Sustainable Communication Management Using the Balanced Scorecard: Evidence from a Japanese Hospital Based on Corporate Communication Theory

Abstract

This paper presents a case study of a balanced scorecard at the Bethlehem Garden Hospital in Japan. About 80% of hospitals in Japan are running deficits, and each hospital must have sustainable management. The balanced scorecard is attracting attention as a hospital management tool in Japan. This paper aims to clarify the effectiveness of communication management using BSC. Since this theme is still under theoretical development, it will be analyzed by a case study. The research site is the Bethlehem Garden Hospital in Kiyose City, Tokyo, Japan, and it is a case study based on interviews, action research, and document analysis. This paper analyzes based on the framework of corporate communication and obtains several findings regarding BSC. In particular, it shows that using BSC as a tool for communication management may decrease the turnover rate. The case study shows that a balanced scorecard promotes strategy cascade and alignment for hospital staff. Furthermore, it suggests the possibility of leading to a decrease in turnover rate and an improvement in reputation. Namely, it indicates that BSC is a practical and sustainable communication management tool.