Integrating Text-Mining and Balanced Scorecard Techniques to Investigate the Association between CEO Message of Homepage Words and Financial Status: Emphasis on Hospitals
Authors: Na Hyung Jong , Lee Kun Chang , Kim Seong Tae 
Published: April 2021

(1) Background: The Chief Executive Officer’s (CEO’s) message on a hospital’s homepage on the Internet contains various components, such as the hospital’s future vision, promises to customers, availability of upgraded services and public activities. This statement usually includes non-financial information as well as financial information about the corporate entity owning/operating the hospital. In addition, it provides useful information about not only the company’s goals and vision, but also firm performance targets and strategies for the future. This study aims to investigate associations between the CEO’s message and the financial status of the institution. We used the balanced scorecard framework to analyze what content on the hospital’s homepage is related to the hospital’s various financial ratios. (2) Methods: We adopted a text-mining method to extract significantly repeated keywords from the CEO’s message on the hospital’s website. Then, we classified these keywords using a balanced scorecard approach. To examine the relationship between keywords in the CEO’s message and the hospital’s financial ratios, a t-test was conducted for the difference in the term frequency divided by inverse document frequency (TF-IDF) mean of the home page contents and its relationship with the views of the balanced scorecard framework. (3) Results: According to our empirical results on 65 samples collected from local hospitals, there are some significant relationships between the qualitative content of the hospital’s homepage and the quantitative financial ratios that indicate profitability, activity, leverage, liquidity, and accumulating reserves for proper business purposes. (4) Conclusions: The introduction section of a homepage is the part most accessible to customers, containing the aims and ideals of the hospital and reflecting the institution’s values and visions. In addition, in the coverage of financial status, the organization can either emphasize financial strength or focus on other areas to divert attention from any weakness shown in the financial information. This study reminds us of the importance of the hospital website’s disclosure, and what can be inferred from the financial status of the hospital. It also highlights the need for reconciliation and harmony between the quantitative data, financial statements, and qualitative data in the CEO’s message. (5) Implications: To the best of our knowledge, this paper is the first research attempting to investigate the relationship between text on the hospital’s homepage and the hospital’s financial ratios using text-mining techniques and the balanced scorecard framework. Hospitals play a crucial role in a country’s welfare and healthcare industry. Nevertheless, in many countries, hospital organizations tend to remain a source of critical fiscal deficits due to ineffective and sloppy management. We expect that the result of this paper can provide hospital managers with useful information to address that situation.