Bumrungrad-Global Marketing of Healthcare Services -Introduction- Company Reports

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Bumrungrad: Global Marketing of Healthcare Services
Report Code: COMP0001 Period: 1980 - 2004 Industry: Health Services Countries: Thailand Report Length: 23 Pages	Year of Publication: 2004 Price: Electronic Format: Rs. 500 (Approx. 11.5 $/6.5 £ /10.0 €)

…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. The hostesses were trained in different foreign languages. One of the main attractions of the hospital was the variety of restaurants in the lobby that catered to people of different nationalities. While big brands like McDonalds and Starbucks attracted significant attention, there were Thai and Japanese restaurants as well. This ambience made the patients feel at home...

…THE BENEFITS

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. By 1999, foreign patients accounted for 28% of its total customers compared to 11% before the 1997 crisis. Bumrungrad had also emerged as a market leader in Thailand’s healthcare tourism business, with a market share of 90%...

…THE PROBLEM

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…

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Bumrungrad: Global Marketing of Healthcare Services