The Overseas Patient Attraction Team Is Soaring
Patient Numbers Up 50%, Revenue Up 40%
Social Media and Search Ads: New Channels for Patient Acquisition
Inquiries from Taiwan, the Middle East, and the CIS Are on the Rise
“I heard the flight was delayed by four hours.”
At 3:00 p.m. on the 4th of last month, Jang Jae-hee, Section Chief of the International Patient Recruitment Team, sprang into action upon receiving a call from the agency. This was because the patient’s schedule had been disrupted, causing a domino effect that affected the consultation time, the interpreter’s schedule, and the patient’s hotel check-in—not to mention the consultation for another patient scheduled for the following day. After communicating via phone and instant messenger, the schedule changes were successfully finalized, and Manager Jang breathed a sigh of relief.
The Overseas Patient Attraction Team, to which Manager Jang belongs, was transferred to the Corporate Partnership Office in February of this year to maximize synergy. Manager Jang handles the day-to-day operations, while Lee Jun, Head of the Corporate Partnership Office, provides support. Although it is a two-person team, their scope of work is broad. They are involved in the entire process—from identifying partners such as overseas medical tourism agencies and travel agencies to consultations, reservations, and treatment. They manage the entire journey, from the moment a patient decides to come to Korea until after they return home.
The International Patient Recruitment Team handles international patient services for a total of five providers, including Minish Dental Hospital and the Gangnam branch of Isalri Dental Clinic. Its core expertise lies in matching patients with the optimal location based on their length of stay and budget. For example, patients who are not overly concerned about cost and want quick treatment within a short timeframe are referred to Minish Dental Hospital, while those with a relatively longer stay who prioritize value for money are directed to Isalri Dental Clinic.
Beyond the U.S., China, and Japan, inquiries have recently surged dramatically from Taiwan, Southeast Asia, the Middle East, and CIS countries. Performance in the first half of this year is on track. Compared to the first half of last year, the number of international patients increased by 50% and related revenue rose by more than 40% in the first half of this year. The channels through which patients are attracted have also diversified to include not only agencies but also social media, collaborations with global influencers, and search ads.
In particular, changes in patients’ needs are evident. Whereas in the past, patients visited Korea solely for dental treatment, there has recently been a sharp increase in patients who come for health screenings or cosmetic and dermatological procedures and then opt to undergo dental treatment as well. The focus of medical tourism is clearly shifting from beauty and health screenings to the field of “dentistry.”
The International Patient Recruitment Team is focusing on enhancing operational competitiveness as revenue grows. They organized previously disorganized operational data to build a dashboard that provides an at-a-glance view of the status by country, and they standardized repetitive tasks through manuals. Going forward, they plan to implement a dedicated CRM (Customer Relationship Management) system for international patients to provide even more sophisticated, country-specific services.
Lee Jun, Head of Corporate Partnerships, said, “Attracting international patients is not simply about increasing numbers, but about building sustainable relationships based on strong trust with our partners and patients,” adding, “We will continue to expand our network so that Minish becomes the first global brand that comes to mind when it comes to dental treatment.”
