非集團式自費整形外科診所之困境與轉機：M診所之個案研究

在台灣，醫學相關的美容產業逐漸興盛與成熟，然而相關問題也伴隨而生，例如價格戰、醫療糾紛、廣告誇大等情形。再者有連鎖或者財團式經營，運用廣告行銷、採購價格優勢，搭配不同科別所謂的醫美專科醫師，以多位醫師的形象創造出所謂專業感的印象。對於正統專科訓練、對於人體結構清楚的整形外科專科醫師而言，需要有差異化的策略，打造不同的顧客成效與體驗，才能對其品牌價值加分，有更好的口碑從而吸引更多注重專業效果的顧客前來求診、建立長期經營以及獲利的基礎。本論文主要探討自費經營的診所(以整形外科為例)，面臨到哪些影響穩定執業、永續經營的困難之處，分析自費診所的各項變因與成本利潤，並使用SWOT架構分析M診所之優勢、劣勢、機會以及威脅。期望能在其中，藉由了解後強化自己的優勢(技術、觀念以及服務品質)，改善自己不足之處(品牌、口碑擴散、網路影響力)調整自身的經營策略(如策略聯盟與功能醫學、抗老醫學等利基項目的開發)，與未來心血醫師招募培訓等長期目標，期許能為永續經營立下良好根基。

關鍵字

自費診所；醫美整型診所； SWOT ；個案分析；經營策略

並列摘要

In Taiwan, medical cosmetology is a gradually flourishing and maturing industry which is facing issues relating to intense price competition, medical disputes, and exaggerated advertising. Many franchises or business groups utilize advantages in advertising and procurement pricing to build a team composed of doctors from multiple fields and create an image of professionalism. By contrast, there is a need for aesthetic surgeons who have undergone orthodox specialist training and clearly understand bodily structures find to differentiate in order to improve performance and customer experiences, enhance brand values, and build a better reputation that can help to attract more customers and lay a foundation for sustainable and profitable operations. This study examines the operations of self-practice clinics through the case of an aesthetic plastic surgery clinic, including challenges faced, hurdles to sustainable operations, and cost and profit variables. The SWOT framework is used to analyze strengths, weaknesses, opportunities, and threats of Clinic M. Study results are used to strengthen clinic advantages (techniques, concepts, and service quality), improve clinic weaknesses (brand image, word-of-mouth marketing, and online influence), and revise operational strategies (development of strategic alliances and niche markets such as functional medicine and anti-aging medicine) while establishing long-term goals related to recruitment of talented physicians and sustainable operations.