More than 350 physicians collaborate to develop experiential marketing solutions, aiming to enhance patient experience and develop healthcare services
On January 29, 2026, at Hall 3A, the University of Medicine and Pharmacy Hospital of Ho Chi Minh City (BV ĐHYD) organized the Finals of the “Experience Marketing Solutions: From Understanding to Developing Healthcare Services” competition. The competition is a step in the hospital’s roadmap for management innovation and healthcare service development, aiming to promote a patient‑centered improvement mindset and build a culture of proactively proposing initiatives from the internal team.
Launched on December 3, 2025, the program received strong participation from Departments, Facilities, Centers, Faculties and Units throughout the Hospital. The Organizing Committee recorded 59 solutions from 58 teams, with over 350 participants, including doctors, nurses and healthcare staff from both clinical and functional departments. The proposals, formed from everyday clinical practice and operations, demonstrate serious investment, an innovative spirit and the enthusiasm of the units in optimizing processes, improving service quality and patient experience.
Based on the serious and multidimensional scoring by the judging panel consisting of experts and managers in the fields of healthcare, media, and administration, 16 exemplary solutions were selected for the Finals. Here, the competing teams directly present, discuss, and debate with the judges on feasibility, implementation roadmap, and the value delivered to patients, units, and the entire hospital.
Speaking at the program, Associate Professor Dr. Lê Khắc Bảo – Vice Director of the Hospital and Head of the Judging Panel, emphasized that “seeing deeply, listening carefully” is an important foundation for forming valuable improvement solutions that bring practical benefits to patients. He highly praised the dedication, seriousness, and depth of thought of the competing teams; he also noted that beyond the 16 solutions in the Finals, the remaining projects will continue to be consolidated, grouped according to major improvement directions for research, sharing, and implementation in the next phase, thereby expanding the competition's impact across the entire system.
In an overall perspective, Prof. Dr. Trương Quang Bình – Chairman of the Scientific Council, notes that many projects have demonstrated a clear understanding of the patient journey, from the moment of approaching the Hospital to the entire process of examination, treatment, and post‑treatment care. The patient experience approach solutions are presented as a continuous and comprehensive chain, thereby not only bringing improvement value to the Hospital's operations but also aiming for long‑term benefits for patients and the community.
According to the direction of Associate Professor Dr. Nguyễn Hoàng Bắc – Hospital Director, improving patient experience is not the task of a single department, but the shared responsibility of every Hospital member. Patient experience is created from people – processes – systems, and from every detail in daily work. Therefore, the competition is not only an innovation playground, but also awakens a sense of responsibility, improvement mindset, and the ability to propose solutions from the internal team, aiming at changes that can be implemented in practice.
After the Finals, the Organizing Committee emphasizes that the core value of the Competition does not lie in ranking or awarding, but in the journey of transforming ideas into concrete improvements. The selected solutions will be given priority for implementation, monitoring, and evaluation after 1 year to ensure they create real value for patients and for the Hospital's operations. The Competition results are expected to be announced on 10/02/2026 and the awards will be presented at the Anniversary Ceremony of Vietnamese Doctors' Day.