Presented By

Amar, Arabinda, Padmanav, Shweta & Soumya

Business Strategy of Bumrungrad Hospital
 Targeted foreign patients (During-south east Asian
currency crisis)
 Establishing excellence in specialist areas
 Modern medical equipment & 600 physicians
 International management team lead by American
professionals
 Shifting Govt. Hospitals (where health care services
are free or at low cost.)
 Jack welchApproach – to make biggest market
share during down markets.
 Applied for ISO 9002 & received

 Use of Internet- An information & marketing

medium for promotion
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
Contd….
 Website – www.bumrungrad.com
“ Find a Doctor” Section
 Choose & booking appointment among 600
doctors
 View medical records
 International Road show – organized by Export
promotion dept. of Thailand commerce
ministry
 Health tourism package
 Assistance to foreigners
 Procuring Visas
 Make travel arrangements
 Providing cost estimates
 Sales representative Offces – for creating
awareness & promotion
Contd….
 Tied up with travel agencies in Thailand for
Japanese
 Tied up with Thai Airways International to run
health care packages to Thailand
 Advertisements & catalog information in
Magazines of Thai Airways & Royal Orchid
Holiday Brochures
 Tied up with UK Healthcare enterprise
 “Instant & Affordable” package inclusive
airfare, medical charges, accommodation &
entire costs
 Targeting countries where healthcare cost is
high & Insurance net is low
contd….
 Customized services for Middle East &Islamic
Countries Patients
 Sensitivity training on fundamental of Islam
(1300)
 HalalKitchen opened in the hospital certified by
Islamic committee
 Islamic prayer room & 7 Arabic interpreters
 Each room had a prayer rug
 Advertising campaign in Arabic newspaper
 Opened International Patients Care(IPC)
 Procuring visas
 Language translation
 Insurance transport
 Interaction with doctors
Contd….
 New subsidiary BH Internationals
 Offer consultancy service
 Build a major hospital in Myanmar
 Tied up with Mandara Spa
 Relaxation programme
 Targeted at Japanese patients
 Natural Treatment
 Word of mouth publicity
 Good Infrastructure
 Feel at home
 BH cyber comers – Internet cafes
 Hospital 2000 – Medical Information system
 Deluxe rooms & VIP suits
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Contd…..
 Price is most compelling factor
 Year 2000 – “Dragon Baby” – campaign
targeted at pregnant women
 Kid’s Village – Pediatric centre

 Kid Zone

 New features – “ International Patients”

 E- greetings to loved ones

 Virtual Nursery

 Overcome language Barriers

 Service apartments of relative of patients

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 THANK
YOU