Journey through Digital Marketing at Phyathai 3 Hospital

Abstract

This mini research explores the digital marketing strategies of Phyathai 3 Hospital, with a focus on how the hospital engages international audiences through social media. During my
internship in the International Marketing Department, I observed several challenges, including a fragmented approach to social media across different nationalities, a lack of engaging and
culturally relevant content, and an over-reliance on third-party agents to reach foreign patients.

The study combines personal observations with interviews conducted with key staff members from the department to understand current practices and identify areas for improvement. Findings suggest that the absence of a unified strategy for international markets, limited team resources, and inconsistent messaging across platforms are hindering the hospital’s ability to
connect directly with international patients. Based on these insights, the research proposes practical recommendations such as establishing a centralized content strategy, enhancing
collaboration between local and international teams, and investing in creative, audiencespecific content. These solutions aim to strengthen the hospital’s international brand presence
and reduce dependency on intermediaries, paving the way for more effective digital outreach in an increasingly competitive healthcare market.

Keywords: Digital Marketing, Social Media, Content Strategy, International patients

Su Htet Shine 6408000014, Advisor by Mr. MD.Sabbir Hossain, บธ.บ. (ธุรกิจระหว่างประเทศ) – B.B.A. (International Business), วิทยาลัยนานาชาติ (International College), หลักสูตรบริหารธุรกิจบัณฑิต สาขาวิชาธุรกิจระหว่างประเทศ (หลักสูตรนานาชาติ) – Bachelor of Business Administration Program in International Business (International Program), 2/2567 (2024)