Bumrungrad's Global Services Marketing Strategy
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Promoting Healthcare Services Globally
In the late 1990s, Bumrungrad participated in an international road show organized by the export promotion department of Thailand commerce ministry. It was around this time that Thailand began promoting medical tourism as an 'export' product - one which could earn valuable foreign currency for the country (Refer Exhibit I for the medical tourism industry scenario in Thailand).
The In-Hospital Experience
Bumrungrad had a western-style ambience in the hospital to woo foreign patients. The lobby of the hospital resembled a five-star hotel, with a ceiling as high as two floors, teak pillars and plush sofas and armchairs. Attractive oriental carpets covered the marble floors, while flowering trees and shrubs were tastefully arranged around...
By 2002, Bumrungrad's strategy of wooing foreigners reaped rich dividends with the hospital witnessing more than three-fold growth in the number of foreign patients between 1997 and 2003. (Refer Table III). By 1999, foreign patients accounted for 28% of its total customers compared to 11% before the 1997 crisis...
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