SOCIO-CULTURAL ATTITUDES TOWARDS PHYSICAL APPEARANCE AND COSMETIC SURGERY ACCEPTANCE: BASIS FOR STRATEGIC BUSINESS MODEL

Abstract

This study probed how socio-cultural attitudes towards physical appearance and cosmetic surgery acceptance may help cosmetic surgical clinics in sustaining their business. Data were gathered from interviews with nine patients who underwent different cosmetic surgical procedures, and four cosmetic surgical clinic personnel. With the data coding process and procedures, five major themes emerged: (1) societal and interpersonal ideals of physical appearance (2) self-oriented benefits and social motivations of cosmetic surgery (3) proactive approach to mitigate the risks in cosmetic surgery (4) life-enhancing benefits of cosmetic surgery and (5) comprehensive, patient-centered business strategies. After establishing the connections of the codes, the categories and the themes, the researcher proposed a strategic business model for cosmetic surgery. The model showed how undergoing cosmetic surgery is the byproduct of socio-cultural attitudes towards physical appearance; as such, cosmetic surgery enterprises generate considerable revenues in the medical field. Implications of this study were carefully discussed along with recommendations calculated to help cosmetic surgical clinics sustain and improve their business: (1) improve psychological assessment of patient (2) adopt new marketing strategies (3) promote excellent care (4) implement comprehensive, patient-centered business strategies and (5) improve patients’ overall experience. The newly-developed model will set standards for cosmetic surgery providers to sustain the business, build a differentiated brand, and gain a higher profile in the wider cosmetic surgery community.