HOAN MY REBRANDING

BRIEFING
 Table of Content

• Hoan My brief history

• Current situation
• Current issue
• Solution
• SOW, Timeline
• Budget
Hoan My History – At a glance
 Current Situation
• Hoan My Medical Corporation (HMC) is the largest private
healthcare provider in Vietnam having 15 hospitals and 8
clinics, most of which were obtained through M&A
• These hospitals and clinics are located in HCMC, Dong Nai,
Binh Duong, Binh Phuoc, Can Tho, Ca Mau, Dalat, Danang,
and Vinh serving affluent segment (Hanh Phuc), middle
class segment (HMSG, HMDL, HMDN, HMCL…) and low income
segment (HMVP, HMBD, HMBP…)
• HMC continues to expand its network across Vietnam
• HMC is now focusing on consolidating its business in
all aspects including branding.
 Current Issues
After a period of aggressive
expansion through M&A, Hoan My
brand has faced some unfavorable
impacts:
• Unclear brand positioning, value
proposition, brand strategy
• Unable to fully leverage positive
influence of Hoan My (parent)
brand with current branding
model
• Inconsistent branding execution
leading to inconsistent brand image
and experience
• Unsupportive to future business
expansion
SOLUTIONS
 Hoan My House
Hoan My rebrand must be aligned with Hoan My House

Vision To become the national healthcare champion

in Vietnam, inspiring the hope and
confidence of all Vietnamese people

To be the guiding light in healthcare, enhancing lives, sustaining families and advancing the
Purpose prosperity of Vietnam

To advance the health and well-being of all Vietnamese through patient centricity, serving
Mission them with excellence, integrity and innovation

Core
values

Patient Centricity Accountability Team work Innovation Integrity Excellence

 Hoan My Rebrand Model
Why this model?
• Aligned with the brand and customer segments stated in the agreed market
place model
• Each hospital can target a proper segment with proper brand strategy
within its respective sub-brand regardless its location
• Eliminate the disadvantage of current naming practice, which has created
many Hoan My brand names based on individual hospital locations
• Hospitals can benefit from the association with the parent brand and from
the strength of other while lowering impact from negative spillover
Hoan My
(parent brand)

General General
Specialty
Hospitals – Hospitals –
Hospitals
Segment 1 Segment 2
Hoan My Hoan My Hoan My
 Hoan My Rebrand Model
How does it work?
• “Hoan My” brand name maintains the same. It is open for new creative
expression to be consistent with the new proposition (current: Tận tâm chăm
sóc)
• Aphrase will be added along side with “Hoan My” to define the intended
positioning of the related hospital or category
• All hospitals serving the same target segment will have the same
brand name regardless their locations
• As such, there will be 3 brand name classifications for the current
hospitals in Hoan My network as seen in the next slide:
• Hanh Phuc hospital is an exception, which will keep its current brand
name unchanged as it has been perceived as a premium brand
among the affluent segment
Scope of work, timeline, and budget
1. Brand strategy
2. Brand positioning
3. Brand architecture
4. Brand messaging – brand narrative
5. Tagline
6. Brand elements and identity
7. Marketing Activities
8. Big idea – advertising campaign idea and manifesto

Budget: 8 billion VND (VAT excluded)

THANK YOU
YOU