HSU Marketing Students “Change Their Perspective” on Healthcare Marketing after a Field Trip to Shing Mark University Medical Hospital
On December 6, students from the Marketing Program of Hoa Sen University (HSU) participated in a field trip to Shing Mark University Medical Hospital, gaining a completely new perspective on healthcare marketing—a field that many of them had previously believed “did not really need marketing.”
Discovering the Communication Ecosystem Behind a Modern Hospital
During the visit, students had the opportunity to explore the hospital’s overall facilities and operational processes while gaining insights into how the Marketing Department functions in a healthcare environment. They learned how communication channels are developed, how patient experience is managed, and how trust is built through professional and ethical communication practices.
Beyond observation, students actively interacted with the hospital’s professional staff across different functional areas, asking questions, exchanging ideas, and expressing strong interest in the way a hospital shapes its brand image and patient experience.
Healthcare Marketing: Not About Selling, But About Building Trust
One of the most impactful moments of the field trip was the sharing session with the Marketing Director of the Hospital. Through real-world cases and practical insights, students gained a deeper understanding of how marketing operates in the healthcare sector—an industry directly linked to human well-being and life quality.
The session highlighted the strict ethical requirements, transparency standards, and credibility demands in healthcare communication. Strategic thinking in brand building and channel management was also emphasized, along with a powerful core message:
“Healthcare marketing is not about selling services—it is a long-term journey of building trust.”
Hands-on Practice: Customer Journey Mapping and Service Improvement Proposals
Students were then divided into groups to conduct practical analysis of the patient customer journey, from information search and appointment booking to service experience and post-treatment care. Based on their observations, they identified critical touchpoints and proposed solutions to enhance patient experience, particularly for Gen Z customers.
The hospital representatives highly appreciated the students’ logical thinking, proactiveness, and ability to connect academic knowledge with real-world applications. The activity clearly demonstrated HSU students’ strong analytical mindset and creative approach to service marketing.
A Field Trip That Reshaped Career Mindsets
Many students shared that the trip completely changed their perception of the industry.
“I used to think hospitals didn’t need marketing. But after this trip, I realized that healthcare marketing involves so much learning, innovation, and strategic thinking. It is definitely not as rigid as I once thought.”
More than just a learning activity outside the classroom, the field trip helped students redefine their career perspectives and better understand the diverse opportunities within the marketing profession.
Acknowledgement
The Faculty of Marketing – Communication, Hoa Sen University, sincerely thanks Shing Mark University Medical Hospital for their enthusiastic support, professional sharing, and for creating such a valuable and inspiring real-world learning experience for HSU students.
Written by: MBA. Trương Quang Vinh
Faculty of Marketing – Communication
