TANAPORN Clinic has spent over 30 million baht on a major rebranding and repositioning after 14 years of business operation. Brand image is refined to focus be modern premium by introducing its latest brand ambassadors who will be presenting the beauty in different ages that TANAPORN Clinic has the beauty innovations to fulfill expectations as well as enhance the confidence for all; in which, skin and facial structure problems of the target groups are its strong focus. Sales are expected to increase of at least 10% each year in accordance to the clinic's plan to open up new 40 branches nation wide by the end of 2022.
Dr. Thanawis Pisutthanan, President of TANAPORN Clinic, revealed that "TANAPORN Clinic offers an extensive range of beauty innovations that fulfill of all ages. The clinic's customers are divided into 50% is from working-aged group; 25 – 35 years old, and 30% is from the age that over 35 years old, and 20% is from the age that below 25 years old. Our clinic is well-known for many years from our current brand ambassador, Khun Oil Thana Sutthikamol, one of the famous actors, singers and presenters."
With spending over 30 million baht, the clinic's marketing strategies will debut in Q4 of 2016 and continue to reinforce through 2017. The upscale of new brand image is to purposely create its awareness and stand out from competitors in the industry. Online marketing is the first to used to run its newly marketing campaign; a sentimental short film that enhances the confidence and 4 additional advertising spots that highlight its '4 Hero Products'. This results in having 4 additional brand ambassadors who answer to its beauty innovations that 4 Hero Products are the key.
TANAPORN Clinic's 4 Hero Products represent the 'tailor-made beauty' to different types of skin problems or facial structure problems that include, innovative laser for reducing blemish, dark spot and dullness of the face, innovative facial lifting, or magenta light innovation for acne treatment and the Rhinoplasty with MIR (Minimal Invasive Rhinoplasty) technique. These innovations truly emphasize to its new concept, "TANAPORN CLINIC : Enhance Your Confidence".
After the launch, this year sale, especially in Q4, is expected to increase by 10% comparing to Q4 in 2015 and sale in the year 2017 is aimed to grow from the year 2016 of at least double digit. The proportion of clinic's sales revenue derive from 30% facial treatment, 25% dermatology skin care and cosmetic products, 20% facial care laser, 20% botox & filler, and 5% aesthetic surgery; whereas, the market value of beauty clinic in Thailand is about 25,000 to 30,000 Million Baht.
"TANAPORN Clinic has planned to create more brand awareness and built trust with customers, especially who have never used any services we offer. The group is called 'Blue Ocean', who is affordable and result oriented and they are not price-sensitive. Furthermore, we will no longer focus on customers in 'Red Ocean' where they compete in term of pricing. Currently TANAPORN Clinic has 16 branches; 12 branches in Bangkok Metropolitan and 4 branches in upcountry. Customers use our services from all branches more than 100,000 times per year per 40,000 patients." said Dr. Thanawis.
In addition, TANAPORN Clinic also plans to expand more 40 branches throughout the country; 25 branches in Bangkok Metropolitan and 15 branches in major provinces / districts in each region. The plan is executed and expected to complete within the year 2022 or 6 years from now. On top of that, there is also an initiative ideal of having an 'aesthetic hospital' in the next 10 years or by late 2026.
The latest innovation, TANAPORN Clinic has developed two innovative products, which are 'Ulthera' and 'AccuLift' to be our clinic's 'Signature Program' called 'UltheraLipoLift™'. This Signature Program enhances a perfect facial lifting with a longer lasting treatment result up to 5 years. Moreover, we do offer regular sales promotions and launch special campaigns on a monthly basis to maintain customer loyalty as well as acquire new customers. For more details, please kindly visit www.tanapornclinic.com.
At TANAPORN Clinic, we have 4 major groups of customers, in which we divided into 4 different tiers as followings:
Platinum Members: spending over 100,000 Baht per year.
Gold Member: spending 50,000 to 100,000 Baht per year.
Classic Member: spending 10,000 to 50,000 Baht per year and
New Entry Member: spending less than 10,000 Baht per year.
Based on each tier, we apply CRM program such as collecting points and redemption, exclusive activities such as 'High Tea', etc.
A downward trend in beauty or/and aesthetic business of this year, due to economic recession, several clinic branches are experiencing 10-40% reduction in sales. Noticeably, some large clinics with many branches have closed some of their non-profitable branches or/and have just one branch in the major provinces. In contrary, TANAPORN Clinic still has a positive figure and we believe we will continue to increase more.