Link to teaching case:
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.