Bumrungrad banks on trust, hospitality
Trust is key to helping hospitals and healthcare institutions stay afloat as technology rapidly disrupts the industry, says the marketing chief of Bumrungrad Hospital.
Chief marketing officer Napas Paorohitya said trust is a core value that can greatly benefit any organisation.
“Physicians prefer to work with hospitals that provide them with the tools and facilities that complement their work. Bumrungrad has always invested in acquiring tools that will improve our services. This way we can attract talent who can provide effective treatment, drawing in customers and build trust,” she said.
To solidify its trustworthiness, the hospital has invested heavily in creating a culture that emphasises security and safety, said Ms Napas.
Although the face of the healthcare industry will change with the advance of technology, the fundamentals of healthcare service — doctors, quality of treatment — remain essential, she said.
Ms Napas said new innovations will play a crucial role in enhancing healthcare service, making it more precise and effective.
For years, Bumrungrad has been a leader in the local medical tourism industry.
In May, the hospital burnished its reputation in medical tourism by receiving the highest prize at the Asia-Pacific Healthcare & Medical Tourism Conference and Awards 2018 in Vietnam, along with seven other accolades.
Discussing the hospital’s approach to medical tourism, Ms Napas said the industry cannot merely rely on a weak baht to attract patients.
“Ten years ago the boom in the Thai medical tourism industry was the result of a weakened baht that made healthcare service cheaper than elsewhere,” she said.
“To compete in medical tourism [today], you can no longer rely on cost.”
Competitors such as Malaysia, Singapore and Vietnam have become important, competent players in the industry, said Ms Napas.
She said customer service that provides seamless, precise, and effective treatment for patients is what builds customer loyalty.
“Because Thais are known for their hospitality, this advantage can be turned into an additional value — compassionate caring — where we strive to make the patients feel that we do care,” said Ms Napas.
To put this into practice, Bumrungrad has hired interpreters in 14 languages, added a Muslim prayer room and offers halal food.
Ms Napas said Bumrungrad has no plans to set up a hospital abroad, as they would rather focus on a “single campus approach” to control its standards and costs. Rather, the healthcare provider sets up primary care clinics in foreign markets to introduce its service and the “Bumrungrad Experience” to attract more customers.
She said the hospital has drawn more patients from Asean and China, but the Middle East still represents the majority of its foreign clients. The share of foreign and Thai customers is evenly split. The hospital has representative offices in Guangzhou and Shanghai, though Ms Napas said the majority of the Chinese customers heard about the hospital through word of mouth.