Vietnam private hospital patients stay loyal, DXL study finds

A new DXL Research study of 641 higher-income patients and healthcare decision-makers in Vietnam finds exceptionally high loyalty to private hospitals, with 90% to 97% saying they plan to return. The report points to expertise, reputation, and post-treatment care as the biggest drivers of choice in a market where word-of-mouth beats advertising.

Why it matters: - Private hospitals in Vietnam are competing less on price and more on trust, clinical credibility, and aftercare. - The findings suggest patient loyalty is already very high, which raises the bar for hospitals trying to win share through marketing alone. - Word-of-mouth and direct experience appear to matter more than paid promotion in this market.

What happened: - DXL Research and Consulting released a study on patient loyalty in Vietnam’s private healthcare market. - The survey covered 641 patients and healthcare decision-makers in Hanoi, Hai Phong, Da Nang, Nha Trang, and Ho Chi Minh City. - The sample focused on adults from households earning at least VND 25 million per month who make family medical decisions or have recently used private hospitals. - The study was fielded in May and June 2026. - The research found that 90% to 97% of patients intended to return to their chosen providers.

The details: - Vinmec led total brand awareness with 83%. - Tam Anh ranked first in top-of-mind recall at 18%. - Hoan My and Vinmec also showed strong spontaneous recall. - Tam Anh posted the highest usage share over the last two years, followed by Hoan My and Thu Cuc. - Xavier Depouilly, general director of DXL Research, said the pattern shows hospitals winning patients through different strengths, including expertise, reputation, technology, and proximity. - Among Vinmec patients, 63% cited doctors’ qualifications and expertise, and 55% cited reputation. - Tam Anh attracted patients through friendly, attentive staff, cited by 31%. - Hoan My led on convenient locations, cited by 70% of its patients. - For specialized care, Tam Anh and Vinmec were the two best-known names overall. - Vinmec was seen as the market leader in orthopedics and oncology. - Tam Anh was frequently viewed as the top choice for cardiology and neurology. - Dedicated specialist facilities including Mekong Maternity and Saigon ENT held strong positions in their niches. - Vinmec posted the highest post-treatment care satisfaction score in complex conditions at 83%. - Tam Anh followed at 80%, and Hong Ngoc scored 75%. - Among general patients, Vinmec received an 86% “very positive” rating for post-treatment care, which led the market by 16 percentage points. - Patients credited Vinmec’s caring and attentive staff, proactive follow-ups after visits, and clear post-treatment instructions. - Vinmec also scored well on quick responses to patient questions and convenient remote support channels. - DXL Research said post-treatment care for cancer, neurological disorders, and transplants is becoming a key battleground. - The study notes that the findings reflect the views of the surveyed sample, not the entire Vietnamese private healthcare market.

Between the lines: - The market appears to be maturing from a brand-awareness contest into a service-quality contest. - Hospitals with strong specialist reputations and strong follow-up systems may have an edge as patient expectations rise. - The results also suggest that trust is built both before treatment, through reputation and expertise, and after treatment, through responsiveness and support.

What's next: - DXL Research expects post-treatment care to become more important as hospitals compete for patients with complex and high-risk conditions. - Hospitals that can combine specialist credibility with consistent aftercare may be best positioned to hold loyalty and grow share. - The study positions aftercare as one of the clearest opportunities for differentiation in Vietnam’s private hospital market.

The bottom line: - In Vietnam’s private healthcare market, patients are staying loyal, and the biggest winners are hospitals that deliver trusted doctors, strong reputations, and reliable post-treatment care.