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URN etd-0622118-220914
Author Ya-Ming Tsai
Author's Email Address No Public.
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Department College of Management (Executive Master in Business Administration)
Year 2017
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study of Management and Development Strategies of a Dermatology Clinic
Date of Defense 2018-05-09
Page Count 52
Keyword
  • Business Model
  • Cosmetics Surgery
  • Dermatology clinic
  • Porter’s
  • Strategic Alliances
  • Abstract T clinic is the first Dermatology clinic with cosmetic surgery located at high-class resident region in Kaohsiung Xinxing District. T dermatology clinic just opened in less than one year, but the National Health Insurance business and Cosmetic Surgery business are steadily growing. In the past, the best way to grow the clinic revenue for the only National Health Insurance business had to rely on the better place of business and the widely praised. The growth is slow, but won high trust. In addition, clinic with only Cosmetic Surgery business will rely on internet and social media to obtain the rapid growth. For the newly opened and wholly-owned clinic the resources will be limited by the human resources and capital. How to allocate those rescources at the beginning is important for newly established clinic. How to be a pointer clinic after stable operation will be the medium-term goal. The purpose of this study is to analyze business models and marketing strategies from the perspective of business management.
     In this research we collected 325 early patients’ data dated from September 2016 to October 2017 to analyze their correlation among T dermatology clinic’s revenue, patients age, gender, and region. The research based on two-stage analysis. First, we applied Porter’s 5 force theory to analyze current industry situation, then applied SWOT analysis to find out the strengths and the weakness of T clinic in the industry. Also, we applied AIDA analysis to stimulate the process of customer service and get good reputation from patients. Then, we applied STP and 4P analysis to know where are our target audience and what is our position in the industry. The next, we will integrate the analysis mentioned above to come out the business models and strategic we may execute to increase the ratio of back to clinic. Also, it will help to the widely praised to the T dermatology clinics.
    After analyzing the operational strategies and marketing models of the T clinic in the paper, we are able to identify where the main customers are for medical cosmetology. Then we plan marketing strategies focusing on the target patients and to establish the patients oriented medical service system. In addition, we will establish the customized medical service to increase the consumption capacity of patients’ own expense for the health insurance patients. These strategies will grow the business and reputation. T clinic’s goal is to be the pointer clinic of regional medical cosmetology. The contribution of this research is to share the experience of how T dermatology clinic develop her target audience, how to apply her strengths to increase market share and finding her weakness for improvement. We hope it can be helpful for those who plan to own their clinic in this industry.
    Advisory Committee
  • Hao-Chieh Lin - chair
  • CHIH-WEI WANG - co-chair
  • Wu Wei Ning - advisor
  • Wu Chi Cheng - advisor
  • Files
  • etd-0622118-220914.pdf
  • Indicate in-campus at 3 year and off-campus access at 5 year.
    Date of Submission 2018-07-22

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