The spread of COVID-19 results in many hospitals implementing more measures and restrictions regarding accepting patients with other medical conditions in addition to COVID-19 related ones. Bumrungrad International Hospital realizes the value of having a good life while maintaining our international standards of safety, especially during the crisis, when our patients and their families seek help from a reliable medical service. Bumrungrad implemented a management system to accommodate patients as normally as possible. We strive to maintain our international safety standards and quality in delivering medical services.
The “Local HERO” commercial was inspired by the true story of a couple struggling to get treatment during the pandemic. The husband was suffering from advanced lung cancer and was rejected by a hospital in his home country. With our service-mindedness and determination to save lives, Bumrungrad took on the challenges of having him transferred to Thailand and treated him until his condition improved. This couple’s attitude towards Thailand and its medical services has changed positively because of the services and treatment the husband received at Bumrungrad.
Pharmacist Artirat Charukitpipat, CEO of Bumrungrad International Hospital, states, “We are honored and proud of the 2021 YouTube Works Award because this commercial reflects Thailand’s medical competencies and the Thai people’s hospitality. It also emphasizes Bumrungrad’s corporate culture: agility, innovation, and care. Bumrungrad is highly committed to adaptability in light of the crisis. We also use latest medical technology and provide teleconsultation worldwide. Most importantly, our teams of physicians and medical professionals are willing to provide the best services to every patient. Our value of service-mindedness is in our organizational DNA. The 2021 YouTube Works Award provides encouragement to our frontline workers who treat our patients best. It also develops trust in Thailand being the world’s medical tourism hub.”
Napas Paorohitya, Chief Marketing Officer of Bumrungrad International Hospital, adds, “Behind the scene of Local HERO was Bumrungrad working together with the production team in three weeks. We aimed to show the world the success and competency of Thailand’s medical teams in coping with the COVID-19 situation. The scale is; therefore, bigger than the success of Bumrungrad. Instead, we wanted to reflect the success of our country by telling an emotional story to engage the audience. We also portrayed the love story of a husband and wife who did not succumb to fate. In the end, they appreciate Thailand’s hospitality and are grateful to the medical team. Local HERO portrays Bumrungrad’s competency as well as our service-mindedness, experience, and expertise. We always care for our patients’ feelings and treat them at our best. Local HERO reflects Bumrungrad’s organizational DNA and the strength of the ‘Bumrungrad’ brand.”
Bumrungrad’s strong brand image and engaging storyline & content contributed to a 600% increase in views on YouTube in spite of a 300% lower production cost. Bumrungrad won the 2021 YouTube Works Award in the Small Budget, Big Result category. The award was initiated by Google Thailand, which aims to promote outstanding commercials that bring about positive business outcomes while expressing creativity and effectiveness in exploiting YouTube tools.
Napas Paorohitya conclude, “At present, Local HERO has reached 10 million views from every media channel. This is because it tells a COVID-19 related story and portrays a medical incident which is rare and not often talked about. Bumrungrad would like to share the positive image of medical professional competency in Thailand with the world. Medical tourism is one of Thailand’s greatest strengths, and one which every sector should pay attention to. Being the world’s medical hub also is a key economic lever for the Thai economy.
Watch “Local HERO” here