Bumrungrad's Global Services Marketing Strategy

Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download Bumrungrad's Global Services Marketing Strategy case study (Case Code: MKTG091) click on the button below, and select the case from the list of available cases:

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company -->

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:


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


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


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.


• 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?


  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


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

Bumrungrad's Global Services Marketing Strategy - Next Page>>

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.