醫學美容經營策略之探討－以A醫院附設醫學美容中心為例

Exploring the Operational Strategy of Medical Cosmetic of New Field Industry in China and Taiwan: Using a Medical Cosmetic Centers of Hospital a for Case Study

10.30001/JIES.201003.0014

陳坤成(Mirror-Cheng Chen)；孔繁麗(Fan-Li Kung)

醫學美容 ； 行銷策略 ； 教育訓練 ； 顧客管理 ； 醫療糾紛 ； Medical cosmetic ； strategy of marketing ； customer relationship management ； medical conflict

美容科技學刊

7卷1期（2010 / 03 / 01）

205 - 229

繁體中文

醫學美容是近年來新興的醫療產業，它結合醫學的專業以及美容技術，因此能兼顧到療效及美容成效，較能獲得顧客的信賴，由於2001年健保總額預算支付制度的實施，使得各醫療院所紛紛投入自費醫療市場，而醫學美容是自費醫療中很熱門的項目。根據醫師公會全聯會98年的資料顯示，台灣目前有931名皮膚科醫師，321名整型外科醫師，他們大部分都有從事醫學美容，另外依據中華民國美容醫學會98年的資料，全國有超過800名非皮膚及整型外科醫師也都有醫學美容業務，面對競爭激烈的醫學美容市場，如何有效益經營醫學美容事業，是值得探討的議題。 本研究以A醫院附設之醫學美容中心為例，來探討兩岸醫學美容新興產業之市場發展。本研究方法以專家深度訪談法，訪談6位經營醫學美容之醫師與3位連鎖商業美容沙龍負責人，並透過文獻探討蒐集與歸納，提出現階段台灣醫學美容經營困境。研究結果發現：(1)醫學美容是資本密集和技術密集的產業；(2)大部分醫學美容中心不符合經濟規模，故營運成本過高；(3)員工教育訓練不足，素質參差不齊是影響醫美療效的重要原因：(4)醫療法規對醫療院所及醫事人員有嚴格的規定，在行銷策略上無法像商業美容中心，可以放手做行銷廣告；(5)醫學美容的專業人員必需教育顧客，並傳播正確的醫美知識，才會增加顧客滿意度並減少醫療糾紛。本研究之結論可提供學術界與醫學美容業者參考之。

Medical cosmetics is a new field of industry developed over recent years. It combines medical expertise and cosmetic techniques, so that both treatment results and cosmetic effect are covered, and is trusted by customers. Since 2001 the NHI (National Health Insurance) payment system was introduced, most hospitals or clinics have tried to develop user-pays medical services; not covered by NHI; especially medical cosmetic procedures. Ac-cording to 2009 statistics from Taiwan Medical Association, there are 931 dermatologists and 321 plastic surgeons in Taiwan, most of them already run a medical cosmetic center. In addition there are more than 800 physicians other than dermatologists or plastic surgeons who are also involved in medical cosmetic affairs. How to manage the medical cosmetic center effectively in this competitive field is an important issue. This research is based on a case study of a hospital affiliated medical cosmetic center, to explore the marketing development of medical cosmetics in China and Taiwan. The research method is by personal interview of experts. We interviewed 6 doctors who have run a medical cosmetic center, and 3 owners of chain beauty salons, and via literature review, we discovered the management dilemma of medical cosmetics centers in Taiwan, the results are as follows: (1) The medical cosmetics centers need much capital and practitioners require special techniques; (2) Most medical cosmetic centers in Taiwan are small, so that they are more high operation cost; (3) The training of employees is inadequate, so that their techniques cannot be standardized, and it influences the results of cosmetic procedures; (4) Medical law has strict limitation for advertising of medical affairs, which disadvantages marketing potential; (5) The employees of medical cosmetic center need to prepare adequately inform of the medical and cosmetic procedures for customer and to do education to customers, so that increase the satisfaction of customer, and decrease medical conflict. These research results can be used as a reference for academic purposes and for people running a medical cosmetic center.

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