Contributed by Suk Soo-sun (professor at Y◇ Characteristics of Arab Culture and Muslim Patients

◇ Design Reflecting Cultural Characteristics of Users

 

Design management in hospitals, particularly in the Middle East, offers valuable insights into the importance of cultural considerations in service provision. A notable example is the service design at the Cleveland Clinic Abu Dhabi by the global design consulting firm IDEO. This project aimed to cater specifically to the needs of patients from Middle Eastern cultures, demonstrating how crucial cultural understanding is in designing effective services.

Tom Kelley, General Manager at IDEO, shared an example illustrating this point: "The initial hospital room design was Western-style, with just a bed for the patient and a sofa for visitors. However, in Middle Eastern culture, when a family member falls ill, the entire family comes to take care of them. Medical staff, unaware of this, were shocked to find patients' families laying carpets on the floor and even smoking water pipes in the room. This experience led us to completely redesign our approach to patient care."

In Islamic culture, strong familial bonds mean that effectively treating a single influential figure, such as a royal family member or a wealthy individual, can lead to thousands of people visiting the hospital. In Islamic societies, networks and trust are highly valued, and Muslims are often eager to share positive experiences with their community. However, there is a tendency to reject outsiders while being overly generous to acquaintances, which highlights the importance of nurturing and maintaining relationships.

Islamic business ethics prioritize respect for the Islamic world and adherence to its rules and principles over mere profit generation. Although Muslims are spread across vast regions and encompass various ethnicities, there is a risk of oversimplifying their culture into a monolithic entity. This can lead to misunderstandings, such as assuming that certain regional customs represent the entirety of Islamic culture simply because they are practiced by Muslims in that area.

The diversity within Arab culture is significant, and overgeneralization can lead to stereotypes that are not only inaccurate but also offensive. For instance, not all Arabs are unfamiliar with Western culture, and some may even find certain traditional practices, like physical contact in healthcare settings, offensive. However, this varies among individuals, as not all Arab clients share the same religious beliefs or cultural practices. For example, while a traditional Arab man might find it inappropriate for a female healthcare provider to offer a handshake, not all patients in the Arab world would react the same way.

Lebanon, for instance, has a population that is approximately half Christian. If medical staff assume all Arab patients are Muslim and treat them according to Islamic customs, this could lead to cultural missteps. Therefore, it is crucial to understand and respect religious and cultural differences to provide appropriate services to Muslim patients and others.

In South Korea, it is essential to maintain an ongoing focus on services for Muslims by understanding and addressing the cultural differences that may arise. Developing strategies to manage these differences effectively is crucial. Moreover, utilizing local networks established through national promotion efforts and hospital outreach can help reduce cultural unfamiliarity and improve service delivery.

[Copyright ⓒ K-VIBE. All rights reserved. Unauthorized reproduction and redistribution are prohibited.]