Formula for success in the healthcare industry

We want people that are patient-centered, who follow our core values and identify themselves with the job,” says Theophil Seiler, CEO of Asian Hospital and Medical Center. “Those who are simply waiting for a paycheck will eventually be identified and will be given a chance. But if they do not take it, life will be difficult for them. They will not get recognition or salary increases like their peers, and eventually find their luck somewhere else.”

More than in any other industry, there is no room for half-hearted effort and lackluster performance in the healthcare sector. And, as a facility dedicated to the highest level of quality and compassionate healthcare, Asian Hospital puts a premium on capable and dedicated service. “What I want to bring across is that every person who adds value to the hospital deserves recognition for it,” explains Seiler. “It is true that there are hierarchies in job levels, but nevertheless we are all the same and deserve to be treated with respect. We have to live up to delivering quality services. It is the key for success. People come here because they know that they will get good quality service consistently.”

As CEO, Seiler leaves no stone unturned as he holds conferences with administrative personnel and even service workers like the janitors. “I want to understand ‘What is your concern?’ so I can do something about it. I want to encourage and promote dialogue or communication in all levels to improve service standards. I definitely want to have people involved. If one is comfortable and appreciated where he spends a significant time every week, then he is willing to go the extra mile if there is a need.”

To boost morale even more, an education fund has been set up to allow workers to complete their schooling. The hospital pays a portion of an employee’s education costs and, upon completion of the course, can settle the remaining amount due if the person commits himself to stay employed at the hospital for a certain number of years. “It generates a win-win situation,” Seiler is convinced. “That way. we potentially get more loyalty.” The statistics appear to bear him out. While a 56-percent turnover rate in nursing staff was reflected in 2006, this was reduced to 40 percent in 2007. The statistics are expected to be even lower this year, with nurses choosing to stay rather than opting for overseas employment. “What we are trying to do is open the fund for all, whether administrative, technical, and so on. It is one mechanism to show our staff that we are interested in a long-term relationship.”

Instead of focusing on the possibility of capturing a medical tourism market, Asian Hospital is putting more effort in developing the domestic sector. “We are trying to think in a new direction and move the hospital to become the top health provider south of Metro Manila,” says Seiler. 

It is in line with this goal, that aside from devising executive health screening programs suitable for specific age groups and setting up a sleep laboratory, Asian Hospital recently launched the Golf Performance and Rehabilitation Center. The facility is the only one of its kind in Asia and makes use of the state-of-the-art GoLo GolfBody Screen developed by physical therapist and golf professional William Breland. Likewise, groundbreaking for a hospital building expansion project is on track this year.

What is the particular target market of Asian Hospital?

“As a matter of fact, I don’t want to classify people according to paying capacity. Doing so would be downgrading them,” protests Seiler. “But from a marketing perspective, we are clearly not a hospital that can cater to everyone; we cater to a certain income bracket. However, we also want to be a company with social responsibility. That is why we have the Asian Hospital Charities that takes care of citizens who cannot go — not just to Asian Hospital — but who will struggle to go to even any other hospital. This allows us to provide healthcare services to those who do not have the ability to pay.”

The charity is benefited by various fund-raising projects, the latest of which is the Cinderella production with Lea Salonga.

How do you remain both competitive and trusted in the healthcare industry?

“If you have the right mix, you are able to give the best to your patients. We have to live up to delivering quality services,”  shares Theo Seiler, who confesses that what he likes best about the job is that “people are trained to deal with emotional situations to reassure patients and family members that they are getting the best possible care.”

Reliability, empathy, compassion, and consistent excellence are paramount concerns in the healthcare sector.