Hello, congratulations for coming all the way to this point of Capstone Project. In this project, you get to apply what you learn this throughout this specialization course. So what have you learned? I hope you will say immediately, I learned how to innovatively market a product internationally inspired by cross cultural and cross industry practices. Now that you have to carry out this important project, I'd like to offer you some ideas on how to successfully do that. For the purpose in this session, I would like to explain how the healthcare industry have and still is innovating its marketing strategy inspired by the hospitality industry and by the practices in another cultural setting. So let's say the term CCCI, Cross country and cross industry. When CCCI is applied to what I'm about to introduce to you today, it can be termed as KUH squared. KU means cross Korea and the USA, H squared means cross healthcare in hospitality. The specific context I will use is Severance Hospital in Seoul Korea. A probably which you heard from Professor Jin Young Kim at the Center for Creative Medicine at Severance Hospital. By the way, I hope you enjoy that interview video. The key concept in this video was patient experience or healthcare innovation strategy towards better patient's experience. The concept both patient experience was proposed and developed by the leading healthcare institutions in the USA. Mayo Clinic and Cleveland Clinic are the two of them. Practices of such concept has existed in various forms throughout diverse setting even before the term was coined. However, with the introduction of the term, the practices have fast developed with the support of systemized approaches. In the year 2012, the leader of the Severance Hospital, Dr. Charles Lee, then CEO and President of the Severance Health Systems. So a new vision for Severance. With the patient experience driven innovation for healthcare systems. The first task he embarked on in pursuing that vision was hiring the right person to lead this innovation project. He reached out to other industries where customer experience management has already fully developed. He found the hospital industry such as hotels and restaurants, as the exemplary field. He wanted someone from the hostile industry. However, he wanted that someone to have experiences with a non hospital industries as well. So that that someone who already knows not only difficulties involved in applying the approaches and practices in the hospital industry to the healthcare industry. But also know effective ways to overcome those difficulties. Dr. Lee asked me to recommend the summon of their type. Without any hesitation, I recommended that the Dr. Jin Young Kim. As you already realized in his profile he has a rich working experiences in the electronics, hotels, and duty free retail businesses. He was by far the best candidate I could think of. I'm sure some of you want to be such a candidate yourself. I'm very sure you can, my best wishes to you. So what has Dr. Kim done with Severance during the past four years? As you heard from him first, he had his own unique philosophy that helped him see the diverse industries he experienced. Essentially the same in that it is all about three dimensions, human beings, organization, and service. This implies that in successfully introducing and implementing innovative marketing strategies, you have to have a philosophy that can serve as a founding stone for your innovation project. This way, you yourself will not be easily swayed or shaken by others in the process of pursuing your project. Second, he identified the common elements in the service business across the two industries. In the Severance case they were human wear, hardware and software. Further, he pursued a good balance among the elements throughout his innovation journey. This implies that ability to identify common elements across industries is very important. Third, he clearly set the direction towards which Severance should move to. He expressed that direction using the term dignity. He believes that the true patient experienced driven service as Severance should be the service with dignity. He explained that providing service of dignity is caring about service aspects that are invisible and emotional in pursuing to become the only one. This implies that being able to set clear directions really matter in an innovation project. Dr. Kim also talked about what it takes to successfully implement innovative marketing strategies. He pointed out three factors. Top management commitment, field driven projects where people in the field actively participate in the project throughout the project period. And active involvement of the center of innovation in all new and ongoing initiatives in Severance. This implies that in order to successfully implement innovative marketing strategies, not only good visions, directions and contents are necessary, but also solid implementing strategies have to be formed. All this unique philosophy, directions and implementation efforts have realizing unique patient experience, managing practices at Severance. They were making patient weighing less anxious by informing patients of the schedule of doctor visits. It was a designed space patients spend most time looking at, which is the ceiling, more enjoyable. And relieving patients of anxiety, particularly before surgery through a prayer for the patient by all medical staff involved in the surgery. As a result of all these endeavors, Severance is being recognized as the hospital leading the patient experience based healthcare innovation in Korea. Patient satisfaction as Severance has certainly increased. It is not only patients but also their family, companions and visitors that are happier with the Severance. It is not only while they're in the Severance Hospital will also even after it leaves severance that they are happy with the service from Severance. That is the future direction Severance is pursuing. I hope this case of Severance offers some insights to you as to how to create and implement successful marketing strategies in an industry inspired by another industry. And also how to successfully adopt ideas and approaches from another culture. I wish you the very best with your Capstone Project.
