The Risks of Focusing Too Much on Marketing

Demographic changes, rise in disposable income, and steady economic growth has led to a growing demand for healthcare services in Vietnam. But the public healthcare system struggles to meet the diverse healthcare needs of the Vietnamese population. Within this context, the private sector in Vietnam fills an important gap left by the public sector. Today’s guest is interested in why consumers choose private over public health services in Vietnam, and in particular, the social factors that influence these choices, including word of mouth referrals, the patient-doctor relationship, the behaviour of healthcare staff, and marketing.

To discuss these issues is Dr Mai Nguyen, a public health specialist with the Ministry of Health in Vietnam. Mai was a SSEAC Writing Fellow in 2022, and her article looked at how public and private healthcare providers interact with consumers to affect their choices.

Dr Natali Pearson is Curriculum Coordinator at the Sydney Southeast Asia Centre, a university-wide multidisciplinary center at the University of Sydney, Australia. Her research focuses on the protection, management and interpretation of underwater cultural heritage in Southeast Asia.

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