The ways to reform as the best medical institution are varied. We plan the strategy to improve our hospital name’s value and carry it out to seek provision of the high-quality medical environment that all medical customers and staffs can satisfy.
JHM General Manager Nam Kidoo, the person in charge of communication that makes the medical staffs focusing only on the treatment, stated, “It is our purpose to make the system that can provide high-quality medical service to patients, by creating the environment where the staffs with high medical skills can focus only on the treatment while they let the tasks except treatment to hospital management experts.”
He is a promotion specialist working at JHU for 10 years. After the graduation of Communication Science Graduate School in Sungkyungkwan University, he joined the PR department in major company and took media public relation and brand project tasks. At that time he was mesmerized with the crisis management of the company and received favorable with his ability of planning in the area. Recently he is focusing on medical institution PR strategy in Korea at JHM, the Management Service Organization (MSO). Here is a series of questions and answers with GM Nam
Q) The medical world is in crisis due to the recent intense competition. How do you see
A) “Recently many participants in medical world says now is the crisis whenever they have the chance. However this crisis doesn’t have much difference from the crisis 10 years ago. I think the crisis will continue in the future.”
Q) The situation in the medical world is not very good recently. Why is that
A)“To see this from external view, the management environment, medical policies and low medical staffs and so on possibly contributes to it. However the most important one is the internal causes. There are many causes, such as building hospitals or extensions of those by constraint or not able to manage those systematically and cause the crisis. That is why hospital management is made or broken by the top executive’s decision making organization, leadership, holding facilities of the hospital, equipments, medical staffs, their skills, hospital management system, service that gives customer’s satisfaction and affection, hospital’s own culture and so on. The hospital can get out of the crisis when managing if it completely possesses those conditions.”
Q) What do you think is the most important part in the task of yourself and your staffs
A) “It is the creativity and originality. The philosophy that put those together based on direct and indirect experience you acquired yourself is the most important one. The area of media public relation can also make good solutions that don’t exist normally, with the attitude of digging persistently and the perseverance effort as well.
Q) The excess and exaggerative advertisements of medical institutions are unceasing. What is the problem
A)“As the exaggerate ads problems usually happen in the hospital PR section, I can’t deny that there are rampant concerns about it. We should be alerted if we are too defensive as we are put into stereotypes. It is sad to see that the institutions claim to provide conscientious treatment outwardly, but in fact they only pretends it and doesn’t show the sincerity. The wrong medical world climate that only cares about making profits can be said as one of the many causes of the problem.”
Q) What is the difference compared to other MSO
A) “It is our purpose to let the medical staffs focusing only on treatment through the hospital promotion and we are doing best on it. We will become the ‘communicating communicator’ by applying unusual promotion tools to the staffs. Of course you may question the skill as we are new company, but we have the planning ability and know-hows that the medical world accumulated from many different business areas such as communication, broadcast and distribution. We can’t say ‘JHM is the place’ but we can say after we constantly get acknowledged.”
Q) What is the long-term purpose
A) “The popularization of MSO is the biggest aim. We want to mark a milestone in the medical world with the specialists. JHM has the hope of making the environment where the Korean medical staffs can comfortably carry out the treatment. If that happens, the staffs can focus only on developing optimized medical system, treating the patients and curing the diseases. So making system that considers rational and environment is the core. We will continue researching where many medical staffs can get standardized system at ease and concern about it endless. Of course it’s not an easy task, but we keep searching for new ways. Therefore we are trying very hard to still directly analyze the data even today, and to make and apply the promotion tools,”
by Lee Kyung-ho
