Health experience consumption that cares happiness

Health experience consumption that cares happiness

South Korea
Organization type: 
nonprofit/ngo/citizen sector
$500,000 - $1 million
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

General Doctor Consumers Cooperative creates satisfactory health experience for the public and its consuming culture constantly to strengthen its brand and to help Korean medical system, which is about to collapse due to many conflicts, reform themselves. Also, it is not pursuing the improvement of health indicator only, but also is aiming to offer both the doctors and patients happier life.

About Project

Solution: What is the proposed solution? Please be specific!

We are not trying to change policies or to educate people. We design 'experience' which is so attractive and constantly offered that people cannot resist. We believe that such experience can be the key for solving all the problems in the medical filed in Korea. Therefore, we decided to break old customs in the field for better efficiency and here stands the core distinction of our project. Also, Koreans show positive attitudes toward 'consuming medical service' and the industry itself is turning industrialized. This tendency seems to continue, and we expect it will become stronger as time goes by. Our strategy is to create a powerful brand which is endeared by the public and maintain socially right value which eventually leads the society to change.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Our primary activity is focusing all our efforts on providing people with 'extremely satisfactory hospital experience beyond their imagination'. In Korea, people tends to dislike hospital experience due to short consultation hours - 3 minutes in average - and inattentive attitudes of doctors. We are trying to change this tendency by extending consultation hour to 30 minutes so that people may think hospital experience is attractive and they want to visit us everyday. Also, we are trying to actively sympathize with our patient and support them instead of being unilateral and authoritative. Moreover, we provide people with various event that are related to their health matter even when they are not sick. By doing so, we can help them to manage health naturally in their daily life. All these processes are designed and managed consistently and constantly to form large general satisfaction.
About You
General Doctor Consumers Cooperative
About You
First Name


Last Name


About Your Organization
Organization Name

General Doctor Consumers Cooperative

Organization Phone


Organization Address

98 Wawoosan-Road, Seogyo-Dong, Mapo-Gu

Organization Country
Country where this project is creating social impact

, XX

How long has your organization been operating?

Less than a year

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What stage is your project in?

Operating for 1‐5 years

Tell us about the community that you engage? eg. economic conditions, political structures, norms and values, demographic trends, history, and experience with engagement efforts.

We are engaged in young communities in big cities such as Seoul, with university degrees and puts more emphasis on happiness and realization of their goal than on survival. They show high cultural sensitivity and consuming patterns based on them, so they show quick response to attractive cultural consumer goods and have great potential to be powerful consumers of such goods and services. This type of people feel comfortable with IT equipments, new online services and social networking services and are interested in creating new cultural with them. They are relatively liberal in terms of political inclination and demonstrate strong indivisuallism. They have been costomers and supporters of "General Doctor Clinic & Cafe' and now are core members of living cooperative association.
Share the story of the founder and what inspired the founder to start this project

Share the story of the founder and what inspired the founder to start this project

Our founders of General Doctor Clinic & Cafe are Seungbeom Kim and Hyekin Jeong, who are doctors in different field from each other.

What influenced the most to them was Korean doctor's strike in 2000.

Korean medical system have been shaped in a strange way which focuses on efficiency based on quick and insufficient consultation hours rather than careful treatment for many decades. However, doctors pursued this way to secure their high income by demanding government to enact related policies and ignoring the public who call them swindlers. In 2000, Korean government unilaterally announced that they would enact law that separates the prescribing and the dispensing drugs and it led unprecedented strike of doctors. Leaving only the minimum level of emergency operations open, all medical institutions literally closed. Nevertheless, under pressures and criticism from the public and the government, Korean doctors failed to achieve their goals. This incident showed how tragic it could be when the principles of doctors, understandings of the public, and the government's position come into collision without empirical understanding of each other. Unfortunately, Korean medical system is deteriorating for all - the government, doctors, and the public.

Our founders witnessed this process and became confident that the only way to bring change to Korean medical system is to analyze and understand this miserable reality, and then to design the way to consume powerful energy called 'satisfaction' and 'experience'.

Social Impact
Please describe how your project has been successful and how that success is measured

We have been running our clinic in the most culturally hot place in Seoul, Hongdae district for four years. "General Doctor Clinic & Cafe" is a unique convergence model of private clinic and cafe not only in Korea, but also in the world. We successfully managed to deliver outstanding satisfactory private clinic experience. Our model appeared on mass media many times and became very popular. Also, our attempt inspired many people and we are making exchanges with other doctors, universities, and companies. Our specialty on designing medical experience was recognized by the government of Seoul and we won approximately one hundred thousand dollars worth contract called "Designing local hospitals in Seoul project". We also consulted health care company for 2 month for twenty thousands dollars. We established living cooperative association this May. We opened our membership online and more than 400 people tried to apply resulting more than 100 of them as actual members. This whole process took only 6 month from its proposal to establishment and is a successful case of founding a new type of medical living cooperative association. General Doctor Clinic & cafe is widely considered as the youngest, the most dynamic and creative medical organization in Korea.

How many people have been impacted by your project?


How many people could be impacted by your project in the next three years?

More than 10,000

Winning entries present a strong plan for how they will achieve growth. Identify your six-month milestone for growing your impact

Our goals in 6 months are gathering 1,000 union members, letting them use consultation sevice both online and offline to complete the basic foundation of our medical service, and running regular event

Task 1

Understanding basic health information and demands of association members and quickly approach to them when it's necessary. Developing online solution for consultation.

Task 2

Sufficient and exact explanation on what our association pursue and what the members can expect from us.

Task 3

Building high-quality consultation system to deliver the members outstanding and satisfactory experiences.

Identify your 12-month impact milestone

We aim to gather 4,000 members by cooperating with many partners for various business ideas and providing attractive cultural and daily health care goods or events at reasonable price.

Task 1

To build and maintain partnerships with various partners who share philosophy and strategies with us.

Task 2

To create strongly attractive which can even be the goal of joining the cooperative but still sharing the essential values of our association consuming goods.

Task 3

To develop our organization, manpower and corporate culture to take care of more than 4,000 members and to remain businesses with various partners stable.

How will your project evolve over the next three years?

After the third business year, we expect the proportion of daily cultural events and consuming goods to increase in our profit, catching up the size of profit from consultation services of doctors. We look forward the number of members to be more than 30,000 and to open more than 10 bases in big cities of Korea. In 10 years, we hope to open big hospital and become the biggest medical network community with 10% of the population of Korea as our members. We will also produce many statistical studies to prove our health care system is more economic and satisfactory than others and induce changes in medical policies of the government and cognition and actions of health care providers.

What barriers might hinder the success of your project and how do you plan to overcome them?

We will not be able to success unless we produce outstanding and distinctive consultation experience or health services. Also, if the public do not understand or misunderstand what we are aiming for due to the failure of building hoped-for brand, we will fail to attract investment or partnership. In the worst case, we might operate at a loss and eventually close the business. Although the worst situation does not strike us, we will still face critical situation. To avoid such problems, we have to put all our efforts to create and deliver fascinating consuming experience through our brand constantly for our targeted consumers. Because we are not doing revenue-making business in short term, we have to manage to survive until the cultural consuming meets its tipping point. To do so, we need to satisfy our loyal members continuously, give them strong motivation to consume our goods and services, and wait for the right time to expand our business at the same time.

Tell us about your partnerships

The field of medical information and online medical is growing very fast in Korea. Many of companies and research centers of the field are showing great interests on our projects and philosophy. We participated in planning the next generation Healthcare Service with EMR solution company called SK UBcare. We also published our study on Medicine 2.0'11 as a co-author with the most leading medical information research center, BIKE lab of Seoul National University. We are running "Designing local hospitals of Seoul" project with CDI, a service design lab in Sungkyunkwan University. We are constantly sharing ideas with the solidarity for Korean medical cooperatives, and in 2010, we opened a hospital at work in NHN, the biggest web service company in Korea.
Current annual budget of project, in US dollars

Explain your selections

Our founders gave up expected income of regular Korean doctors and have worked without stable salaries. The majority of our profit come from 'General Doctor Clinic & Cafe' and "General Doctor Clinic" in NHN. We also secured approximately 30,000 dollars from the investment of members of cooperative.

How do you plan to strengthen your project in the next three years?

1. It is important achieve gradual and stable growth if the number of members and economic size.
2. We have to run public educations and publication business for non-members in the medical industry. It is because if they begin to form negative opinion towards our fast growth and shocking strategies, interferences in the flow of information and suppressions can arise.
3. We have to observe our competitors carefully. One of the characteristics of Korean market is that if new business model appears, so many people jump into the market so rapidly and make the market too competitive to extend its size soundly. Therefore, we always have to prepare exclusive strategies and protect ourselves from late starters.

Which barriers to health and well-being does your innovation address?
Please select up to three in order of relevancy to your project.


Health behavior change


Restrictive cultural norms


Limited human capital (trained physicians, nurses, etc.)

Please describe how your innovation specifically tackles the barriers listed above.

An action is comprised of one's experience, memory and believes that is made by experience and memory. So do healthcare actions and consumptions. Today, people express their health actions through consumption and it leads the related markets to grow. However, the public do not have experience, memory, and belief on good healthcare consumption. So do the people in medical field. They know professional knowledge but are not able to help the public to experience attractive medical services. We are not trying or expecting to educate the patients, offer them reliable medical knowledge, run campaigns, or make good policies. We are innovating the old convention in the medical field by helping the public an achieve desirable health conditions through the right and fun way of consuming medical serv

How are you growing the impact of your organization or initiative?
Please select up to three potential pathways in order of relevancy to you.



Influenced other organizations and institutions through the spread of best practices


Grown geographic reach: Global

Please describe which of your growth activities are current or planned for the immediate future.

Our cooperative is currently limited within Seoul and Gyeonggi area with 400 members. But we are expand our business to the national level in 3 years and we expect other cooperatives and medical service institutions who are influenced by us borrow or imitate our strategies. If we reach certain level in terms of sacle in Korea, we will go abroad and run our business model globally so that more people can consume more humane and natural medical experience.

Do you collaborate with any of the following: (Check all that apply)

Technology providers, NGOs/Nonprofits, For profit companies, Academia/universities.

If yes, how have these collaborations helped your innovation to succeed?

Because our attempts are experimental, the reports from the research centers of universities that recognize the value of our project are greatly helpful. Partnership with IT technicians is also helpful for developing and utilizing online/IT solutions to reach more young people. Cooperation with many non-profit organizations gave social values and innovative images that are meaningful for the Korean society to our brand and helped to build up our brand power.