Nakornthon Hospital wants CLMV patients
Goal is B1.55bn in revenue for 2018 with new strategy
Nakornthon Hospital is confident its revenue can reach 1.55 billion baht this year thanks to its new business strategies to tap into Cambodia, Laos, Myanmar and Vietnam (CLMV), as well as new marketing campaigns to access targeted clients and raise brand awareness.
Pensiri Thongsima, deputy director of marketing for the hospital, said it began the “Nakornthon Family Club” campaign last week to welcome new members with special privileges, including discounts on some medical services.
The campaign is expected to lure 10,000 club members by the end of next year.
To build confidence and awareness among patients, several roadshows will be organised this year at different communities, ranging from department stores, shopping centres, community malls, villages and condos to showcase the hospital’s medical innovations, physical examinations and consultation clinic booths.
New investment of 200 million baht is also planned, partly to expand facilities for outpatient medical services.
Nakornthon Hospital has been operating for 22 years to serve residents in the Rama II area in Bangkok with a capacity of 150 beds.
Last year, the number of foreign clients accounted for 5% of total patients, mostly expatriates from China and Myanmar working in industrial estates nearby.
The hospital wants to penetrate the CLMV market to raise the number of foreign clients to 10% over the next few years. To achieve the goal, it has hired staff who can speak CLMV languages and it plans to participate in health fairs in these countries.
Based on data from Kasikorn Research Center, international patients helped generate some 48-49 billion baht in income for the country’s private hospitals in 2017, an increase of 4-5% from 2016, with trends growing at the same pace this year.
International medical tourism and hospital visits numbered 3.3 million last year.
Ms Pensiri said the business strategies should generate an additional 150 million baht for the hospital this year, up from 1.4 billion baht grossed in 2017.
Initially established as a general hospital, Nakornthon has evolved into a multi-speciality hospital with specialised fields such as a child’s health centre, a women’s health centre, an orthopaedic centre and a geriatric treatment centre, which emphasises speciality care for senior patients.
The hospital is set to achieve HA Reaccreditation from the Healthcare Accreditation Institute in 2018. It also expects to win Joint Commission International accreditation, the gold standard in global healthcare, by 2019.