Purpose: In the current context where aging is rapidly progressing, this study aimed to discuss the future directions and challenges of visiting health care services in Korea by drawing insights from Japan’s cases on how to provide high-quality care services for community residents. Therefore, this research aimed to explore the development directions of Korea’s visiting nursing services in an aging society by examining the four major projects of Japan’s visiting nursing system as presented in the ‘2025 Visiting Nursing Action Plan,’ jointly announced by the three organizations: the Japan Nursing Association, the National Association for Visiting Nurses in Japan, and the Japan Visiting Nursing Foundation. Methods & Results: In Japan, which has experienced and prepared for the aging phenomenon earlier than Korea, visiting nursing services are provided to match the characteristics of the entire community. Customized visiting nursing services for individuals with special needs, 24-hour visiting nursing stations, pediatric visiting nursing stations, and visiting cancer patient stations provide tailored services for the recipients. Conclusions: In Korea, as the population continues to decline and the super-aging phenomenon progresses rapidly, there is a need to develop a tailored visiting nursing service model by benchmarking the quantitative and qualitative expansion of Japan’s visiting nursing services. This is essential to provide high-quality visiting care services using limited healthcare resources.

This study examines the effects of the public’s perception of emergency medical service (EMS) on the public health system’s brand equity and the moderating effect of governance on this relationship using Keller’s customer-based brand equity model. It uses four EMS functions: rescue/first-aid and transfer activities; disaster prevention, preparation, and response activities; educational activities in urgent situations; and medical treatment in emergency rooms to examine the effects of them on brand meaning of the public health system. Our findings are important for understanding the public as customers of the public health system and devising and/ or adapting healthcare policies and marketing strategies to develop brand equity and increase customers’ loyalty to the public health system.