Thailand is becoming fast known as an up-and-coming destination for medical tourism. An entrepreneur saw gaps in the facilitation processes involving medical tourism and decided to embark on a venture where he would simplify the whole process. This venture functions like a concierge, as an unbiased authority that works FOR the ‘patient’ without taking incentives from the medical institutions. It personalises the process, where My Friend in Bangkok is likened to a friend ‘in the know’ about where to go and what to do for the best of everything in a foreign city.
As a start-up company, it was essential for My Friend in Bangkok to communicate its services in a clear and understandable manner. It had to differentiate itself from medical institutions as being the unbiased expert with no vested interests, and build its reputation as an international facilitator with stringent and honest processes. It also had to convince potential patients of the state-of-the-art-technology the institutions were offering, in a country that many patients were unfamiliar with. Without any prior reputation, it was important to look and sound credible.
Using its Brand Story methodology, Brand New Day created a strategy that paved the way for a brand identity that communicated simplicity, honesty, and believability – one that alluded to medical know-how through its use of color and friendliness in the typography and symbol. The identity was warm and approachable, to communicate warmth, compassion, and honesty, like a customer would get when dealing with a friend. This point of differentiation was integral to the brand, and resonated clearly across the identity and name.
Now in its early stages of business, My Friend in Bangkok has welcomed a variety of patients who are astounded at Thailand’s state-of-the-art technology and level of medical care.