台灣美容醫學診所專科化經營策略及行銷之研究－以Ｆ診所為例

Abstract

美容醫學整體產業環境在過去三十年間變革不斷，除了美容醫學科技不斷演進變革外，民眾開始重視自己外在美觀，更甚至願意主動花費越來越多的時間與金錢以尋求專業諮詢，此種狀況翻轉了傳統的醫病關係，民眾投入許多成本尋求自己的美容醫學需求，導致美容醫學產業在這段時間中蓬勃發展，成為我國快速發展產業之一，儘管美容醫學產業進入障礙較高，但許多競爭者仍看好產業的成長趨勢而投入資本，於是該如何在這高強度的競爭環境中，擬定適合自身診所發展之策略是最值得深入的議題。 本研究以美容醫學診所的經營管理策略出發，探討國內較少研究的專科化經營策略，並以已實行專科化經營策略之Ｆ診所為研究個案，研究方法則採用混合研究法(mixed methods)，結合量化之滿意度問券分析與4C行銷策略架構分析來研究專科化經營策略之成效與困境，了解專科化經營策略對於顧客滿意度以及溝通成本之影響，並提供美容醫學診所經營目標之策略方向建議，以達到永續發展之目的。 研究結果顯示，專科化經營策略將能有效集中資源於主要策略目標上，故其目標客群於接受服務後之滿意度，往往能超越接受服務前的期望度，創造出正向的超額滿意度貢獻。此外，專科化經營策略聚焦於特定專科治療方法，在資訊爆炸的現代社會中，能降低與顧客搜尋資訊及溝通時產生的白噪音，降低顧客與診所彼此間之成本，而一個能在競爭激烈的一片紅海市場中獲得卓越永續成長的經營策略就必須要盡可能在有限的成本中，減少服務品質缺口的產生，就是經營致勝的關鍵因素。

The aesthetic medicine industry has fast-growing over the past thirty years. In addition to the constant evolution and innovation of aesthetic medicine technology, people have started to place greater importance on their external appearance and are even willing to spend increasing amounts of time and money seeking professional consultation. This situation has reversed the traditional doctor-patient relationship, with individuals investing considerable resources to meet their aesthetic medicine needs. Consequently, the aesthetic medicine industry has experienced significant growth during this period, becoming one of the rapidly developing sectors in our country. Despite the high entry barriers in the aesthetic medicine industry, many competitors are optimistic about its growth prospects and have invested capital. Therefore, the key issue worth exploring is how to formulate strategies suitable for the development of individual clinics in this highly competitive environment. This study focuses on the business management strategies of aesthetic medicine clinics, exploring the specialized operation strategies, which are relatively under-researched domestically. The F clinic, which has already implemented specialized operation strategies, is taken as a case study. The research methodology adopts mixed methods, combining quantitative satisfaction surveys and the 4C marketing strategy framework analysis to investigate the effectiveness and challenges of specialized operation strategies. The study aims to understand the impact of specialized operation strategies on customer satisfaction and communication costs, providing strategic direction recommendations for the operational goals of aesthetic medicine clinics to achieve sustainable development. The study indicates that specialized operation strategies can effectively concentrate resources on primary objectives. Thus, the target customer's satisfaction often exceeds their expectations before the services, creating positive excess satisfaction contributions. Furthermore, specialized operation strategies focus on specific specialized treatment methods, which in the information-overloaded society, can reduce the white noise generated during customer search and communication, lowering the costs for both customers and clinics. An effective business strategy that achieves outstanding and sustainable growth in a fiercely competitive red ocean market must minimize service quality gaps within limited costs, which is the key factor for operational success.