Developing a Model for Managing Advertising Problems in a Medical Clinic Providing Beauty Services in Samut Prakan Province

Abstract

This quasi-experimental study employs a one-group pretest–posttest design to develop and evaluate a management model for addressing advertising issues in private medical clinics offering aesthetic services in Samut Prakan Province. A purposive sample of 36 clinics, all of which had previously advertised without official approval and voluntarily participated, was included in the study.

The developed model consisted of six core activities: 1) training on advertising regulations, 2) practice in evaluating advertising content, 3) development of online platforms and clinic websites, 4) provision of both proactive and reactive consultations, 5) on-site monitoring with emphasis on legal enforcement, and 6) continuous follow-up. Research instruments included a knowledge test (KR-20=0.72) and an attitude questionnaire (Cronbach’s alpha = 0.75), both validated by three experts (I-CVI = 1.00 for all items). Descriptive statistics were used to analyze general data, while paired t-tests were applied to assess changes in knowledge and attitude scores.

The results revealed statistically significant improvements in both knowledge (from 5.92 ± 0.46 to 8.03 ± 0.33; p < 0.05) and attitude scores (from 3.51 ± 1.09 to 4.08 ± 0.81; p < 0.05). Additionally, the rate of advertising submission for official approval increased from 0% to 100% (p < 0.001), and the actual Facebook advertising content complied with regulatory standards.

In conclusion, the developed management model proved to be effective, appropriate, and feasible for implementation in private aesthetic clinics. Future studies should explore its application in other regions, evaluate the sustainability of behavioral changes, and compare different training formats to enhance overall efficiency in health service regulation.