couples who need to undertake premarital check-up

$

Step 3.Action

Target buyer

$$

• KMT Food: Specially custom-made Korean food service

• Constellation matching tour group service

• Romantic premarital check-up service

• Cosmetology for women consumers

Service

$

Step 3.Action

$$

Service

$

Step 3.Action

$$

Safe

Service

Healthful

Traditional

KMT Food：

Specially custom-made food service

$

Step 3.Action

$$

Service

사상의

태양

태음

소음

소양

Choose the befitting

food plan from the 4

kinds of food for the

consumer.

Recognize the

constitution of the

consumer’s body

according to 사상의$

Step 3.Action

$$

Main: • TV for advertisement • Journal for in-depth report• Advertisement by Google and Baidu

Media Strategy

$

Step 3.Action

$$

Other: Advertorial on BBS.

Ebbinghaus Forgetting Curve

: )

Step 3.

Media Strategy

Heart of Comity

尚礼之心

Consumers who have strong needs for social

intercourse, especially by presenting gifts.

Boss CEO

Co-worker Client

Staff College

Staff Staff Nephew Aunt

Wife Friend

Uncle Son Cousin

Father Mother

Social Report

Background

Spring

Festival

Mid

Autumn

Day

Anniversaries

Mother’s

Day

Father’s

Day

Birthday

Teacher’s Day And so on…

Lantern

Festival Average gifts cost during The Spring Festival :

4000 yuan per person (White Collar)

Background

$

Step 3.Action

$$

Individual consumers, mostly with a middle or higher incomes, who have strong needs for social intercourse, especially by presenting gifts.

Target buyer

$

Step 3.Action

$$

Gifts for parents• Physical

examination, • KMT food• accompanying

doctor• other specific

disease treatment

Gifts for wife or husband

• Physical examination• Special food service• Traditional Korean

Wedding activities

Gifts for boss and co-workers• Physical examination• traditional Korean Medical treatment

Service

$

Step 3.Action

$$

Mass media (TV and internet)Main:

Other: Airplane seats advertisementAdvertisement in Lift of Office Buildings

Media Strategy

$

Step 3.Action

$$

Supply Korean Medical Tourism service as Mileage Reward to long-term passengers of the airline.

Korean

Medical

Tourism

Promotion

Cooperate with airlines

$

Step 3.Action

$$

Heart for Elite

厚贤之心

HR departments of companies and firms, for

which staff welfare is an important part of job.

$

Step 3.Action

$$

tax for Staff Welfare

Background

TaxNo ?!

$

Step 3.Action

$$

Background

HR business process outsourcing

$

Step 3.Action

$$

HR Department AHR Department C

HR Department

B

Background

$

Step 3.Action

$$

• Assist attracting employees• Assist to keep employees• Improve enterprise’s image in staff’s and other

enterprise’s mind• Improve staff’s satisfaction of the position.

Advantages of staff welfare

• Treatment for special needs (Pay by his own)

Service

• KMT food

• Party for the Staff(with Korean traditional Games)

• Physical Examination

• Cosmetology for women employees

$

Step 3.Action

$$

Sending e-mails to HR manager

Talk over with HR departments directly

Advertising on Journal and newspaper

Media Strategy

Main:

$

Step 3.Action

$$

Other:

Radio advertisement

New Solution to Staff Welfare!

Advertisement in the lift in Office Buildings

Media Strategy

$

Step 3.Action

$$

Summary

Step1.What

?

• What is Medical Tourism

• Medical Tourism=Korean

Medical Tourism

• 4 kinds of service packages

for different consumers.

• Stimulate the purchases for

Korean Medical Tourism.

• Personages prefer Korean Medical Tourism

• Korean Medical Tourism is top grade service

Step2. How

! !

Step3. Action

$ $

$

Bonus

Part

9.0

Earthquake

Fears for

Radiation

Explosion of

nuclear reactors

Explain

Wait

Rebuild

PartEvaluation

The data of purchases

from Travel Corporation

Market

Frequency of searching key words

The rank of hot topic

(Google, Baidu)

Audience

Questionnaire survey

Page Views of advertisement

Audience

Successful cooperation

with HR departments

and high forum holders

Market

Evaluation measurement

MEDIUM NAME MEANS STANDARD CONTENTS

Internet

www.renren.comt.sina.com.cn

Sharedadvertorial

The numberof people

todou, youkuAdveritisement(video)

Page views

BBS News reportsPage views,sharing

Top topics

Other social -media

Relatedarticles

Article &comments

The positivecomments rate

Outdoors Airlines

Lifts in office

buildings

Number of

related

clients

The numberof audience a

Reaction toadvertisement

Media Monitoring

Budget

Part

爱养心 budgeted statement of Korea medical tourism marketing plan Project Description Expense

budget Total（Yuan）

Unit price (Yuan）Amount Frequency

Subtotal（Yuan）

Stage One 3020000 Event marketing Offer medical tour service for

Chinese athlete and give publicity to the event

300000

1 1 300000

Public relation acquisition & Joint communication with websites

Negotiate with website editors to provide Public relation acquisition 隐形置顶、前置服务service, make the topic a hot issue

1000 20 3 60000

Special coverage for Korea medical tourism

Send out positive comments through opinion leaders to earn consumers’ faith in the product

500000

5 1 2500000

Payment for related articles in newspapers and journals

Keep experts on tourism and health care express their praise in essays to maintain the topic hot

80000

2 1 160000

Stage Two 11888000 High-end forum customer resource acquirement

Manage to build official partnership with high-end forum organizers

1000 6 2 12000

爱养心 budgeted statement of Korea medical tourism marketing plan Project Description Expense

budget Total（Yuan）

Unit price (Yuan）Amount Frequency Subtotal（Yuan）Award distribution in airline

Join hands with airline companies to provide prize winners with basic services of medical tour

3000 1 12 36000

Ad distribution on plane satellite TV and transit poster on tour bus

Unite medical and tourism organizations to afford the advertisement on international flights and tour buses for one year after concept cognition has been done

8000000 1 1 8000000

Interactive communication on celebrity micro-blog

Invite celebrities to try Korea medical tour for free and give their feedback through blog or micro-blog

200000 4 1 800000

Lottery for micro-blog message sharing

Serve the winners the basic programs of medical tour

4000 2 5 40000

TV feature program filming & release

Release of advertising spots or infomercials on TV, video ads on the Internet

1000000 3 1 3000000

爱养心 budgeted statement of Korea medical tourism marketing plan

Project Description Expense budget Total（Yuan）

Unit price (Yuan）Amount Frequency Subtotal（Yuan）

Stage Three 1496000

Costs of contact with enterprise managers

Cooperate with inter medium enterprises to develop new staff welfare plan about medical tour to Korea

1000 20 2 40000

Ads-placement on newspapers & professional magazines

50000 5 1 250000

Public relation acquisition & Joint communication with websites

1000 20 3 6000

Mail ads & website ads placement

Link ads to online retailers or sale information to help consumers who decide to buy complete the purchase action

200000 3 2 1200000

Total 16404000

Expense data presented above is estimated according to the quotations and discrepancy with actual amount may exist.

감사합니다