Marketing Strategy in the Development of Aesthetic Clinic Services (Case Study of Elty Aesthetic Clinic Jakarta)

Abstract

Aesthetic services in Indonesia has experienced significant growth especially in Jakarta. Most people want to improve their physical appearance because increasingly awareness of aesthetic service. To enhance customer satisfaction, business management must implement marketing strategies such as Segmenting, Targeting, and Positioning (STP) to reach the target market. This study was conducted using a qualitative descriptive approach. The informants in this research were individuals considered to have the most knowledge about marketing activities at Elty Aesthetic Clinic, including the CEO, doctor, supervisor, and customer service representatives. Data collection methods involved interviews and secondary data, such as medical records. This study results indicate the implementation of the STP strategy at Elty Aesthetic Clinic based on segmentation divided on geographic, demographic, and psychographic factors. The clinic primarily targets women, middle-aged adults aged 36 to 55 years, residing in Kelapa Gading North Jakarta who are interested in aesthetic treatments focused on maintaining a youthful appearance and signs of aging. Elty Aesthetic Clinic’s target market consists of customers with a middle to upper-middle economic level, seeking premium,complex, and non-invasive treatment procedures. Elty Aesthetic Clinic positions itself as a provider of non-invasive treatments that are less painful, have minimal downtime, and utilize the latest technology. This study provides valuable insights for aesthetic business practitioners in designing more effective STP-based marketing strategies.