The Key Success Factors of Medical Service MarketingーUsing Beauty Forever Dental Clinic as an example

Abstract

With increasingly competition in dental clinics, we want to find a way to attract patients and increase their satisfactions. In this dental clinic, we had interviewed 13 persons (dentists, dental assistants and patients) with quality research method to want to clarify the affecting factors how to promote the performance without any prominent advertising, signs, even on the 10th floor of the building. The result reveals the key success factors of medical service marketing affects the operation of dental clinics by understanding the environmental factors (norms of legislation, changes of consumer need), then take to develop a critical success factors, including: industrial structure (difference of industrial characteristic), strategy and positioning (interdisciplinary integration, effectiveness and efficiency, customized service), performance (professional ability training, human resource settings, management rules), and internal management factors (shaping the culture), to use word of mouth marketing to achieve the effectiveness. We expect the result of this study may give advisement in the field of medical service marketing to those who want to operate new dental clinic in the future.