The Bangkok, Thailand-based Samitivej Hospital was launched in 1979 to serve local residents. With an influx of medical tourism, however, Samitivej Hospital is looking to stand up against competitors around the world. The hospital has invested heavily in high-tech equipment and created an international department to handle visa and other immigration requirements. And its plaza is home to 20 tenants including 7-Eleven, Starbuck’s, banks, and retail and food outlets. Students are asked to find marketing solutions for the hospital.
Samitivej Hospital: Medical Tourism in Thailand
by: John Branch
Core Disciplines: Entrepreneurship & Innovation, International Business, Marketing/Sales, Strategy & Management
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Teaching Objectives
After reading and discussing the material, students should:
- Apply critical concepts to define a solution to the case.
- Critically analyze and discuss other responses and solutions to the case.
- Draw lessons from the case analysis.
- Generalize the case's teachings to other business challenges and decisions in organizations other than the one analyzed in this case study.
- Demonstrate leadership and scholarship in analysis.