5 Business Strategies
The hospital mainly focuses on the quality of services in all dimensions by focusing on technology to increase service efficiency, speed, and convenience for the customers. The hospital has adopted the Hospital Information System (HIS) to record the customer's profiles and photos into the electronic system for effective management of the customer data, which enables doctors to diagnose and analyze medical information more accurately as well as enable the use of databases for customer behavior analysis. In addition, the hospital also uses a tracking system (Tracking) to ensure that each customer takes time for the service (except visiting to the doctor and admission to surgery or procedures) within the length of time that not exceed the standard set by the hospital, to ensure that each customer receives thorough services and create maximum satisfaction for customers.
Due to a highly competitive business in the cosmetic surgery business where disruptions are becoming commonplace, together with the continually rapid change of development of surgical techniques, therefore Masterpiece Hospital places great importance on the development of medical team starting from recruiting experienced and competence persons that best expertise in specific fields. The medical team is required to be able to quickly learn new techniques in order to develop potential and support the diverse needs of customers who want to more beautiful with natural looks with less recovery time compared to old technique surgery. The hospital also places great importance on In-house training to encourage the development of knowledge in the medical team. The medical team also frequently attends seminars at foreign medical institutions to learn new medical techniques, and in 2022, Masterpiece Hospital hired 3 doctors from Korea who are lecturers at the Korean College of Cosmetic Surgery (KCCS) to train doctors in the hospital for increased skills and development with no need to go abroad.
Masterpiece Hospital is aware that human resources are important assets that are an important part of driving business success. The hospital therefore focuses on managing and developing people knowledge continuously, for examples, preparing a human resource management plan to recruit the right potential personnel and retain capable personnel, organizing training not only in boosting their knowledge and skills, but encouraging the learning about digital media (Digital Marketing), the use of social media so that personnel can communicate and provide services up-to-date. Moreover, the hospital focuses on developing corporate values as an important framework and work norms to strengthen the organizational culture, which is a significant part of personnel development as well. In addition, the hospital has measured employee satisfaction through the "Happily" application, which can monitor and track employee feedback, if a problem is detected, it will be fixed immediately. This can make all employees feel happy at work.
Masterpiece Hospital focuses on proactive marketing through online platforms, which are the main communication channels of the hospital, including Facebook and Line Official, along with creating an image of Masterpiece Hospital to increase the new customer base and maintain the existing customers' willingness to return to use the service through regular marketing promotion activities, such as discounts and free gifts of the month. We still have another important marketing strategy for the hospital, including the surgical review of customers who actually come to use the service and the posting of photos and contents on online platforms of people who are interested in beauty and plastic surgery to create social interactions with those who are interested and may become future customers of the hospital.
We have formulated a plan to determine the market positioning with the aim of making the name Masterpiece Hospital widely known and attracting the target customers' interest. In 2022, the hospital will upgrade its image not only using online media but also using traditional advertising on large billboards throughout the Bangkok area to increase visibility and awareness among those interested in the offline marketing segment.
Masterpiece Hospital provides a full range of beauty services, such as cosmetic surgery, hair transplant and hair treatment, and skin care services, by focusing on building good relationships with customers and providing good service quality. Our target customers are in the age range of 20–50 years and are interested in beauty treatments and receiving services that meet international standards. Therefore, the hospital's pricing policy is not in the form of price competition or reducing service fees to attract customers or expand its customer base.