Every comment and real-life sharing on social media today not only helps shape a hospital’s brand image but also authentically reflects the actual patient experience at Obstetrics and Maternity Hospitals.
So, which experiential factors truly make a difference – enhancing the hospital’s reputation and emotional connection in the minds of mothers? What drives brand growth, and how does communication influence both perception and decision-making when choosing a hospital?
Let’s explore these insights together with YouNet Media in the following article!
1. Overview of Social Media Discussions About the Top 8 Obstetrics and Maternity Hospitals (April – May 2025)
Data analysis from the AI-Enhanced Social Listening Dashboard dedicated to Obstetrics and Maternity Hospitals during April 1 – May 31, 2025, reveals a dynamic landscape of online discussions surrounding hospitals with obstetrics specialties on social platforms. The data recorded 22.18K discussions about the Top 8 maternity hospitals, including Phuong Nam Hospital, Phuong Dong General Hospital, Tam Anh General Hospital, Hoan My Hospital, Hong Ngoc Hospital, MeKong Obstetrics Hospital, Saigon International Hospital (SIH), and Hanoi French Hospital, with the participation of 11,460 unique users. Notably, the discussion volume surged by 189.57% compared to the first quarter of 2025, reflecting a strong rise in public awareness and interest in maternal and child health. This growth also indicates that these hospitals have expanded their media visibility across social channels.
Standing out in terms of brand mentions, Phuong Nam Hospital and Phuong Dong General Hospital lead the discussion share, with 8.21K and 8.08K mentions respectively. This competitive momentum highlights the strong appeal of both brands to their target audience – particularly modern expectant mothers, as community-based information gathering has become a key behavior before making major healthcare decisions. Online parenting forums and mother–baby communities have become “safe spaces” for sharing experiences and diversifying information, shaping how hospitals are perceived by the public.
Disclaimer (*): This report uses discussion data containing feedback categorized by brand experience attributes. Each discussion may be assigned to one or multiple attributes, classified according to a set of 10 standard attributes commonly used in healthcare brand analysis. These attributes help hospitals precisely capture customer sentiment across different aspects of their service experience.
The 10 attributes include: Doctors – Reputation & Credibility – Customer Experience – Pricing – Staff & Service – Facilities – Medical Equipment – Processes & Procedures – Customer Care – Communication & Promotions.
Measurement period: April 1 – May 31, 2025.
A deeper analysis of the discussion content based on these 10 attributes shows that Pricing is the most frequently mentioned aspect (19.08%), confirming that cost remains the top concern for customers – especially as more hospitals introduce diverse maternity care packages varying in format, duration, and delivery methods (natural or C-section).
Notable packages such as the Comprehensive Maternity Care Package (Tam Anh Hospital), the All-in-One Maternity & Delivery Package (Hong Ngoc Hospital), and the Happiness – Love – Peace Package (Hoan My Thu Duc) have expanded customer choices, fostering comparisons and discussions about transparency and flexibility among hospitals.
Following Pricing, the next most discussed attributes are Patient Experience (17.42%), Reputation & Credibility (15.95%), and Doctors (12.19%). These are key factors influencing patient expectations and decision-making. Real-life experiences from previous patients, detailed reviews about service quality, the dedication of medical staff, and modern facilities have all become crucial catalysts in building brand trust and stimulating organic discussions on social media.
Discover the Top 10 Most Discussed Experience Attributes for Each Obstetrics and Maternity Hospital here.
2. Analysis of Key Brand Attribute Groups: Growth Drivers and the Leading Role of Social Media Communication
A combination of factors such as reputation, patient experience, medical expertise, and modern facilities serve not only as drivers of brand growth but also as the foundation for building customer trust. In particular, social media communication continues to assert its role as a channel that captures diverse, multidimensional reflections of customer discussions – shaping hospital brand images and enhancing their overall appeal.
In the following sections, each prominent brand attribute group will be analyzed in detail to clarify its role and impact on the brand-building strategies of Obstetrics and Maternity Hospitals.
2.1 “Reputation & Credibility”: The Discussion Attribute Driving Brand Recognition for Obstetrics and Maternity Hospitals
Data analysis from SocialHeat covering the two-month period (April – May 2025) reveals that “Reputation & Credibility” stands out as one of the most positively mentioned attributes across social media platforms for Obstetrics and Maternity Hospitals. Specifically, the top two hospitals generating the highest volume of discussions around this attribute were Phuong Nam Hospital (25.76%) and Hoan My Hospital (23.55%).
In the healthcare sector, trust remains a critical pillar. The digital word-of-mouth effect across social media has significantly amplified hospitals’ reputations—particularly among younger, information-savvy audiences who actively seek community opinions before making important healthcare decisions:
- “I gave birth at Phuong Nam Hospital. If I have another baby, I’ll definitely choose it again. The food was great, the nurses and doctors were super caring and attentive. Even though I delivered early and stayed in the pediatrics ward, I was still really satisfied. The delivery was easy and painless!”
- “Hoan My is my recommendation. The price is about the same as others, but I think Hoan My provides better care, full services, a quieter environment, and cleaner rooms.”
- “I had check-ups at Tam Anh and delivered at MeKong. Both were great. There are so many things that can happen during pregnancy, so choosing a place with good services that makes you feel reassured when you leave is really important. At Tam Anh, I was followed by Dr. Quy Khoa. I recommend preparing some questions in advance for the doctor to advise you.”
- “I had IVF and honestly, giving birth at Viet Phap was the best decision ever – no regrets at all.”
Notably, each social media platform plays a distinct role in driving positive discussion levels for different hospitals.
For instance, TikTok serves as a key attention driver for Obstetrics and Maternity Hospitals, with the share of discussions mentioning the “Reputation & Credibility” attribute reaching 96.77% for Phuong Nam Hospital, 87.23% for Saigon International Hospital (SIH), and 80.26% for Hanoi French Hospital. Conversely, the remaining five hospitals – Phuong Dong General Hospital, Tam Anh General Hospital, Hoan My Hospital, Hong Ngoc Hospital, and MeKong Obstetrics & Gynecology Hospital – gained stronger positive discussions on Facebook, where community groups, professional forums, and mom networks continue to act as sustainable channels for spreading hospital reputation and service quality.
The rise in positive discussions surrounding the “Reputation & Credibility” attribute stems not only from communication efforts but also from the unique behavioral patterns of healthcare consumers. A critical factor lies in the optimization of platform-specific content strategies – prioritizing authentic customer experiences, adapting brand messaging to each digital touchpoint, and amplifying trust and brand credibility across audiences.
2.2 “Medical Experience”: The Attribute That Nurtures Customer Trust Toward Private Obstetrics and Maternity Hospitals
Social media data on discussions related to the “Medical Experience” attribute reveal two major highlights:
Phuong Dong General Hospital led with 27.12% of total discussions, closely followed by Phuong Nam Hospital with 23.06%. These two hospitals ranked top among the eight leading obstetrics hospitals in terms of user engagement on this attribute.
The data also show a clear platform distinction in discussions: Phuong Nam Hospital dominated TikTok with 96.7% of the discussions, while Phuong Dong General Hospital established its stronghold on Facebook, accounting for 72.43% of related mentions.
On TikTok, Phuong Nam Hospital stood out through authentic video reviews and experience-sharing posts from mothers, especially Q&A videos about hospital selection, premium maternity packages, and celebrity testimonials – notably from actress Puka.
Highlighted feedback centered around smooth childbirth experiences, attentive care, modern facilities, and painless delivery methods that exceeded expectations:
- “Giving birth at Phuong Nam Hospital didn’t hurt at all, ladies. I just had my third C-section there and honestly, there was no pain at all!”
- “It was amazing. I only stayed in a VIP room, but the experience went far beyond my expectations. The Sama room must be even better. I booked Dr. Thach privately for the surgery, and the service was flawless – from meals, hygiene, to overall care – everything was perfect.”
In contrast, on Facebook, Phuong Dong General Hospital stands out with detailed reviews and Q&A posts in maternity groups. The discussions mainly focus on natural vs. C-section births, the doctors assisting delivery, all-inclusive care packages, service quality, and specific factors such as support for mothers with gestational diabetes. Positive feedback often highlights the dedication of the medical staff, professional postpartum care, transparent pricing, and real-life experiences that exceeded expectations, for example:
- “I had gestational diabetes and just had a C-section two days ago. Don’t worry, mom, my experience was really great, even though I had many concerns beforehand.”
- “I gave birth last March, and the service was excellent. After delivery, my mom tried to give the midwife a thank-you gift, but she firmly refused. I had a natural birth with a 3.8 kg baby; the doctor stitched beautifully, the wound healed quickly. I feel incredibly lucky.”
The ‘medical experience’ is no longer merely a measure of healthcare quality – it has become a crucial factor directly influencing customers’ decisions when choosing a maternity hospital. Understanding this mindset, private maternity hospitals continuously invest in enhancing customer experiences, adopting a patient-centered approach, and actively listening and responding across multiple platforms.
2.3 From Feedback to Action: What Should Maternity Hospitals Do to Enhance Positive Experiences?
Overall, a considerable number of negative feedback comments still focus on two key brand attributes – “Pricing” and “Facilities” – which are among the main pain points directly affecting customer experience in maternity care services.
Many customers believe that service fees at current hospitals remain high compared to the general market level, and in some cases, not fully aligned with the quality of experience provided.
Additionally, issues such as unexpected costs, extra charges, or unclear billing are major sources of dissatisfaction – especially when these fees are not communicated transparently from the beginning. Since maternity services already represent a significant financial burden for many young families, customers have strong expectations for reasonable pricing, clear discount policies, and transparent cost information.
Moreover, deteriorating facilities, unclean rooms, outdated medical equipment, and inconsistent service procedures have further eroded trust, particularly in reproductive healthcare.
To increase satisfaction, hospitals should implement a comprehensive improvement strategy – investing in infrastructure upgrades, standardizing processes, training staff, and fostering a culture of dedicated and professional service.
In particular, social media has emerged as an effective feedback channel, allowing hospitals to listen actively and identify both strengths and weaknesses in their services. Real customer experiences shared online not only provide valuable data for continuous improvement but also help shape communication strategies and drive sustainable brand growth for maternity hospitals.
3. “Understanding Consumers” with the AI-Enhanced Social Listening Dashboard for Maternity Hospitals
It can be affirmed that in today’s era of rapid digitalization, social media communication has become the central driver shaping modern consumers’ decision-making journey when choosing maternity hospitals. Beyond the surge in discussion volume surrounding the top 8 leading hospitals, the wave of engagement across digital platforms vividly reflects the influence of key factors such as pricing, service experience, brand reputation, and doctor quality. These factors not only help shape brand image and build trust, but also directly influence healthcare service choices – especially in maternity care, where emotion and personal experience play a crucial role.
To sustain and expand competitive advantage, hospitals must go beyond improving service quality and ensuring transparent information. They need to continuously adapt to evolving customer expectations through flexible digital engagement, active listening, and timely responses across social media platforms.
In this context, “understanding consumers” through advanced technological solutions is no longer an option but a strategic advantage that helps optimize brand resources. The market overview and experiential attribute analyses presented in this report were extracted from the AI-Enhanced Social Listening Dashboard – a tool developed by YouNet Media, specifically designed for maternity hospital systems in Vietnam.
The AI-Enhanced Social Listening Dashboard stands out for its extensive data coverage, built upon SocialHeat, the only social listening platform in Vietnam with up to three years of historical data, capable of meeting both real-time monitoring and long-term strategic analysis. The dashboard’s customizable attribute framework allows alignment with each brand or industry’s unique operations, preventing insights from being “boxed in” by generic metrics and ensuring that every data point collected provides clear, actionable direction for each hospital.
With the AI-Enhanced Social Listening Dashboard, maternity hospitals can proactively monitor customer behavior changes, benchmark competitive performance, and analyze in-depth brand perception attributes – all through an intuitive, flexible, and user-friendly interface.
By actively listening, analyzing, and responding to social media data through advanced technology such as the AI-Enhanced Social Listening Dashboard, maternity hospitals can adapt to the evolving behaviors of modern consumers while optimizing communication and marketing effectiveness. This serves as a solid foundation for building and maintaining a trusted healthcare brand image, ultimately delivering genuine value to an increasingly discerning and informed community of mothers.
