台灣植髮診所經營模式及消費者行為之研究探討

Abstract

禿頭和落髮的問題自古以來一直是人們的困擾，也是許多歷史名人難以啟齒的苦惱。然而，在1950年代，Dr. Norman Orentreich開啟西方植髮技術，直至今日儀器技術持續精進，植髮診所的數量也逐漸增加。植髮療程對於注重儀容的顧客來說已經像醫美整型手術一般稀鬆平常，除了差異在於醫美顧客以女性為主，植髮顧客多為男性之外; 醫美整型較沒有次數限制，而植髮由於供體部來自於患者自身的後腦，有一定次數(毛髮數量)的限制。也因為如此，在一定的次數及毛髮數量之內，無論是植髮診所或是客戶，二次或三次植髮都是倍受重視的利基影響及效果話題。本研究透過問卷調查探討A植髮診所顧客對於植髮療程的滿意度和回診二植的意願，結果顯示醫師的專業度對於顧客植髮和決定診所有直接的影響，是診所必須積極培養的關鍵資源。本研究也依據產業回顧和問卷分析的結果繪製商業模式地圖，作為診所未來營運的基礎。

Alopecia (Baldness) and hair loss has troubled humans for ages and has even caused anguish for many historical figures. However, in the 1950s, Dr. Norman Orentreich was the first to develop hair transplant technology in the Western world, and the technologies have continued to advance, while the number of hair transplant clinics have also gradually increased. Having a hair transplant is now as commonplace to average consumers as cosmetic surgery, the only difference being that cosmetic surgery customers tend to be female while hair transplant customers are mainly male, also, there are usually few limits to the number of cosmetic surgeries a patient can undergo, while hair transplant surgeries take hairs from the backs of patients’ heads, thus limiting the number of surgeries that can be performed. Because of this, hair transplant clinics and their clients often focus on potential results and impacts of repeat surgeries within a certain range of surgeries and hair follicles. This study used a consumer survey to examine the post-surgery satisfaction of hair transplant customers at Clinic A, as well as their willingness to pay for repeat surgeries. Analysis results show that doctor expertise has a direct impact on customers when making decisions on hair transplants and clinics. Therefore, doctor expertise is a core resource of hair transplant clinics. Business models were built using the results of industry reports and survey analysis to serve as a foundation for future clinic operations.