Thailand’s Pride: Turning Challenges into Better Hospital Solutions

What began as a routine sales visit in October 2022 evolved into a year-long effort defined by persistence, problem-solving, and trust-building. For Ms. Thanachporn Karnjanasewee (Chinjung), Product Sales Specialist I, securing a proposal for nine Medical Master beds required more than product knowledge—it demanded a deep understanding of customer challenges and a sustained commitment to service.

Chinjung initiated a proposal in October 2022 to supply nine units of Medical Master beds, with an initial target to close by November 2023. Early in the process, she encountered significant resistance, as the customer expressed dissatisfaction with similar beds previously purchased from another distributor due to frequent breakdowns.

During her initial visit, the customer shared concerns about durability, particularly issues with bed adjustment under heavy patient loads, as well as noise and jerking during operation. Although the customer declined a product demonstration at that stage, Chinjung proactively investigated the issue by consulting with technical teams. It was determined that the problems were likely caused by motor faults associated with prolonged use and inadequate maintenance.

Recognizing that resolving the customer’s concerns was critical to progressing the proposal, Chinjung explored options to support the customer, including potential repairs or testing. Despite cost constraints and initial rejection of her proposals—including an offer for complimentary repair support tied to a new purchase—she remained engaged and continued building rapport.

Following guidance from Mr. Boonchai, Director of Sales, Chinjung focused on establishing trust by demonstrating reliability and emphasizing the importance of strong after-sales service. She maintained regular contact with the customer, consistently offering support and timely responses to service requests, even in the absence of immediate sales opportunities.

Over time, her efforts extended beyond the bed proposal. She successfully supplied a GlideScope Video Laryngoscope to the department and continued to support the customer when technical issues arose. For example, when a reusable issue occurred with a disposable blade due to improper handling, she coordinated with the engineering team to provide a temporary solution, ensuring continued usability. She also worked closely with internal teams, including MSC and QA, to address various operational concerns raised by the hospital.

Chinjung’s consistent, hands-on support—often responding within the same or next day—gradually strengthened the customer’s confidence. After approximately one year of continuous engagement, the department agreed to proceed with the purchase of nine Medical Master beds.

The delivery and installation process further demonstrated her dedication. With a limited team, she personally assisted in the early morning delivery and remained on-site throughout the day to help move and replace heavy, outdated beds under challenging conditions. Her willingness to go beyond her role left a strong positive impression across the hospital.

As a result of the trust she built, additional departments subsequently placed orders, leading to a total of 123 beds sold.

Chinjung’s approach reflects a strong foundation in relationship-building: frequent engagement, genuine support, responsiveness, and clear communication of product value. Her efforts demonstrate how trust, consistency, and service excellence can translate into long-term business success.

About the Customer: Nakarapibarn Hospital (formerly Ladkrabang Hospital), Bangkok

Nakarapibarn Hospital, located in Bangkok, has developed into a secondary-level general hospital with a current capacity of 60 beds. The facility includes a 30-bed female ward, a 20-bed male ward, six private rooms, and a four-bed intensive care unit.

Situated on approximately 2.4 acres, the hospital comprises several key buildings: a two-story nursing building, a three-story administration building, a two-story health promotion building, and a four-story multipurpose building. The hospital is currently undergoing expansion, with plans to increase capacity to 200 beds in the future.