“Bumrungrad” strengthens its portfolio, creating “Pride Clinic” with comprehensive health services of life-time value to break into the LGBTQ+ market
Difference and diversity is on the increase all over the world. Consider the population structure.
According to the UN’s World Population Prospects 2022, it is predicted that on November 15, 2022, the global population will reach 8 billion.
Among the total world population currently, there are now six generations of people: the Silent Generation (born 1928 – 1945), Baby Boomers (born 1946 – 1964), Gen X (born 1965 – 1980), Gen Y or Millennials (born 1981 – 1996), Gen Z (born 1997 – 2009), and Generation Alpha (born 2010 onwards).
Not only in terms of population structure and age range, differences also lie in many other areas including race, ethnicity, religion, culture, language, gender, gender identity and sexual orientation. ?The three key words, “Diversity – Inclusion – Equality,” thus have become increasingly meaningful and important to all sectors of society and at all levels from national to business level.
A private sector entity that embraces difference and diversity is “Bumrungrad Hospital.” For more than four decades of providing health care services, Bumrungrad has always adhered to the philosophy of respecting differences in terms of race, language, religion, culture, gender, gender identity and sexual orientation.
To reinforce the philosophy of respecting difference and diversity and to create more business opportunities, Bumrungrad Hospital has launched the "Pride Clinic" to deliver "life-time value" long-term health care to LGBTQ+ groups in the belief that everyone can reach their full potential if they can be the best version of themselves.
“LGBTQ+”: Huge purchasing power, generating a spending of more than US$3.9 trillion!
According to LGBT Capital, it was estimated that there are over 480 million gender non-conforming or LGBTQ+ people worldwide, of whom more than 280 million are in Asia and about 4 million in Thailand. ?These people worldwide have generated a spending of US$3.9 trillion. ?Accordingly, in terms of marketing, LGBTQ+ consumers are considered a group with high potential and purchasing power.
At present, a number of couples sharing housing are categorized as DINKs, an acronym for “Dual Income, No Kids.” ?They include new couples, childless couples, empty nesters, and LGBTQ+ couples.
For a couple with no children, both partners’ income can be freely saved up, invested for returns, or spent.?In addition to daily necessities, they can comfortably pay for more convenience, for their personal interests and preferences, as well as for leisure and travel.
?LGBTQ+ consumers, included in the “Dual Income, No Kids” (DINK) segment, are thus an important target group for brands, marketers, and advertisers to develop products or services for and communicate specifically with.
Getting to know “Pride Clinic” and the “Life-time Value” care
Last year (2021) "Bumrungrad Hospital" started "Pride Clinic" for the gender non-conforming groups to provide them with access to holistic integrated and personalized care that covers all dimensions of medical care, tailored to their individual goals and needs, as well as a “life-time value” long-term health care.
Khun Napas Paorohitya, Chief Marketing Officer, Bumrungrad Hospital talked about the concept behind the origin of Pride Clinic.?It has been Bumrungrad Hospital’s
philosophy to provide medical care for all regardless of race, religion, language, culture, physical appearance, gender, or sexual orientation since the first day of its establishment. Like hospitals in general, no discrimination is practiced. Bumrungrad Hospital’s main target is the segment of “high-net-worth patients,” with the purchasing power and willingness to pay for quality care of international standards, privacy, and safety. Meanwhile, as a private hospital, Bumrungrad also serves to help ease the government’s burden of public health care.
Currently trusting patients from more than 190 countries around the world visit Bumrungrad Hospital to seek medical care. Obviously, there is difference and diversity in terms of culture, ethnicity, language, religious beliefs, etc. ?As a result, part of Bumrungrad Hospital’s DNA lies in cultivating employees with service culture and cultural-mindedness in caring for clients.
Embracing difference and diversity is already in Bumrungrad’s DNA. At the same time, as gender diversity is a social issue, we see the importance of the initiative to develop "Pride Clinic" for gender non-conforming people.
That is using our strength to deliver safe and quality care of high standards, designed to provide a complete range of services to meet all clients’ needs while also offering long-term continuous care of life-time value.
Pride Clinic at Bumrungrad Hospital offering comprehensive care of life-time value stems from a Consumer Insights study. It was found that gender non-conforming people have their own individual goals that are different. For example, some may want just some masculine physique; others may seek to add a touch of gentle femininity to themselves. And yet some look for gender reassignment.
The development of Pride Clinic thus began with a genuine understanding of the insights into the needs of LGBTQ+ groups, coupled with valid medical principles. In this regard, Bumrungrad Hospital has Dr. Bentawich Surasartpisal, a medical faculty member specializing in this area, to help build on existing services with the concept design of Pride Clinic to satisfy the needs of gender non-conforming people for?a whole range of safe medical services and long-term continuous care.
Prepared to care for clients are teams of medical professionals including hormone therapy specialists, surgeons, and anesthetists, who see to pain management in surgical patients.?There are also nurse navigators, who provide close consultation to ensure that the care process runs smoothly; physical therapists, who take care of post-surgery exercising and rehabilitation; and dietitians, who ensure that patients’ nutritional needs are met.
Also working at Pride Clinic are those administrative staff dealing with overall management to ensure clients’ positive?experience and satisfaction.?With training, staff have learnt about LGBTQ + characteristics, how to provide services, and how to communicate with clients.
Pride Clinic also features safe operating rooms of highest standards, and?lab units of international standards providing fast and accurate analysis.?There is also a synergy between Pride Clinic and Vitallife Scientific Wellness Center, an affiliate of?Bumrungrad Hospital, which aims?to promote health and anti-aging medicine and provide comprehensive preventive care services.?
With teams of specialists, other medical personnel, operating rooms, modern medical equipment and the alliance with the subsidiary, Pride Clinic can provide comprehensive medical services and holistic health care of life-time value from basic to advanced levels including the following:
“Serving LGBTQ+ groups is not just about gender reassignment surgery but a continuing process from start to finish. As a result, Pride Clinic starts its engagement with understanding difference and diversity to provide comprehensive care and lifelong continuous care of life-time value.
Take hormone therapy for example. A continuous regimen is supervised by a specialist. Or for those who wish to improve their appearance and boost their confidence, the Vitallife Scientific Wellness Center can help. Services include adding fillers, botox injections, and contouring treatments, all under the supervision of skilled physicians.
Services are also available for those seeking gender reassignment by well-known surgeons. This may be just top surgery or any of the full range of gender-affirming procedures. Working with surgeons are anesthetists, who take care of pain management and risk minimization for patients. Operating rooms are safe and of high standards.?
After surgery, nurses, physical therapists, and dietitians are there to provide close care, helping and giving advice, for example, regarding the kinds of exercise allowed post-surgery and a super food diet, which boosts recovery.
In addition, life-time value long-term care does not just end once the surgery is complete but extends to provision of advice on sexual health issues as well.
“Another service Pride Clinic has to offer is related to sexual health care, which, just like that for heterosexuals, covers advice on safe and proper sex practices, prevention of sexually transmitted diseases, and medical treatments.
Throughout every process, Pride Clinic, adhering to Bumrungrad Hospital’s Code of Conduct, maintains the clients’ the confidentiality and privacy.?It is understood that some rightfully do not want to reveal their identity. Clients can rest assured that we are attentive to privacy, confidentiality and security,” Khun Napas added.
Pride Clinic’s highlight, the life-time value medical care, apparently meets the needs of service recipients.?They can be confident of teams of doctors and other medical personnel providing ?continuous care. ?At the same time, it also allows Bumrungrad Hospital to build a loyal customer base and attracts clients to other services catered by the hospital as well.
“Pride Clinic” Strengthens Bumrungrad Hospital – Expanding the international client base – Connecting with the new generation
After one year in operation, "Pride Clinic" recently held an event to celebrate its first anniversary. Our work was well-received, welcomed by the target group, both Thais and foreigners. With the influencer marketing approach, real clients have become a voice for us communicating with LGBTQ + groups, thus increasing brand awareness and bringing us more and more cases.
“50% of Pride Clinic’s clients are Thai and 50% foreigners. We believe that Pride Clinic will give us an opportunity to serve international clients who might have never known Bumrungrad Hospital before especially those in Asia such as Singapore, Hong Kong, Taiwan, and China.
Also as Thailand is known to be an LGBTQ+ friendly country, accepting difference and diversity, international consumers can be attracted and come get health services in a safe, amiable, and discrimination-free environment.?Then, Thailand’s medical tourism will be enhanced while Bumrungrad Hospital brand will be better-known in the international market.??
Establishing "Pride Clinic" is considered an important strategic move for Bumrungrad Hospital. Not only does it reinforce the concept of respecting diversity, it also strengthens Bumrungrad Hospital in more ways than one.
All this is in line with the following findings by Deloitte Insights in a survey of 11,500 consumers worldwide aged 18-25. ?
This reflects that the new generation is ready to support brands with a standpoint paying attention to social issues like environment and equality. As a result, a brand that really works on these social issues, making it part of its business operations, is more likely to win the hearts of the new generation consumers.
“Pride Clinic represents an approach for us to bring the brand into the hearts of the new generation. Even if they are not LGBTQ+ or do not use the services, they will feel that we are an open and accepting hospital, embracing diversity, and enthusiastic about practicing what we believe regarding current social issues.”
Moving forward to raise awareness – Aiming to be the Top Choice for?LGBTQ+ groups
Pride Clinic’s next step is to continue building on the brand, creating awareness in both domestic and overseas markets by asking influencers who are our real clients to communicate for us in reaching the target group directly. ?Additional new services will also be developed for Pride Clinic to make the life-time value health care even more comprehensive.
“The ultimate goal of Pride Clinic is to be the top choice and close to the heart of the LGBTQ+ groups in the high-net-worth segment both in Thailand and overseas.
Whenever this consumer group needs medical care or comprehensive health care, I’d love them to think of Pride Clinic and seek our services with confidence. This is because we offer quality of international standards, privacy, confidentiality, safety and security, and satisfactory outcomes,” Khun Napas described future goals on a final note.
?Pride Clinic is another important step for both the Thai medical industry and Bumrungrad Hospital in reinforcing Thailand's position in the global market regarding medical tourism while highlighting Bumrungrad Hospital’s philosophy of respecting all differences and diversities.
Original content by Marketing Oops! :
Source: Deloitte Insights
https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2022/diversity-and-inclusion-in-marketing.html
Director - Managing Consultant at KONEXT ASIA
2 年Congratulation
Congrats Dr Arthur!