Welcome back, today we have someone very special from the health care industry. to tell us what really goes on in the field about innovating the services toward patient experience management. It is professor Jin Young Kim who is a director at the Center for Creative Medicine at Severance Hospital. Thank you very much for taking your special time to tell us what goes on in Severance Hospital to continuously improve patient experience. Today, we would like to ask you 4 questions and let me start with the very first question. The first question I have for you is that 'Can you tell briefly to us first who you are?' and What your background is and how you got to do the job you are currently doing at Severance Hospital. Nice to see you. Usually people get shy when they start introducing themselves, and they also like to say which company they work at. But I usually use words to talk about myself. We say 'occupation'(Jik-up), which is divided as 'jik' and 'up' in Korean or Chinese word. People who emphasize on 'duty'(jik) like to introduce themselves, for example, "I was a director of HR department in Samsung Electronic", "I was a general manager of the hotel", or "I was a CFO", and so on. However, director of HR, CFO, or general manager are all closely related to 'people', the occupations that should consider people and organization through services. That's how I see it. Hence, I am more interested in 'occupation'('up' in Korean). If you put more emphasis on duty, people will not really understand how I became a professor and director in the hospital after working as CFO and general manager in a hotel. But to think in their perspective of occupation, I think, to explain myself as a person who cares about people, organization, and services and work on them, falls under same concept - to work as a general manager and CFO in a hotel and to work in a hospital as a professor and vice president. Everytime I try to introduce myself to others, they say, 'how did he move from hotel to hospital?' However, I suggest to think about this under the notion that working in a hotel and hospital both are about people, organization, and services. This is my self-introduction. Okay, I'm very impressed by the way you define what you do and what your background is. Now, Let me ask you the second question Can you tell us what is Patient Experience Management for Severance Hospital. When I tried to introduce Patient Experience to Korea, I worried the most on how to deal with the patient experience that Severance has. It's been over three years since Severance started managing it, almost for 4 years, and I think there are three characteristics. First one is also related to Asian philosophy. If we say service, I believe that we should all think about three apsects: human, time, and space. We talk human-ware between human and time axis, hardware between human and space axis, and software between time and space axis. So if you bring this idea to the hospital, humanware in terms of human and time, is ultimately about how patients or guardians can adjust their waiting time. This is where we are focusing. Hardware is about human and space, and we call the FF&E in the field. This stands for Furniture Fixture and Equipment, and we had to deal with this. Software is about time and space, but in reality, this relates how to build our story. First characteristic of Severance's Patient Experience is that we tried to balance on human, time, and space and tried to find solutions. If you see some other hospitals, they focus too much on hardware, ignoring on software or humanware. Severance is trying to bring all three together at the same time. This is the first feature of our Patient Experience. Now the second one. Usually, service or manufacturing develop through stages: first quantity, second quality, and last is class. But in Korean society, most industries are now already passed the stage of quality, but they do not know where to go. With this in mind, Severance is trying to go through the stage of class, after quantity and quality. We put this as a fundamental background of our work. Going to the stage of class is eventually emphasizing on invisible parts rather than visible ones, and then to make it like luxury goods, not just regular products. After this, we put effort and to work with potential, not just technical things. So that we try to be the 'Only One', not a No.1 in terms of size. We also thought it would be better to provide this service individually rater than standardizing it. Furthermore, we try to concentrate on the story that contents convey, not just with the content itself. What we are trying to say is that all these together is the way to move on to 'class'. This is the second characteristic of Patient Experience in Severance. Now, the third characteristic is about innovation. Innovation might be similar from place to place, but Severance is special in that Chief Executives have high interest and love towards the Patient Experience. So the important part is that the innovative organization like Creative Center where I work right now, works together with field. If this Creative Center worked solely by itself, it will only work on innovation, not being interested in other parts. As a consequence, the Creative Center had to participate in all committees and seminars to follow the system. This is the third feature of Severance's Patient Experience. Thank you I can already sense that the philosophy in the approach of innovation for Patient Experience at Severance Hospital is vey unique. Now that we heard your philosophy I'm wondering If you can share with us a few specific examples, successful implementation of Patient Experience Management initiatives at Severance Hospital that you believe are unique at Severance Hospital. Like I said previously, Severance is trying to have balanced idea with human, time, and space. For example, human ware was about human and time, related to patient's waiting issue. Among all, patients suffer the most when waiting for their doctors' rounds. The time they make rounds arranges the patients' schedule. Unfortunately, many hospitals in Korea do not tell the patients when the doctors would come. Therefore, Severance posted doctor's schedule in the patients' room in every ward, when they would make the rounds, and kept it. As a result, in the perspective of the patients and guardians, they can fix their schedule based on the doctors' visit. The rest of their time can be used wisely and expectedly, and they are very satisfied with it. Second case is related to the hardware, with human and space, what I said FF&E. If you come to the hospital, doctors, nurses, or administrative staffs rarely see the ceiling, sitting and working all day long. On the other hand, the patients see the ceiling for all day, lying down on bed. Even when they move from place to place, they are on the bed. So what we thought was to make the hospital with beautiful ceiling. This is why we started to design the ceiling. So the hospitals that are built or repaired recently have a new designed ceiling now, with lights that do not hurt your eyes. I would say this is a minor case of FF&E. Third is related to time and space, where we often talk about 'story'. We want Severance to be different from other regular hospitals, and with this in mind, when we interview the patients, they say the most demanding part is when they go into the surgery room. They say they feel so anxious if they can survive the surgery. Since Severance hospital is based on Christianity, we pray before the surgery for the patient, including doctor and other staffs to calm the patient's mind, to not feel anxious about it. It is a kind of support we give. This is what we call a 'praying doctor' project. After practicing the project, most of the patients who have gone through surgery in Severance say that they remember this praying ceremony the most. I would say this is another minor example of what we call 'story'. Even just hearing the story of the brain doctors already touches my heart so I can see that that is quite unique to the severance hospital Now, here is the last question for you today. So, Where if you want to take the Patient Experience Management at the Severance Hospital in the future? I just mentioned about the waiting time, FF&E, and story in the frame of human, time, and space model. If you look at this carefully, and if you see the human axis, you can draw a line on the axis, in terms of 'you', through 'me' towards 'them' on the graph. And then you can also draw a line on the time axis, from 'past', through 'present', and towards 'future'. Also, on the space axis, you can also draw a line from the here at the hospital to the outside area. So until now, our Patient Experience is mainly derived by the hospital, and limited to the period of being hospitalized or examined. We want to expand this in the future, not just about the hospital but now we want to include patients who left the hospital,and guardians of the patients, which makes the human axis. In terms of the time axis, we want to include not only time period when they stay in the hospital but also afterward. Furthermore, on the space axis, not only inside of the hospital but also outside of the hospital after leaving, which includes diets, exercise habits, and lifestyle. If we make this Patient Experience as our assignment, this will not be limited inside of the hospital, but something that can contribute to the society. This is why we made this model and started working on it. It really sounds wonderful. I really wish you, Success with your future class so that the whole society can benefit from what you do at Severance Hospital. Thank you very much for your sharing, the insight from Severance Hospital. Thank you very much. Thank you.
