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Success Factors and Marketing Strategies of Bumrungrad Hospital
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 Title & Authors
Success Factors and Marketing Strategies of Bumrungrad Hospital
Jang, Won; Kim, Kyung-Ah; Lee, Key-Hyo;
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 Abstract
The purpose of this study is to analyze and find out key success factors and marketing strategies of Bumrungrad Hospital in Bangkok, Thailand. The major success factors of Bumrungrad Hospital are as follows; First, Bumrungrad Hospital had professional medical team and board of directors who had the international career. Second, Bumrungrad was supported by Thai government and they were in a cooperative relationship with each other for the development of the medical industry. Third, Bumrungrad appropriately handled the internal and external changes including Asia Financial Crises in 1997 and others. Fourth, Bumrungrad diversified and broaden its business field such as global medical investing and management, medical technology, anti-age medicine and wellness. Marketing strategies of Bumrungrad analyzed are the following four factors. First, Bumrungrad focused on the quality of services by employing professional medical staffs, who have the international certification, and by constructing IT system for hospital management. Second, Bumrungrad has maintained an equalized price policy to attract the customers bothin the domestic and foreign markets. The cost for care has appealed the foreign customers for its comparatively low price, but it focused mainly on the upper middle class in Thailand. Third, it established, managed, and consulted hospitals in the foreign countries including the Philippines and the Arab Emirates. Fourth, it adopted differentiated promotion strategies suitable for the special needs of domestic and foreign customers, and put emphasis on the buzz marketing.
 Keywords
Bumrungrad Hospital;Success Factors;Marketing Strategies;Porter's Diamond Model;
 Language
Korean
 Cited by
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국제의료관광코디네이터 자격시험에 대한 의료관광 담당자들의 인식 연구,류황건;한유진;장원혁;김주전;

보건의료산업학회지, 2014. vol.8. 3, pp.63-73 crossref(new window)
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Research of Awareness of the People in Charge of Medical Tour Regarding the Qualifying Examination of International Medical Tour Coordinator, The Korean Journal of Health Service Management, 2014, 8, 3, 63  crossref(new windwow)
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