| Summary: | 碩士 === 國立臺灣大學 === 臺大-復旦EMBA境外專班 === 103 === The Global effect of population aging societies and increased desire to pursue anti-aging and rejuvenation has generated the rising Medical Aesthetics industry to swiftly emerge as the times require. The integration medical procedures in the field of Aesthetics had accelerated as one of the fastest rising industries, which continue to attract high global attention and great interests from across.
Corporate sustainability is the essential core to business management, having to accomplish this in a private establishment of twenty years, witnessed the rising developments of this industry and the inevitable ups and downs in the business operation as it transformed from a dermatology practice to a comprehensive Aesthetic Medical institution, all of which has simply been a remarkable experience as well as valuable. To continue to suffice in such competitive industry as well as maintain corporate sustainability, innovative strategic planning is nonetheless impending.
Since reviews and discussions are essentially scarce among the research studies conducted on Medical Aesthetics, as an entrepreneur in this industry is obliged with the necessity to explore on the issue and offer guidance to the future entrepreneurs and developing researches.
This study began by reviewing reference literatures on the characteristics and management strategies of the Medical Aesthetics industry, also with a further attempt to comprise the success factors in this regard based on the information attained from the aforementioned references. The key success factors will then be used in the case study to demonstrate its validity and feasibility
For the purposes of data collection, “A” Medical Beauty Group was selected as the case subject for this study and Balanced Scorecard was utilized to propose the seven key success factors for Medical Aesthetics industry management: customer service; internal operational management ; External operational management; Operating team; technology and equipment;innovation development,incentive system; offer fair pricing system; remarkable effects;convenient transportation; customer value roposition; Treat Patients as Family and make customers feel touched;understanding customers’ needs and problems; customer-oriented services;High customer satisfaction and value;convenient transportation, shuttle routes, and internet available;conduct routine public educational lectures; customer-oriented therapy and beauty-care service package; High customer satisfaction and loyalty;no waiting time; comprehensive service all in one; Effective communication in customer service; consistency in service quality; Understanding the needs of customers at different levels of profitability, and adjusting service accordingly; utilize internet/ APP marketing strategy; establish an internet (online) community; word-of-mouth marketing (WOMM); promotion of health care education ; volunteer medical consultation; establish story branding; community health education; First increase brand awareness, then attempt integrated marketing; implement community initiation in patient care; powerful and effective advertising media; friendly services; highly trained staff; Outstanding healthcare team; consensus-oriented and collaborative; staff with low turnover rate and high enthusiasm; shared culture and core value; Collaboration among specialties;bonds of unity; Full employee training; individual career planning and advanced study;good employee benefits and growth stability; employees with appealing images ;engage in national certified events;certified personnel ;large capital funds;comfortable, relax and private settings; renowned for at least one specialty among the practices; pharmaceutical, beauty care, and supplement products with great quality and stability; excellent service and technical supports for the medical equipment/devices ;innovative developments; continue to introduce new treatment options and medical device; insightful to meet market demand; reverse thinking: undertake the work no one else will or is unprofitable empowerment, achievement, financial future, and incentive compensation system.
Above mentioned are crucial secondary motivation strategies to the key success factors, hopefully this will provide a general guidance to the Medical Aesthetics industry as well as further related studies, but most importantly is to offer those who own or manage Medical Aesthetics business adequate and relevant references and guidance to an outstanding operation and business with resounding success.
Owing to the limited research time, details on the basis of academic theory and further discussion of the individual strategies are inadequately depicted in the content of this thesis, and only the practical aspects of the studies are available and proposed. It is a great anticipation that this study will initiate a deep effect in the Medical Aesthetic industry as well as to provide practical support to those in operation, and ultimately generate a more beautiful, youthful, and healthier industry of lifetime for all mankind.
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