Phyathai-Paolo Hospital Group is moving to broaden access to preventive healthcare services by tapping into an online platform, targeting younger generations who are increasingly health-conscious and digitally connected.
The initiative, launched in collaboration with Shop.BeDee, a healthcare marketplace operated under Bangkok Dusit Medical Services (BDMS), aims to reach Gen Z and Gen Y consumers.
These groups have strong purchasing power and a growing interest in proactive healthcare programmes that align with global trends emphasising prevention, said Supakorn Phawanna, marketing executive director of Phyathai-Paolo Hospital Group.
"Both generations have significant spending capacity for personal healthcare programmes that support their lifestyles," he said.
"Preventive healthcare is one of the most valuable long-term investments, saving both money and health."
The partnership will integrate medical treatment with digital platforms, enabling data-driven experiences that provide personalised recommendations and customised communication.
Mr Supakorn expects the cooperation to boost new customer acquisition by 40%.
Phyathai-Paolo serves roughly 3.8 million patients annually across its 12 hospitals nationwide.
The group is increasingly focusing on non-treatment business units, such as digital platforms and preventive healthcare, which are expected to drive future revenue growth.
The company has set a target to raise the share of revenue from these businesses to 50%, up from 30% at present. Medical treatment currently accounts for 70%.
The group forecasts a 5% year-on-year revenue increase this year, supported by new business ventures and rising demand from international patients.
While most foreign patients are from Myanmar and China, Mr Supakorn noted a growing number from Europe and the US.
Patients from Cambodia remain absent due to ongoing border disputes.
Siwadol Matayakul, managing director of BeDee, which operates Shop.BeDee, said the platform aims to become a leader in healthcare marketplaces, making access easier for consumers.
BeDee is building a system tailored to younger generations who spend significant time on social media. The company's survey found that young users often research healthcare information online, with peak activity between 6-7pm, and are increasingly adopting artificial intelligence tools to guide their decisions.
