Bumrungrad Hospital is a leading private hospital in Thailand, attracting medical tourists from all over the world. Located in the heart of Bangkok, the hospital has gained global recognition for its exceptional customer service, innovative design and growing international patient base. However, the hospital’s brand no longer matched its business aspirations or the diverse range of patients it serves.
To solve this problem, the hospital decided to completely revamp its branding and selected QUO as its agency of choice to lead the transformation.
Photography courtesy of Bumrungrad International Hospital.
Naming
Tagline
Logo and visual identity
Photo library
Corporate identity guidelines
Brand video
Print collateral
Website redesign
Corporate annual report
QUO recognised that internationalising Bumrungrad Hospital’s brand was critical to its success. To position Bumrungrad as a top international hospital in Bangkok known for its high standards of quality, service and technology, a rebrand was needed. QUO worked closely with the hospital to rename, create a new tagline and modify the logo for Bumrungrad. The goal was to reposition Bumrungrad as a local Thai hospital that treats international patients and as 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 recognised as one of the world’s best hospitals and a leading destination for medical tourism.
Repositioning Thailand’s market leader in Healthcare
