||Medical Cosmoceutical service is a new rising medical service in recent 5 years. It combines medical profession and cosmetic service, offering customers integrated aesthetic therapy services that are safe, reliable, delicate and effective. Due to medical cosmoceutical is a popular and self-payed medical service not limited to any specific medical field by law, it is undouhtedly an effective way of business transformation for the medical institutes with difficult running under poor National Health Insurance policy. Therefore, many plastic surgery and dermatological clinics, and other medical field even beauty salons, quite to establish their medical cosmoceutical service for competing this big market. Surviving the strong competition in this hot market of medical cosmoceutical is an important issue for every member of the plastic surgery field that seeks to succeed in this medical cosmoceutical business. The key successful factor for plastic surgery field in medical cosmoceutical shall be an innovative strategy and innovative business model that leads to attracting and retaining customers. |
Through literature review and the practice data of T Union Clinic of Plastic Surgery based on its mamagement philosophy and business model, this study proposes the following three innovative strategies for medical cosmoceutical service: (1) Pioneer into the offering of medical cosmoceutical service that providing dedicated post-cosmetic surgery massage therapy ; (2) Pioneer into the research and development of skin care product therapeutic compound formula; and (3) Pioneer into the training and certification center for medical aesthetician. Followed by the dimensions of four innovative business model listed below, successful business performance will be obtained through the offering of comprehensive service attachment that enhances customers’ willingness to accept such services. The four innovative business models comprise: (1) Knowledge transfer to customers, by delivering medical cosmetic knowledge for promoting trustworthiness from customers; (2) Customer relationship management (CRM) ,with higher customer value through maintaining close relationship with customers by offering multiple two-way communication channels; (3) Experience marketing, by creating word-of-month effects, and (4) Strategic alliance, through the referrals from related clinics, beauty salons, and affiliated medical cosmetic workshops to acquire more customers.
In the verification of innovative strategies and business models for medical cosmoceutical business, this study adopts both qualitative and quantitative research methodology to provide deep insights and findings. In qualitative research, a small scale qualitative “customer in-depth interview” is conducted on the medical cosmoceutical customers (5 people) of the T Union Clinic of Plastic Surgery, to verify accuracy of the innovative strategies and business model, followed by a large scale quantitative questionnaire survey (100 people) on the customers that are randomly drawn from the customers of T Union Clinic of Plastic Surgery. With quantitative data derived from the survey, the viability of the innovative strategies and innovative models are further verified.
In conclusion, the research finding is that after quantitative and qualitative verification from the customer perspective, the three innovative strategies and four innovative business models proposed for medical cosmoceutical business has been indeed proved as the successful model for medical cosmoceutical business in the plastic surgery field, and is also commonly accepted by the medical cosmoceutical customers. Furthermore, an additional insight extracted from the verification in customer perspective is the need for designing of system for employee training and encouragement. By this, the effectiveness of transfering knowledge to customers and service quality delivery will be expected to enhance. So, this study adds the fifth dimension “Employee training and encouragement” to the innovative business model. In the point of view of management implicatin, when performing the innovative strategy and innovative business model for medical cosmoceutical business in plastic surgery field, one should pay more attension to two management aspects, including internal management and external customer service. In the peer suggestion, the three innovative strategies and the four innovative business model proposed by this study are practically viable and may serve as the practical suggestions for the plastic surgery peer when providing medical cosmoceutical service.
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