QUO recognized that internationalising Bumrungrad Hospital’s brand was critical to its success. To position Bumrungrad as a top international hospital in Bangkok recognised for its high standards of quality, service, and technology, QUO decided to rename the hospital, create a new tagline, and modify the logo. The goal was to reposition Bumrungrad as a local Thai hospital that treats international patients and to an international hospital located in Thailand on par with top medical centres in the USA and Europe.

To reinforce this positioning, QUO introduced a new tagline “A World of Care,” and hired a renowned editorial photographer to capture the human connection between patients and caregivers, rather than relying on stock photography.

Bumrungrad International is now widely recognized as one of the world’s best hospitals and a leading destination for medical tourism.