The magazine, targeted at premium customers, is focused on health-related issues and products. It is published by Oakins & Stone, which also handles advertising sales for the magazine.
Bumrungrad, whose hospital fees are considered low by international standards, attracts a high-income demographic in Thailand, much like Hong Kong's Adventist hospital. About one-third of the hospital's patients come from overseas for treatment.
The new magazine, which replaces a 12-page quarterly newsletter, aims to set the hospital apart from rivals BNH, Bangkok General Hospital and Praram 9 Hospital.
Printed in both Thai and English-language, it is distributed by mail to Bumrungrad's premium customers, as well as at the hospital's in- and out-patient areas. Robert Stone, managing director at Oakins & Stone, said the first issue ran with 20 pages, six of which featured advertisers, including Boots, Bangkok Bank and JW Marriott Hotel, many of which are looking to reach overseas readers. The magazine's rates are at about US$1,225 for a one-time, full-page ad.
Private hospital targets tourism health business
Thailand's largest private hospital, Bumrungrad Hospital, has launched Better Health magazine, following significant growth in the country's tourism health sector.
