A study on MPR Strategy of Medical Tourism Business - Focused on Case Analysis of「Bumrungrad International Hospital」in Thailand and「Wooridul Hospital」in Korea -

Abstract

The purpose of this study was to analyze the MPR strategy focused on international medical consumers in order to activate the medical tourism industry in Korea in the initial phase of medical tourism industry and to use it as necessary data when establishing MPR strategy in the future at the level of hospital. For this purpose, the cases of Bumrungrad International Hospital in Thailand and Wooridul Hospital in Korea, which are considered as a leading hospital in medical tourism, were analyzed. The data were collected by using the general data, annual reports, conference proceedings of analysts and management, international press releases and interview data and literature data in the academic world appeared on the website of Bumrungrad International Hospital. In addition, the data of Wooridul Hospital were collected by applying the annual performance of medical tourism business and job content and public relations activities by country between 2009 and 2011 in 'Wooridul International Patients Center(WIPC)'. The methods of analysis were as follows: First, this study analyzed MPR strategies of these hospitals by applying the management and attraction of foreign patients strategies of Bumrungrad International Hospital and Wooridul Hospital to the Harris’s Grid Strategy among MPR strategies. Second, this study compared and evaluated the results in Harris's MPR process. These results showed that there were differences in strategies of medical tourism business between the two hospitals in Section B, 'high reliability of hospitals but low preference/awareness of international medical consumers'. Problems were found in MPR strategy of Wooridul Hospital's medical tourism business in Section C, 'high preference/awareness of international medical consumers but low reliability of hospitals'. It was also shown that differentiated strategies to let them select hospitals in Korea are required based on their understanding in order to activate medical tourism industry.