Service Management Case Study

CASE Study Essay

BUMRUNGRAD’s Global Services Marketing Strategy

What are the problems that international patients of a hospital far away from their home country face compared to patients of a local hospital?

1. There are a number of problems, which, people who are going through a treatment in the hospital far away from their home can face during their time there. One of the main problems is the language barrier and culture difference. Not all hospitals have staff and doctors who speak several languages, and even if they do, the price for the service is usually very high. On the cultural side, people who travel to other countries to get treatment usually expect that the hospital will be aware of their cultural difference and adjust to them, however this does not happen every time and thus causes problems and inconvenience to costumers. The biggest example will be patients from Islamic countries and Asian countries who travel to Europe, or other Western countries to get treatment in the hospital, which is not available in their home country. That is why Hospitals like Bumrungrad would be one of the best choices for international patients, as it is really well adapted to deal with patients from different cultural and religious backgrounds, thus making them feel comfortable. In addition doctors and staff and Bumrungrad hospital speak several languages to provide best service to their patients.

Review and summarize the medical service of Bumrungrad Hospital for foreign patients.

2. Bumrungrad Hospital provides a very big variety of service to its international patients, such as internet appointments through website, systems that translates all the documents into their native language, trained staff who speaks several languages, and knows how to deal with religious people such as Muslims etc. In addition, this hospital has established its centers in different countries around the world, which helps people from those countries to get a treatment in Bumrungrad. The...