A Study on the Medical Beauty Information Search of Omnivore Consumers and the Use of Marketing according to Selective Factors

This study aims to explore effective marketing strategies for the medical beauty industry by analyzing information-seeking behaviors and clinic selection factors among omnivore consumers who exhibit diverse preferences. Through factor analysis, five dimensions of information sources were identified: expert, objective, personal, commercial, and experiential. Similarly, four key factors influencing clinic selection were extracted: medical services, physical elements, human factors, and brand recognition. The results revealed significant positive correlations between all information source types and the clinic selection factors. Specifically, personal, experiential, and expert sources significantly influenced the consideration of physical elements. Expert, personal, and objective sources were positively associated with human factors. Brand recognition was significantly impacted by personal, commercial, experiential, and expert sources, while medical service evaluation was influenced by experiential, expert, and personal sources. These findings suggest that marketing strategies in the medical beauty field should be based on reliable and diverse information sources. Tailored content that reflects the lifestyle and needs of omnivore consumers, combined with an understanding of various influencing factors, can enhance customer engagement and contribute to effective healthcare service marketing.