Abstract

This Case is also available in Portuguese Language. For more details refere to OPMKTG091 in “Part - B”. The case 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 case 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 case describes the new initiatives taken by Bumrungrad to expand its healthcare services operations and the challenges ahead of it in early 2004.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Bumrungrad’s healthcare services marketing strategy.

Keywords

Healthcare services, marketing strategy, Thailand, Bumrungrad Hospital Public Company Limited, privately managed, Southeast Asia, Southeast Asian, currency crisis, market leader, healthcare industry