ABSTRACT:- Based on the survey on 143 patients who took their treatments at private hospital, the findings of this study aligns with the previous studies of medical incident, media crisis management, the solution of solving the problem, the role of understanding about the impact of media crisis for the management team and the importance of purchasing medical malpractice insurance. This study highlighted that the impact of media crisis on the tangible and the intangible asset is huge and its impact is noticeably different between the management team who gain strong experience from a professional hospital in comparison with another normal team. The findings is helpful for the decision makers to minimize the total cost, time to recover from damaging and propose hedging solution to mitigate the exposure of the risk on the both patient’s trust and revenue. When the time was really crucial for media crisis management, an effective media crisis management will gain consensus from the stakeholders, help to minimize the opportunity cost and pull the revenue back to its normal trend.

Keywords: Patients, private hospital, Vietnam, media crisis