Essays on Bumrungrad Hospital - Effective Marketing and Distribution Strategy Case Study

Download full paperFile format: .doc, available for editing

The paper “ Bumrungrad Hospital - Effective Marketing and Distribution Strategy” is a cogent variant of the case study on management. This paper has been divided into several sections, which have helped in illustrating various issues regarding Bumrungrad in Thailand. Bumrungrad Hospital is a multiple-specialty medical facility. Trends in service delivery were prompted by the South-East Asia currency crisis, which saw mass movement from private hospitals, which were expensive compared to what was being offered by government hospitals. Bumrungrad took advantage of the 11 September 2001 attack in the USA so that it could augment its customer base.

Bumrungrad instituted a number of measures that could woo the Islamic community to their hospital facility. Bumrungrad attracted the Middle East market. The hospital facility had Hospital 2000, a medical information system, which facilitated transactions with customers from various nationalities because customers could register at the Bumrungrad website and could also choose to communicate in a language that they feel comfortable. The service profit chain offers relationships between various factors, which lead to the profitability of a specific service that includes profitability, customer loyalty, customer satisfaction, customer retention, customer productivity, and efficiency.

Most of their customers enjoyed their services since they were beyond what their competitors were offering. Therefore, the hospital retained most of its customers. The facility also had innovative features, for instance, Kid’ s Village provided various medical services in a kid-friendly environment. IntroductionBumrungrad Hospital is a multiple-specialty medical facility based in Bangkok, Thailand. It was established in 1980 as a 200-bed facility. It is the largest private healthcare facility in Southeast Asia. It is a popular destination for medical tourism. The facility is managed by experienced administrators from Thailand, Singapore, the United Kingdom, and the United States.

References

Andrew, T & Siengthai, S. (2009). The changing face of management in Thailand. New York: Routledge.

Chen, N & Ong, A. (2010). Asian biotech: Ethics and communities of fate. New York: Duke University Press.

Hamdan, S. (2012). Thailand profits from health care to Arabs patients. The New York Times. Retrieved on 25 January 2014 from http://www.nytimes.com/2012/02/09/world/middleeast/09iht-m09-gulf-medical.html?pagewanted=all&_r=0

Hunt, A. (March, 2013). Inbound medical tourism and visa reform: how increasing accessibility for foreign patients can decrease American healthcare costs. Huston Journal of International Law, 35(1) 103-137.

Mortensen, J. (2008). International trade in health services assessing the trade and the trade offs. Retrieved on 25 January 2014 from http://www.econstor.eu/bitstream/10419/44694/1/568771478.pdf

Watson, S & Stolley, K. (2012). Medical Tourism. Bangkok: ABC-CLIO.

Woodman, J. (2012). Patients Beyond Borders Focus On: Sime Darby. New York: Healthy Travel Media.

Download full paperFile format: .doc, available for editing
Contact Us