Service quality as a key driver of medical tourism: the case of Bumrungrad International Hospital in Thailand

Abstract

An emerging trend in medical tourism is the flow of patients from developed countries seeking treatment in developing nations. Medical tourism seemingly acts as a valve for capacity limitations and cost escalation at home. In contrast to the prevailing view that developing countries mainly offer a price advantage, we argue that the underlying success factor for the sustainable competitiveness of a healthcare destination is neither price nor medical quality, but patient-centred, highly personalised service quality. This conclusion is based on a comprehensive narrative analysis of the lived experiences of patients from developed countries who receive invasive medical procedures at one of the largest private hospitals in Thailand, which has been described as emblematic for the trend of internationalisation of healthcare and a model that many other hospitals in Asia follow. We find that, while a low price might initiate interest in medical treatment abroad, return visits are built on profound patient satisfaction, and even bonding, to doctors and nurses. Successful health destinations need to provide foreign patients unexpectedly pleasant experiences through organisational innovations and service quality based on superior patient-doctor-nurse relationship.

Healthcare Quality of Bangladesh and Outbound Medical Travel to Thailand

“…In Thailand, quality considerations are given top priority by private hospitals regardless of the type of treatment sought. Certain types of medical procedures availability and quality influences the decision-making processes of medical tourists when they are looking for medical service providers [20,42,43]. Bioethics includes medical ethics, environmental ethics, legal ethics, business ethics and ethics in human rights and politics including matters of crisis management.…”

Reducing the scale? From global images to border crossings in medical tourism

“…Personal experiences and recommendations are more important than formal accreditation, a keystone for the industry but without meaning to most potential patients (Wilson 2010). The main influence on the majority of medical travellers at Bumrungrad International Hospital (Thailand) and in Kuala Lumpur (Malaysia) hospitals was advice and referrals from friends and family (Musa et al 2012;Veerasoontorn et al 2011;Yeoh et al 2013). Word of mouth was the primary means of attracting dental travellers to Phuket, Thailand (Knox 2014).…”

A Comprehensive Perspective on Medical Tourism Context and Create a Conceptual Framework

“…The study of Thi, Briancon, Empereur, and Guillemin investigated seven satisfaction dimensions of in-patients receiving medical and surgical care from hospital. The seven dimensions are: admission, nursing and daily care, medical care, information, hospital environment and ancillary staff, overall quality of care and services, and recommendations [45].…”