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.
Initiatives In 2003
In February 2003, Bumrungrad opened an outpatient pediatric centre, called Kids' Village. Constructed at an estimated cost of 20 mn Baht, the centre was the largest children's medical care center in Thailand.
With its state-of-the-art medical and other infrastructural facilities and its world class healthcare services standards, by early 2004, Bumrungrad has emerged as one of the best-managed hospitals in the world.
Exhibits I: Medical Tourism Industry in Thailand
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