The Relationship between Social Philanthropy and Performance of the Medical Institution

Large-sized hospitals have been consistently working on social philanthropy activities, there has been, however, no critical research on performance of the hospitals affected by the activities. This paper, accordingly, is aiming to identify the effect of social philanthropy on management performance in financial performance and non-financial performance, then to suggest strategic implications to the practical hospital business environment. By analyzing social philanthropy activity types and its importance for each type, this paper is expected to suggest optimized social philanthropy plan for large hospitals. Moreover, we additionally expect to confirm the moderating effect of degree of social philanthropy activities, to see how different the performance is on the dependence of the degree of social philanthropy activities. Especially, it is highly needed to measure financial performance indicators and non-financial management performance indicators and to clearly identify the performance of social philanthropy activities of companies, which will be differentiated against the current studies on management performance of companies. Therefore, this study will examine and categorize the types of social philanthropy activities then analyze the performance of it by dividing into two parts of financial performance and non-financial performance, to present a keystone of strategic plan in the practical hospital business environment.