Bumrungrad's Global Services Marketing Strategy

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Case Details:

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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"It was just like staying at the Ritz- Carlton in Boston. The only thing that reminds you that it's a hospital is the medical people coming in and out - and the bed."¹

- Rosemary Shea, a patient treated at Bumrungrad.

"We offer a complete package - very high medical and service standards, a five-star facility and very competitive prices. Where else can you walk in without an appointment, see a US Board Certified specialist in under 15 minutes, pay US $15 for the consult and have a Starbuck's cappuccino on your way out? That's really quite unique."²

- Ruben Toral, Director of International Programs, Bumrungrad Hospital.

"There are people coming from Holland that have never been to Bangkok before, for total hip replacements. It is like any other product. If you can do something better, faster and cheaper than your competitor than you will sell your product. Thailand now probably represents the best possible health care anywhere in the world."³

- Curtis Schroeder, CEO of Bumrungrad Hospital.

Introduction

In early 2004, Bumrungrad Hospital Public Company Limited (Bumrungrad) in Bangkok (Thailand) was named the 'Best Small Cap Company,' by the Singapore-based magazine Asiamoney.

The award was given on the basis of a 2003 poll conducted on more than 3000 fund managers, chief investment officers and heads of research at fund management firms, insurance companies and brokerage houses in the Southeast Asian region.

Bumrungrad (market capitalization of under US$500 mn) was selected from over 180 companies considered for the award.

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On Bumrungrad's remarkable achievements, Philip Owens, the Managing Director and Publisher of Asiamoney said, "This represents the first time that this award has been made to a hospital company in the twelve-year history of the poll.

One glance at our best-managed companies on our 2003 poll reveals that they have one talent in common - the ability to recover fast. Bumrungrad Hospital in Thailand certainly fits this description with its remarkable success story."

On receiving this honor, Curtis Schroeder (Schroeder), CEO of Bumrungrad said, "We're very happy to be recognized in this year's poll.

Bumrungrad has made a remarkable recovery from the dark days of the Asian economic crisis through an effective restructuring and has emerged as the dominant regional player in the Southeast Asian healthcare care market for cost-effective international medical care.

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1] "The Birth of Luxury Womb Service [Obstetrics], Jill Burshay, Asian Wall Street Journal, January 26, 2001.

2] "Medical Tourism in Pacific Asia - A Prescription," Pata Compass, February 01, 2002.

3] "Bumrungrad Hospital: Five Stars Healthcare," Thailand Opportunity, September 01, 2002.