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Preface
1.1 Public Health Sector in Myanmar 1.1.1 Health care system Health care system in Myanmar is based on free of charge system for its citizens basically, but, due to annual budget deficit in public health sector, the ministry of Health adapted Medical Cost Sharing System for those who can pay for medicines and completely free of charge for the poor.

1.1.2 Medical institutions in the government and private Sectors Government hospital beds are overly occupied and services became worsen owing to a lack of funding for required number of hospitals and equipments and imbalanced doctorpatient ratio. There appear private specialist clinics and hospitals which give much more services for patients satisfaction. Even though, there are still problems in diagnosing and treating the patients due to:
a) Unavailability and limitation of modernized diagnostic and therapeutic machines

b) Uncertain and delayed laboratory test results c) Poor quality and unavailability of medications d) Irregularity of electrical power supply e) Short and limited consultation time between doctors and patients

1.1.3 Medical consultation and treatment abroad As mentioned in the previous paragraph, those obstacles make patients from higher middle class and high society tend to undergo their treatment in foreign countries like England, USA, Singapore and Thailand.
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Most patients from the high society who are free from US and EU blacklist undergo treatment in USA and England while others who are listed as junta backed persons and denied entry visa to the EU and US, choose to Singapores best hospitals for medical treatment. Those from the higher middle and middle class and those who have serious diseases undergo medical treatments in Thailand.

1.2 Patients who undergo medical treatment in Thailand Patients from middle class who are suffering from serious diseases like malignancy and cardiac diseases go to Thailand for their medical and surgical treatments. Moreover, patients with GI, Respiratory, Endocrine, Hepatobiliary, and Renal, Fertility problems, Rheumatological and Neurological cases such as Parkinsons disease, Epilepsy, Stroke, and Brain Tumour are common to undergo treatment in Bangkok. Consultants like Dr. Oraporn Sitburana from Neurology, Dr. Paranee Auethavekiat from Rheumatology, Dr. Vibhakorn Permpoon from Gestroenterology and Hepatology are very famous among Myanmar patients. For the last but, not the least, as the medical cruising is more and more developed, some people from high society and higher middle society come to Thailand to join Medical Check-up packages while visiting and shopping in Bangkok. Therefore, in an overview, the age groups coming to Bangkok for medical purposes are approximately from 30 to 65 and from 5 to 15. Annually there are around 40,000 to 50,000 patients coming to Bangkok for medical purposes while 40% to 50% of its market shares are taken by the Bumrungrad Hospial alone and Bangkok hospital takes 30%.

1.3 Popular Thai Hospitals among Myanmar patients

1.3.1 Bumrungrad International Hospital It is very famous among Myanmar patients for its cancer center and comprehensive medical check programme and many Myanmar cancer patients go to Bumrungrad for their operation and chemo and radiation treatment.

1.3.2 Bangkok International Hospital It is well known for its cardiac center and many Myanmar go there for their cardiovascular diseases to be diagnosed and treated surgically and medically.

1.4 Other Thai Hospital Representatives in Yangon 1.4.1 Paolo Memorial Hospital {Promotion on special discounted price to those who fly Bangkok with Myanmar Airways International (MAI)}

1.4.2 Piyavate Hospital (currently has an expansion project focused on Myanmar patients)

1.4.3 Mission Hospital (currently arranged Brochures and Pamphlets in Myanmar Laungage at the Myanmar Embassy)

1.4.4 Yanhee International Hospital

2. Marketing Plan, Strategy and target from my side

2.1 Introducing Bangpakok 9 International Hospital to Myanmar Patients

2.1.1

Advertising through the media

As advertising through audio visual media for hospitals are not allowed in Myanmar, preparing pamphlets hand outs and brochures in Myanmar language, famous magazine and journal advertising articles on interviews with some famous Surgeons, interview articles of hospital management on BPK 9 s policy of competitiveness in reasonable pricing for best medical treatment, bill boards, and car wraps, see through sticker ads., would attract public attention to BPK 9 hospital .

2.1.2 -

Promotion Packages Occasional Packages arranged from BPK9, specially targeted to Myanmar patients, would be arranged in cooperation and advertised through local media.

In cooperation with some low cost airlines flying to Bangkok, we can make arrangements to promote and persuade patients and flyers to undergo medical check while visiting Bangkok.

2.1.3

Sponsoring Medical Conference

This is to aim to get the attention of BPK 9 within Myanmar doctors, medical superintendents and consultants. Through those seminars, we can persuade those medical personnel to refer our hospital for further treatments and in return, we would offer thank you gifts varying from snacks, ballpoint pens, bags, and note pads in BPK 9 logos to laptops, cell phone handsets and sponsored vacation trips to Bangkok, Phukhet or Chiang Mai trips according to the patients they had referred to us.

3. Services we would provide to the patients from Myanmar side:

3.1 Trip Arrangement

We will ask the patients medical history; suggest the patient in choosing appropriate doctors; prepare medical records; send e-mail to the hospital in advance and to get the doctors opinion in advance (If possible) so that we could help patients to get their rough figure of expense.

3.2 Doctors Appointment As mentioned in your contract, we can make prior arrangement to fix up the appointment with doctors in BPK 9 and plan of their stay in Bangkok.

3.3 Ticket+ Visa 3.4 Hotel Reservation 3.5 Follow-up services

4. My position in Myanmar
4.1 Well connected and good relationship to the Mayor of Yangon and Mayor of Mandalay.

4.2 Business partner to a director of Yangon City Development Ministry responsible for all installation of billboard and advertisement in Yangon.

4.3 As a former Admin. Head of the Cultural, Scientific and Technical Cooperation Section of the Embassy of France, I had dealt arrangement in sending Medical Professors and Consultants for further refresher courses to France so much so that I have very good relationship with those personnel from following medical fields both in Military and Civilian sides in Myanmar: a) Neurology b) Urology
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c) Hepatology d) Paediatric e) ENT f) Orthopaedic g) Cardiology h) General Surgery

4.4 Moreover, I have business connection with following private hospitals: a) Thukha Kabar Private Hospital b) Shin Baku Private Hospital c) Victoria International Hospital Through above mentioned channels, I am confident that I could provide powerful assistance on expending your Health Care marketing project in Myanmar.

5. My requirements for resourcing from your side:

5.1 More complete and detailed website presentation on BKP 9 a) Doctors profiles on specific Medical and Surgical Departments b) Their OPD Timetables c) Available Medical Centers d) Available Laboratory Tests
e) Available Diagnostic Equipments such as MRI, CT scan (64/128/256 Slides), Echo (TTE, TEE), X-rays, Ultrasound and so on. 6

5.2 Targeted patients for BPK9 hospital and Pricing a) As I have mentioned in Chapter 1.2, if you can set your marketing target on those patients, it would be the best and it would have easier finding patients.

b) If you could provide us more completed price list, we would find better marketing back in my country.

5.3 Brochures, Handouts and Letter Heads a) As I need to prepare handouts and brochures, I find it easier to use your brochures and directly translated into Myanmar language. Therefore, I may need to get your arrangements for me to prepare brochures or better; you take responsibility to provide Myanmar language translated brochures to me.

b) I may need your certain permission on usage of official letter heads in English and also in Burmese, if necessary, official seal, printed envelopes and visiting cards as your official Branch office in Myanmar to operate an office there. These are essential to deal with government offices under the Ministry of Health.

c) As I have to invest my time and money to flourish and gain momentum in this market, I may need your guarantee that I and my business associates might be the sole agent for the whole Myanmar.

5.4 Suggestion In review of price list you have provided recently, I have notice that certain medical procedures and tests, for instance, Gastroscopy+Colonoscopy package, your price is far more expensive than Bumrungrad Hospital. Therefore, I would suggest you to reconsider on certain prices.

6. Conclusion
Thank you so much for your time, reading my report on general review of Myanmar Health Care Market, future prospect and programme to cooperate with your hospital. Last but not least, please may I take this opportunity to request you to reconsider the validity period of contract into at least 2 years and renewable, as we have many steps to fight for the market share among other hospital agents and representatives from other Bangkok Hospitals and to gain the win-win situations on both your and our sides. Please do not hesitate to contact me for more information and further discussion.

Zaw Minn HTUN Mobile Email : 0855698357/ 0867828235 : zawminn2@gmail.com/bbsxzk@hotmail.com