For decades, medical tourism has thrived on the promise of blending exotic destinations with high-quality healthcare. But David Boucher, the CEO of Bumrungrad International Hospital Phuket (BIHP) and Market, isn’t settling for the status quo. He’s leading an organization which promises to build an integrated healthcare ecosystem unlike any other, one that prioritizes not just clinical excellence but also patient experience and community well-being.
David brings a wealth of experience to the table, having spent over 45 years navigating the complexities of healthcare administration. His tenure has been a testament to his belief in efficient, service-oriented medical care. Now, in the heart of Phuket, he’s poised to redefine medical tourism for Southeast Asia.
His visionary approach intrigued us, leading us, at IMPAAKT, to delve into a conversation with him to uncover his journey and the innovative strides at BIHP.
Below are the excerpts from the interview:
David, what inspired your vision for Bumrungrad International Hospital Phuket (BHIP) and Market, and how has it evolved under your leadership?
As the first greenfield project in Bumrungrad’s 44-year history, the main vision for our Phuket campus is, of course, that of our managing director and Board of Directors. The main trust of the vision mirrors two main perspectives: one reflects what the word ‘Bumrungrad’ means in Thai and the second is how ‘Bumrungrad’ is translated by our long-term loyal consumers. Taken literally ‘Bumrungrad’ means “Care for the People” and to our consumers, it equates to “Trust”. All of our associates have worked hard for over four decades to earn the trust of millions of Thais, expatriates, and medical travelers. We focus on providing the safest, highest quality care possible – wrapped in 5-star service.
Phuket is a very different market than Bangkok however – with over 430,000 full-time residents (Thai and expats) plus over 9 million travelers who visit us annually to enjoy amazing beaches, sunsets, family excursions, and exciting nightlife. Bumrungrad Phuket will be just two kilometers from the Phuket International Airport so we will be the most convenient hospital in Thailand for patients who have traveled long distances. We will need to work hard to develop excellent clinical services in cardiology, orthopedics & spines, gastroenterology, oncology, pediatrics, and obstetrics – just to name a few. Over the past year, it has become increasingly apparent that we will need to creatively include significant green space and will try to incorporate local artworks into our facility.
Leading a hospital requires a unique set of leadership skills. What core values guide your approach, and how do you create a positive and collaborative work environment for your staff?
The core values will appropriately reflect Bumrungrad’s. In addition, over the 45 years of my healthcare administration career, I have learned the importance of being a servant leader – supporting all levels of both clinical and support service employees. I tend to be biased toward action and innovation – and enthusiastically encourage all employees to improve efficiencies but never at the expense of service.
What have been the most significant challenges you’ve faced as CEO, and how have you navigated them?
I have served as the CEO of BIHP for under a year and we have yet to break ground on the new facility. So, the main challenges are in the community development of our brands (Bumrungrad and VitalLife Scientific Wellness & Longevity), in completing the actual design, and preparing for construction. Patience is not a professional strength of mine, but this experience has naturally taught me to relax a bit and work through the many processes required for such a massive project.
Innovation is paramount in healthcare. What are some recent advancements or patient-centric services Bumrungrad Phuket has introduced, and how are you fostering a culture of continuous improvement?
BIHP opened an administrative and referral office in Phuket back in 2022. Here, we facilitate Phuket-based patients who wish to travel to Bangkok for Bumrungrad and VitalLife services. We are able to regularly leverage Bumrungrad’s best-in-class telemedicine program so that patients can partake in virtual visits with their physician pre- and post-surgery. As noted above, Bumrungrad is a 44-year brand – and a very successful one: we treated close to 700,000 international patients last year. At the same time, we are ever aware that complacency can be the major problem with success. Thus, we need to stay hungry and humble to keep raising the bar. Our 200+ interpreters and premier hospitality associates are always trying to exceed customers’ expectations. With VitalLife, a major trust for this year and next is in health coaching – – helping our clients make the changes they choose to make in their longevity journey.
The healthcare landscape is constantly evolving. What are some of the biggest trends you see shaping medical tourism in the coming years? How is Bumrungrad Phuket preparing to adapt?
Certainly, the inclusion of telemedicine, wearables, and home monitoring will take on increased importance. And with the silver tsunami and ballooning worldwide prevalence of obesity, these ‘nice-to-haves’ will become standards. AI and precision medicine will also mature between now and when BIHP opens in mid-2026. With our VitalLife vertical, health coaching will become mainstream.
Burnout is a major concern in healthcare. What steps do you take to ensure the well-being of your medical professionals, especially considering the demands of medical tourism?
At BIHP, we fully realize that if we take care of our employees, they will take care of our patients. Parallel with the construction of the hospital, we expect to erect a nearby hotel dorm for up to 350 nursing and other clinicians. This will be complete with a pool, yoga/exercise spaces, and a restaurant. Other than taxi services, there is no public transportation in Phuket, so it is essential that we eliminate the housing stress for our associates.
What legacy do you hope to leave through your work at Bumrungrad International and in the broader healthcare industry?
I suppose my personal mission has been to relentlessly improve efficiencies in the delivery of medical and wellness care – – but never at the expense of service. Hopefully, this will be the case, when my career sunsets in Phuket.
What advice would you give to aspiring healthcare leaders and executives?
Stay curious. Travel to new countries as much as possible. Always try to be kind to other people, to animals, and to our environment. Render random, anonymous acts of kindness on a daily basis. Laugh a lot.
