The resilient blossoms: Hoan My Medical Corporation highlights the contribution of nurses

The initiative from Hoan My Medical Corporation aims to eliminate social prejudice against the nursing profession.

Nursing workforce shortages have been a cause for alarm across the globe, especially with the disruptions caused by the COVID-19 pandemic. In Vietnam, the situation is exacerbated by the public's poor perception of nurses, which reduces potential talents in the field. 

This has inspired Hoan My Medical Corporation to launch a campaign to help address the situation. Entitled "Nurses: The Resilient Blossoms," the project aims to eliminate the social prejudice against the nursing profession, shape the cultural perception to that where nurses are at the centre of the health systems in Vietnam, and attract the next generation into nursing profession.

The organisation brought this vision to life through a series of internal and external activities, particularly through a nursing documentary series and complementary activities to engage internal and public audiences. The concept covers a distinctive storytelling method comprised of two parts —documentary series and photobook— to portray the struggles, challenges, and desires of nurses.

The documentary series recites true stories from Hoan My nurses, featuring the nurses themselves. It was broadcasted on Hoan My’s official Youtube channel and fanpage. 

The documentary series received over 1.2 million views on the group’s official YouTube channel. It was featured on HTV9 and Vietnam Nurses Associations. Nearly 50 articles were also written about the documentary series.

The photobook, meanwhile, portrayed true images and stories from the profession. It revealed a realistic perception of the nurse's work, their responsibilities, and aspirations to inspire the next generation of nurses. A thousand copies were printed and given as tribute to nurses and universities to encourage young ambitious nursing undergraduates to become the future of the health systems in Vietnam.

Hoan My’s campaign successfully delivered the key message “nursing is a [extraordinarily] respectful profession.” It encouraged nurses to be proud of their work and broke the social stigma about nurses in the community. 

The campaign also attracted promising talents to become a part of future healthcare.

The valuable message of the campaign and the success it has gained throughout has earned the recognition of the Healthcare Asia Awards, as Hoan My brings home the Marketing Initiative of the Year award.

“This opportunity to be featured on the Healthcare Asia Awards will only strengthen what Hoan My Medical Corporation started, continue to spread these meaningful values of the nursing profession to society,” said Ms. Le Ngoc Anh Phuong, Group Director of Marketing and Communications said.

The awards programme aims to honour hospitals, clinics and other healthcare providers that have risen above the challenges and made a remarkable impact on their patients amidst the massive disruption caused by the COVID-19 pandemic.