Abstract
In the background of stagnant home markets, health care firms from mature economies are looking for opportunities in developing markets such as Vietnam. Various studies on marketing of health care from developed economies show convenience, specialties, reputation, and word of mouth as major choice factors for hospitals. The limited number of consumer behaviour articles from developing economies has contradictory findings for private and public hospitals with no mention of international hospitals. In this paper, the authors investigate the choice criteria and consumer perceptions of international hospitals in Ho Chi Minh City. Findings imply that younger consumers prefer private care as they suffer from minor illnesses and prioritize convenience, customer service and comfortable facilities. Some older patients are more conservative, seeking government sites due to trust, familiarity and insurance coverage. Irrespective of age and income, all those who experienced international hospitals where left with a lasting positive impression of the caring consultation and staff, modern equipment, and ‘VIP feel’ of facilities, with price quoted as the main barrier.
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