The key to the management of an otolaryngology medical institution is the pursuit of patient satisfaction. The medical progression is basically a service industry, and it cannot survive without patients. Therefore, medical treatment, which gives the patient a high degree of satisfaction, a sense of security and reliability, is good treatment. In Japan, many medical institutions are not accustomed to treating the patient as a customer. I think we need to recognize, first of all, that “medicine”, “medical treatment” and the “medical profession” are three different things.