More than Just a Hospital Bumrungrad Hospital Relaunches as Bumrungrad International

Opened twenty-five years ago as a 200-bed general hospital in downtown Bangkok to serve the local community, Bumrungrad Hospital has assumed a leadership role in defining Bangkok as a regional medical hub by delivering unparalleled quality, service and value. Today, Bumrungrad International treats over one million patients from around the world and is frequently featured in major international press.

The decision to change the hospital’s identity was based on its growing international profile and diversification into other areas of business, especially international hospital management. In 2003, Bumrungrad Hospital signed agreements to manage healthcare facilities in Bangladesh and Myanmar. In 2005, Bumrungrad International acquired a controlling interest in Asian Hospital (Philippines) and has announced plans to build a new 250 bed hospital in Dubai, United Arab Emirates.

Bumrungrad has also expanded its horizons into research and education. Bumrungrad opened Thailand’s first private Clinical Research Center in 2002 where ten studies have been completed involving major Thai universities and pharmaceutical companies. In 2004, Bumrungrad also announced an affiliation with Naresuan University to become Thailand’s first private teaching hospital.





Chairman of Bumrungrad International’s Board of Directors, Chai Sophonpanich, commented on the strength of the new identity: “By keeping the name ‘Bumrungrad’ we stay committed to our Thai heritage and founding vision – to care for the community. By including ‘International’ we recognize that our community has grown and is now global.”

The rebranding marks more than just a cosmetic change; it is a fundamental statement about the company’s vision and its position as an emerging healthcare provider for millions around the world.

“Today our organization is more than just a hospital,” explained Group CEO Curtis Schroeder. “A common mark of the most prestigious medical centers in the world, such as the Mayo Clinic and others, is a balance of clinical care, teaching and research that keeps the hospital, its staff and doctors at the top of their game. We are moving in this direction.”

Bangkok-based creative agency Keen Publishing worked in collaboration with Bumrungrad to develop a new corporate identity. Managing Director David Keen described the creative strategy: “Our team envisioned the rebranding as more of a brand elevation. We capitalized on Bumrungrad’s strength and reputation, while reflecting its current global character and dynamic growth.”

Bumrungrad International will officially launch on March 31, 2005.