01
Flow First
Design the flow before the volume
Booking, first visit, consultation, treatment, return. We find the exact points where patients quietly stop — and where revenue leaks out with them.
AMBER ⟐ FORGE — HOSPITAL CONSULTING
SEOUL · EST. 2018
Structure · Revenue · Organization · Growth
We forge
enduringclinics.
From brand and revenue to organization, operations, and growth — we design the structure a clinic can sustain.
Scroll to explore001 / Hero— A & F —2026
PhilosophyNo. 01
What needs to change is usually where no one is looking.
Before we help a clinic grow, we look at how it moves. Three principles guide our work.
02
Measured, Not Guessed
What is not measured cannot be seen
We observe clinics through numbers, not intuition. Data is the most honest language a practice has — a tool to read its structure, not to judge its people.
03
Roles Before Rewards
Define the seat before the reward
No incentive can repair a team where ownership is blurred. We rebuild the roles first, then lay rewards, training, and culture on top of them.
Founder · 김순선
AboutNo. 02
Soonsun Kim
Founder · Principal Consultant
Consulting built from 17 years inside the clinic.
Most hospital consultants analyze clinics from the outside. Amber & Forge works from the inside. Nine years as General Manager of Segyero Dental Hospital, and the years of field consulting that followed, form the foundation of the methodology. Patient flow, the language of the consultation room, the seats people hold, and how numbers get recorded — all of it has been handled firsthand.
- 17+
- Years in the field
- 10+
- Clinics consulted
- 5
- Integrated domains
Before expecting ownership from the team, I rebuild the seats they sit in. What moves a clinic is not attitude — it is structure.
Career
01- 2018 — PresentFounder · Principal ConsultantAmber & Forge
- 2009 — 2018General ManagerSegyero Dental Hospital
Education
02- MBA, Kyung Hee University Graduate School of Business (Healthcare Management, 2020)
Certifications
03- Lifelong Education Specialist
- Dental Technician
- Medical Service Design Program
- Medical Service Coordination Program
- Service Instructor, Level 2
- Nonverbal Behavior Psychology Specialist, Level 2
- Personal Branding Strategy Specialist, Level 2
- ICRU Communication Specialist, Level 2
- Facilitator Initiative Program
Speaking
04- DIO Navigation Implant National Tour — Keynote
- DIO Implant Official YouTube — Featured
- DIA (Dentium International Academy) — International Speaker
- OSSTEM · MEDIT Conferences — Speaker
Research & Awards
05- [Paper] The Effect of Perceived Leader's Learning Goal Orientation on Employee Turnover Intention (2020)
- 2016 — Korea SuperStep7 YouTube Grand Prize (4th Edition)
Services— 03
Five axes, one clinic.
Amber & Forge does not fragment problems into isolated fixes. A clinic becomes stable only when these five areas correct each other.
Hover a row to focus. Each axis is modular — engage only what your clinic needs.
01
Brand Redefinition
Identity, positioning, and language — realigned.
We re-establish the clinic's identity, positioning, and message architecture through the lens of patient experience, down to the visual tone and the words the team uses at the counter.
PositioningIdentityToneMessaging
02
Revenue Structure Design
Rebalance the sources a clinic depends on.
We read the balance of service pricing, consultation conversion, return rates, and non-insured mix in numbers — and redistribute what the clinic's revenue quietly depends on.
PricingConversionRetentionMix
03
Organization & Operations
PBI + GATE performance system.
Built on our proprietary PBI + GATE methodology, we redesign roles, KPIs, meeting cadence, and decision flow — so the operating structure survives staff turnover.
RolesKPICadenceDecisions
04
Marketing Strategy
Channels follow structure, not the other way around.
Before any spend, we fix the revenue structure and consultation conversion points. Channels come afterward — within strict compliance of medical advertising regulations.
ChannelsComplianceFunnelAttribution
05
Team Education
Install knowledge the team can reproduce.
We codify scripts, service standards, and judgment frames for counselors, front desk, and nursing teams into internal curricula the clinic can keep refining on its own.
ScriptsSOPsTrainingReview
Process— 04
5D Framework.
From diagnose to deepen — we work as a four to six month long-term partnership, not a single-point project.
01 · 2–3 weeks
Diagnose
진단
Founder interviews, data and market analysis, competitive positioning. We record the clinic's present state honestly.
02 · 2 weeks
Define
정의
Distill core values and positioning into a single sentence. Agree on the brand's north star.
03 · 6–10 weeks
Design
설계
Identity, space, digital, and operations manuals — designed in parallel. Consistency is made here.
04 · 4–12 weeks
Deploy
실행
Openings and renewals, campaigns, education — we transplant the design into the field.
05 · Ongoing
Deepen
지속
Quarterly reviews, KPI checks, seasonal campaigns. A brand survives only when it is operated.
Work— 05
Clinics we've rebuilt — and still counting.
From patient flow to counsel language to team structure — every clinic brings a different problem, met with the same principles. Listed below: only the records we have explicit consent to disclose.
- Engagements
- 10+
- Active
- 2
- Disciplines
- 5
- Regions
- 4
Disclosable projects to date
Currently ongoing
Dental · Aesthetic · Oriental · Women's · General
Seoul · Gyeonggi · Daegu · Busan
Index — chronological10 / 10
- C10Seoul
General Clinic
- Organization
- Operations
- Education
ActiveNov 2025 – - C09Gangnam
Dental Clinic
- Brand
- Organization
- Education
ActiveAug 2025 – - C08Dongtan
Dental Clinic
- Organization
- Education
- Revenue
9 monthsJan – Sep 2024 - C07Daegu
Dermatology · Plastic Surgery
- Brand
- Marketing
- Revenue
8 monthsMay – Dec 2024 - C06Busan
Dental Hospital
- Organization
- Operations
- Education
12 monthsApr 2023 – Mar 2024 - C05Apgujeong
Plastic Surgery
- Brand
- Revenue
- Marketing
8 monthsFeb – Sep 2023 - C04Greater Seoul
Korean Medicine Hospital
- Brand
- Marketing
6 monthsJul – Dec 2023 - C03Seoul
Dental Clinic
- Brand
- Revenue
6 monthsNov 2022 – Apr 2023 - C02Greater Seoul
Women's Hospital
- Brand
- Organization
- Marketing
10 monthsFeb – Nov 2022 - C01Gangnam
Dental Clinic
- Revenue
- Education
6 monthsMay – Oct 2022
※ Per medical advertising regulations, we do not disclose institution names, revenue figures, or treatment testimonials. Detailed references are shared during the diagnostic conversation.
InsightsNo. 04
A clinic, as seen from inside.
How a practice actually moves, underneath the numbers. Patterns confirmed again and again across 17 years.
01The Real Shape of the Team
The day the director is away reveals the clinic's real structure.
The more centralized the director, the more decisions stall when they are not in. Consultations give vague answers, the front desk defers, the team waits on a phone call. An org chart is not a seating plan — it is how the clinic moves when the director is not there.
02Where Revenue Is Decided
Revenue is decided not in the exam room, but in the five minutes at the counsel desk.
No matter how high the service price, if the patient hesitates in consultation, the revenue never books. Order of questions, timing of price, the language that reads hesitation — the five minutes the clinic manages least decides the biggest number of the day.
03Clinics That Never Learn
Unrecorded problems always return by the same name.
Most clinics solve problems but do not record them. The same complaint, the same attrition, the same reason for resignation comes back every quarter. Documentation is not paperwork — it is the only way a clinic learns on its own.
Contact— 07
Let's forge something lasting.
Opening, repositioning, or scaling — wherever your clinic is, we begin with a 30-minute free diagnostic conversation.
A short note is enough. If your practice is three or more years past opening, or considering a repositioning, this is often the right moment.
HOURS
Mon – Fri · 10:00 – 19:00
SOCIAL