Ho Chi Minh City University of Medicine and Pharmacy Hospital launches the Competition “Experience Marketing Solutions: From Understanding to Developing Healthcare Services”
On December 3, 2025, University Medical Center Ho Chi Minh City (UMC) held the launch ceremony for the competition “Experience Marketing Solutions: From Understanding to Medical Service Development,” aimed at encouraging initiatives to improve services and enhance the patient experience. This is a professional activity of special significance, creating an environment for hospital units to propose practical solutions based on the actual needs of patients and the requirements for improving healthcare quality in the new era.
Shortly after the launch, the Organizing Committee received registrations from 50 teams with 287 members, demonstrating the proactive spirit, responsibility, and innovative efforts of the staff and employees. This year's competition features professional guidance from experienced experts, including: Assoc. Prof. Nguyen Van Thang Long, PhD, Vice Head of the Public Relations Department at RMIT University Vietnam; Mr. Ngo Quoc Bao, Senior Director of Customer Experience, Marketing & Communications at Long Chau Pharmacy System and Vaccination Center; along with Expert Pham Song Thu and Dr. Nguyen Anh Hiep.
Simultaneously, the program received media support from Thanh Nien Newspaper, with the presence of Journalist Nguyen Trong Phuoc, Member of the Editorial Board and Director of the Digital Content Development Center. Thanh Nien Newspaper will accompany the event in spreading typical improvement models and humanitarian initiatives, as well as providing media support for events within the framework of the competition.
Speaking at the ceremony, Assoc. Prof. Nguyen Hoang Bac, MD, PhD – Director of UMC, emphasized that in the context of rapidly changing patient and societal needs, medical facilities must proactively adapt and improve service quality towards transparency, convenience, and personalization. Patient experience is not only built from clinical expertise but also from factors such as clear processes, easy-to-understand information, a safe environment, and a dedicated service attitude. The medical staff—those in direct contact with patients—are the ones who best understand the true needs and areas requiring improvement. Therefore, the competition is an important opportunity for practical initiatives to be recognized, refined, and transformed into useful solutions, contributing to higher service quality and strengthening patient trust. He expects that through this competition, UMC will continue to nurture a spirit of innovation, serving with empathy and constant improvement so that every patient feels the hospital is getting better every day.
Mr. Ngo Quoc Bao – Senior Director of Customer Experience, Marketing & Communications at Long Chau Pharmacy System and Vaccination Center, shared: “By partnering with UMC through this program, Long Chau aims to contribute to building a comprehensive healthcare ecosystem where the patient experience is placed at the center of every decision—from marketing strategy, communications, and the customer journey to support services, training, and professional consultation. Long Chau commits to remaining a reliable partner to UMC in the journey of serving community health. We hope that from this competition, many more new initiatives and solutions will be applied in practice, contributing to elevating the quality of Vietnam's medical services in the future.”
Within the framework of the launch, the hospital organized a seminar titled “Experience Marketing Solutions: From Understanding to Medical Service Development” to orient strategic thinking and inspire units through insights from five speakers: Prof. Truong Quang Binh, MD, PhD – Chairman of the Scientific Council; Dr. Au Thanh Tung – Head of the General Planning Department; Dr. Le Quan Anh Tuan – Deputy Head of the General Planning Department; Nguyen Thi Hong Minh, PhD – Head of the Nursing Department; and Ms. Do Thi Nam Phuong, MA – Head of the Communications Center. The competition officially launched on December 3, 2025, and will run through the end of January 2026, promising to bring many breakthrough ideas to improve service quality at UMC.
