Bangkok Dusit Medical Services (BDMS)

A bold vision for Thailand's leading healthcare brand

BDMS is Thailand’s largest private hospital group and one of the biggest in Asia. However, despite its reputation and size, the individual hospital brands under BDMS were more identifiable than the BDMS brand itself.

To address this issue and highlight the strength of its network, the BDMS group decided to shift focus to the BDMS brand. They enlisted the help of QUO to reposition the brand as an innovative and progressive healthcare company.

QUO created the advertising concept and templates for the communication campaign that officially launched the new identity of BDMS, including print advertising, billboard and web banners developed in both English and Thai.


Brand strategy and culture
Logo and visual identity
Corporate identity
Brand video

QUO developed a strategy to establish BDMS as the leader of a dynamic family of six major hospital brands and 28 hospitals with international accreditation. The emphasis was on delivering exceptional medical care and patient experience to cater to the needs of local and international patients. This involved bringing together top doctors, specialist departments, and state-of-the-art facilities in the region.

QUO utilised advertising, digital portals and other communication channels to elevate the BDMS brand and improve awareness. The aim was to position BDMS as a premier healthcare provider in the region.

Developed in two stages, the first stage aimed at showcasing BDMS as a united healthcare brand. It also presented the new tagline ‘Your Trusted Healthcare Network’ and a new visual identity. The second stage of the campaign consisted of an advertising series formed around the ‘The Power of One Hospital Network’ concept, reflecting BDMS’ services and care.



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