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.