Korea Brand Hospital Association Emerges with a Focus on Global Market
Korea Brand Hospital Association Emerges with a Focus on Global Market
  • by Lee Jae-seung(jasonlee@koreaittimes.com)
  • 승인 2014.11.29 02:49
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The Korea Brand Hospital Association (KBHA) established

“Assisting Korean medical institutions in taking on the global medical market, the KBHA will help them grow into premium-quality global brands that provide global citizens with Korea’s best medical services at reasonable prices,” said KBHA Chairman Ahn Geon-yeong.

The Korea Brand Hospital Association (KBHA) has been established, with a view to nurturing Korean medical institutions into global brands.

The KBHA has been founded to soup up the domestic medical industry and create national wealth by developing Korean medical institutions into global brands.

The KBHA aims to develop Korean medical institutions into global brands, carry out a certification program and encourage Korean medical institutions to share their expertise in successfully entering foreign markets.

In fact, the KBHA was formerly known as the Network Hospital Association, which has renamed itself the KBHA so as to underline its commitment to the globalization of Korean medical institutions. Thus, the KBHA is open to all kinds of medical institutions, including large-scale general hospitals.

At the moment, nearly 100 medical institutions in the fields of plastic surgery, dermatology, spinal disorders, herb medicine, dentistry, etc. are the members of the KBHA.

KBHA Chairman Ahn Geon-yeong delivers his speech

“The KBHA plans to help Korean medical institutions grow into global brands in order to facilitate their overseas market entry and to enhance their global competitiveness. By doing so, we will take the lead in attracting foreign patients to S. Korea and spreading Korean medical institutions and medical services across the globe,” KBHA Chairman Ahn Geon-yeong (the head of Gowoonsesang Dermatology Clinic) said at the KBHA inauguration ceremony.

The launch of the KBHA came at a perfect timing. As of now, the nation’s advanced medical standards and reasonable medical charges will make sure that Korean medical services land on the best seller list in any foreign market, according to Chairman Ahn.

Still, despite Korean medical services’ such high marketability, Korean medical institutions have difficulty making inroads into overseas markets. First of all, institutional, financial support from the government leaves much to be desired. But the biggest problem is that Korean medical institutions tried to wade through unchartered territory single-handed, only to encounter lofty foreign market barriers.

The Korea Brand Hospital Association (KBHA) has been established, with a view to nurturing Korean medical institutions into global brands.

The KBHA has been founded to soup up the domestic medical industry and create national wealth by developing Korean medical institutions into global brands.

The KBHA aims to develop Korean medical institutions into global brands, carry out a certification program and encourage Korean medical institutions to share their expertise in successfully entering foreign markets.

In fact, the KBHA was formerly known as the Network Hospital Association, which has renamed itself the KBHA so as to underline its commitment to the globalization of Korean medical institutions. Thus, the KBHA is open to all kinds of medical institutions, including large-scale general hospitals.

At the moment, nearly 100 medical institutions in the fields of plastic surgery, dermatology, spinal disorders, herb medicine, dentistry, etc. are the members of the KBHA.

▲ KBHA Chairman Ahn Geon-yeong and KBHA executives

“The KBHA plans to help Korean medical institutions grow into global brands in order to facilitate their overseas market entry and to enhance their global competitiveness. By doing so, we will take the lead in attracting foreign patients to S. Korea and spreading Korean medical institutions and medical services across the globe,” KBHA Chairman Ahn Geon-yeong (the head of Gowoonsesang Dermatology Clinic) said at the KBHA inauguration ceremony.

The launch of the KBHA came at a perfect timing. As of now, the nation’s advanced medical standards and reasonable medical charges will make sure that Korean medical services land on the best seller list in any foreign market, according to Chairman Ahn.

Still, despite Korean medical services’ such high marketability, Korean medical institutions have difficulty making inroads into overseas markets. First of all, institutional, financial support from the government leaves much to be desired. But the biggest problem is that Korean medical institutions tried to wade through unchartered territory single-handed, only to encounter lofty foreign market barriers.

▲ KBHA Chairman Ahn Geon-yeong is delivering an opening address.

Therefore, the KBHA has been set up to accompany Korean medical institutions on an otherwise lonely journey to the global market. By encouraging Korean medical institutions, who have accumulated knowhow through their successful or unsuccessful attempts to break into overseas markets, the KBHA looks to assist Korean clinics and hospitals in growing into global medical brands.

“The task of nurturing your business into a global medical brand cannot be done overnight. It requires a lot of time and energy. However, if you team up with like-minded people, your chances of success will be increased. The KBHA will serve as a medium for your networking. We also hope that our well-established members stay open-minded about mentoring novices in the globalization process,” KBHA Chairman Ahn mentioned.

For a start, the KBHA will regularly hold seminars to help members share their knowhow with others. Such seminars will revolve around successful or unsuccessful cases of overseas market entry by Korean medical institutions in order to help members learn what to benchmark against and what to be wary of in making forays into overseas markets.

Since the main goal of the KBHA is to nurture Korean medical institutions into global brands, we will press ahead with a medical brand certification program to officially certify our members.

Since credibility is all that matters when it comes to certification, our medical brand certification program will be joined by external experts from the legal community and academics. The program will start as early as January next year.

Before running such a certification program, we fully understand that quality management comes before everything else in brand management. A decades-old, well-established brand could collapse overnight owing to its failure in addressing a single risk factor.

“We should take a strict approach toward the issue of quality management in order to grow into global brands. Legal matters, taxes, PR activities and human resources and risk management should be dealt with systemically. However, many hospitals and clinics are still unaware of the importance of quality management. I believe that the KBHA can be a great help in tackling that matter,” said Chairman Ahn.

He also emphasized the importance of the government’s policy and financial support because government support plays a pivotal role in ensuring Koran medical institutions’ successful overseas market entry. Likewise, the government is positive about Korean medical institutions’ global expansion and wants cooperation from the Korean medical community. The KBHA said that it would play a bridging role between the government and global-minded Korean medical institutions.

“The KBHA has been founded to nurture Korean medical institutions into global brands that greatly appeal to the global market, not to prod members to share their medical techniques and medical practice. We will stay at the forefront of helping Korean medicine take root as global brands,” added Chairman Ahn.


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