醫療美容廠商新事業發展策略-以IM診所為例

Abstract

愛美，不僅是人的天性，更是近年來助長國內美容事業發展的主要契機之一；而這當中深受國人喜愛的美容醫學，各類型態之院所，在為數不長的年限內，急遽增長，造成各院所為爭奪有限的美容醫學市場，一時之間競爭激烈。是以，替不同本質型態之院所量身訂製一套經營的新策略，不僅有助於美容醫學事業的長期發展，另一層次而言，更能培養醫學性質之組織，具備經營管理之能力。本研究目的，旨運用個案研究法，以位於台北市醫美一條街的IM診所為例，探討其如何以策略管理中的各種類之事業策略作為理論基礎，輔以縝密的產業分析、個案公司分析，得出IM診所面對現行競爭下的美容醫學新事業策略。研究結果顯示，要想在該市場獲利與生存，有三大要點，第一，確定目前的市場需求，並藉此預測現有顧客的未來需求，超前部署。第二，確切掌握對的人進駐診所；美容醫學目前的經營方式相當貼近健康管理，而擁有一位值得顧客信賴且親賴的合格醫師尤為重要!目前醫美診所除了仰賴醫師做為診所的品牌形象外，醫師之於我國消費文化中的專業地位也較容易讓顧客將自己交由醫師，以執行專業的美容醫學療程。特別要注意的是，療程後的追蹤與服務抑是為係顧客關係重要的環節，因此妥適地教育訓練院內人員，將有顯著效益。第三，在本案中，IM診所採取的營運模式屬於單打獨鬥，背後並無集團或連鎖院所的支撐，在競爭激烈的台北市中要闖出一番名堂，需要更多能創價增值的作為，才能被顧客在茫茫診所海中被看見。

It is not only the people's natural instincts to like to be beautiful, but also one of the main factor to boost the development of medical aesthetics business. In such a short time, different types of medical aesthetics business have risen and competed fiercely. Therefore, customizing the operating strategy for different type medical aesthetics business not only helps the long-term development, but also foresters the medical organizations within the business capability. This study is aim to explore how the medical aesthetics clinic develop the business strategy according to the theories of strategy management, and also, we used case study and take IM clinic as our example. The results show that there are three critical factors must pay much attention. First of all, determine the current market demand, and use this to predict the future needs of existing customers, and deploy ahead of time. Second, Right employees, right strategy! The current business method of aesthetic medicine is very close to health management, and it is particularly important to have a qualified doctor who is trusted and trusted by customers. Third, to make a name for itself in the fiercely competitive Taipei City, we need more actions which can create value and increase value before it can be seen by customers in the vast sea of clinics.