Located in Metro Manila, Philippines, St. Luke’s Medical Center stands as one of Asia’s most respected and trusted healthcare institutions, known for its clinical excellence, medical innovation, and patient-centered approach. With two world-class tertiary hospitals and a third under development, St. Luke’s continues to set the standard for quality and compassion in healthcare — both for local patients and an increasing number of international visitors seeking specialized treatment.
Recently, we had the opportunity to speak with Dr. Dennis P. Serrano, Chief Executive Officer of St. Luke’s Medical Center, to explore his leadership journey, the hospital’s strategic direction, and its growing role in global healthcare.
1. You’ve spent more than three decades as a surgeon and hospital executive. What pivotal experiences most shaped your leadership style and outlook on patient-centered care?
My career has been defined by the intersection of clinical precision and compassionate leadership. Every role — from surgeon to hospital executive — has reinforced the importance of patient-centered care as the foundation of everything we do. I’m proud to say that the experiences that shaped me most were those that required balancing complex medical decisions with empathy and respect for the human experience behind every case.
2. St. Luke’s is renowned for clinical excellence in the Philippines. When you accepted the CEO role, what “north-star” goal did you immediately set for the organization?
From the beginning, the vision was clear: to deliver world-class care to our local patients while meeting the growing demand from international markets. That meant setting a bold course for growth — expanding capacity through the opening of a third tertiary hospital, investing in cutting-edge medical technologies, and strengthening affiliations with top-tier physicians. The north star has always been to build a sustainable model that not only upholds service excellence but ensures consistency across every level of care.
3. St. Luke’s operates two tertiary campuses in Metro Manila. What is your strategic roadmap for balancing domestic demand with rising international patient volumes over the next five years?
Balancing domestic and international demand is both a challenge and an opportunity, and it starts with expanding our infrastructure and expertise. Over the next five years, we’re focused on strengthening clinical programs, increasing capacity through our upcoming Aseana City facility, and refining systems to ensure that every patient — whether local or international — experiences the same exceptional standard of care that defines St. Luke’s.
4. St. Luke’s International Patient Services team is renowned for its seamless coordination. What new digital or AI-enabled tools are you adopting to personalize the medical traveler’s journey?
We’re leveraging digital transformation to create a truly personalized experience for every international patient. Our eHealth Hub and electronic medical records (EMR) system allow pre-arrival consultations and access to medical histories. During the stay, real-time information and digital concierge tools enhance convenience, while post-discharge care is supported through remote follow-ups.
This is part of our broader Digital Transformation Program, which includes modernizing enterprise systems, improving billing transparency, upgrading IT infrastructure, and using analytics for precision care. The goal is to future-proof our operations and elevate the patient’s experience.
5. St. Luke’s already held several international quality seals before pursuing Global Healthcare Accreditation (GHA). What gap did you see that GHA could uniquely fill, and how has that decision influenced your patient journey and brand?
While our existing accreditations have always emphasized clinical excellence, GHA brought something different — a sharp focus on the medical travel experience. It goes beyond clinical outcomes to address cultural sensitivity, safety, personalized coordination, and post-care continuity. This alignment helped us fine-tune our systems to meet the expectations of international patients, reinforcing our commitment to patient-centered care and strengthening global trust.
Earning GHA recognition was a milestone for us. It made St. Luke’s the first and only hospital in the Philippines to achieve this distinction, solidifying our position as a leader in medical tourism and setting a benchmark for others to follow.
6. What stood out to your team about GHA’s accreditation process compared to others, and which elements provided the greatest value?
GHA’s process was uniquely patient-centered, going beyond traditional clinical metrics to emphasize continuity of care, clear communication, and cultural sensitivity. The assessment gave us actionable insights into improving workflows, readiness, and service touchpoints — areas that directly impact the patient experience. It also strengthened coordination, boosted efficiency, and enhanced post-discharge follow-up, all of which have elevated our international patient program to a new level of excellence.
7. St. Luke’s Research and Biotechnology Division (RBD) has led more than 240 global clinical trials and built one of the region’s most advanced biobanks. How do these assets translate into tangible benefits for patients, particularly those traveling for complex care?
Our research and biobank capabilities give us a unique edge in delivering advanced care. They enable faster, more accurate disease identification and open access to innovative therapies that aren’t widely available elsewhere. For international patients, this means the opportunity to participate in cutting-edge treatment protocols, including genetic testing and sequencing for cancer. These assets don’t just advance science — they build confidence and demonstrate our commitment to cutting-edge, research-driven care for even the most complex cases.
8. St. Luke’s collaborates with top-tier academic medical centers worldwide. What opportunities do you see for partnerships with travel, hospitality, and government sectors to position Metro Manila as a hub for medical and wellness travel?
We see enormous potential in integrated, cross-sector collaboration to position Metro Manila as a true hub for medical and wellness travel. Imagine bundled care and accommodation packages, streamlined visa processes, and tech-enabled concierge services that make the Philippines more accessible and convenient for international patients. Government initiatives — such as airport concierge desks and express lanes for medical travelers — would further elevate the experience. When these elements come together, Metro Manila becomes more than a destination; it becomes a one-stop center for world-class care and wellness.
9. For hospital CEOs aiming to attract and serve international patients, what practical steps or cultural shifts would you recommend to build a sustainable medical travel strategy?
Start by understanding the unique expectations of different nationalities and patient groups. Focus on reducing diagnostic and treatment turnaround times, and constantly look for ways to enhance convenience, access, and personalization. Medical travel success is built on trust, and trust comes from consistent, culturally sensitive, and patient-focused care.
10. By 2030, what signature patient-experience innovation do you expect international visitors will immediately notice the moment they arrive at St. Luke’s?
By 2030, our international patient experience will seamlessly merge advanced technology with Filipino hospitality across all our facilities — Quezon City, Global City, and the upcoming Aseana City hospital. Arrival will be redefined by tech-enabled concierge systems, real-time communication tools, and personalized navigation support.
Our distinctive edge lies in delivering these innovations with warmth, compassion, and cultural sensitivity — the essence of Filipino care. This balance of smart technology and heartfelt service will continue to inspire confidence among international patients for years to come.
