Bumrungrad's Global Services Marketing Strategy
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Case Code : MKTG091
Case Length : 18 Pages
Period : 1980-2004
Pub Date : 2004
Teaching Note : Available
Organization : Bumrungrad Hospital Public Company Limited
Industry : Healthcare Industry
Countries : Thailand
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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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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.
The center aimed to attract 30,000 children per month compared to the current influx of nearly 10,000 children every month. The centre had 48 qualified pediatricians, representing different pediatric disciplines such as allergy, nephrology, endocrinology, psychiatry and so on.
The center offered several medical services in a kid-friendly environment as it was painted with blue skies, clouds, etc. and had colorful treatment rooms and an entrance center, to make kids feel relaxed.
It had a Well-Baby center, with a separate entrance and waiting room for kids with immunizations and who were likely to be sick...
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.
Having achieved this remarkable growth in its business resulting in significantly improved financial performance over the past five years, Bumrungrad's main challenge will be to sustain this growth in future, especially in the light of tough competition from local players in Thailand as well as hospitals from other emerging healthcare destinations in the world (Refer Table IV).
In 2004, Bumrungrad faces tough competition from local players, who are upgrading their services and infrastructural facilities to be on par with those at Bumrungrad. Industry analysts say that it may not be difficult to imitate the unique services offered by Bumrungrad...
Exhibits I: Medical Tourism Industry in Thailand
Exhibits II: The Bumrungrad Package
Exhibits III: Bumrungrad - Experiences of Foreign Patients
Exhibits IV: Awards and Recognitions for Bumrungrad
Exhibits V: Bumrungrad - Financial Performance (1999-2003)
Exhibits VI: A Snapshot on the Global Medical Tourism Industry