According to Pharmacist Nguyen Xuan Hoang, consumer habits in Vietnam have evolved in recent years. Today’s consumers go beyond merely considering product quality and prices; they are increasingly concerned about safety and origin, especially in the healthcare, food, and beverage sectors. As a result, they are willing to pay a premium for products from reputable companies that are highly regarded by professionals.
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| Pharmacist Nguyen Xuan Hoang, Chairman of International Medical Consultants Co., Ltd. – IMC |
Consumers have become adept at searching for product information online and discerning credible sources, moving away from blindly trusting advertisements. Experts refer to this shift as a smart consumption movement, compelling businesses to adapt to stay relevant.
Digitization’s Role in Smart Consumption
Pharmacist Nguyen Xuan Hoang emphasizes that businesses must go beyond product quality and methods; they need to continuously innovate and address diverse issues to cater to consumers’ changing preferences over time.
While IMC is not a product distributor, Hoang highlights their focus on digitization. “Our customers are unique, and in addition to distributors, we have consumers interested in our technology and production processes. Digitization ensures transparency in our products, which is essential,” he says.
He stresses the importance of transparency in product information, from herbal ingredients to traceability and a closed production process adhering to Good Manufacturing Practice (GMP) standards. This transparency meets customer expectations and assures consumers of product quality and safety. IMC achieves this through compliance with GMP and ISO standards, making product traceability and quality checks publicly available.
With thousands of companies manufacturing and distributing functional foods in Vietnam, production regulations are tightening. Functional food plants must comply with GMP standards, ensuring safety and product traceability transparency. The production process is closely monitored from raw materials to finished products, so companies aiming to stand out rely on technology. “Resolution 57 underscores quantum technology as a potential area for development, and IMC has been at the forefront of researching and applying this technology in cosmetics and beverage production for years,” Hoang notes.
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| IMC’s products each have a unique story to tell, whether about ingredients or production methods. |
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For instance, their Quantum water product is the world’s first functional food to utilize quantum technology, and many of IMC’s functional food and cosmetic offerings also incorporate this innovation, enhancing quality, effectiveness, and safety, as shared by Dr. Hoàng.
Moving forward, IMC remains committed to being a pioneer in adopting new and exclusive technologies for its products. Simultaneously, the company continues to explore, research, and apply innovative techniques in raw material extraction and product manufacturing, prioritizing green and circular technologies while adhering to the government’s net-zero requirements.
| “My determination to integrate science and technology into IMC’s products is also driven by the desire to harness the power of traditional medicine. Vietnam boasts a rich history of traditional medicine with thousands of herbs and remedies that have stood the test of time. By combining modern science and technology with these traditional remedies, we can enhance convenience for consumers,” shared Pharmacist Hoang. |
Engaging Consumers with Compelling Stories
“The story behind a product is another crucial factor,” Hoang shares. “It serves as a bridge that connects the community to the product, facilitating sharing, feedback, comments, exchanges, and recommendations.”
Each IMC product has a unique story, be it about ingredients, production technology, or the researchers themselves, allowing consumers to develop a deeper understanding and provide responsible feedback after their experience.
“Through these stories, we also convey the cultural values of IMC, rooted in Vietnamese cultural identity,” Hoang adds. For instance, the story of green sticky rice takes consumers on a journey from organically grown rice grains enriched with essential minerals to environmentally friendly farming methods that reduce greenhouse gas emissions. It also highlights the use of modern machinery to minimize human contact during production and the inclusion of active ingredients beneficial to health. “The green sticky rice becomes a conductor, delivering these active ingredients into the body naturally through food, and we share this story with our consumers,” he explains.
During the recent Lunar New Year holiday, IMC’s gift sets were well-received by consumers, who provided valuable feedback for continuous improvement. “This reflects our commitment to the community and demonstrates their trust in domestically produced food and functional food,” Hoang affirms.
To enhance consumers’ understanding of the story and value behind each product, IMC is establishing experience stations, both physical and digital, where consumers can access comprehensive product information. These stations offer insights into the production process, from ingredient sourcing to industrial production and, ultimately, the finished product. Through these initiatives, IMC reinforces its responsibility to the community.
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