The 'sweet fruits' achieved today are the result of the efforts of a whole team, including Master Do Thi Nam Phuong, Head of UMC Media Center.
Members of UMC Media Center
Currently, medical communication in Vietnam has not really received much attention and development, facing many difficulties and challenges. Why did Nam Phuong pursue medical marketing and choose Ho Chi Minh City University of Medicine and Pharmacy Hospital as the place to work?
- Master Do Thi Nam Phuong : Right from when she was studying commerce at university, Nam Phuong started working part-time, and had the opportunity to work at some media companies early on. She felt that this field was interesting, potential, and suitable for her abilities. After graduating from university, Nam Phuong registered to study for a master's degree specializing in the field of communications, especially following the digital development trend. Nam Phuong believes that when choosing a career, you must love the job, be passionate, learn, and specialize in order to progress quickly. Nam Phuong has had the opportunity to work in communications at advertising companies, real estate companies, private clinics, and in medical communications at the University of Medicine and Pharmacy Hospital in Ho Chi Minh City. Up to now, she has been in this field for more than 15 years.
Nam Phuong still remembers the first days of taking the first steps in the medical communication profession, the new environment, the crowded and overloaded scene of clinics, cold operating rooms, with unfortunate lives of illness and disease... It was strange, stressful, and sensitive, but with her passion and enthusiasm, Nam Phuong was not afraid of difficulties, grasping reality to be able to write authentic and emotional communication articles. Nam Phuong felt the value through her articles and films that would act as a bridge between doctors and the community, people would have more information to protect their health, and patients in difficult circumstances would receive help from many benefactors. This factor helped Nam Phuong keep her love for the profession and stick with it until now.
At UMC in particular and the healthcare industry in general, communication and marketing can be considered a "fertile land" that can be freely "digged" and created. The UMC Board of Directors is very interested in and invested in communication work. The more you work, the more experience you accumulate, the more relationships you have. The more Nam Phuong and the hospital's communication team work, the more passionate they are. Each member strives to "plant trees" on this "fertile land" to get "sweet fruit" for patients, medical staff and the community.
Master Do Thi Nam Phuong
UMC Media Center was established in 2020, when Ho Chi Minh City University of Medicine and Pharmacy Hospital was the pioneer in investing and focusing on communication work. What was the motivation for Nam Phuong to overcome the difficulties during this period?
- Communication and marketing work at UMC faces many difficulties as the hospital is one of the first medical facilities to focus on developing this field. In addition to the challenges of the communication and marketing field of the health sector in general, Nam Phuong and her colleagues at the center also face many challenges in particular for UMC. That is limited resources while the hospital has a complete multidisciplinary department, there are too many products and services that need to be communicated. The hospital is always overloaded, creating a significant challenge in solving information needs and grasping the wishes of patients and customers. The large number of hospital staff, diverse in occupations, requires a lot of attention to internal communication so that employees understand and share the same goals.
Nam Phuong always wondered: "How can hospital communications develop with so many objective obstacles like this?". Fortunately, he was assisted by Associate Professor, Doctor, Doctor Nguyen Hoang Bac, Director of the University of Medicine and Pharmacy Hospital in Ho Chi Minh City. With dedicated guidance and instruction, the center is on the right track and is constantly developing.
In recent times, the Marketing work of Ho Chi Minh City University of Medicine and Pharmacy Hospital has reaped many "sweet fruits". Can Nam Phuong tell us about the memorable achievements?
- In 2016, realizing the explosion of social networks with the trend of communication on digital platforms, Ho Chi Minh City University of Medicine and Pharmacy Hospital pioneered in building and investing in developing Fanpage. In the context of many unverified medical information on social networks, even harmful to public health, the hospital Fanpage quickly became a channel providing official and reputable medical information with many useful contents and received a blue tick.
Hospital to receive YouTube Silver Button in 2022
To reach the majority of people as quickly as possible, the center focuses on developing and perfecting multi-channel interactions with patients, combining social media channels (Website, Facebook, YouTube, Zalo), internal communications (Operation Management Website, LCD system, email, SMS) and closely connecting with press agencies to create a media ecosystem with diverse forms of transmission, applying digital platforms.
The joy and happiness are indescribable when Ho Chi Minh City University of Medicine and Pharmacy Hospital received the YouTube Silver Button with more than 130,000 subscribers and more than 16 million views in total. more than 1,250 videos. This may be a modest result compared to the vast amount of entertainment content on the platform, but for medical content alone, the Silver Button is the sweet fruit of UMC Media Center's persistent efforts.
Can Nam Phuong share her experience with young people who are on the path to implementing hospital marketing communications?
- The field of communication - marketing changes very quickly, requiring Nam Phuong and you to always learn, update and be flexible. Young people need to clearly understand the unit they work for, understand the target customers, focus on bringing content, products that customers need, research the market to communicate in the right direction for customer psychology. During the implementation process, it is also necessary to determine goals - resources and control, evaluate work efficiency worthy of the level of investment. With your human resources - finance - time, learn to "stand on the shoulders of giants", take advantage of all resources, thereby establishing jobs according to 2 important measures of value and necessity to prioritize implementation.
Thanks Nam Phuong for this chat!
'Media always goes first and goes after'
This is a quote from Associate Professor, Doctor, Doctor Nguyen Hoang Bac that Nam Phuong and the UMC Media Center always remember.
"Going ahead" means leading, anticipating, and orienting public opinion in a positive direction, consistent with the hospital's development orientation. "Going behind" means that the media must be able to talk about what the hospital has done and done well. Communications and marketing need to position the product and aim for real, sustainable, and long-term values so that the hospital is always a trustworthy place, so that patients "Know - Trust - Use" the services.
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