| Private Hospitals: Competition For Medical Tourists Heats Up | ||||
| UPDATE : 12 April 2010 | ||||
Competition in the healthcare business is fierce among Asian nations due to the significant potential in terms of job opportunities and income that can accompany growth in the medical tourism sector. Raising standards As healthcare extends its international reach, member states of the Association of Southeast Asian Nations (Asean) in particular have been keen to create opportunities, which in turn has driven private hospitals to improve their services to a level that has surpassed expectations. Thai healthcare services have built a significant reputation worldwide since there have been attempts by government and the private sector to continue in the development of services and usher in ever more modern forms of medical equipment. This has been carried out to demonstrate the nation’s potential and build confidence among customers, whether they be Thais, residents or foreigners. The most recent records suggest that over 1.54 million foreigners visited Thailand for medical services in 2007, generating over 41 billion baht (about US$1.2 billion) in income. It’s fair to say that Thailand’s healthcare business is very successful considering this significant level of earnings. Service-driven Private hospitals, with the aim of supporting rapid growth, emphasize the development of construction and facilities, as well as increasing budgets in the area of human resources and for the latest hi-tech medical devices. The reputation of Thailand’s specialist doctors as extremely service-oriented and the excellent reputation Thai staff are known for in the area of hospitality also generate confidence among patients. While competitors within the region (including Indonesia, Malaysia and Singapore) offer their own selling points, Thai medical teams focus on maintaining standards and keeping up with the very latest treatment options, including the use of the latest technological advances. Another significant draw is the kingdom’s reputation as a leading tourist destination. Following treatment, many patients opt to spend some time at a relaxing location in the kingdom to rehabilitate following their treatment. The country’s numerous, high-quality spa centers offer health-related therapies and treatments in a range of packages. Diverse marketing strategies Since the kingdom has seen improved competency over recent years, private hospitals have had to adopt additional marketing approaches in order to deal with the challenges. Several leading private hospitals, such as Bumrungrad Hospital, which mainly targets foreigners, have advertised their services on TV. Phyathai Hospital has tried to sell its brand via the skytrain, which is said to have generated no fewer than 100,000 views per day during the campaign. Samitivej Sukhumvit, meanwhile, has been very active in providing its patients with news of its developments by means of a useful magazine and newsletter. Adding value While hospitals’ executive management teams continue to make use of marketing campaigns, specialist centers and the continuous development of technological equipment have also become important factors in strengthening these businesses. While some private hospitals have sought to expand via acquisitions, or by entering into joint venture arrangements, private hospitals (with an investment of less than one billion baht [US$30.9 million]) tend to add value to services and build their brands through special marketing campaigns as this is less expensive than the amount of funds required for a takeover. Phongphat Pathanvanich, managing director of Chaophaya Hospital, says the hospital has now launched its first 24-hour specialty clinic. The service provides a marketing channel that supports the lifestyle requirements of an important group of people.
Somsiri says IT systems offer a new tool for branding within the Samitivej group. Using an Infotainment service, the Samitivej group will become a “totally connected” hospital group, according to Somsiri. Using a wireless Internet service, patients will be able to check on their medical costs, as well as being provided with entertainment options by means of TV channels, and other options when it comes to food and nutrition. 'Tuned in’ treatments Under its strategic Hi-Tech, Hi-Touch program, Samitivej Hospital is cooperating with GMM Grammy in the provision of music therapy under a project called Music on Demand. The hospital also receives the support of NC True (a joint venture company between True and NC Soft) in providing patients with access to online games. “We have also cooperated with the TAT [Tourism Authority of Thailand] on the Patient Service IT system project, which provides a useful, quick search program online, offering tourism-related information and news of the hospital’s various activities,” Somsiri says.
“Since we place importance upon both the physical and mental aspects relating to treatment, our project has received a positive response [from patients]. If both aspects are properly attended to, patients will recover more quickly,” Somsiri says. The Patient Service IT system has been a real boon for physicians and medical staff at the hospital, too, since it helps them check on patients’ records, including details of medical history, such as previous treatments and X-ray films. - Translated and republished with the kind permission of ASTV Manager.
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วันจันทร์ที่ 3 พฤษภาคม พ.ศ. 2553
Private Hospitals: Competition For Medical Tourists Heats Up
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