The Challenge
A world-class hospital, invisible to 90% of the patients it could serve
Bangkok Hospital attracts international patients from across Asia, the Middle East, and beyond — but 90% of its website content existed only in Thai. Professional translation at the scale required was prohibitively expensive and slow. Every untranslated article, clinic page, and campaign landing page was a door that international patients simply could not open.
Our Approach
"Translate what converts. Leave precision to the professionals."
Not all content carries the same risk. Articles, clinic overviews, and campaign pages could be AI-translated without clinical consequence. Doctor profiles and treatment packages — where a mistranslation could affect a patient's decision about their own care — were left untouched. This selective approach let us move fast where speed was safe, and stay human where accuracy was non-negotiable. Before committing to any model, we ran a rigorous evaluation: sample translations were graded by the hospital's own interpreters to find which AI performed best for each language — not assumed, verified.
What We Built
Tested Gemini and OpenAI head-to-head across target languages using sample translations graded by Bangkok Hospital's professional interpreters — selecting the best-performing model per language before a single page went live.
Defined clear translation boundaries — articles, centre & clinic pages, and campaign landing pages were in scope. Doctor profiles and treatment packages remained human-only, protecting clinical accuracy where it mattered most.
Translated content into English, Mandarin, Japanese, Arabic, Vietnamese, Burmese (Myanmar), Khmer (Cambodia), Bahasa Indonesia, and Deutsch — covering the hospital's key international patient corridors.
Added a prominent "Translated by AI" tag across all machine-translated pages — setting honest expectations with patients and signalling the hospital's commitment to transparency over the appearance of perfection.
The Results
+75%
visitors from English & Arabic markets
strategic languages with established patient demand
+150%
visitors from Chinese & Japanese markets
high-value new markets previously underserved
+2000%
visitors from Southeast Asian countries
from a near-zero baseline in Thai, Vietnamese, Burmese, Khmer & Bahasa
9
languages launched
across Asia, the Middle East, and Europe
"Honestly, we were braced for complaints — from Google and from patients. AI-generated content felt like a risk we were taking on faith. But the penalty never came, the quality held where it needed to, and the traffic numbers told a story we couldn't argue with. Sometimes the pragmatic bet turns out to be the right one. "
Work with us