Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 20 pages
Data source: Published sources
Abstract
The case discusses the health care 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 health care industry in Southeast Asia. The case discusses how Bumrungrad was able to overcome its problems by promoting its health care 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 health care services operations and the challenges ahead of it in early 2004.
Teaching and learning
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Abstract
The case discusses the health care 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 health care industry in Southeast Asia. The case discusses how Bumrungrad was able to overcome its problems by promoting its health care 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 health care services operations and the challenges ahead of it in early 2004.