{"id":1868,"date":"2021-06-05T07:38:57","date_gmt":"2021-06-05T00:38:57","guid":{"rendered":"https:\/\/hedima.vn\/journey\/?p=1868"},"modified":"2021-06-05T07:38:57","modified_gmt":"2021-06-05T00:38:57","slug":"4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/","title":{"rendered":"4 ch\u00eca kh\u00f3a t\u1ea1o n\u00ean s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a Keytruda"},"content":{"rendered":"<p><em><span style=\"font-weight: 400;\">Sau h\u01a1n 6 n\u0103m c\u00f3 m\u1eb7t tr\u00ean th\u1ecb tr\u01b0\u1eddng, si\u00eau ph\u1ea9m Keytruda c\u1ee7a h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m MSD \u0111\u00e3 v\u1eefng v\u00e0ng tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng s\u1ea3n ph\u1ea9m b\u00e1n ch\u1ea1y nh\u1ea5t to\u00e0n c\u1ea7u. V\u1eady \u0111i\u1ec1u g\u00ec \u0111\u00e3 l\u00e0m n\u00ean th\u00e0nh c\u00f4ng c\u1ee7a Keytruda?\u00a0<\/span><\/em><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#Boi_canh\" >B\u1ed1i c\u1ea3nh<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#Muc_tieu\" >M\u1ee5c ti\u00eau<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#Thuc_thi\" >Th\u1ef1c thi<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#Tai_Hoa_Ky\" >T\u1ea1i Hoa K\u1ef3<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#Tai_Viet_Nam\" >T\u1ea1i Vi\u1ec7t Nam<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#4_yeu_to_thanh_cong_cua_Keytruda\" >4 y\u1ebfu t\u1ed1 th\u00e0nh c\u00f4ng c\u1ee7a Keytruda<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#1_Dot_pha_trong_dieu_tri_ung_thu\" >1. \u0110\u1ed9t ph\u00e1 trong \u0111i\u1ec1u tr\u1ecb ung th\u01b0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#2_Mo_rong_chi_dinh_dieu_tri\" >2. M\u1edf r\u1ed9ng ch\u1ec9 \u0111\u1ecbnh \u0111i\u1ec1u tr\u1ecb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#3_Cau_chuyen_duoc_chia_se_tu_cac_benh_nhan\" >3. C\u00e2u chuy\u1ec7n \u0111\u01b0\u1ee3c chia s\u1ebb t\u1eeb c\u00e1c b\u1ec7nh nh\u00e2n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#4_Thong_diep_nhat_quan\" >4. Th\u00f4ng \u0111i\u1ec7p nh\u1ea5t qu\u00e1n<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#Ket_qua\" >K\u1ebft qu\u1ea3<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/hedima.vn\/journey\/4-chia-khoa-tao-nen-su-thanh-cong-cua-keytruda\/#Tam_ket\" >T\u1ea1m k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Boi_canh\"><\/span><span style=\"color: #017ab7;\">B\u1ed1i c\u1ea3nh<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Th\u00f4ng th\u01b0\u1eddng, khi nh\u1eafc \u0111\u1ebfn ung th\u01b0, ba li\u1ec7u ph\u00e1p tr\u1ee5 c\u1ed9t s\u1ebd bao g\u1ed3m x\u1ea1 tr\u1ecb, h\u00f3a tr\u1ecb v\u00e0 ph\u1eabu thu\u1eadt. Th\u1ebf nh\u01b0ng v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n kh\u00f4ng ng\u1eebng c\u1ee7a khoa h\u1ecdc, li\u1ec7u ph\u00e1p mi\u1ec5n d\u1ecbch \u0111\u00e3 ra \u0111\u1eddi v\u00e0 \u0111\u01b0\u1ee3c xem l\u00e0 \u0111\u1ed9t ph\u00e1 trong \u0111i\u1ec1u tr\u1ecb ung th\u01b0. \u0110i\u1ec3n h\u00ecnh l\u00e0 Keytruda (pembrolizumab) c\u1ee7a h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m MSD.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">T\u1ea1i th\u1eddi \u0111i\u1ec3m \u0111\u00f3, Keytruda \u0111ang \u1edf trong cu\u1ed9c \u0111ua c\u1ea1nh tranh v\u1ecb tr\u00ed top \u0111\u1ea7u so v\u1edbi Opdivo &#8211; m\u1ed9t lo\u1ea1i thu\u1ed1c ung th\u01b0 mi\u1ec5n d\u1ecbch c\u1ee7a Bristol-Myers Squibb.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Muc_tieu\"><\/span><span style=\"color: #017ab7;\">M\u1ee5c ti\u00eau<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b>M\u1ee5c ti\u00eau: <\/b><span style=\"font-weight: 400;\">thay \u0111\u1ed5i c\u00e1ch ti\u1ebfp c\u1eadn, l\u1ea5y b\u1ec7nh nh\u00e2n l\u00e0m trung t\u00e2m, n\u00e2ng cao nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. T\u1eeb \u0111\u00f3, ng\u01b0\u1eddi b\u1ec7nh c\u00f3 th\u1ec3 \u0111\u1ed1i tho\u1ea1i v\u1edbi \u0111\u1ea7y \u0111\u1ee7 th\u00f4ng tin v\u1ec1 b\u1ec7nh c\u0169ng nh\u01b0 l\u00e0 li\u1ec7u ph\u00e1p \u0111i\u1ec1u tr\u1ecb v\u1edbi b\u00e1c s\u0129.\u00a0<\/span><\/p>\n<p><b>\u0110\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau:\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">C\u00e1c b\u1ec7nh nh\u00e2n ung th\u01b0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">C\u00e1c b\u00e1c s\u0129, chuy\u00ean gia y t\u1ebf v\u1ec1 ung th\u01b0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">M\u1eb7c d\u00f9 c\u00f3 s\u1ef1 thay \u0111\u1ed5i trong vi\u1ec7c l\u1ef1a ch\u1ecdn \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a chi\u1ebfn d\u1ecbch, nh\u01b0ng MSD v\u1eabn ch\u00fa tr\u1ecdng v\u00e0o \u0111\u1ed1i t\u01b0\u1ee3ng l\u00e0 c\u00e1c b\u00e1c s\u0129. H\u1ecd tin r\u1eb1ng sau c\u00e1c cu\u1ed9c th\u1ea3o lu\u1eadn v\u1ec1 c\u00e1c ph\u01b0\u01a1ng \u00e1n \u0111i\u1ec1u tr\u1ecb v\u1edbi b\u1ec7nh nh\u00e2n, quy\u1ebft \u0111\u1ecbnh cu\u1ed1i c\u00f9ng v\u1eabn thu\u1ed9c v\u1ec1 b\u00e1c s\u0129.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Thuc_thi\"><\/span><span style=\"color: #017ab7;\">Th\u1ef1c thi<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Tai_Hoa_Ky\"><\/span>T\u1ea1i Hoa K\u1ef3<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><b><i>\u0110\u1ed1i v\u1edbi b\u1ec7nh nh\u00e2n ung th\u01b0<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Thay v\u00ec ch\u1ec9 t\u1eadp trung v\u00e0o nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng l\u00e0 c\u00e1c b\u00e1c s\u0129, MSD \u0111\u00e3 kh\u1edfi \u0111\u1ed9ng m\u1ed9t chi\u1ebfn d\u1ecbch t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (Direct-to-customer &#8211; DTC) cho Keytruda, \u0111\u00e1nh d\u1ea5u s\u1ef1 thay \u0111\u1ed5i ngo\u1ea1n m\u1ee5c trong chi\u1ebfn l\u01b0\u1ee3c marketing. Theo \u0111\u00f3, chi\u1ebfn d\u1ecbch \u0111\u01b0\u1ee3c tri\u1ec3n khai v\u00e0o \u0111\u1ea7u n\u0103m 2017, nh\u1ea5n m\u1ea1nh c\u00e1c c\u00e2u chuy\u1ec7n th\u1eadt m\u00e0 nh\u1eefng b\u1ec7nh nh\u00e2n \u0111\u00e3 tr\u1ea3i nghi\u1ec7m v\u00e0 \u0111i\u1ec1u tr\u1ecb v\u1edbi Keytruda trong c\u1ea3 qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh (TV) v\u00e0 website tr\u1ef1c tuy\u1ebfn.\u00a0<\/span><\/p>\n<p><b>&#8211; Truy\u1ec1n h\u00ecnh: <\/b><span style=\"font-weight: 400;\">theo iSpot.tv, MSD \u0111\u00e3 chi kho\u1ea3ng 1,2 tri\u1ec7u USD cho qu\u1ea3ng c\u00e1o Keytruda bao g\u1ed3m 77 ch\u01b0\u01a1ng tr\u00ecnh ph\u00e1t s\u00f3ng.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u00e2u chuy\u1ec7n n\u1ed5i b\u1eadt ph\u1ea3i k\u1ec3 \u0111\u1ebfn ch\u00ednh l\u00e0 qu\u00e1 tr\u00ecnh \u0111i\u1ec1u tr\u1ecb c\u1ee7a c\u1ef1u T\u1ed5ng th\u1ed1ng Hoa K\u1ef3 &#8211; Jimmy Carter. Theo \u0111\u00f3, \u00f4ng \u0111\u01b0\u1ee3c ch\u1ea9n \u0111o\u00e1n m\u1eafc ung th\u01b0 h\u1eafc t\u1ed1 giai \u0111o\u1ea1n 4, di c\u0103n t\u1edbi gan v\u00e0 n\u00e3o. N\u1ebfu nh\u01b0 m\u1eafc b\u1ec7nh v\u00e0o nhi\u1ec1u n\u0103m tr\u01b0\u1edbc, c\u01a1 h\u1ed9i s\u1ed1ng s\u00f3t c\u1ee7a Carter &#8211; m\u1ed9t ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng tr\u00ean 90 tu\u1ed5i &#8211; g\u1ea7n nh\u01b0 b\u1eb1ng kh\u00f4ng. Sau ba th\u00e1ng k\u1ec3 t\u1eeb khi b\u1eaft \u0111\u1ea7u \u0111i\u1ec1u tr\u1ecb theo li\u1ec7u ph\u00e1p Keytruda, c\u01a1 th\u1ec3 \u00f4ng kh\u00f4ng c\u00f2n d\u1ea5u v\u1ebft ung th\u01b0. T\u1eeb \u0111\u00f3, MSD \u0111\u00e3 khai th\u00e1c m\u1ed9t c\u00e1ch v\u00f4 c\u00f9ng hi\u1ec7u qu\u1ea3 c\u00e2u chuy\u1ec7n n\u00e0:, s\u1eed d\u1ee5ng c\u00e2u chuy\u1ec7n c\u00f3 th\u1eadt t\u1eeb m\u1ed9t \u201cinfluencer; \u201cmake noise\u201d th\u00f4ng tin tr\u00ean kh\u1eafp c\u00e1c \u0111\u01a1n v\u1ecb truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang; t\u1ea1o ti\u1ebfng vang cho th\u01b0\u01a1ng hi\u1ec7u c\u0169ng nh\u01b0 x\u00e2y d\u1ef1ng ni\u1ec1m tin cho c\u00e1c b\u1ec7nh nh\u00e2n.<\/span><\/p>\n<p><b>&#8211; Website: <\/b><span style=\"font-weight: 400;\">v\u1edbi m\u00e0u xanh \u0111i\u1ec3n h\u00ecnh c\u1ee7a Keytruda, MSD ti\u1ebfp t\u1ee5c truy\u1ec1n c\u1ea3m h\u1ee9ng t\u1eeb nh\u1eefng c\u00e2u chuy\u1ec7n c\u00f3 th\u1eadt c\u1ee7a c\u00e1c b\u1ec7nh nh\u00e2n \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111i\u1ec1u tr\u1ecb b\u1eb1ng Keytruda. V\u1edbi \u01b0u th\u1ebf l\u00e0 h\u00e0ng lo\u1ea1t ch\u1ec9 \u0111\u1ecbnh \u0111\u01b0\u1ee3c FDA ch\u1ea5p thu\u1eadn, Keytruda mang \u0111\u1ebfn nh\u1eefng nhi\u1ec1u tr\u1ea3i nghi\u1ec7m kh\u00e1c nhau, th\u00fac \u0111\u1ea9y s\u1ef1 chia s\u1ebb v\u00e0 \u0111\u1ed3ng c\u1ea3m.<\/span><\/p>\n<figure id=\"attachment_1871\" aria-describedby=\"caption-attachment-1871\" style=\"width: 1184px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1871 size-full\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/06\/3.jpg\" alt=\"Landing Page c\u1ee7a chi\u1ebfn d\u1ecbch\" width=\"1184\" height=\"945\" \/><figcaption id=\"caption-attachment-1871\" class=\"wp-caption-text\">Landing Page c\u1ee7a chi\u1ebfn d\u1ecbch<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">B\u00ean c\u1ea1nh \u0111\u00f3, trang web c\u00f2n tr\u00ecnh b\u00e0y m\u1ed9t c\u00e1ch ng\u1eafn g\u1ecdn v\u00e0 d\u1ec5 hi\u1ec3u cho c\u00e1c b\u1ec7nh nh\u00e2n v\u1ec1 c\u00e1c k\u1ebft qu\u1ea3 l\u00e2m s\u00e0ng c\u1ee7a Keytruda, n\u00e2ng cao s\u1ef1 tin t\u01b0\u1edfng c\u1ee7a b\u1ec7nh nh\u00e2n.<\/span><\/p>\n<p><b><i>\u0110\u1ed1i v\u1edbi c\u00e1c chuy\u00ean gia y t\u1ebf<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">V\u00e0o n\u0103m 2016, tr\u01b0\u1edbc khi chi\u1ebfn d\u1ecbch DTC \u0111\u01b0\u1ee3c kh\u1edfi \u0111\u1ed9ng, MSD \u0111\u00e3 chi h\u01a1n g\u1ea5p \u0111\u00f4i s\u1ed1 ti\u1ec1n (h\u01a1n 2 tri\u1ec7u USD) m\u00e0 Bristol-Myers Squibb \u0111\u00e3 chi cho Opdivo \u0111\u1ec3 qu\u1ea3ng c\u00e1o Keytruda tr\u00ean c\u00e1c t\u1ea1p ch\u00ed khoa h\u1ecdc uy t\u00edn, nh\u1eafm th\u1eb3ng v\u00e0o \u0111\u1ed1i t\u01b0\u1ee3ng l\u00e0 c\u00e1c b\u00e1c s\u0129.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trong giai \u0111o\u1ea1n chi\u1ebfn d\u1ecbch DTC di\u1ec5n ra, h\u1ecd ti\u1ebfp t\u1ee5c thi\u1ebft k\u1ebf c\u00e1c brochure c\u00f9ng c\u00e1c bu\u1ed5i h\u1ed9i ngh\u1ecb, h\u1ed9i th\u1ea3o v\u1edbi s\u1ef1 tham gia c\u1ee7a c\u00e1c b\u00e1c s\u0129 c\u00f9ng c\u00e1c chuy\u00ean gia v\u1ec1 y t\u1ebf. B\u00ean c\u1ea1nh \u0111\u00f3, Keytruda c\u0169ng \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng website ri\u00eang d\u00e0nh cho c\u00e1c chuy\u00ean gia y t\u1ebf. Kh\u00f4ng nh\u1eefng th\u1ebf, MSD c\u0169ng \u0111\u00e3 t\u00edch h\u1ee3p chatbot cho trang web c\u1ee7a m\u00ecnh v\u1edbi c\u01b0\u01a1ng v\u1ecb l\u00e0 nh\u1eefng digital med rep th\u1eddi \u0111\u1ea1i 4.0 v\u1edbi ch\u1ee9c n\u0103ng t\u1ef1 \u0111\u1ed9ng tr\u1ea3 l\u1eddi, cung c\u1ea5p th\u00f4ng tin c\u0169ng nh\u01b0 gi\u1ea3i \u0111\u00e1p c\u00e1c th\u1eafc m\u1eafc v\u1ec1 Keytruda cho c\u00e1c b\u00e1c s\u0129.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tai_Viet_Nam\"><\/span><span style=\"color: #017ab7;\">T\u1ea1i Vi\u1ec7t Nam<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Kh\u00f4ng nh\u01b0 Hoa K\u1ef3, t\u1ea1i Vi\u1ec7t Nam, <a href=\"https:\/\/hedima.vn\/journey\/marketing-duoc-pham\/\">marketing d\u01b0\u1ee3c ph\u1ea9m<\/a> b\u1ecb r\u00e0ng bu\u1ed9c b\u1edfi lu\u1eadt d\u01b0\u1ee3c (Ngh\u1ecb \u0111\u1ecbnh 54\/2017\/N\u0110-CP), ch\u01b0a k\u1ec3 thu\u1ed1c OTC v\u00e0 ETC c\u0169ng c\u00f3 nh\u1eefng quy \u0111\u1ecbnh kh\u00e1c nhau. V\u1eady v\u1edbi nh\u1eefng kh\u00f3 kh\u0103n v\u1ec1 ph\u00e1p l\u00fd, li\u1ec7u Keytruda s\u1ebd th\u1ef1c hi\u1ec7n marketing t\u1ea1i Vi\u1ec7t Nam nh\u01b0 th\u1ebf n\u00e0o?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u1ee9 nh\u1ea5t, th\u1ef1c hi\u1ec7n c\u00e1c bu\u1ed5i t\u1ecda \u0111\u00e0m tr\u00ean c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n h\u00ecnh qu\u1ed1c gia (VTV3) v\u1edbi s\u1ef1 tham gia c\u1ee7a c\u00e1c b\u00e1c s\u0129 \u0111\u1ea7u ng\u00e0nh v\u1ec1 ung th\u01b0, gi\u1edbi thi\u1ec7u v\u1ec1 s\u1ef1 \u0111\u1ed9t ph\u00e1 c\u1ee7a Keytruda.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Th\u1ee9 hai, x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c mang t\u00ednh d\u00e0i h\u1ea1n v\u00e0 g\u1eafn k\u1ebft th\u01b0\u01a1ng hi\u1ec7u, t\u1ea1o ra c\u00e1c gi\u00e1 tr\u1ecb cho c\u1ed9ng \u0111\u1ed3ng th\u01b0\u1eddng s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 \u1ee7ng h\u1ed9 r\u1ea5t l\u1edbn t\u1eeb Nh\u00e0 n\u01b0\u1edbc, c\u0169ng nh\u01b0 s\u1ef1 tin t\u01b0\u1edfng c\u1ee7a b\u1ec7nh nh\u00e2n. Hi\u1ec7n nay, gi\u00e1 th\u00e0nh cho m\u1ed9t l\u1ecd Keytruda r\u01a1i v\u00e0o kho\u1ea3ng 10 ngh\u00ecn USD cho m\u1ed7i 3 tu\u1ea7n \u0111i\u1ec1u tr\u1ecb &#8211; m\u1ed9t m\u1ee9c gi\u00e1 kh\u1ed5ng l\u1ed3 \u0111\u1ed1i v\u1edbi c\u00e1c b\u1ec7nh nh\u00e2n ung th\u01b0. V\u00ec th\u1ebf, MSD \u0111\u00e3 \u0111\u01b0a ra c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh c\u00f9ng ch\u00ednh s\u00e1ch h\u1ed7 tr\u1ee3 cho c\u00e1c b\u1ec7nh nh\u00e2n. T\u1ea1i Vi\u1ec7t Nam, ch\u01b0\u01a1ng tr\u00ecnh h\u1ed7 tr\u1ee3 1+1 cho b\u1ec7nh nh\u00e2n \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00f4ng qua c\u00e1c quy\u1ebft \u0111\u1ecbnh c\u1ee7a B\u1ed9 Y t\u1ebf, n\u00e2ng cao v\u1ecb tr\u00ed v\u00e0 gi\u00e1 tr\u1ecb v\u00f4 h\u00ecnh cho th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<figure id=\"attachment_1872\" aria-describedby=\"caption-attachment-1872\" style=\"width: 640px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1872 size-full\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/06\/2-1.png\" alt=\"Infographic c\u1ee7a chi\u1ebfn d\u1ecbch\" width=\"640\" height=\"1600\" \/><figcaption id=\"caption-attachment-1872\" class=\"wp-caption-text\"><i style=\"color: #555555; font-size: 14.4px;\">Ngu\u1ed3n: DS. \u0110\u1eb7ng Ho\u00e0i Thu \u2013 B\u1ec7nh vi\u1ec7n Ung B\u01b0\u1edbu H\u00e0 N\u1ed9i<\/i><\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"4_yeu_to_thanh_cong_cua_Keytruda\"><\/span><span style=\"color: #017ab7;\">4 y\u1ebfu t\u1ed1 th\u00e0nh c\u00f4ng c\u1ee7a Keytruda<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Dot_pha_trong_dieu_tri_ung_thu\"><\/span><span style=\"color: #017ab7;\">1. \u0110\u1ed9t ph\u00e1 trong \u0111i\u1ec1u tr\u1ecb ung th\u01b0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Hi\u1ec7n nay, c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111i\u1ec1u tr\u1ecb ung th\u01b0 ch\u1ee7 \u0111\u1ea1o v\u1eabn l\u00e0 ph\u1eabu thu\u1eadt, ho\u00e1 tr\u1ecb, x\u1ea1 tr\u1ecb,\u2026 Trong \u0111\u00f3, ph\u1eabu thu\u1eadt v\u00e0 x\u1ea1 tr\u1ecb \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong \u0111i\u1ec1u tr\u1ecb m\u1ed9t s\u1ed1 b\u1ec7nh l\u00fd ung th\u01b0 \u1edf giai \u0111o\u1ea1n s\u1edbm \u2013 khi kh\u1ed1i u c\u00f2n khu tr\u00fa. Tuy nhi\u00ean, hi\u1ec7u qu\u1ea3 c\u1ee7a h\u00f3a tr\u1ecb v\u1eabn c\u00f2n h\u1ea1n ch\u1ebf, \u0111\u1ed3ng th\u1eddi t\u00e1c d\u1ee5ng ph\u1ee5 c\u1ee7a h\u00f3a tr\u1ecb th\u01b0\u1eddng r\u1ea5t n\u1eb7ng n\u1ec1, khi\u1ebfn ng\u01b0\u1eddi b\u1ec7nh kh\u00f3 ti\u1ebfp t\u1ee5c \u0111i\u1ec1u tr\u1ecb l\u00e2u d\u00e0i.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keytruda ra \u0111\u1eddi \u0111\u00e3 gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c c\u00e1c nh\u01b0\u1ee3c \u0111i\u1ec3m tr\u00ean, t\u0103ng hi\u1ec7u qu\u1ea3 cho c\u00e1c li\u1ec7u ph\u00e1p kh\u00e1c khi k\u1ebft h\u1ee3p \u0111i\u1ec1u tr\u1ecb, \u0111\u1ed3ng th\u1eddi gi\u1ea3m t\u1ed1i \u0111a c\u00e1c t\u00e1c d\u1ee5ng ph\u1ee5 kh\u00f4ng mong mu\u1ed1n ngay c\u1ea3 \u0111\u1ed1i v\u1edbi c\u00e1c b\u1ec7nh nh\u00e2n ung th\u01b0 giai \u0111o\u1ea1n mu\u1ed9n. L\u00e0 m\u1ed9t trong nh\u1eefng thu\u1ed1c \u0111\u1ea7u ti\u00ean \u00e1p d\u1ee5ng c\u01a1 ch\u1ebf \u1ee9c ch\u1ebf con \u0111\u01b0\u1eddng PD-1 (ph\u00e1t ki\u1ebfn \u201cc\u00e1ch m\u1ea1ng\u201d \u0111\u1ea1t gi\u1ea3i Nobel Y h\u1ecdc 2018), MSD \u0111\u00e3 qu\u1ea3ng b\u00e1 t\u1ed1i \u0111a v\u1ec1 th\u00f4ng tin n\u00e0y tr\u00ean c\u00e1c k\u00eanh truy\u1ec1n h\u00ecnh qu\u1ed1c gia v\u00e0 website ri\u00eang. Theo \u0111\u00f3, Keytruda c\u0169ng c\u01a1 ch\u1ebf c\u1ee7a m\u00ecnh \u0111\u01b0\u1ee3c qu\u1ea3ng b\u00e1 v\u00e0 \u0111\u01b0\u1ee3c m\u1ecdi ng\u01b0\u1eddi nh\u1edb \u0111\u1ebfn nh\u01b0 m\u1ed9t c\u00fa \u0111\u1ed9t ph\u00e1 trong li\u1ec7u ph\u00e1p \u0111i\u1ec1u tr\u1ecb ung th\u01b0.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hi\u1ec7n nay, Keytruda \u0111\u01b0\u1ee3c khuy\u1ebfn c\u00e1o c\u00f3 hi\u1ec7u qu\u1ea3 nh\u1ea5t khi s\u1eed d\u1ee5ng k\u1ebft h\u1ee3p v\u1edbi ph\u01b0\u01a1ng ph\u00e1p x\u1ea1 tr\u1ecb.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Mo_rong_chi_dinh_dieu_tri\"><\/span><span style=\"color: #017ab7;\">2. M\u1edf r\u1ed9ng ch\u1ec9 \u0111\u1ecbnh \u0111i\u1ec1u tr\u1ecb<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Keytruda \u0111\u00e3 \u0111\u01b0\u1ee3c FDA ph\u00ea duy\u1ec7t l\u1ea7n \u0111\u1ea7u ti\u00ean v\u00e0o n\u0103m 2014 cho ch\u1ec9 \u0111\u1ecbnh u h\u1eafc t\u1ed1 giai \u0111o\u1ea1n cu\u1ed1i mang \u0111\u1ed9t bi\u1ebfn BRAF. Kh\u00f4ng d\u1eebng t\u1ea1i \u0111\u00f3, MSD v\u1eabn ti\u1ebfp t\u1ee5c n\u1ed9p d\u1eef li\u1ec7u l\u00e2m s\u00e0ng cho c\u00e1c ch\u1ec9 \u0111\u1ecbnh m\u1edbi trong nh\u1eefng n\u0103m ti\u1ebfp theo. <\/span><span style=\"font-weight: 400;\">K\u1ec3 t\u1eeb khi Keytruda ph\u00ea duy\u1ec7t ban \u0111\u1ea7u trong b\u1ec7nh ung th\u01b0 h\u1eafc t\u1ed1, MSD \u0111\u00e3 th\u00eam 13 ch\u1ec9 \u0111\u1ecbnh kh\u00e1c v\u00e0 duy tr\u00ec trang web Keytruda v\u1edbi th\u00f4ng tin cho t\u1eebng ch\u1ec9 \u0111\u1ecbnh \u0111\u00e3 \u0111\u01b0\u1ee3c ph\u00ea duy\u1ec7t \u0111\u00f3.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00e0o th\u00e1ng 5 v\u1eeba qua, FDA ti\u1ebfp t\u1ee5c ch\u1ea5p thu\u1eadn Keytruda k\u1ebft h\u1ee3p v\u1edbi trastuzumab, fluoropyrimidine- v\u00e0 h\u00f3a tr\u1ecb li\u1ec7u ch\u1ee9a platinum \u0111\u1ec3 \u0111i\u1ec1u tr\u1ecb \u0111\u1ea7u tay cho nh\u1eefng b\u1ec7nh nh\u00e2n b\u1ecb ung th\u01b0 bi\u1ec3u m\u00f4 tuy\u1ebfn n\u1ed1i d\u1ea1 d\u00e0y ho\u1eb7c th\u1ef1c qu\u1ea3n d\u01b0\u01a1ng t\u00ednh v\u1edbi HER2 d\u01b0\u01a1ng t\u00ednh kh\u00f4ng th\u1ec3 c\u1eaft b\u1ecf ho\u1eb7c di c\u0103n t\u1ea1i ch\u1ed7.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u00e2y l\u00e0 minh ch\u1ee9ng c\u1ee7a s\u1ef1 ph\u00e1t tri\u1ec3n kh\u00f4ng ng\u1eebng c\u1ee7a MSD v\u00e0 vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c DTC d\u00e0i h\u1ea1n s\u1ebd gi\u00fap Keytruda l\u01b0u l\u1ea1i trong t\u00e2m tr\u00ed c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Cau_chuyen_duoc_chia_se_tu_cac_benh_nhan\"><\/span><span style=\"color: #017ab7;\">3. C\u00e2u chuy\u1ec7n \u0111\u01b0\u1ee3c chia s\u1ebb t\u1eeb c\u00e1c b\u1ec7nh nh\u00e2n<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">T\u1ea1i Hoa K\u1ef3, nh\u1eefng chi\u1ebfn d\u1ecbch DTC l\u00e0 kh\u00f4ng thi\u1ebfu v\u00e0 l\u00e0 c\u00e1ch \u0111\u1ec3 c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m truy\u1ec1n c\u1ea3m h\u1ee9ng cho c\u00e1c cu\u1ed9c \u0111\u1ed1i tho\u1ea1i g\u1eafn k\u1ebft. B\u1ec7nh nh\u00e2n kh\u00f4ng th\u1ec3 t\u1ef1 vi\u1ebft \u0111\u01a1n thu\u1ed1c, nh\u01b0ng h\u1ecd c\u00f3 th\u1ec3 trao \u0111\u1ed5i v\u1edbi b\u00e1c s\u0129 \u0111i\u1ec1u tr\u1ecb. Trong s\u1ed1 \u0111\u00f3, Ung th\u01b0 c\u00f3 th\u1ec3 l\u00e0 c\u00e2u chuy\u1ec7n g\u00e2y x\u00fac \u0111\u1ed9ng m\u1ea1nh m\u1ebd nh\u1ea5t. \u0110i\u1ec3n h\u00ecnh l\u00e0 c\u00e2u chuy\u1ec7n t\u1eeb c\u1ef1u t\u1ed5ng th\u1ed1ng Jimmy Carter hay v\u00f4 v\u00e0ng nh\u1eefng c\u00e2u chuy\u1ec7n \u0111\u00e3 \u0111\u01b0\u1ee3c chia s\u1ebb tr\u00ean website Keytruda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u00ean c\u1ea1nh \u0111\u00f3, trong marketing d\u01b0\u1ee3c ph\u1ea9m, t\u00ednh x\u00e1c th\u1ef1c l\u00e0 \u201cc\u1ef1c k\u1ef3 quan tr\u1ecdng\u201d. Ng\u00e0y nay, ng\u01b0\u1eddi ti\u00eau d\u00f9ng quan t\u00e2m \u0111\u1ebfn th\u00f4ng tin v\u1ec1 c\u00e1c l\u1ef1a ch\u1ecdn \u0111i\u1ec1u tr\u1ecb, \u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u1eefng li\u1ec7u ph\u00e1p m\u1edbi, c\u00f3 th\u1ec3 cho h\u1ecd hy v\u1ecdng t\u1eeb nh\u1eefng ti\u1ebfn b\u1ed9 khoa h\u1ecdc \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 b\u1ec7nh hi\u1ec3m ngh\u00e8o.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Thong_diep_nhat_quan\"><\/span><span style=\"color: #017ab7;\">4. Th\u00f4ng \u0111i\u1ec7p nh\u1ea5t qu\u00e1n<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Th\u00f4ng \u0111i\u1ec7p t\u1eeb website d\u00e0nh cho b\u1ec7nh nh\u00e2n: More patients live longer<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Th\u00f4ng \u0111i\u1ec7p t\u1eeb website d\u00e0nh cho chuy\u00ean gia b\u00e1c s\u0129: Give your patients a key\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Xuy\u00ean su\u1ed1t qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n, Keytruda lu\u00f4n gi\u1eef v\u1eefng th\u00f4ng \u0111i\u1ec7p c\u1ee7a m\u00ecnh: Keytruda l\u00e0 ch\u00eca kh\u00f3a gi\u00fap c\u00e1c b\u1ec7nh nh\u00e2n \u0111i\u1ec1u tr\u1ecb kh\u1ecfi c\u0103n b\u1ec7nh ung th\u01b0, n\u00e2ng cao ch\u1ea5t l\u01b0\u1ee3ng s\u1ed1ng. V\u00e0 c\u00e1c b\u00e1c s\u0129 l\u00e0 nh\u1eefng ng\u01b0\u1eddi s\u1ebd \u0111\u01b0a ch\u00eca kh\u00f3a \u0111\u00f3 cho b\u1ec7nh nh\u00e2n c\u1ee7a m\u00ecnh. \u0110\u00e2y l\u00e0 y\u1ebfu t\u1ed1 kh\u00f4ng nh\u1ecf l\u00e0m n\u00ean s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a Keytruda. B\u1edfi l\u1ebd kh\u00f4ng ph\u1ea3i b\u1ea5t c\u1ee9 m\u1ed9t chi\u1ebfn d\u1ecbch n\u00e0o c\u00f3 th\u1ec3 \u0111\u1ea3m b\u1ea3o s\u1ef1 nh\u1ea5t qu\u00e1n th\u00f4ng \u0111i\u1ec7p truy\u1ec1n t\u1ea3i trong m\u1ed9t th\u1eddi gian d\u00e0i \u0111\u1ebfn v\u1eady.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u00ean c\u1ea1nh \u0111\u00f3, t\u00ednh kh\u00e1ch quan trong vi\u1ec7c truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p c\u0169ng \u0111\u01b0\u1ee3c MSD ch\u00fa tr\u1ecdng quan t\u00e2m. Nh\u1eefng c\u00e2u chuy\u1ec7n th\u1eadt m\u00e0 h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m n\u00e0y mang l\u1ea1i khi\u1ebfn ch\u00fang ta tin v\u00e0o t\u00e1c d\u1ee5ng th\u1eadt s\u1ef1 c\u1ee7a Keytruda \u0111\u1ed1i v\u1edbi c\u00e1c b\u1ec7nh nh\u00e2n ung th\u01b0. \u0110\u00e2y l\u00e0 minh ch\u1ee9ng cho vi\u1ec7c marketing d\u01b0\u1ee3c ph\u1ea9m kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 qu\u1ea3ng c\u00e1o v\u1ec1 c\u00e1c l\u1ee3i th\u1ebf c\u1ee7a thu\u1ed1c, m\u00e0 nh\u1eefng gi\u00e1 tr\u1ecb \u0111\u1eb1ng sau c\u00e2u chuy\u1ec7n m\u1edbi l\u00e0 ph\u01b0\u01a1ng th\u1ee9c k\u1ebft n\u1ed1i tr\u1ef1c ti\u1ebfp v\u00e0 hi\u1ec7u qu\u1ea3 nh\u1ea5t gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Ket_qua\"><\/span><span style=\"color: #017ab7;\">K\u1ebft qu\u1ea3<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_1873\" aria-describedby=\"caption-attachment-1873\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1873 size-full\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/06\/4.jpg\" alt=\"S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a Keytruda n\u0103m 2019\" width=\"1200\" height=\"628\" \/><figcaption id=\"caption-attachment-1873\" class=\"wp-caption-text\">S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a Keytruda trong n\u0103m 2019<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">K\u1ec3 t\u1eeb khi ra m\u1eaft, doanh s\u1ed1 c\u1ee7a Keytruda kh\u00f4ng ng\u1eebng t\u0103ng nhanh, MSD b\u00e1o c\u00e1o doanh thu <\/span><b>919 tri\u1ec7u USD <\/b><span style=\"font-weight: 400;\">trong ch\u00edn th\u00e1ng \u0111\u1ea7u n\u0103m 2016 cho Keytruda v\u00e0 doanh thu <\/span><b>11,1 t\u1ef7 USD<\/b><span style=\"font-weight: 400;\"> v\u00e0o n\u0103m 2019. Trong qu\u00fd 4, Keytruda chi\u1ebfm <\/span><b>26%<\/b><span style=\"font-weight: 400;\"> doanh thu c\u1ee7a MSD. C\u00e1c nh\u00e0 ph\u00e2n t\u00edch k\u1ef3 v\u1ecdng n\u00f3 s\u1ebd tr\u1edf th\u00e0nh lo\u1ea1i thu\u1ed1c b\u00e1n ch\u1ea1y nh\u1ea5t th\u1ebf gi\u1edbi, v\u01b0\u1ee3t xa Humira c\u1ee7a AbbVie trong nh\u1eefng n\u0103m t\u1edbi.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tam_ket\"><\/span><span style=\"color: #017ab7;\">T\u1ea1m k\u1ebft<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">V\u1edbi c\u01b0\u01a1ng v\u1ecb l\u00e0 c\u00f4ng ty duy nh\u1ea5t c\u00f3 li\u1ec7u ph\u00e1p mi\u1ec5n d\u1ecbch ung th\u01b0 \u0111\u01b0\u1ee3c khuy\u1ebfn c\u00e1o l\u00e0 ch\u1ec9 \u0111\u1ecbnh \u0111\u1ea7u tay (first-line), MSD d\u01b0\u1eddng nh\u01b0 \u0111ang \u0111\u1ea9y m\u1ea1nh n\u1ed7 l\u1ef1c c\u1ee7ng c\u1ed1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh trong t\u00e2m tr\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u01b0\u1edbc khi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh m\u1edf r\u1ed9ng ch\u1ec9 \u0111\u1ecbnh cho li\u1ec7u ph\u00e1p c\u1ee7a h\u1ecd.\u00a0<\/span><\/p>\n<p><em><span style=\"font-weight: 400;\">Cu\u1ed1i c\u00f9ng, b\u1ea1n ngh\u0129 sao v\u1ec1 chi\u1ebfn d\u1ecbch DTC c\u1ee7a Keytruda?\u00a0<\/span><\/em><\/p>\n<div class=\"bg-margin-for-link\"><input type='hidden' bg_collapse_expand='6a3c1a10a2aa20029258538' value='6a3c1a10a2aa20029258538'><input type='hidden' id='bg-show-more-text-6a3c1a10a2aa20029258538' value='T\u00e0i li\u1ec7u tham kh\u1ea3o'><input type='hidden' id='bg-show-less-text-6a3c1a10a2aa20029258538' value='Show Less'><a id='bg-showmore-action-6a3c1a10a2aa20029258538' class='bg-showmore-plg-link bg-arrow '  style=\" color:#017ab7;;\" href='#'>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><div id='bg-showmore-hidden-6a3c1a10a2aa20029258538' >\n<p><a href=\"https:\/\/www.msdresponsibility.com\/access-to-health\/oncology\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.msdresponsibility.com\/access-to-health\/oncology\/<\/a><\/p>\n<p><a href=\"https:\/\/www.keytrudahcp.com\/nsclc\/pd-l1-immunotherapy-biomarker-testing\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.keytrudahcp.com\/nsclc\/pd-l1-immunotherapy-biomarker-testing\/<\/a><\/p>\n<p><a href=\"https:\/\/www.biospace.com\/article\/with-new-data-in-hand-merck-prepares-to-remedy-crl-and-seek-approval-for-keytruda-in-tnbc\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.biospace.com\/article\/with-new-data-in-hand-merck-prepares-to-remedy-crl-and-seek-approval-for-keytruda-in-tnbc\/<\/a><\/p>\n<p><a href=\"https:\/\/www.keytruda.com\/\" rel=\"nofollow noopener\" target=\"_blank\">https:\/\/www.keytruda.com\/<\/a><\/p>\n<p><a href=\"https:\/\/www.keytrudahcp.com\/approved-indications\/\" rel=\"nofollow noopener\" target=\"_blank\">https:\/\/www.keytrudahcp.com\/approved-indications\/<\/a><\/p>\n<p><a href=\"https:\/\/www.keytrudahcp.com\/mechanism-of-action\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.keytrudahcp.com\/mechanism-of-action\/<\/a><\/p>\n<p><a href=\"https:\/\/www.keytrudahcp.com\/biomarker-testing\/pd-l1-expression-testing\/\" rel=\"nofollow noopener\" target=\"_blank\">https:\/\/www.keytrudahcp.com\/biomarker-testing\/pd-l1-expression-testing\/<\/a><\/p>\n<p><a href=\"https:\/\/www.keytruda.com\/patient-stories\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.keytruda.com\/patient-stories\/<\/a><\/p>\n<p><a href=\"https:\/\/www.keytrudahcp.com\/dosing\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.keytrudahcp.com\/dosing\/<\/a><\/p>\n<p><a href=\"https:\/\/www.keytruda.com\/financial-support\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.keytruda.com\/financial-support\/<\/a><\/p>\n<p><a href=\"https:\/\/www.keytruda.com\/non-small-cell-lung-cancer\/clinical-trial-results\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.keytruda.com\/non-small-cell-lung-cancer\/clinical-trial-results\/<\/a><\/p>\n<p><a href=\"https:\/\/yhoccongdong.com\/thongtin\/chuong-trinh-ho-tro-thuoc-keytruda\" target=\"_blank\" rel=\"noopener\">Ch\u01b0\u01a1ng tr\u00ec h\u1ed7 tr\u1ee3 thu\u1ed1c Keytruda<\/a><\/p>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Sau h\u01a1n 6 n\u0103m c\u00f3 m\u1eb7t tr\u00ean th\u1ecb tr\u01b0\u1eddng, si\u00eau ph\u1ea9m Keytruda c\u1ee7a h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m MSD \u0111\u00e3 v\u1eefng v\u00e0ng tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng s\u1ea3n ph\u1ea9m b\u00e1n ch\u1ea1y nh\u1ea5t to\u00e0n c\u1ea7u. V\u1eady \u0111i\u1ec1u g\u00ec \u0111\u00e3 l\u00e0m n\u00ean th\u00e0nh c\u00f4ng c\u1ee7a Keytruda?\u00a0<\/p>\n","protected":false},"author":13,"featured_media":1922,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[64,82],"class_list":["post-1868","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study","tag-keytruda","tag-msd"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/1868","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/comments?post=1868"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/1868\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/1922"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=1868"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=1868"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=1868"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}