Bangkok Dusit Medical Services Plc (BDMS), Thailand’s private hospital operator, has appointed Y&R Thailand as its regional agency of record.
Y&R won the business via competitive tender, which will see the agency creating a multi-channel campaign to raise brand awareness of BDMS across Asia-Pacific, as part of the network’s plans to target fly-in patients, expats and tourists visiting Thailand.
The BDMS network consists of six major hospital groups – Bangkok Hospital, Samitivej Hospital, BNH Hospital, Phyathai Hospital, Paolo Hospital, and the Royal Hospital. It is the largest medical group in Thailand and the fifth largest globally by market capitalization.
Commenting on Y&R’s appointment, Senior PR Manager for BDMS, Wansa Phaerakkakit, said: “This is an exciting time for BDMS as we continue to expand our portfolio of world-class healthcare centres, and we look forward to working closely with Y&R to communicate this to audiences across the region and the world.”
According to a recent report, the Global Medical Tourism Market is expected to reach USD 226,762.7 million by 2023. Asia-Pacific holds the largest share of 43.7 per cent of the global market, with contributing countries including Thailand, Malaysia, Singapore, South Korea, Japan and India.
Commenting, Dr. Ketchayong Skowratananont, CEO, Y&R Thailand, said: “BDMS is synonymous with excellence in private healthcare in Thailand, and we are honoured to have been chosen to help them bring their business to the next level. Spanning both traditional and digital channels, our ideas come from our understanding of BDMS’ journey, and as the network continues to expand its presence in the country, we look forward to developing a creative campaign to help this prestigious healthcare brand connect with the audiences which matter most.”