"Price is not a problem for foreign patients, especially from the Middle East, who appreciate Thailand's healthcare service," said Pichit Kangwolkij, managing director of Bangkok Hospital.

According to a Commerce Ministry report, healthcare tourism is very popular among Saudi Arabians, who mostly travel to the United States and Europe for modern treatment. Saudi Arabians spend about US$1 billion (Bt38 billion) each year on medical services.

Many countries are interested in drawing patients from that market because they are not concerned with price but only quality, Pichit said.

The alliance with the Saudi Arabian partner will open up opportunities for Thailand to become a medical hub soon.

"Thailand's medical-treatment infrastructure has high potential to make it a medical hub in Asean. Thai hospitals should focus on creating chains to control service quality," he said.

The country could become Asean's leader in health and medical care if private hospitals cooperate more to attract patients, he said, and hospitals here should focus on improving services because it will increase customer satisfaction and repeat business.

"In the attempt to be a medical hub, we must build up brand visibility in the world market in terms of quality of service and medical ethics, so we have a lot of things to do to complete strategic planning," he said.

In Asean, Malaysia and Singapore are also keen on medical tourism, but Thailand is established among Middle East patients as offering good health and medical care, he added.

Petchanet Pratruangkrai

The Nation