Bumrungard Case Prstn

8/3/2019 Bumrungard Case Prstn

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Presented by:Ruhi Jain(10BSP1356)

Supriya Singh(10BSP0212)

Varun Bhasin(10BSP0551)


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BackgroundEstablished in September 1980, transformed from 200

bed facility to Southeast Asias largest privately

managed hospital with 554 bedsThe hospital was jointly owned by Bangkok Bank and

the Sophonpanich family, one of Thailand's leadingbusiness families

The significant increase in the number of domesticpatients in its care over the years led to many foldincrease in its revenues


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Introduction

Bumrungrad has made a remarkable recovery from thedark days of the Asian economic crisis

Changed its strategy by drawing in foreign patientsfrom near by countries as well as developed countrieslike Europe and USA.

Bumrungrad was the first JCI(Joint Comissioninternational) accredited hospital in Asia


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ContdBumrungrad was the fastest in three key areas

quality, leveraging the term medical tourism andservices.

Decided to use Internet as an information andmarketing medium to promote its services to foreignpatients- luanched a website in 1997

Find a Doctor section book an appointment

online, could choose between 600 doctors according totheir preferences and requirements and confirmed itwithin two hours, 150 appointments everyday andcustomers could view their medical records also.


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Promoting Healthcare Services

In late 1990s, Bumrungrad participated in aninternational road show organized by the export

promotion department of Thailand commerceministry- promote medical tourism as an exportproduct

Bumrungrad opened representative offices in Ho Chi

Minh City (Vietnam), Yangon (Burma),D

haka(Bangladesh) and Laos (Cambodia).

Provide assistance to procure visas and travelarrangements


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Contd Pickups and drop off facility at Bangkok airport and

the hospital

Sales representatives were sent to other Asiancountries to create awareness and promoteBumrungrad

Helped to attract patients from those countrieswherequality healthcarewas either not available or was too

expensiveOne of its main business segment- foreign patients for

routine health checkups initially Japanese weretargeted


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Contd Tie up with a travel agency in Thailand catering

mainly to Japanese

Recruit a Thai doctor who could speak Japanese Tie up with Thai Airways International to run

healthcare package trips

In late 2000 luanched a campaign to attract patients

in UK, tie up with UK healthcare enterprises forpromotion


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ContdOffered an instant and affordable full package of

healthcare services inclusive of airfare, medical

charges, accommodation and the entire cost was amere one third of the hospital in UK

Sept 11, 2001 attacks in the US , many people from theIslamic counties has a fear that they were not treated

well in US andE

urope, so Bumrungrad realize this asan opportunity and gave a sensitivity training on thefundamentals of Islam to a staff of 1300 people and aHalal kitchen and an Islamic prayer room was opened


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The In Hospital Experience

Bumrungrad had a western-style ambience in the hospitalto woo foreign patients

Reputation of utmost efficiency- average time fortreatment of outpatients was just 42 min

In mid 2001, installed a medical information system calledHospital 2000

Customers could register at the website and could choose

to communicate in any of 17 languages famous for its heart centre

Even had a helicopter to airlift patients in case of extremeemergencies


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Pricing Of Healthcare ServicesWell planned pricing was a major contributor tobumrungrads successHealth care costs were significantly cheaper ascompared to medical facilities at other countriesLow rent apartments with maid servants wereavailable near the hospital for outpatients and forfamilies of those being treated there.

Full page advertisements in local newspaper to attractlocal customers


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The Benefits

By 2002, emerged as a market leader in Thailands healthcare

tourism business market share 90%

Received accreditation from JCI

Became the only hospital in Asia and one among top 12 in theworld

First hospital in Asia to receive ISO 9001:2000 and ISO 14001

certification

Received over 200 e-mails from patients in different parts of theworld requesting treatment at the hospital

Developed a database of 2 million patients who were treated in

the hospital and accessed by all the doctors


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Initiatives In 2003In Feb, opened an outpatient pediatric centre called Kids Village

largest in Thailand

Center offered several medical services in a kid friendly

environment

User friendly website with new features included in a section

called International Patients like pickups from Bangkok airport,

booking a room at hospitals service apartments Introduce Asias first Virtual Nursery

Families of patients being treated could send e greetings to

their loved ones from anywhere in the world


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Bumrungard Case Prstn

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