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Miracle Aesthetic Clinic - Service Blueprint – Check Point Document - 18032016.pptx

 REPORT CONTENT

P RO J E C T U P DAT E

B R A N D A N A LYS I S

S E R V I C E A N A LYS I S

S T R AT E G I C D I R E C T I O N

2 © 2016
We have currently finished the first phase to deliver the research report
PROJECT UPDATE

PHASE I PHASE II PHASE III

Research Analysis Design of Service Blueprint Monitoring Pilot Project
(10 Weeks) (4 weeks) (6 weeks)

1 4 5 6 8 9
Observation

Workshop Observation
2 (1 day) (Monitoring)

Face-to-Face PILOT
Design of Design of
Interview PROJECT
Service Blueprint
Service Values
7 10
(1 branch)
Socialization In-Depth
Service Interview
3 Blueprint (Monitoring)
Netnography (3 branches)

Kick Off Meeting Check Point 1 Check Point 2 Evaluation of Pilot Project

We are here

3 © 2016
Source: MarkPlus Analysis 2016
The focus of the report will be getting customer insights
PROJECT APPROACH

G E T T I N G C U S TO M E R F O R M U L AT I N G M O N I TO R I N G
1 2 3
INSIGHT SERV ICE PROCESS SERV ICE PROCESS

Gap Analysis Customer Experience Mapping Service KPI

Segmentation & Positioning WOW Factor Strategy Service Booklet

Service Values Workshop Implementation Roadmap

Pilot Project

4 © 2016
Source: Facebook, Twitter, Instagram, YouTube, MarkPlus Analysis
During the first phase, we conducted a quantitative study through F2F interviews to
501 respondents in 12 cities
QUANTITATIVE STUDY

QUANTITATIVE (F2F Interviews)

CITIES AESTHETIC CLINICS RESPONDENTS

Jabodetabek Miracle, Erha, Maharis Clinic, Olivia Ong, Dermaster 91

Surabaya Miracle, Erha, Profira, Dermaster 60

Medan Miracle, Erha, Euroskinlab 40

Bali Miracle, Natasha, Rejuvie, Made Ita Clinic, ARC 40

Makassar Miracle, Erha, Natasha 40

Lombok Miracle, Natasha 30

Yogyakarta Miracle, Erha, Ergaderma, Golden Skin Care 40

Semarang Miracle, Erha, Skin’s Essential Clinic 40

Manado Miracle, Erha, Natasha 30

Malang Miracle, Profira, Erha 30

Balikpapan Miracle, Erha, Natasha, L’vior, Dr. Arthur Skin Care 30

Batam Miracle, Navelle Clinic, Dr’s Clinique 30

12 Cities 19 Distinct Aesthetic Clinics 501 Respondents

5 © 2016
Source: F2F, MarkPlus Analysis 2016
Those respondents are mostly women coming from a variety of SEC and age groups
RESPONDENT DEMOGRAPHY

Respondent Demography by Gender

n = 501 respondents

6% 94%
67% 40%
37%

18%
20%
13%
5%
0%

20-30 31-40 41-50 51-60 20-30 31-40 41-50 51-60

3% 5%

17%

35%

60%
80%

Emerging Affluent Affluent HNWI Emerging Affluent Affluent HNWI

6 © 2016
Source: F2F, MarkPlus Analysis 2016
The quantitative research will be triangulated by a qualitative study in the form of
observation, IDI and Netnography
QUALITATIVE STUDY

QUALITATIVE (Observation to 26 clinics) QUALITATIVE (IDI to 13 respondents)

CITIES MIRACLE CLINICS OTHER CLINICS RESPONDENTS

Miracle Kelapa Gading Maharis Clinic Setiabudi Jap Budi Wijaya (Operational Director)
Miracle Kemang Olivia Ong Senopati Dewi Purnamawati Mustakim (Director of
Jabodetabek
Miracle TA Dermaster WTC Miracle Jakarta)
Erha Kemanggisan Dhuma Sari Anggraini (Quality Assurance
Supervisor)
Miracle Thamrin Profira Kertajaya
Bu Ve (Clinic Manager Miracle Kemang)
Surabaya Miracle TP Erha Kombes
Rena (Head Nurse Miracle Kemang)
Dermaster Spazio
Miracle Hayam Wuruk Euro Skin Lab Perintis Kemerdekaan Ekha (Frontliners Product Miracle Kemang)
Medan
Erha Medan Nia (Cashier Miracle Kemang)

Miracle Kuta Made Ita Clinic Kuta Sinta (Frontliners CRO Miracle Kemang)
Miracle Renon Natasha Renon Eva (Accounting Miracle Kemang)
Bali
Rejuvie Kuta
Elizabeth (Head of HRD Miracle Kemang)
ARC Kuta
Nani (Nurse Supervisor Miracle Thamrin)
Miracle Botolempangan Natasha Trans Mall
Makassar Novi (Frontliners Product Miracle Thamrin)
Erha Pengayoman
Lombok Miracle Catur Warga Natasha Pejanggik Fatah (Frontliners CRO Miracle Thamrin)

7 © 2016
Source: Observation, IDI, MarkPlus Analysis 2016
Netnography analysis will compare Miracle to other clinics in terms of digital presence
QUALITATIVE STUDY

FORUM SOCIAL MEDIA WEBSITE

www.miracle-clinic.com
www.erha.co.id
www.natasha-skin.com
www.profira-clinic.com
Etc.

Number of Conversation,
Number of Follower, Likes, Website Traffic, Ranking,
Positive and Negative
and Views Top Keywords
Reviews

8 © 2016
Source: Facebook, Twitter, Instagram, YouTube, MarkPlus Analysis
 REPORT CONTENT

P RO J E C T U P DAT E

B R A N D A N A LYS I S

S E R V I C E A N A LYS I S

S T R AT E G I C D I R E C T I O N

9 © 2016
According to the quantitative study, Miracle is highly well-known compared to other
brands
BRAND AWARENESS

Awareness by Brand
n = 501 respondents
96%

81%
78%

17%
12%
12% 12% 10% 9% 8%

Miracle Natasha Erha Dermaster Profira Dr. Arthur Skin Olivia Ong L’Vior Euroskinlab Maharis Clinic
Clinic

Total Awareness
10 © 2016
Source: F2F, MarkPlus Analysis 2016
In fact, brand awareness of Miracle is only strong amongst its customer base
BRAND AWARENESS

Awareness by Brand
n = 501 respondents
96%
17 %
81%
78%
12 %
12 %

42 %

43 %
57 %

17%
37 % 12%
12% 12% 10% 9%
22 % 12 % 4%
8%
2% 5%
12 % 9% 3% 7% 7% 3%
3% 7% 1%
2% 11 %
% 4% 21 %
% 0
2%% 4%
Miracle Natasha Erha Dermaster Profira Dr. Arthur Skin Olivia Ong L’Vior Euroskinlab Maharis Clinic
Clinic

TOM Other Spontaneous Prompted

11 © 2016
Source: F2F, MarkPlus Analysis 2016
It is harder to maintain the appealing factor of aesthethic clinics as the number of
presence increases
BRAND APPEAL

Total Appeal by Total Awareness*

n = 501 respondents

77%
72%
69% 68%
60% 59%

Rejuvie Olivia Ong Miracle Maharis Clinic Erha Profira

1 branch 1 branch 1 branch

*Note: Score by top-two box brand appeal rank analysis
12 © 2016
Source: F2F, MarkPlus Analysis 2016
Broadly speaking, people tend not to search further information of aesthetic clinic
brands...
BRAND ASK

Total Ask by Total Awareness*

n = 501 respondents

40 %
37 %

17 %
14 %

7%
2% 2%

None* Miracle Erha Natasha Profira Dermaster Maharis Clinic

*Note: Respondents choose no brands to ask

13 © 2016
Source: F2F, MarkPlus Analysis 2016
Since people start the question from their needs, then followed with the brand
BRAND ASK

Information Search
n = 501 respondents
70.70%

62.70%
60.30% 59.30%
54%
48.30%
42.70%
38.30%

30.30%
23%

12.70%

Variety of Price Treatment Doctor Treatment Location Promotion Product Testimonials Contact Booking
Treatment Package Facility Number

14 © 2016
Source: F2F, MarkPlus Analysis 2016
 Proven experience & word-of-mouth from friends and families stimulate willingness to
visit an aesthetic clinics
BRAND ACT

Deciding Factors
n = 501 respondents
0.60
Friends’ Experience /
0.55 Testimony

0.50
PROVEN EXPERIENCE
0.45

0.40 Family’s Experience / Testimony

Friends’
0.35 recommendation WORD-OF-MOUTH FROM
0.30
Family’s CLOSE CIRCLE
recommendation
Media advertising
0.25

0.20
OUTER INFORMATION
0.15
Promotions
0.10

0.05

Community / online WORD-OF-MOUTH FROM

0.00
forum OTHERS
-0.05

15 © 2016
Source: F2F, MarkPlus Analysis 2016
Nevertheless, it should be adjusted to the profile of customers’ circle
BRAND ACT

Visitor SEC
n = 501 respondents

Maharis Clinic 14% 82% 5%

OVERALL FAVORITE OF HIGHER SEC
Olivia Ong 28% 69% 3% SEGMENTS

Miracle 56% 38% 6% While visitors of Maharis Clinic and Olivia

Ong are dominated by Affluent
segments, Miracle has a more balanced
Erha 63% 32% 5%
composition of SEC customer segments

Natasha 66% 31% 4%

Profira 70% 28% 3%

0% 20% 40% 60% 80% 100%

Emerging Affluent Affluent HNWI

16 © 2016
Source: F2F, MarkPlus Analysis 2016
Majority of people would like to visit aesthetic clinics with companion, though it is not
the case for HNWI segments and customers in several cities
BRAND ACT

Visit Companion Visit Companion by City

n = 501 respondents n = 501 respondents

Balikpapan 20 % 80 %
Accompanied
Lombok 20 % 80 %

ALONE
48% Bali

48%
30 % 70 %
52% Yogyakarta 30 % 70 %
Semarang 35 % 65 %
Alone
Surabaya 55 % 45 %

Visit Companion by SEC Batam 57 % 43 %

ACCOMPANIED
n = 501 respondents Jabodetabek 59 % 41 %

52%
Makassar 65 % 35 %
HNWI 30 % 70 %
Medan 65 % 35 %
Affluent 54 % 46 %
Malang 80 % 20 %
Emerging Affluent 52 % 48 %
Manado 97 % 3%
Accompanied Alone
Accompanied Alone

HNWI Segment & Cities such as Balikpapan, Lombok, Bali, Yogyakarta, & Semarang
prefer to visit aesthetic clinic without any company

17 © 2016
Source: F2F, MarkPlus Analysis 2016
Customers in each city has its own characteristics in terms of visit behaviour
BRAND ACT

Frequency of Visit in the Last 3 Months Routine Visit Objective

n = 501 respondents n = 501 respondents
75% Batam 90 % 3% 7%

Bali 88 % 8% 0%

Lombok 83 % 13 % 3 %
18%
6% Surabaya 73 % 22 % 5%

Semarang 73 % 25 % 3%
Once Twice 3 - 6 times
Medan 70 % 18 % 13 %

Yogyakarta 70 % 28 % 3%

DIFFERENT BEHAVIOR IN MALANG & Balikpapan 60 % 27 % 10 %

MANADO
Makassar 58 % 30 % 5%
The most common visit obejctive is to get
routine treatment by the therapist or doctor. Jabodetabek 57 % 35 % 8%
The different pattern is found in Malang & Malang 23 % 70 % 7%
Manado where most visitors come to
Manado 17 % 83 % 0%
purchase skin care products
Treatment Product Purchase Consultation

18 © 2016
Source: MarkPlus Analysis 2016
In general, people are willing to try more than one aesthetic clinic
BRAND ACT

Which Aesthethic Clinics Will You Not Visit Again?

n = 220 respondents (Miracle Customers)

On average,
customers visit
more than one
aesthetic clinic
33%

1561 responses
501 respondents
16%
= 3,11
4% 2% 1% 1% 1% 1% 1% 1% 0% 0%

Natasha Erha Miracle L’Vior Dermaster dr. Arthur Olivia Ong Rejuvie Ergaderma Dr’s Clinic Euroskinlab Profira
Skin Clinic

Customers who once visited Miracle are reluctant to visit Natasha and Erha again

19 © 2016
Source: MarkPlus Analysis 2016
Majority of people are unwilling to advocate as offerings of aesthetic clinics are
perceived high-risk
BRAND ADVOCATE

Reason for Not Advocating

n = 430 respondents Non-product related

Afraid of false recommendation 65 %

Afraid of being unfit to others 49 %

No benefit from advocating 20 %

Relatively expensive price 16 %

Bad treatment quality 9%

Bad treatment result 9%

Limited network of clinic 9%

Lack of differentiation with others 8%

Product related
Not value-for-money 6% Non-product related
Dissatisfaction
Lack of discount/promo 5%

Unwillingness to advocate is primarily influenced by past experience

20 © 2016
Sources: F2F, MarkPlus Analysis
People need to experience the service of aesthetic clinics in order to confidently
advocate
PAR & BAR AESTHETIC CLINICS

Aware 8% Aware 12 %
55% 50%
Act 4% Act 6%
25% 25%
Advocate 2% Advocate 3%
Aware 96 %

57%
Aware 12 % Aware 78 %
Act 55 %
64% 58%
Act 8% Act 46 %
38% 58%
Advocate Advocate 26%
7% 20 %
Advocate 37 %

Aware 81 % Aware 5%
PAR: Purchase Action Ratio 48%
56%
Act 46 % Act 2%
BAR: Brand Advocacy Ratio
9% 20%
Advocate 7% Advocate 1%
21 © 2016
Sources: F2F, MarkPlus Analysis
Treatment quality and results have become the hygiene factor for aesthetic clinics,
though service and brands also play a supportive role
CONSIDERATION FACTORS IN CUSTOMER PATH

RANK THINGS BRAND TO SEARCHED BRAND TO BRAND TO

REMEMBERED APPEAL INFORMATION VISIT ADVOCATE
Treatment Variety of Treatment Treatment
1 Location 49% 50% 71% 67% 65%
quality treatment effectiveness effectiveness

Type of Treatment Treatment Treatment

2 45% 41% Price 63% 65% 62%
service result quality quality

Service quality Treatment Service quality Service quality

Doctor 44% 32% 60% 57% 59%
3 of staff package of staff of staff

State-of-the Brand Brand

4 Logo 42% 32% Doctor 59% 51% 53%
art equipment reputation reputation

Brand Treatment State-of-the-

5 Price 33% 30% 54% 50% VFM treatment 50%
reputation facility art equipment

State-of-the-
6 Building 30% VFM treatment 26% Location 48% VFM treatment 50% 49%
art equipment

Product Consultation Consultation

7 Promotion 29% 18% Promotion 43% 45% 46%
quality effectiveness effectiveness

Consultation VFM doctor Product

8 Tagline 25% 15% Product 38% 43% 45%
effectiveness consultation effectiveness

Product Product VFM doctor

9 Discount 16% 9% Testimonials 30% 43% 42%
effectiveness effectiveness consultation
State-of-the-
Celebrity Variety of Contact Product
10 13% 9% 23% 41% art consul 42%
endorsement treatment number quality equipment
Note: :Brand :Service :Product :Treatment :Consultation
22 © 2016
Source: F2F, MarkPlus Analysis
 In a bigger picture, Miracle brand is perceived as a more premium and brand-driven
aesthetic clinic
BRAND PERCEPTUAL MAP

BRAND

Numerous ads
Attractive package

Celebrity endorsement
‘Customer is a friend’ Value-for-money
Quick service International standard
Trusted brand
Ubiquitous presence Delighted result
MASS Modern technology PREMIUM
Axis 1: 66.3% Strategic location
Popular brand Friendly service Attractive products
Numerous treatments
Numerous promotion Hygienic facility
Experienced doctors
Comfortable ambience

Superior quality

TREATMENT
Axis 2: 13.5%
Perception Attributes Brand
23 © 2016
Sources: F2F, MarkPlus Analysis
Through netnography, we found out that Miracle successfully triggers views, but not
conversation
NETNOGRAPHY – FORUM

Highest Conversation In
Beauty Clinics Category – Female Daily
• Few customer feels it takes a long time • Good reviews on treatment such as
about until they can feel the result (2-4 microdermabrassion, peeling, and
Views : 1525 k months) Views : 549 k facial
Replies: 6 k • There are some complain that their Replies: 1,7 k • Slow progress (2-4 months) especially
skin becoming more sensitive brightening treatmen
• Some mentioned about experiencing
breakout after stop using the product

• Many customers shared their bad • Most customer experienced breakout

experience when they try to stop and redness after stop using cream
Views : 1365 k using Natasha’s product Views : 215 k treatment
Replies: 4,9 k • They feel Natasha’s product is Replies: 0,8 k • Very fast brigthening effect (1 week)
creating dependency, and slowly • Uncertain product safety as there is no
reducing the product usage BPOM license

• Few complains about long queue

• Many customer feels the cream
• Good reviews on IPL and Punch
products they are using are not
treatment
Views : 477 k effective Views : 106 k
• Good result on acne treatment
Replies: 2,4 k • Recurring acne problems often Replies: 0,5 k • Few cases of alergy regarding cream
mentioned
products
• Very slow – no progress at all

• Most customers are satisfied with the

result • Most customers are satisfied with
• First time customer often surprised the product
Views : 579 k Views : 78 k • There are some serious complain
with the pricing
Replies: 2,2 k • Few customer feels the facial Replies: 0,1 k regarding the threadlift
treatment is mediocre compared to treatment
the price

*Ranked by number of replies, and active within the last month **Conversation about Erha falls into the skin care category
24 © 2016
Source: FemaleDaily, MarkPlus Analysis
Despite the consistency in social media presence, Miracle is still left behind Natasha
and Larissa in terms of followers and likers
NETNOGRAPHY – SOCIAL MEDIA

DERMAS- OLIVIA
MIRACLE ERHA NATASHA PROFIRA REJUVIE MAHARIS LARISSA
TER ONG
7021 Lots of 56.902 2.175 2474 2436 435 439 42.978
unofficial
4,4 of 5 account, 4 of 5 4,9 of 5 4,4 of 5 4,7 of 5 4,5 of 5 4,2 of 5
(80 reviews) none (621 reviews) (11 reviews) (42 reviews) (10 reviews) (8 reviews) (439 reviews)
maintained
2456 2574 32,4 K 31 528 58 31 27 K
234 364 Registered, 3 1 1 369
But Empty
Last Update : Profile Last Update : Last Update : Last Update : Last Update : Last Update :
2011 June 2013 Aug 2015 Aug 2015 July 2013 Oct 2015
14,8 K 46,7 K 1,1 K 48,3 K 2,9 K 1,7 K 24,7 K

Private
Account
507 6 36 0 2
242.638 1801 3772 131 Views 3148

25 © 2016
Source: Facebook, Twitter, Instagram, YouTube, MarkPlus Analysis
Based on website analytics, Miracle is regarded superior compared to other aesthetic
clinics in brand & premium category
NETNOGRAPHY – WEBSITE ANALYTICS (BRAND & PREMIUM)

I N D I C ATO R S

How popular is …?

Rank in Indonesia 29,001 N/A N/A N/A

Audience Geography Indonesia N/A N/A N/A

How engaged are visitors to …?

Bounce Rate 32% N/A 56% N/A

Daily Page Views per Visitor 3.10 4.0 1.80 1.90

Daily Time on Site 4:30 N/A 2:27 1:48

miracle, miracle Profira Surabaya, art collagen Rejuvie clinic bali,

clinic, aesthetic profira, aesthetic, Indonesia, accent ultra,
Top Keywords from Search Engine
clinic, miracle-, profira suabaya, website dermalift silhouette, dr vivi,
klinik kecantikan apa peeling oxy indonesia micro needling
Who visits …?

Gender N/A N/A N/A N/A

Education College N/A N/A N/A

Browsing Location Work N/A N/A N/A

26 © 2016
Source: Alexa, MarkPlus Analysis 2016
Miracle is the most visited website compared to other doctor-endorsed aesthetic clinic
NETNOGRAPHY – WEBSITE ANALYTICS (PRODUCT/PERSON & PREMIUM)

I N D I C ATO R S

How popular is …?

Rank in Indonesia 29,001 N/A N/A N/A

Audience Geography Indonesia N/A N/A N/A

How engaged are visitors to …?

Bounce Rate 32% N/A N/A N/A

Daily Page Views per Visitor 3.10 2.0 1.00 1.0

Daily Time on Site 4:30 N/A N/A N/A

miracle, miracle Klinik kecantikan, Madeita,

Maharishi, kevin
clinic, aesthetic rubrik okezone, madeira, dr ita
Top Keywords from Search Engine maharis, maharis
clinic, miracle-, dokter bali, dr made ita
clinic, mahariss
klinik kecantikan kecantikan ubud
Who visits …?

Gender N/A N/A N/A N/A

Education College N/A N/A N/A

Browsing Location Work N/A N/A N/A

27 © 2016
Source: Alexa, MarkPlus Analysis 2016
On the other hand, Miracle website is still lagging behind in terms of daily page views,
time on site, and also bounce rate
NETNOGRAPHY – WEBSITE ANALYTICS (BRAND & MASS)

I N D I C ATO R S

How popular is …?

Rank in Indonesia 29,001 29,365 27,231

Audience Geography Indonesia Indonesia Indonesia

How engaged are visitors to …?

Bounce Rate 32% 28% 25%

Daily Page Views per Visitor 3.10 3.50 7.00

Daily Time on Site 4:30 4:46 4:59

miracle, miracle Erha clinic, erha, Natasha, klinik

clinic, aesthetic erha 21, erha kecantikan, klinik
Top Keywords from Search Engine
clinic, miracle-, clinic bali, kecantikan
klinik kecantikan dermatology Natasha, laser
Who visits …?

Gender N/A Female Female

Education College Graduate School College

Browsing Location Work Work Home

28 © 2016
Source: Alexa, MarkPlus Analysis 2016
Interestingly, Larissa successfully creates online interaction through its own website –
suitable for its target market
NETNOGRAPHY – WEBSITE ANALYTICS (PRODUCT/PERSON & MASS)

I N D I C ATO R S

How popular is …?

Rank in Indonesia 29,001 15,972 N/A

Audience Geography Indonesia Indonesia N/A

How engaged are visitors to …?

Bounce Rate 32% 20% N/A

Daily Page Views per Visitor 3.10 10.00 1.00

Daily Time on Site 4:30 8:27 N/A

miracle, miracle Larissa aesthetic

center, larissa
clinic, aesthetic
Top Keywords from Search Engine jogja, larissa, N/A
clinic, miracle-, larrisa, nomor
klinik kecantikan kontak larissa
Who visits …?

Gender N/A Female N/A

Education College Graduate School N/A

Browsing Location Work Home N/A

29 © 2016
Source: Alexa, MarkPlus Analysis 2016
Earned media has a dominant influence on people’s willingness to visit aestethic clinics
INFLUENCE OF MEDIA

TYPE OF MEDIA THAT INFLUENCES VISIT

n = 501 respondents

Media of Information 20% 20% 60%

PAID MEDIA OWNED MEDIA EARNED MEDIA

1. Billboard 24% 53% 1. Brochure 33% 40% 1. Friend 47% 87%

2. Magazine 17% 53% 2. Social media 32% 59% 2. Family 31% 89%

3. Digital ads 16% 44% 3. Website 30% 70% 3. Net Surfing 15% 55%

4. Newspaper 12% 18% 4. Exhibition 3% 55% 4. Community 5% 76%

5. Banner 12% 62%

6. TV 12% 24%

7. Sponsorship 3% 20%
Brochures, social media and Close cricle is still considered as the
8. Radio 0% 0% websites are equally important main influencer
Internet has become an appealing
paid media Percentage of responses Level of confidence (Top 2 Box)
30 © 2016
Source: MarkPlus Analysis 2016
To sum up all research results about brand, there are 10 key insights below
SUMMARY OF BRAND ANALYSIS

Despite its strong awareness within Miracle’s customer base, Miracle is perceived less appealing
compared to Olivia Ong & Rejuvie

It is harder to maintain appealing factor as the number of branches increase

Customer behavior of asking questions started with their needs first, then followed by questions
about specific clinic brands

Proven experience & word-of-mouth should be adjusted to the profile of customer cycle

Most customers prefer to be accompanied while visiting aesthetic clinic, except HNWI segments

Every city has its own visit behavior characteristics

Customers who once visited Miracle are reluctant to go back to Natasha & Erha

Majority of customers are unwilling to advocate as offerings of aesthetic clinics are perceived high risk

The hygiene factor of aesthetic clinic is the treatment, though service & brand play supportive roles

Miracle brand is perceived as more premium and brand-driven aesthetic clinic

31 © 2016
Sources: F2F, Observation, IDI, Netnography, MarkPlus Analysis
 REPORT CONTENT

P RO J E C T U P DAT E

B R A N D A N A LYS I S

S E R V I C E A N A LYS I S

S T R AT E G I C D I R E C T I O N

32 © 2016
Service in aesthetic clinic will be analyzed based on three main aspects: physical
evidence, process, and people
SERVICE ASPECTS

The 3 aspects reflect the service values of each aesthetic clinic’s brand

PHYSICAL EVIDENCE

SERVICE

PEOPLE PROCESS
33 © 2016
Source: MarkPlus Analysis
For brand-driven & premium aesthetic clinics, information search and finishing steps
are important where Miracle still lacks in those points
CUSTOMER SATISFACTION LEVEL – SERVICE FLOW

#3 #2 #2 #3 #4 #3 #3 #3

1. Information Search 2. Booking 3. Registration 4. Waiting 5. Treatment 6. Payment 7. Product Purchase 8. Finish
5.5

MEAN SCORE

vs 5.0 4,95
4,84
4,78

4.5 4,46

4.0

3.5

3.0

2.5

2.0

34 © 2016
Sources: F2F, MarkPlus Analysis
Miracle is deemed highly competitive compared to doctor-endorsed aesthetic clinics
CUSTOMER SATISFACTION LEVEL – SERVICE FLOW

#1 #2 #2 #2 #2 #2 #2 #2

1. Information Search 2. Booking 3. Registration 4. Waiting 5. Treatment 6. Payment 7. Product Purchase 8. Finish
5.5

MEAN SCORE

vs 5.0
4,78
4,68
4.5
4,41

4.0

3.5

3.0

2.5

2.0

35 © 2016
Sources: F2F, MarkPlus Analysis
Compared to brand-driven and mass aesthetic clinics, Miracle is leading in most
aspects, except information search
CUSTOMER SATISFACTION LEVEL – SERVICE FLOW

#3 #1 #1 #1 #1 #1 #1 #1

1. Information Search 2. Booking 3. Registration 4. Waiting 5. Treatment 6. Payment 7. Product Purchase 8. Finish
5.5

MEAN SCORE

vs 5.0
4,78

4.5 4,51

4,30

4.0

3.5

3.0

2.5

2.0

36 © 2016
Sources: F2F, MarkPlus Analysis
Similar to above, Miracle is superior in the product/person & mass category
CUSTOMER SATISFACTION LEVEL – SERVICE FLOW

#2 #1 #1 #1 #1 #1 #1 #1

1. Information Search 2. Booking 3. Registration 4. Waiting 5. Treatment 6. Payment 7. Product Purchase 8. Finish
5.5

MEAN SCORE

vs 5.0
4,78

4.5

4,23
4.0
3,75

3.5

3.0

2.5

2.0

37 © 2016
Sources: F2F, MarkPlus Analysis
Overall, Miracle has high scores in the customer satisfaction level, especially for process
elements, whereas physical evidence and people are improvement opportunities
CUSTOMER SATISFACTION LEVEL – 3P ASPECTS

PHYSICAL PROCESS PEOPLE

EVIDENCE
5.23 5.23
5.20
5.17 5.15
5.09 5.13
5.08
5.08
5.00 5.04
4.92
4.82
4.73

4.69 4.62
4.64
4.60
Average 4.52 4.54
4.52
4.51
4.43
4.40 4.35
4.27
4.21 4.17
4.15
4.03 4.09
4.00

3.78
According to IDI with Miracle team, Process is the
key frustration point in terms of service
38 © 2016
Sources: F2F, MarkPlus Analysis
Euroskinlab scores highest CSI for having high-technology usage in customers’ mind,
whereas Miracle satisfies its customers for having clean room & complete facilities
CUSTOMER SATISFACTION LEVEL – PHYSICAL EVIDENCE

COMFORTABLE ROOM & HIGH-TECH EQUIPMENTS

CSI Score of Physical Evidence

Euroskinlab
n = 501 respondents

Euroskinlab 5.20
Profira 5.08
Maharis Clinic 5.00
#4 Miracle 4.82 CLEAN & COMFORTABLE ROOM WITH COMPLETE FACILITIES
Dermaster 4.71
Olivia Ong 4.64

Miracle
SEC 4.55
Erha 4.43
dr. Arthur Skin… 4.35
Natasha 4.21
OUTDATED TECHNOLOGY & UNCOMFORTABLE FACILITIES
Rejuvie 4.15
LBC 4.00
Larissa

Larissa 3.78

39 © 2016
Sources: F2F, MarkPlus Analysis
Rejuvie scores highest CSI for its fast waiting and treatment process, whereas Miracle
satisfies its customers for its easy process
CUSTOMER SATISFACTION LEVEL – PROCESS

FAST WAITING & TREATMENT PROCESS

CSI Score of Process

Euroskinlab
n = 501 respondents

Rejuvie 5.23
Euroskinlab 5.17
Maharis Clinic 5.09
#4 Miracle 5.08 EASY PROCESS
Profira 5.04
Arthur Skin Care 4.96

Miracle
Dermaster 4.85
SEC 4.70
Olivia Ong 4.69
Erha 4.54
LONG WAITING PROCESS
Natasha 4.40
LBC 4.17
Larissa

Larissa 4.03

40 © 2016
Sources: F2F, MarkPlus Analysis
Euroskinlab scores highest CSI for its professional doctors and frontliners, whereas
Miracle satisfies its customers for its knowledgeable therapists and doctors
CUSTOMER SATISFACTION LEVEL – PEOPLE

PROFESSIONAL DOCTORS & FRONTLINERS

CSI Score of People

Euroskinlab
n = 501 respondents

Euroskinlab 5.20
Maharis Clinic 5.13
Profira 5.08
#4 Miracle 4.92 KNOWLEDGEABLE THERAPISTS & DOCTORS
SEC 4.70
Olivia Ong 4.60

Miracle
Dermaster 4.55
Erha 4.52
Rejuvie 4.51
Natasha 4.35
AVERAGE FRONTLINER SERVICE INTERACTION
LBC 4.27
Arthur Skin Care 4.25
Larissa

Larissa 4.09

41 © 2016
Sources: F2F, MarkPlus Analysis
Clean and comfortable physical evidence for aesthetic clinics have become
mainstream, while spacious, new look and modern facilities can be differentiators
PHYSICAL EVIDENCE IMPRESSION

Clean Spacious New Look Modern Facilities Comfortable

#1 Miracle
100% Profira
Skin’s Essential Maharis Clinic
Maharis Clinic Maharis Clinic Natasha
Olivia Ong Erha Most Correlated
95% Erha
Profira Olivia Ong
Natasha #3 Miracle Profira Clean facilities
Maharis Clinic #6 Miracle
Skin’s Essential
90% Olivia Ong Skin’s Essential
Profira Least Correlated
Erha Erha
Olivia Ong New physical building look
85% Profira Natasha
#3 Miracle & spacious room
Dermaster Skin’s Essential Skin’s Essential
Dermaster Dermaster
80% Natasha Improvement
Dermaster
Maharis Clinic Miracle’s customers
Natasha
75% wish for more
Erha
comfortable and new
#8 Miracle
Olivia Ong impression facilities.
70%

65%

60%

55% Dermaster
42 © 2016
Sources: F2F, MarkPlus Analysis
Miracle should improve its service speed and process structure, while maintaining
other elements
SERVICE PROCESS IMPRESSION

Fast Easy Standard Consistent High Quality Structured

100% Natasha Profira Natasha

Natasha Natasha
#2 Miracle Erha
Profira Skin’s Essential
Skin’s Essential Maharis Clinic Most Correlated
Erha Olivia Ong
95% Natasha Erha Profira
#5 Miracle Maharis Clinic Olivia Ong Erha Easy process
Dermaster #3 Miracle Dermaster Maharis Clinic
Erha
90% Maharis Clinic Dermaster #7 Miracle Profira
Dermaster #5 Miracle Least Correlated
Maharis Clinic Maharis Clinic
#4 Miracle Skin’s Essential
Profira Olivia Ong Fast process
85% Natasha
Erha Olivia Ong Profira
Skin’s Essential Skin’s Essential Skin’s Essential Dermaster Improvement
80%
Miracle’s customers
wish for faster & more
Olivia Ong Olivia Ong
75% structured service
Dermaster process
70%

65%

60%

55%
43 © 2016
Sources: F2F, MarkPlus Analysis
Being responsive and giving solutions are opportunities for Miracle to deliver ‘WOW’
experience
SERVICE PEOPLE IMPRESSION

Knowledgeable Friendly Experienced Responsive Polite Giving Solution

Natasha
100% Skin’s Essential Skin’s Essential
Maharis Clinic #3 Miracle
Natasha #2 Miracle Maharis Clinic
Maharis Clinic Profira
Natasha Erha
95% Erha Maharis Clinic Erha Natasha Most Correlated
#4 Miracle Profira Profira Maharis Clinic
Profira #5 Miracle Erha Polite & friendly people
Olivia Ong Natasha
Olivia Ong Dermaster Skin’s Essential Dermaster Dermaster #3 Miracle
90% Natasha
Olivia Ong Olivia Ong Erha Profira Least Correlated
Skin’s Essential #4 Miracle Erha
Dermaster Responsive people
85% Profira Olivia Ong
Maharis Clinic
Skin’s Essential Dermaster Improvement
80%
Olivia Ong Skin’s Essential Miracle must deliver
extraordinary service to
75% answer responsiveness
& truly answering
customers’ poblem
70%
Dermaster

65%

60%

55%
44 © 2016
Sources: F2F, MarkPlus Analysis
To sum up all research results about service, there are 7 key insights below
SUMMARY OF SERVICE ANALYSIS

For brand-driven & premium aesthetic clinics, information search and finishing steps are important
where Miracle still lacks in those points

Miracle is deemed highly competitive compared to doctor-endorsed aesthetic clinics

Compared to mass aesthetic clinics – both product/person & brand-driven, Miracle is leading in all
aspects, except for information search

Overall, Miracle scores high customer satisfaction level, especially for process elements, whereas
physical evidence and people are improvement opportunities

Clean and comfortable physical evidence for aesthetic clinics have become mainstream, while
spacious, new look and modern facilities can be the differentiators

Miracle should improve its service speed and process structure, while maintaining other elements

Being responsive and giving solutions are opportunities for Miracle to deliver ‘WOW’ experience

45 © 2016
Sources: F2F, Observation, IDI, Netnography, MarkPlus Analysis
 REPORT CONTENT

P RO J E C T U P DAT E

B R A N D A N A LYS I S

S E R V I C E A N A LYS I S

S T R AT E G I C D I R E C T I O N

46 © 2016
There are 4 different segments of customers in aesthetic clinics
SEGMENTATION – PSYCHOGRAPHICS PROFILE

DESIRES

• I found discount & promotion is very • I go to beauty clinics to increase my

interesting self-esteem
• Celebrity endorsement gives more • For me, beauty treatment is a long-
credibility term investment
• Proximity is important for me • I prefer to choose beauty clinics which
• I go to the beauty clinic for important use natural materials
events • Complete series of treatments is
• Going to beauty clinics means important for me
BEAUTY BEAUTY
following lifestyle trend • I tend to choose beauty clinics which
ADMIRER ENTHUSIAST
• I am willing to take bundling package are established by beauty experts
even though I have to do upfront
41.2% payment 22.6%
LESS KNOWLEDGABLE MORE KNOWLEDGABLE
• I go to a beauty clinic because of the • I only choose reputable beauty clinic
recommendation from my friends and • Doctor reputation is important for me
family • I believe that higher price means
• The most important reason for me to higher quality
choose a beauty clinic is proven • I prefer beauty clinics with newest
results technologies
• I go to beauty clinic because I have to
cure my skin problem
BEAUTY BEAUTY
• Before selecting a beauty clinic, I will
SEEKER SPECIALIST
compare one to another
• I tend to be loyal with one beauty
20.1% clinic 16.1%

47
ANXIETIES © 2016
Sources: F2F, MarkPlus Analysis
There are 4 different segments of customers in aesthetic clinics
SEGMENTATION – DEMOGRAPHIC PROFILE

DESIRES

AGE (IN %) AGE (IN %)

40 40 36 34
18 17
3 4

20 - 30 y.o 31 - 40 y.o 41 - 50 y.o 51 - 60 y.o 20 - 30 y.o 31 - 40 y.o 41 - 50 y.o 51 - 60 y.o

SPENDING/MONTH (IN %) MARITAL STATUS (IN %) SPENDING/MONTH (IN %) MARITAL STATUS (IN %)

BEAUTY >30 mil BEAUTY

>30 mil Single
4%
ADMIRER 4% 21% ENTHUSIAST
8 - 29.9 mil 8 - 29.9 mil 5 - 7.9 mil. Single Married
34% 5 - 7.9 mil. Married 26% 34%
41.2% 62%
70% 66% 22.6%
79%
LESS KNOWLEDGABLE MORE KNOWLEDGABLE
AGE (IN %) AGE (IN %)
36 36
22 49
7 31 14 6

20 - 30 y.o 31 - 40 y.o 41 - 50 y.o 51 - 60 y.o 20 - 30 y.o 31 - 40 y.o 41 - 50 y.o 51 - 60 y.o

SPENDING/MONTH (IN %) MARITAL STATUS (IN %) SPENDING/MONTH (IN %) MARITAL STATUS (IN %)
Single >30 mil
BEAUTY >30 mil 25% 6% BEAUTY
SEEKER 6% SPECIALIST
5 - 7.9 mil. Single
8 - 29.9 mil 5 - 7.9 mil. Married
51% 42%
8 - 29.9 mil 35% 59% 58%
20.1% Married 16.1%
43%
75%

48
ANXIETIES © 2016
Sources: F2F, MarkPlus Analysis
There are 4 different segments of customers in aesthetic clinics
SEGMENTATION – BEHAVIORAL PROFILE
DESIRES
• Miracle Association: Treatment &
Location
• Sources of Media: Friends 89.8%,
Family 59.2%, Browsing 34.0%, Social
Media 29.6%, Website 26.2%
• Visit Consideration Factors: Result
65.5%, Staff service quality 64.1%,
Treatment quality 62.1%
BEAUTY • Decision Making Factors: Promotion &
ADMIRER Discount
• Spending per Visit: 500,000 – 999,000
• Visit Companion: Accompanied
41.2%
LESS KNOWLEDGABLE
• Miracle Association: Location & Logo
• Sources of Media: Friends 86.1%, Family
42.6%, Billboard 32.7%, Magazine
26.7%, Brochure 25.7%
• Visit Consideration Factors: Result
72.3%, Treatment quality 55.4%, Brand
reputation 45.5%
• Decision Making Factors: Friends
BEAUTY Recommendation
SEEKER • Spending per Visit: 500,000 – 999,000
• Visit Companion: Alone
20.1%
49
ANXIETIES
Sources: F2F, MarkPlus Analysis
• Miracle Association: Location & Logo
• Sources of Media: Friends 89.4%,
Family 49.6%, Browsing 27.4%,
Brochure 21.2%, Billboard 18.6%
• Visit Consideration Factors: Treatment
quality 71.7%, Value-for-money 56.6%,
Doctor consultation 54.9%
• Decision Making Factors: Family
Experience & Testimonials BEAUTY
• Spending per Visit: 500,000 – 999,000 ENTHUSIAST
• Visit Companion: Accompanied
22.6%
MORE KNOWLEDGABLE
• Miracle Association: Building design &
Location
• Sources of Media: Friends 87.7%, Family
53.1%, Browsing 30.9%, Social Media
27.7%, Billboard 21.0%
• Visit Consideration Factors: Treatment
quality 72.8%, Doctor consultation
67.9%, Staff service quality 65.4%
• Decision Making Factors: Online Forum BEAUTY
& Community SPECIALIST
• Spending per Visit: 1,000,000 –
2,999,000
• Visit Companion: Alone 16.1%
© 2016
 Through mapping those 4 segments in the perceptual map, we found out that Miracle
has 2 alternatives of strategic directions
BRAND PERCEPTUAL MAP

BRAND

BEAUTY BEAUTY
A D M I RNumerous
ER ads ENTHUSIAST
Attractive package

Celebrity endorsement
‘Customer is a friend’ Value-for-money
MORE MASS Quick service International standard
B Trusted brand
Delighted result
Ubiquitous presence Modern technology
MASS PREMIUM
Axis 1: 66.3% Strategic location
Popular brand Friendly service Attractive products
Numerous treatments
Numerous promotion Hygienic facility
MORE PERSONAL A Experienced doctors
Comfortable ambience

Superior quality

BEAUTY BEAUTY
SEEKER SPECIALIST
TREATMENT
Axis 2: 13.5%
Perception Attributes Brand
50 © 2016
Sources: F2F, MarkPlus Analysis
Those two strategic alternatives have different targets, focus and key touch points
SERVICE VALUES

A B
Miracle to become a more Miracle to become a more
SERVICE VALUES
personal aesthetic clinic mass aesthetic clinic

Segment: Segment:
• Beauty Specialist (16.1%) PERSONAL STRUCTURED • Beauty Admirer (41.2%)

Focus: Focus:
• People • Process
• Physical Evidence PAMPERING STANDARD
• Physical Evidence

Key Touch Points: Key Touch Points:

• Booking • Information Search
• Waiting • Registration
• Treatment PRESTIGIOUS STYLISH • Payment
• Product Purchase

HYGIENE FACTOR
WOW FACTOR
51 © 2016
Sources: F2F, MarkPlus Analysis
Workshop will discuss service values of Miracle based on values & key attributes
considering the strategic positioning decision
SERVICE VALUES LADDERING WORKSHOP TOOLS

POSITIONING
A
DECISION

VALUES Prestigious Pampering Personal

EMOTIONAL
EB 1 EB 2 EB 3
BENEFITS*

FUNCTIONAL
FB 1 FB 2 FB 3
BENEFITS*

Well- High High-Tech

KEY Premium Excellent
Quality
Comfort-
Equip-
Numerous Proven
known
ATTRIBUTES Price Service able Clinic Branches Results
Brand Product ment

*Note: Will be defined during workshop

52 © 2016
Source: MarkPlus Analysis 2015
MarkPlus will help Miracle Aesthetic Clinic to design WOW Factors in high impact
customer touch points
SERVICES VALUES & CRITICAL TOUCH POINTS NEXT STEP STRATEGY

SERVICE
FLOW
Information Product
Booking Registration Waiting Treatment Payment Finish
Search Purchase

BEAUTY BEAUTY BEAUTY BEAUTY BEAUTY BEAUTY BEAUTY

Segment ADMIRER SPECIALIST ADMIRER SPECIALIST SPECIALIST ADMIRER SPECIALIST

PHYSICAL Variant of Adequate

Room High quality
EVIDENCE Website Hi-Tech payment parking
cleaness packaging
method facility

Employee’s Standardize
PROCESS Short waiting time
efficiency procedure

Professional Employee’s Employee’s

PEOPLE Employee’s courtesy
care efficiency helpfulness

WOW Improve- Member-

Interactive Friendly Digital Personali- Delivery Valet
ment ship
FACTOR webstie reminder registration zed service service service
record privilage
53 © 2016
Source: MarkPlus Analysis 2015
 APPENDICES

54 © 2016
Since customers often search information through website, website must be designed
appealingly & completed with clear information they need
DIFFERENTIATION – APPEALING WEBSITE

CO M P L E T E & C L E A R INF O R M AT I O N A P P E A L I N G D E S I G N

55 © 2016
Doctor could be the main appealing factor to differentiate from other competitors
DIFFERENTIATION – DOCTOR-ENDORSED

Consistently using this positioning, they are gaining trust from customers as a suitable
solution for clinical and medical beauty problem

56 © 2016
Source: MarkPlus Analysis 2016
Celebrity endorsement is regarded attractive for those who are passionate about
beauty
DIFFERENTIATION – CELEBRITY ENDORSEMENT

57 © 2016
Transparency of information could become a deciding factor in selecting aesthetic clinic
brands
DIFFERENTIATION – FEES TRANSPARENCY

On Website

At the Registration

New & non-routine customers prefer transparent information about how much they
pay and how much they get. The provided information helps customers to decide they
treatment package they would like to have at one time.

58 © 2016
Source: MarkPlus Analysis 2016
Different clinics also position themselves for mass by highlighting variety of offerings
DIFFERENTIATION – PROMOTION, STANDARD & FLEXIBILITY

Many seasonal promotion offerings

Standard service to serve mass

Package
customers
flexibility (Uniform, color code, interior building, etc.)

Promotion is an appealing strategy to deliver WOW experience, either for existing and
new customers. Profira is flexibly offer affordable partial treatment. Erha & Natasha
focus on service standard & rarely serve beyond expectation.

59 © 2016
Source: MarkPlus Analysis 2016
60 © 2016