The COVID-19 pandemic has significantly impacted the healthcare industry in Bangkok, particularly in medical and beauty clinics. To succeed in this highly competitive market, clinics need to understand and meet the changing needs of their customers. This study aims to explore the experiences of patients seeking medical care at clinics in Bangkok during the pandemic and the marketing strategies employed by medical clinics to target different types of customers. Through a qualitative research design, data will be collected through in-depth interviews with patients and clinic staff and observation of clinic operations. The study will also review relevant literature on healthcare services, marketing strategies, and patient experience. The findings will contribute to developing effective marketing strategies for medical and beauty clinics in Bangkok and inform future research in this field. Specifically, this study will answer the following research questions: What are patients' experiences seeking medical care at aesthetic clinics in Bangkok during the COVID-19 pandemic? How do aesthetic clinics in Bangkok market their services to different types of customers, and what strategies have been most effective?