# BRIEF KHACH HANG — PHONG KHAM THAM MY / AESTHETIC CLINIC

> **Variant chuyen biet cho:** Phong kham tham my y khoa, Trung tam cham soc da y khoa, Phong kham laser, Phong kham nha khoa tham my, Tham my vien co bac si, HIFU/RF/Coolsculpting center, Hair transplant clinic.
>
> **Khac voi `01-spa-beauty.md`:** Aesthetic Clinic co BAC SI dieu hanh, thuc hien thu thuat y khoa (laser, tiem filler, botox, cat mi, nang mui...) — phap ly va compliance KHAC BIET HOAN TOAN.
>
> ⚠️ **CANH BAO COMPLIANCE NGHIEM TRONG NHAT**: Tham my y te la nganh BI KIEM SOAT KENH NHAT tai VN. Meta/Google CO THE TU CHOI tat ca quang cao. Tuyet doi can co doi ngu legal review TRUOC KHI LAUNCH. Phat nang neu quang cao sai.

---

## HUONG DAN
- Thoi gian: **40-50 phut**
- Gui kem: giay phep hoat dong phong kham, chung chi bac si (chuyên khoa Tham my), hinh case study (co su dong y bang van ban cua khach)
- **Bat buoc: Luat su hoac chuyen gia phap ly review noi dung truoc khi launch**

---

## PHAN A — PHONG KHAM

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten phong kham | |
| Tagline | |
| Loai hinh | □ Tham my y khoa toan dien □ Cham soc da y khoa □ Laser clinic □ Nha khoa tham my □ Hair clinic □ Body contouring □ Khac |
| Dia chi | |
| So co so | |
| Nam thanh lap | |
| Bac si truong mon | |
| Web | |
| Fanpage | |
| Instagram | |
| TikTok | |

### A2. Doi ngu y te
| Vi tri | Ho ten | Bang cap | Chuyen khoa | Nam KN |
|--------|--------|---------|------------|--------|
| Bac si Giam doc | | | | |
| Bac si Tham my | | | | |
| Bac si Da lieu | | | | |
| Bac si Gay me | | | | |
| Dieu duong truong | | | | |

### A3. Cau chuyen phong kham
> *Vi sao mo phong kham? Triet ly cua bac si la gi? Dieu gi tao nen van hoa cua phong kham?*

```
[Dien]
```

### A4. Cam ket y te
| Cam ket | Mo ta |
|---------|-------|
| Bac si truc tiep thuc hien | □ Tat ca thu thuat □ Chi thu thuat phuc tap |
| Cong nghe / Thiet bi | (Hang chinh hang, xuat xu...) |
| Thuoc/Chat lieu | (Nguon goc, han su dung) |
| Tu van mien phi | □ Co □ Khong |
| Kiem tra sau lieu trinh | |
| Cam ket ket qua | (Cu the hoac khong cam ket) |

---

## PHAN B — DICH VU

### B1. Phan khuc
- [ ] Pho thong (dich vu 500K-2tr)
- [ ] Trung cap (2-10tr)
- [ ] Cao cap (10-30tr)
- [ ] Premium (30tr+)

### B2. Danh muc dich vu
| Nhom dich vu | Dich vu cu the | Gia tu | Cong nghe | Chu luc? |
|------------|--------------|--------|----------|---------|
| Da (Laser, RF...) | | | | |
| Tiem (Filler, Botox...) | | | | |
| Phau thuat tham my | | | | |
| Nang co (HIFU, Thread...) | | | | |
| Tham my nha | | | | |
| Giam beo (Body) | | | | |
| Toc (Cay toc) | | | | |
| Khac | | | | |

### B3. Top dich vu ban chay
| STT | Dich vu | Gia | So luot/thang | Ket qua dien hinh |
|----|---------|-----|--------------|-----------------|
| 1 | | | | |
| 2 | | | | |
| 3 | | | | |
| 4 | | | | |
| 5 | | | | |

### B4. Cong nghe dac biet
| Cong nghe / May | Xuat xu | Chung chi FDA/CE? | Dac diem |
|----------------|--------|-----------------|---------|
| | | □ Co □ Khong | |
| | | □ Co □ Khong | |
| | | □ Co □ Khong | |

### B5. Giay phep & Credentials
- [ ] **Giay phep hoat dong phong kham** (So Y te cap) — BAT BUOC
- [ ] **Chung chi hanh nghe cua tung bac si** — BAT BUOC
- [ ] **Phep su dung thiet bi laser y te** — BAT BUOC (neu co laser)
- [ ] **Phep su dung chat lieu ngoai nhap** — BAT BUOC
- [ ] Chung chi quoc te (ISAPS, ASOPRS...)
- [ ] FDA/CE cua thiet bi
- [ ] Bao hiem y te / y khoa
- [ ] Khac: ............

### B6. USP
1. ............................
2. ............................
3. ............................

---

## PHAN C — KHACH HANG

### C1. Doi tuong (chon 2)
- [ ] **Nu 22-35 lam dep hang ngay** (cham soc da, giam mun, sang da)
- [ ] **Nu 35-50 chong lao hoa** (nang co, xoa nep nhan, cai thien nut chay)
- [ ] **Nu 25-40 tham my nhan tao** (cat mi, nang mui, tiem moi)
- [ ] **Nam cham soc ban than** (dang tang, cay toc, da mat)
- [ ] **Nguoi co van de cu the** (seo, tham, mun nan...)
- [ ] **Khach VIP / Doanh nhan** (tham my cao cap, can kin dao)
- [ ] **Khach truoc/sau su kien** (cuoi hoi, hoi hop quan trong)

### C2. Pain point chinh
- [ ] Mun viem, mun nan, da nhay cam
- [ ] Tham mun, lan da khong deu
- [ ] Nep nhan, chay xe
- [ ] Da chay, mat do bong
- [ ] Manh mao, lo chan long to
- [ ] Mui thap, mi xieu, moi mong
- [ ] Bung mo, dui to
- [ ] Toc hoa, toc mong
- [ ] Rang hua, rang su
- [ ] Khac: ............

### C3. Thu nhap
- [ ] 15-30tr
- [ ] 30-60tr
- [ ] 60-100tr
- [ ] 100tr+

### C4. Tam ly truoc khi den phong kham tham my
> *Insight: Khach rat so rui ro, can nhieu reassurance truoc khi doi ghe.*

- [ ] **Lo so** — so dau, so bien dang, so rui ro
- [ ] **Xau ho** — khong muon nguoi quen biet
- [ ] **Nghi ngo** — biet co nhieu noi lan, so bi lua
- [ ] **Cao vong** — ky vong cao, can quan ly truoc
- [ ] **Quyet tam** — da chuan bi ky, chi can tim noi phu hop

### C5. Persona
> *VD: "Chi Thao, 37 tuoi, giam doc thuong mai, co 2 con, da bat dau xuat hien nep nhan va chay xe quanh mat, den phong kham vi ban gioi thieu, tham kham 3 noi truoc khi chon, so nhat bac si thieu kinh nghiem, ngan sach 15-30tr/nam cho tham my..."*

```
[Dien]
```

### C6. Hanh trinh (rat phuc tap va dai — 1-6 thang)
| Buoc | Thoi gian | Khach lam gi |
|------|-----------|-------------|
| 1. Nhan ra van de | | (Nhin guong, thay anh cu) |
| 2. Tim hieu | 1-3 thang | (Google, hoi ban be, xem review) |
| 3. Shortlist | | (3-5 phong kham) |
| 4. Tu van mien phi | | (Dat hen, gap bac si, hoi gia) |
| 5. Suy nghi | 1-4 tuan | (Lo lang, hoi them ban be) |
| 6. Quyet dinh | | |
| 7. Thu thuat | | |
| 8. Hau phau / Phuc hoi | | |
| 9. Ket qua | | |
| 10. Review / Recommend | | (Nhieu nhat trong nganh) |

---

## PHAN D — CANH TRANH

### D1. Doi thu truc tiep (cung thu thuat, cung khu vuc)
| Phong kham | Chuyen mon | Gia | Diem manh | Diem yeu |
|-----------|-----------|-----|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Phong kham lon / Tap doan
| Phong kham | Anh huong | Khac biet cua minh |
|-----------|----------|-------------------|
| | | |
| | | |

### D3. Muon duoc nho den nhu the nao?
> *VD: "Phong kham tham my y khoa uy tin nhat Hue" / "Chuyen gia cay toc tu nhien hang dau HCM"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Medical authority** (bac si gioi, cong nghe cao)
- [ ] **Natural results** (ket qua tu nhien, khong lo lo)
- [ ] **Safe first** (an toan tren het, khong tham lam)
- [ ] **Premium / Discreet** (bao mat tuyet doi, khach VIP)
- [ ] **Affordable quality** (gia tot, uy tin)
- [ ] **Specialist** (chi 1 dich vu, lam rat chuyen sau)

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Khai truong phong kham moi
- [ ] Ra mat cong nghe moi
- [ ] Push dich vu chu luc
- [ ] Tang cuoc hen theo tuong
- [ ] Build authority cua bac si
- [ ] Mo rong co so / chi nhanh

### E2. KPI thang
| Chi so | Muc tieu |
|--------|----------|
| So cuoc hen (booking) | ............ /thang |
| So don hang thuc hien | ............ |
| AOV (gia tri thu thuat trung binh) | ............ |
| Doanh thu thang | ............ trieu |
| Ty le tu van → dat hen | ............ % |
| Ty le khach quay lai (lieu trinh) | ............ % |
| Review 5 sao | ............ /thang |

### E3. Mua peak
- [ ] Truoc Tet (10-12) — dep don xuan
- [ ] Sau Tet (2-3) — lam dep mua xuan
- [ ] He (4-6) — giam beo, da truoc mua tam
- [ ] 8/3, 20/10

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 20tr/thang
- [ ] 20-60tr/thang
- [ ] 60-200tr/thang
- [ ] Tren 200tr/thang

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Facebook/Instagram Ads (kho — can compliance) | |
| Google Search Ads | |
| TikTok Ads (cam tham my) | |
| KOL tham my / bac si | |
| SEO / Content y te | |
| Email / Zalo nurture | |
| Event (Ngay tu van mien phi, Gala) | |
| PR / Bao chi y te | |

*Luu y: Ngan sach tham my phai tinh ca chi phi compliance (legal review, landing page dat kieu an toan)*

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Launch | |
| Peak truoc Tet | |
| Gala / Event tu van | |
| Cong nghe moi ra mat | |

---

## PHAN G — NGUON LUC

### G1. Marketing team
| Vi tri | Co? |
|--------|-----|
| Ads (co kinh nghiem y te) | □ Co □ Khong |
| Content y te | □ Co □ Khong |
| Designer | □ Co □ Khong |
| Videographer (chup ca lam) | □ Co □ Khong |
| PR / Media y te | □ Co □ Khong |

### G2. Assets san co
| Asset | Co? |
|-------|-----|
| Hinh phong kham chuyen nghiep | □ Co □ Khong |
| Video thu thuat (co dong y khach) | □ Co □ Khong |
| Before/After (hop le, co chu ky khach) | □ Co □ Khong |
| Bac si profile chuyen nghiep | □ Co □ Khong |
| Testimonial video (co dong y) | □ Co □ Khong |

### G3. Bac si co lam content?
> *Bac si lam noi dung giao duc = thu hut khach tin tuong NHANH NHAT trong nganh tham my.*

- [ ] Co — bac si san sang quay video giao duc
- [ ] Co — co bac si goi Y / Duoc noi tieng hop tac
- [ ] Khong — chi dung hinh phong kham va KOL

---

## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Metric |
|------|-----|------|--------|
| Facebook | □ Co □ Chua | | |
| Instagram | □ Co □ Chua | | |
| TikTok | □ Co □ Chua | | |
| YouTube | □ Co □ Chua | | |
| Web chinh | □ Co □ Chua | | |
| Google Business | □ Co □ Chua | | rating: |
| Zalo OA | □ Co □ Chua | | |

### H2. Web
- [ ] Co web chuyen nghiep + dat hen online
- [ ] Co web nhung khong co dat hen truc tuyen
- [ ] Chua co

### H3. Database
- Benh nhan cu: ............
- Email/Zalo: ............
- Khach dang lieu trinh: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Medical Authority** (khoa hoc, tin tuong)
- [ ] **Warm / Empathetic** (hieu va dong hanh)
- [ ] **Premium / Discreet** (kin dao, cao cap)
- [ ] **Educational** (giao duc, giai thich)
- [ ] **Transformation / Confidence** (tu tin sau lieu trinh)

### I2. Brand cam hung
| Phong kham | Ly do |
|-----------|-------|
| | |
| | |

### I3. KHONG duoc lam — COMPLIANCE Y TE (CAO NHAT)
- [ ] **TUYET DOI KHONG noi "chua benh", "tri dut diem"** — chi "can thien", "ho tro"
- [ ] **Khong cam ket ket qua cu the** ("mui cao 5mm sau 1 lan")
- [ ] **Khong dung before/after khong co chu ky khach hang**
- [ ] **Khong dung anh khach chua xin phep bang van ban**
- [ ] **Khong fake bac si** — phai la bac si that, co chung chi
- [ ] **Khong quang cao thu thuat y khoa khong co giay phep**
- [ ] **Meta / TikTok co the TU CHOI** quang cao tham my — can approved content
- [ ] **Khong so sanh voi phong kham khac**
- [ ] **Khong noi "100% an toan"** — thu thuat nao cung co rui ro

### I4. Compliance check truoc launch
- [ ] Giay phep phong kham va bac si day du
- [ ] Tat ca noi dung review boi luat su y te
- [ ] Before/After co chu ky khach hang
- [ ] Testimonial co xac nhan bang van ban
- [ ] Landing page tuan thu quy dinh Bo Y te ve quang cao y te

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan + Compliance Framework
- [ ] Content strategy (edu-first, trust-building)
- [ ] SEO strategy (medical keywords)
- [ ] Lead nurture strategy (dai vi chu ky quyet dinh dai)

### J2. Creative
- [ ] Photoshoot phong kham (50+ hinh)
- [ ] Video gioi thieu phong kham + bac si (90-120s)
- [ ] Series video bac si giao duc (10+ video)
- [ ] Before/After (hop le)
- [ ] Landing page tung dich vu
- [ ] Email/Zalo nurture sequence
- [ ] Social content series (30+ bai)

### J3. Van hanh
- [ ] Setup Google Search Ads (medical terms)
- [ ] Setup Facebook/Instagram Ads (kieu an toan nganh y te)
- [ ] SEO local + medical content
- [ ] Booking KOL tham my (5-10)
- [ ] Bac si KOL content
- [ ] Setup Zalo OA + dat hen tu dong
- [ ] CRM benh nhan
- [ ] Review campaign (Google + Facebook)

### J4. Hop tac
- [ ] Project (launch / dich vu moi)
- [ ] Retainer 12 thang

---

## PHAN K — BO SUNG

### K1. Tai lieu (BAT BUOC truoc khi lam bat cu gi)
- [ ] **Giay phep hoat dong phong kham** (So Y te)
- [ ] **Chung chi hanh nghe tat ca bac si**
- [ ] **Giay phep thiet bi y te** (laser, ultrasound...)
- [ ] Logo + brand guideline
- [ ] Hinh phong kham + bac si
- [ ] Before/After (co chu ky)
- [ ] Bang gia dich vu

### K2. Cau hoi
```
[Dien]
```

### K3. Thong tin khac
> *VD: Mo chi nhanh moi, ra mat cong nghe nhap, hop tac benh vien, giai thuong...*

```
[Dien]
```

---

## XAC NHAN

**Nguoi dien:** ............................
**Ngay:** ......./......./..........

**Cam ket:**
- [ ] Da dien day du
- [ ] Phong kham co day du giay phep theo phap luat VN
- [ ] Dong y cho agency review noi dung truoc khi dang
- [ ] Dong y ky cam ket compliance marketing y te
- [ ] Phan hoi 48h

**Han nop:** ......./......./..........

---

## NEXT STEPS

1. 24h: Review brief + kiểm tra phap ly
2. 48h: Hop compliance + tu van noi dung an toan
3. 5-7 ngay: Plan v1 + content framework
4. 7-10 ngay: Legal review lan 1
5. 10-14 ngay: San xuat (sau legal approved)
6. Launch

---

**Team Marketing — Agency**
