| Abstract | Today, in Vietnam, the international health care is raising standards of medical services across the board. It is increased awareness of what is the best in health care and at what price is occurring. Both of international hospitals and state hospitals are noted to be struggling on the balance between healthcare standards and treatment expertise. Patients, who can afford good care, want to pay for medical expertise first so the good customer care is a good value addition just after expertise in health care is given. Experienced doctors at State Hospitals are felt to be the best in Vietnam – great specialty knowledge and best experience (as State Hospitals has highest traffic and is a great learning ground). While doctors at International hospitals are not felt to be up to this ‘best’ standard. In general, doctors are attracted to work for hospitals where they can be attached to very senior and knowledgeable doctors and where they have the opportunity to gain as much experience as possible.
FVH are operating in an increasingly competitive environment in the health care market, with more and more private clinics and international hospitals establishing themselves in Vietnam. As a pioneer in bringing the international excellence health care to Vietnam with the best expertise doctors and medical staffs, one of the most difficult problems that FVH is facing is about limited budget of the patients who living in Vietnam for medical purposes, not only for treatment but also for screening. In this context, a membership program can be an effective financial tool that both of patients and FVH can be benefited.
Through the responses from the patients, from the members, from the salespeople, from the managers and from the operations staffs via qualitative survey conducted by the author and via a quantitative survey conducted by Cimigo related to the membership program, this research outcome may be useful for the FVH board of management in reviewing, improving its membership programs to make it to be the first choice for patients who are interested in FVH medical services |