Development of Online Advertising Problem Management Model of Aesthetic Medical Clinic, Chachoengsao Province.

Abstract

This is a before and after, quasi-experimental research. The objective is to develop and evaluate the outcome of aesthetic medical clinic’s problem management model for online advertising, in Chachoengsao province. The sample group consists of 32 aesthetic medical clinics participated in research activities. The researcher developed a problem-solving process consisting of four main activities: 1. Meetings to explain advertising control policies and enhance knowledge exchange for problem management strategies. 2. Providing feedback data on incorrect advertising assessments to entrepreneurs for direct acknowledgment and rectification. 3. Developing an online media advertising consultation system. 4. Inspecting the clinic to identify problems and remind entrepreneurs to comply with the law. The research results found that the average knowledge level of entrepreneurs before and after the meeting was 6.63 ± 1.24 and 8.38 ± 1.01, respectively. The average attitude level of entrepreneurs before and after the meeting was 3.93 ± 0.46 and 4.20 ± 0.49, respectively. Comparing the levels of knowledge and attitudes before and after the meeting, there was a statistically significant difference (p-value < 0.05). The assessment of the legal correctness of online advertisements before and after participating in the research activities, found that entrepreneurs advertised legally at the rates of 32.27% ± 17.05 and 83.45% ± 25.63, respectively.  Comparing the assessment of advertising before and after participating in the research activities, aesthetic medical clinics showed an increased in legal advertising compliance, with statistically significant (p-value < 0.05). Therefore, the problem-solving activities for online advertising should be continuously implemented and applied to other types of clinics, targeting specific groups based on their risk levels.