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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.

Telehealth has been playing a progressively major role in the management of the NCOVID-19 crisis. The enforcement of social distancing measures has had the consequence of reduced technology distance in almost every walk of life. In this paper, based primarily on the still unfolding experiences of deploying it during the current situation, we argue that telehealth has finally come of age and that it is time to move it from the peripheries to the center of the 21st century healthcare. To provide a live context to the discussion, several instances of how telehealth strengthened our healthcare systems during the NCOVID-19 crisis are presented.

Following the phenomenological case study method, this paper highlights the mental health marketing scenario in Ho Chi Minh City, Vietnam. While the developed world is finding modern methods to connect with and serve MH patients, Vietnam and most other developing economies are still struggling to shift views from mental illness to mental wellness. Despite this, particularly among a small group of forward thinking providers, there is a trend taking shape towards more proactive and digitally-savvy identification, acquisition, and retention of mental health patients. In addition to de-stigmatizing mental health issues, this has the effects of providing patients access, confidence, and meaningful engagement. Marketing orientiation also resulted in increased attention to preventive mental healthcare.

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