Bumrungrad's Global Services Marketing Strategy


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Please note:

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.

Case Details:

Price:
Case Code : MKTG091 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

Services Marketing
Case Length : 18 Pages
Period : 1980-2004
Pub Date : 2004
Teaching Note : Available
Organization : Bumrungrad Hospital Public Company Limited
Industry : Healthcare Industry
Countries : Thailand

Abstract:

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.

Issues:

• Bumrungrad's global healthcare services strategy. How should the company implement its global expansion strategy? Will the company be able to replicate the same customer experience in its global operations?

• Which business segments must the company focus-upon to drive growth in future?

Contents:

  Page No.
Introduction 1
Background Note 2
Promoting Healthcare Services Globally 3
The In-Hospital Experience 5
Pricing of Healthcare Services 7
The Benefits 8
Initiatives In 2003 9
The Problem 9
Exhibits 12

Keywords:

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

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