近年來，隨著流行趨勢，男性越來越重視外表，男性專屬的美容醫學儼然成為一個新興的產業，尤其是植髮專科診所。本人從事植髮診所經營，並執行行銷決策多年，發現醫療院所為了增加客戶與診所的鏈結和熟悉度，社群行銷成為最常使用的工具；除了經營粉絲專頁外，更常透過社群媒體發送廣告，以增加更多觸及消費者的機會。但在競爭日益激烈及法規的重重限制下，行銷成本增加，效益卻難以評估，進一步整理相關的研究方式，過去多著墨於問卷調查，鮮少採用實證研究。且綜觀國內外研究，專論男性美容醫學的議題甚少，針對行銷深入探討的文獻更少。以往少有研究者，針對性別差異對於廣告中價格揭露的反應做深入探究，故結合專家訪談和實驗調查，印證專家操作意見與實驗結果比較，期望未來能提供業界在Facebook社群行銷更精準投放的方向。
茲將本研究結果明列其下：
1.過去醫美植髮產業，行銷人員投放社群廣告時，往往排除女性受眾。根據實驗結果，當價格揭露時，男性點擊率雖高於女性，其他因素無顯著差異，也就是說，雖然女性點擊率較小，仍會觀看此類似廣告，成為意見參考者。就推播業務角度而言，多人看到廣告，對於知名度提升有所助益，所以日後在投放時，建議女性未必需排除，而是依比重調整投放。
2.針對男性受眾的廣告，宜投放以內含價格的資訊，男性點擊及關注的意願會提升。
3.對於女性受眾投以無價格資訊的廣告，可以增加女性點擊意願。

Over the past decade, fashion trends have driven men to become increasingly im-age-conscious. As a result, aesthetic medicine for men has emerged as a newly specialized industry, especially hair transplant clinics. Having managed and marketed multiple hair transplant clinics for many years, the author of this article found social media to be the primary marketing platform that facilitates customer relationship and communication. In addition to fan pages of surgeons and clinics, advertisements through social media has allowed brand exposure to wider audiences. Historically, studies related to male aesthetic medicine have been rare; studies that deals with aesthetic clinic marketing have been even rarer. Previous marketing researches were mostly questionnaire-based; researches based on field experimentations were almost non-existent. This study uses field experimentation to explore the effectiveness of social media as a marketing tool in aesthetic medicine. This study examines the impact of gender and price transparency on the overall effectiveness of marketing. This article combines expert interviews with actual field data to explore dis-crepancies between research outcomes and real-world operations. Hopefully , this article provides useful suggestions on Facebook social media marketing for the future aesthetic medical industry.
This study concludes:
1.Gender-targeted advertising has no overall benefit. The Marketing strategy should not neglect female audiences.
2.Males have significantly higher click-through rate than females when the price is transparent.
3.Non-transparent pricing increases the female click-through rate.

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