An Unconventional Choice in 2018
In 2018, Keynoty System entered an MSO (Management Services Organization) agreement with the T Hospital Network. An MSO is not an ordinary healthcare software supply contract. We chose not to be a company that builds tools, sells them, and walks away — we chose to become the hospital’s own operations team. That meant taking direct responsibility for marketing, operations, and the entire system.
This was an unconventional choice. Most healthcare software companies sell software — they may provide consulting alongside it, but they do not take direct accountability for day-to-day hospital operations. The scope of responsibility is too wide, and there is no way to escape accountability for results.
Keynoty took on that responsibility head-on. And eight years later, that choice has become our greatest asset.
The Problem No Software Company Has Truly Solved
There is one problem in hospital operations that no healthcare software company has genuinely solved.
“Did the advertising spend actually lead to surgery?”
The typical data landscape in a hospital looks like this:
- The ad agency reports click-through rates and impressions.
- The call center reports the number of calls handled.
- The CRM tracks consultation bookings.
- The medical chart records clinical content.
- The surgical scheduling system counts surgeries performed.
Each tool sees only its own domain. As a result, the moment a director asks “How many actual surgeries did last month’s Instagram campaign lead to?” — no one can answer with confidence. Because the data is locked inside five separate silos.
As long as this question cannot be answered, hospital marketing will forever be a matter of gut feeling.
From Ad to Surgery — One Unbroken Thread
The Almighty Doctor OS connects every touchpoint into a single continuous flow — from the moment a patient first becomes aware of the hospital to the moment they leave the operating room.
Ad creative → Media channel → Phone consultant → Patient coordinator → Doctor → Consultation → Surgery
At every step, who did what, when, to which patient, is recorded in full.
A patient who saw Instagram Ad Creative A → made their first call to consultant Park at the call center → went through a 30-minute consultation with coordinator Kim → was seen by Dr. Lee in surgery → and had an operation 14 days later.
This entire journey is preserved in the system as fact.
That makes it possible, at last, to answer the following questions with precision:
- ROAS by creative — Which ad creative actually drives surgical revenue?
- ROAS by channel — Among Instagram, Naver, YouTube, and Kakao — which channel is truly efficient?
- Conversion rate by consultant — Whose first response generates the highest appointment booking rate?
- Conversion rate by coordinator — Who converts the most bookings into actual surgical decisions?
- Doctor-to-surgery conversion rate — Which doctor’s consultation yields the highest surgical decision rate?
Rather than measuring the efficiency of each step in isolation, ROAS (Return On Ad Spend) is tracked end to end across a single flow of fact. You can trace backward to see which operating room, which patient, a single won of advertising spend ultimately reached.
This is the decisive point where the Almighty Doctor OS differs from every other healthcare software.
The Numbers Eight Years Made
Over the eight years from 2018 to 2025, the results from the T Hospital Network that Keynoty operated are as follows:
- Revenue: ~12 billion KRW (2017) → ~27 billion KRW (2025) — approximately 2.3× growth
- National market share: #1 in Procedure A for five consecutive years, 2020–2024, with 40%+ market share
- Hospitals using the OS: currently 18 hospitals in use or actively onboarding
These numbers are not coincidental. A hospital that knows precisely which advertising spend led to which surgery, and a hospital that does not, operate at fundamentally different levels of decision-making quality. The seemingly simple decision to shift budget away from inefficient channels and toward efficient ones — repeated over eight years — produces a 2.3× difference in revenue.
We Eat the Food We Cook
The single most important way Keynoty’s OS differs from other healthcare software is this:
We run the hospitals we operate every day on the very OS we built.
We call this principle self-operation. Just as a chef eats the food they cook, we use the software we build every single day.
Most healthcare software companies cannot do self-operation. They do not run hospitals. They have no direct way to know how their software actually behaves in the field — which screens are frustrating, which features go unused in practice. They learn about the flaws in their software only through customer complaint emails.
Keynoty is different.
- If the ad-to-surgery tracking system we built is frustrating to use, that day’s marketing report becomes frustrating.
- If the staffing module we built gives inaccurate results, next week’s surgical schedule in our hospital falls apart.
- If the ordering system we built runs slow, the next surgery runs short on supplies.
We do not hear about software flaws in a meeting room. We feel them directly through daily operational outcomes.
This is how eight years became etched into the OS. Not refined in the field — made by the field itself.
Even If the Code Can Be Copied
There is a question investors often ask. “What happens if another company builds the same software?”
The answer is simple. The seven-stage flow from ad to surgery can be implemented in code. But knowing how that code must actually be applied to real hospital operations — understanding at which stage data gets dropped, at which screen staff skip entering information, which reports are genuinely used for decision-making — that knowledge comes only from eight years in the field.
Keynoty’s true asset is not code. It is the operational data from 18 hospitals and eight years in the field — etched into the OS through 27 billion KRW in annual revenue under management.
This is not something that can be replicated. It can only be built by investing the same amount of time.