Presented by: Ruhi Jain(10BSP1356) Supriya Singh(10BSP0212) Varun Bhasin(10BSP0551)

Background
Established in September 1980, transformed from 200

bed facility to Southeast Asia s largest privately managed hospital with 554 beds The hospital was jointly owned by Bangkok Bank and the Sophonpanich family, one of Thailand's leading business families The significant increase in the number of domestic patients in its care over the years led to many fold increase in its revenues

Introduction
Bumrungrad has made a remarkable recovery from the

dark days of the Asian economic crisis

 Changed its strategy by drawing in foreign patients

from near by countries as well as developed countries like Europe and USA.
Bumrungrad was the first JCI(Joint Comission

international) accredited hospital in Asia

Cont d
Bumrungrad was the fastest in three key areas

quality, leveraging the term medical tourism and services. Decided to use Internet as an information and marketing medium to promote its services to foreign patients- luanched a website in 1997  Find a Doctor section book an appointment online, could choose between 600 doctors according to their preferences and requirements and confirmed it within two hours, 150 appointments everyday and customers could view their medical records also.

Promoting Healthcare Services

In late 1990s, Bumrungrad participated in an

international road show organized by the export promotion department of Thailand commerce ministry- promote medical tourism as an export product Bumrungrad opened representative offices in Ho Chi Minh City (Vietnam), Yangon (Burma), Dhaka (Bangladesh) and Laos (Cambodia).  Provide assistance to procure visas and travel arrangements

Cont d
 Pickups and drop off facility at Bangkok airport and

the hospital  Sales representatives were sent to other Asian countries to create awareness and promote Bumrungrad  Helped to attract patients from those countries where quality healthcare was either not available or was too expensive  One of its main business segment- foreign patients for routine health checkups initially Japanese were targeted

Cont d
 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 for promotion

Cont d
 Offered an instant and affordable full package of

healthcare services inclusive of airfare, medical charges, accommodation and the entire cost was a mere one third of the hospital in UK  Sept 11, 2001 attacks in the US , many people from the Islamic counties has a fear that they were not treated well in US and Europe, so Bumrungrad realize this as an opportunity and gave a sensitivity training on the fundamentals of Islam to a staff of 1300 people and a Halal kitchen and an Islamic prayer room was opened

The In Hospital Experience

 Bumrungrad had a western-style ambience in the hospital to woo foreign patients  Reputation of utmost efficiency- average time for treatment of outpatients was just 42 min  In mid 2001, installed a medical information system called Hospital 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 extreme emergencies

Pricing Of Healthcare Services

Well planned pricing was a major contributor to bumrungrad s success Health care costs were significantly cheaper as compared to medical facilities at other countries Low rent apartments with maid servants were available near the hospital for outpatients and for families of those being treated there. Full page advertisements in local newspaper to attract local customers

The Benefits
By 2002, emerged as a market leader in Thailand s healthcare tourism business market share 90% Received accreditation from JCI Became the only hospital in Asia and one among top 12 in the world First hospital in Asia to receive ISO 9001:2000 and ISO 14001 certification Received over 200 e-mails from patients in different parts of the world requesting treatment at the hospital Developed a database of 2 million patients who were treated in the hospital and accessed by all the doctors

Initiatives In 2003
In 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 hospital s service apartments  Introduce Asia s first Virtual Nursery  Families of patients being treated could send e greetings to their loved ones from anywhere in the world