Main Topic: Singapore Fish Therapy

Hosts: James Stanworth, Clyde Warden

Once again, we sent out crews of marketing students to find examples of localized consumer behavior. This episode finds a service related to TCM (Traditional Chinese Medicine) but also fitting into the spa fad. Spa fish therapy combines the relaxing service of a spa with fish therapy, where fish nibble at your skin. The idea is to clean off dead skin and contaminants. There is also a belief that skin problems can be cured, or at least temporarily relieved.

In the video, two somewhat different marketing directions are emphasized. One is a more minimal approach, where the treatment is viewed more as a medical threatment--get in and get out. Individuals could drop in. The other approach is much more a group activity, with large ponds for group discussions, fun areas for kids, and lots of open space for relaxing. Both locations emphasize nostalgia and nature.

Unfortunately, Kampong Fish Therapy closed during the economic down turn.

Listen To The Show (Audio Only):

Length: 17 minutes. Download MP3 7.74MB (Right click->Save As).

Watch The Show (Video & Audio):

From Singapore.
Length: 17 minutes.

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Photos:

(1) Nibbles, a fish therapy location that adopts a medical servicescape look. (1) Nibbles, a fish therapy location that adopts a medical servicescape look.

(2) The link to nostalgia starts at the front of the store. (2) The link to nostalgia starts at the front of the store.

(3) Foot rinse area. (3) Foot rinse area.

(4) Hand and arm rinse area. (4) Hand and arm rinse area.

(5) Fish at arm level. (5) Fish at arm level.

(6) Glass adds a high-tech feel. (6) Glass adds a high-tech feel.

(7) Tubs with fish for the therapy. (7) Tubs with fish for the therapy.

(8) Receptionist. (8) Receptionist.

(9) Three people with their feet in the pool. (9) Three people with their feet in the pool.

(10) Waiting area. (10) Waiting area.

(11) Hints of tradition with lots of wood in the servicescape. (11) Hints of tradition with lots of wood in the servicescape.

(12) A small village motif. (12) A small village motif.

(13) A fax strong tub reinforces the nature element. (13) A fax strong tub reinforces the nature element.

(14) A fish therapy service located outdoors. (14) A fish therapy service located outdoors.

(15) Upon entry, the wood sign shows a very similar motif as the previous location. (15) Upon entry, the wood sign shows a very similar motif as the previous location.

(16) Photos of traditional villages infers the fish therapy has a long history and is part of a tradition (nostalgia). (16) Photos of traditional villages infers the fish therapy has a long history and is part of a tradition (nostalgia).

(17) Large fish pools outdoors encourage customers to sit around talk in large or small groups. (17) Large fish pools outdoors encourage customers to sit around talk in large or small groups.

(18) The therapy under way. (18) The therapy under way.

(19) The roof and supports look like the traditional photos, emphasizing the tradition. (19) The roof and supports look like the traditional photos, emphasizing the tradition.

(20) Consumers tended to sit with their friends and spend time talking while the fish do their thing. (20) Consumers tended to sit with their friends and spend time talking while the fish do their thing.

(21) Different pools have different sized fish. (21) Different pools have different sized fish.

(22) Some of the fish can be quite large, but most are tiny. (22) Some of the fish can be quite large, but most are tiny.

(23) The winding path encourages visitors to explore the area. (23) The winding path encourages visitors to explore the area.

(24) No AC here--this is a back to nature motif. (24) No AC here--this is a back to nature motif.

(25) Foot rinsing area in preparation for treatment. (25) Foot rinsing area in preparation for treatment.

(26) Children can play with fish in smaller containers. (26) Children can play with fish in smaller containers.

(27) Water, fountains, irregular shapes, all convey a relaxing and playful atmosphere. (27) Water, fountains, irregular shapes, all convey a relaxing and playful atmosphere.

(28) Waiting area. (28) Waiting area.

(29) Shoe storage. (29) Shoe storage.

(30) Sandals (no shoes allowed inside). (30) Sandals (no shoes allowed inside).

(31) Young people have more fun playing with the fish than actually having any therapy. (31) Young people have more fun playing with the fish than actually having any therapy.

(32) Contrast the outdoor facility with the indoor--this one is much more therapy driven. (32) Contrast the outdoor facility with the indoor--this one is much more therapy driven.

(33) This indoor facility is a serious treatment center and does not have any of that playful feeling of the outdoor business. (33) This indoor facility is a serious treatment center and does not have any of that playful feeling of the outdoor business.

(34) The fish doing their thing. (34) The fish doing their thing.

(35) Our video crew trying it out. (35) Our video crew trying it out.

(36) Background information about spa fish therapy at the entrance.(36) Background information about spa fish therapy at the entrance.

Show Links:

• Fish therapy is illegal in some states of the USA. Here is an NPR radio story on a court case over the service.
  

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