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 |
|
SUMMARY The note discusses the healthcare services marketing strategy of Thailand-based Bumrungrad Hospital Public Company Limited (Bumrungrad), the largest privately managed hospital in Southeast Asia. From a significantly adverse financial situation in mid-1997 due to the Southeast Asian currency crisis, Bumrungrad has emerged as a market leader in the healthcare industry in Southeast Asia. The note discusses how Bumrungrad was able to overcome its problems by promoting its healthcare services globally. It covers in length the service experience provided to Bumrungrad's customers. Finally, the note describes the new initiatives taken by Bumrungrad to expand its healthcare services operations and the challenges ahead of it in early 2004. |