{"id":2538,"date":"2021-08-10T16:51:43","date_gmt":"2021-08-10T09:51:43","guid":{"rendered":"https:\/\/hedima.vn\/journey\/?p=2538"},"modified":"2021-08-10T16:51:43","modified_gmt":"2021-08-10T09:51:43","slug":"dtc-marketing","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/dtc-marketing\/","title":{"rendered":"B\u1ea1n bi\u1ebft g\u00ec v\u1ec1 DTC marketing?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Qu\u1ea3ng c\u00e1o tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (direct-to-customer) \u0111\u00e3 ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng trong v\u00e0i th\u1eadp k\u1ef7 qua v\u00e0 hi\u1ec7n l\u00e0 lo\u1ea1i h\u00ecnh truy\u1ec1n th\u00f4ng s\u1ee9c kh\u1ecfe n\u1ed5i b\u1eadt nh\u1ea5t m\u00e0 c\u00f4ng ch\u00fang bi\u1ebft \u0111\u1ebfn. V\u1eady DTC marketing l\u00e0 g\u00ec?<\/span><\/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\/dtc-marketing\/#1_DTC_marketing_la_gi\" >1. DTC marketing l\u00e0 g\u00ec?<\/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\/dtc-marketing\/#2_DTC_marketing_mang_lai_loi_the_gi_neu_thuc_hien_thanh_cong\" >2. DTC marketing mang l\u1ea1i l\u1ee3i th\u1ebf g\u00ec n\u1ebfu th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/hedima.vn\/journey\/dtc-marketing\/#21_Thau_hieu_khach_hang_tot_hon\" >2.1. Th\u1ea5u hi\u1ec3u kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/hedima.vn\/journey\/dtc-marketing\/#22_Xay_dung_va_nuoi_duong_moi_quan_he_voi_khach_hang\" >2.2. X\u00e2y d\u1ef1ng v\u00e0 nu\u00f4i d\u01b0\u1ee1ng m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng<\/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\/dtc-marketing\/#23_Trai_nghiem_mua_sam_ca_nhan_hoa\" >2.3. Tr\u1ea3i nghi\u1ec7m mua s\u1eafm c\u00e1 nh\u00e2n ho\u00e1<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/hedima.vn\/journey\/dtc-marketing\/#24_Thu_nghiem_san_pham_moi_nhanh_va_hieu_qua\" >2.4. Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m m\u1edbi nhanh v\u00e0 hi\u1ec7u qu\u1ea3<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/hedima.vn\/journey\/dtc-marketing\/#25_Thu_thap_nhieu_du_lieu_hon_ve_khach_hang\" >2.5. Thu th\u1eadp nhi\u1ec1u d\u1eef li\u1ec7u h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/hedima.vn\/journey\/dtc-marketing\/#Tai_sao_cac_cong_ty_duoc_pham_lai_chi_so_tien_khong_lo_vao_DTC_marketing\" >T\u1ea1i sao c\u00e1c c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m l\u1ea1i chi s\u1ed1 ti\u1ec1n kh\u1ed5ng l\u1ed3 v\u00e0o DTC marketing?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_DTC_marketing_la_gi\"><\/span><span style=\"color: #017ab7;\">1. DTC marketing l\u00e0 g\u00ec?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">DTC l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a c\u1ee5m t\u1eeb Direct to Consumer, qu\u1ea3ng c\u00e1o DTC trong ti\u1ebfng Anh l\u00e0 Direct to Consumer Advertising, ho\u1eb7c c\u00f3 th\u1ec3 vi\u1ebft l\u00e0 D2C Advertising. Marketing tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (Direct-to-customer &#8211; DTC) bao g\u1ed3m vi\u1ec7c qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 tr\u1ef1c ti\u1ebfp t\u1eeb ng\u01b0\u1eddi b\u00e1n \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng, lo\u1ea1i b\u1ecf b\u1ea5t k\u1ef3 ng\u01b0\u1eddi trung gian n\u00e0o tr\u00ean \u0111\u01b0\u1eddng \u0111i, cho ph\u00e9p th\u01b0\u01a1ng hi\u1ec7u x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chi ph\u00ed nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n qu\u00e1 l\u1edbn c\u00f9ng v\u1edbi th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng c\u1ea1nh tranh \u0111\u00e3 bu\u1ed9c c\u00e1c c\u00f4ng ty ph\u1ea3i chi m\u1ed9t kho\u1ea3n ti\u1ec1n kh\u1ed5ng l\u1ed3 cho vi\u1ec7c qu\u1ea3ng b\u00e1 \u0111\u1ec3 nhanh ch\u00f3ng gi\u00e0nh \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n tr\u01b0\u1edbc khi b\u1eb1ng s\u00e1ng ch\u1ebf h\u1ebft h\u1ea1n ho\u1eb7c c\u00f3 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. V\u00ec th\u1ebf, marketing DTC \u0111\u00e3 gi\u00fap c\u00e1c c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m t\u0103ng kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn b\u1ec7nh nh\u00e2n, n\u00e2ng cao nh\u1eadn th\u1ee9c, cung c\u1ea5p gi\u00e1o d\u1ee5c cho b\u1ec7nh nh\u00e2n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u1ea5t ch\u1ea5p c\u00e1c quy \u0111\u1ecbnh v\u00e0 th\u00e1ch th\u1ee9c, DTC <a href=\"https:\/\/hedima.vn\/journey\/tong-quan-ve-marketing-duoc-cho-nguoi-moi\/\">marketing d\u01b0\u1ee3c ph\u1ea9m<\/a> \u0111\u00e3 ph\u00e1t tri\u1ec3n r\u1ea5t m\u1ea1nh m\u1ebd trong nh\u1eefng n\u0103m v\u1eeba qua. V\u00e0o n\u0103m 2019, b\u00e1o c\u00e1o c\u1ee7a Forbes cho th\u1ea5y ng\u00e2n s\u00e1ch d\u00e0nh cho c\u00e1c chi\u1ebfn d\u1ecbch DTC t\u0103ng 361% t\u1eeb n\u0103m 1997 \u0111\u1ebfn n\u0103m 2016, t\u1eeb 1,3 t\u1ef7 USD l\u00ean h\u01a1n 6 t\u1ef7 USD. Nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, nh\u1eefng \u201c\u00f4ng l\u1edbn\u201d \u0111ang t\u0103ng c\u01b0\u1eddng s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c b\u00e1n h\u00e0ng DTC. \u0110i\u1ec3n h\u00ecnh l\u00e0 Humira c\u1ee7a h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m AbbVie v\u1edbi 1,4 t\u1ef7 USD trong qu\u1ea3ng c\u00e1o DTC t\u1eeb n\u0103m 2016 \u0111\u1ebfn n\u0103m 2018. \u0110\u00e2y l\u00e0 lo\u1ea1i thu\u1ed1c c\u00f3 doanh thu l\u1edbn nh\u1ea5t to\u00e0n c\u1ea7u trong 5 n\u0103m tr\u1edf l\u1ea1i \u0111\u00e2y. Doanh thu t\u1eeb vi\u1ec7c b\u00e1n thu\u1ed1c Humira d\u1ef1 ki\u1ebfn \u200b\u200bs\u1ebd \u0111\u1ea1t 20 t\u1ef7 USD trong n\u0103m t\u1edbi.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2540 aligncenter\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/08\/gao-report-592x600.jpg\" alt=\"DTC marketing\" width=\"592\" height=\"600\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Tr\u01b0\u1edbc \u0111\u00e2y, c\u00e1c k\u00eanh \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong chi\u1ebfn d\u1ecbch DTC ph\u1ed5 bi\u1ebfn nh\u1ea5t bao g\u1ed3m truy\u1ec1n h\u00ecnh, b\u00e1o in (t\u1ea1p ch\u00ed, b\u00e1o), \u0111\u00e0i ph\u00e1t thanh, Internet v\u00e0 c\u00e1c h\u00ecnh th\u1ee9c truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang kh\u00e1c&#8230; Tuy nhi\u00ean, v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd c\u1ee7a s\u1ed1 h\u00f3a, nhi\u1ec1u marketer \u0111\u00e3 b\u1eaft \u0111\u1ea7u nh\u1eadn ra ti\u1ec1m n\u0103ng to l\u1edbn c\u1ee7a marketing DTC online, ti\u1ebfp c\u1eadn h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng ti\u1ec1m n\u0103ng tr\u00ean to\u00e0n c\u1ea7u, ch\u1eb3ng h\u1ea1n nh\u01b0 c\u00e1c trang web s\u1ea3n ph\u1ea9m, chi\u1ebfn d\u1ecbch tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng social media v\u00e0 qu\u1ea3ng c\u00e1o tr\u00ean \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng\u2026<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u1ea5u ch\u1ed1t \u0111\u1ec3 l\u00e0m DTC th\u00e0nh c\u00f4ng \u1edf \u0111a ph\u1ea7n c\u00e1c l\u0129nh v\u1ef1c n\u00f3i chung n\u1eb1m \u1edf c\u00e1c y\u1ebfu t\u1ed1:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ch\u00fa tr\u1ecdng v\u00e0o kh\u00e1ch h\u00e0ng<\/b><span style=\"font-weight: 400;\"> nhi\u1ec1u h\u01a1n l\u00e0 v\u00e0o vi\u1ec7c ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">T\u1eadp trung ho\u00e0n to\u00e0n v\u00e0o vi\u1ec7c t\u1ea1o ra <\/span><b>s\u1ef1 k\u1ebft n\u1ed1i ch\u1eb7t ch\u1ebd v\u1edbi kh\u00e1ch h\u00e0ng<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb kh\u00e1ch h\u00e0ng<\/b><span style=\"font-weight: 400;\"> r\u00f5 r\u00e0ng, nh\u1eadn ra v\u00e0 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 cho kh\u00e1ch h\u00e0ng<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"2_DTC_marketing_mang_lai_loi_the_gi_neu_thuc_hien_thanh_cong\"><\/span><span style=\"color: #017ab7;\">2. DTC marketing mang l\u1ea1i l\u1ee3i th\u1ebf g\u00ec n\u1ebfu th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"21_Thau_hieu_khach_hang_tot_hon\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">2.1. Th\u1ea5u hi\u1ec3u kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">DTC khi \u0111\u01b0\u1ee3c tri\u1ec3n khai th\u00e0nh c\u00f4ng c\u00f3 th\u1ec3 gi\u00fap c\u00f4ng ty th\u1ea5y r\u00f5 quy tr\u00ecnh, h\u00e0nh vi mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. T\u1eeb \u0111\u00f3\u00a0 s\u1eed d\u1ee5ng c\u00e1c chi\u1ebfn thu\u1eadt marketing v\u00e0 b\u00e1n h\u00e0ng ph\u00f9 h\u1ee3p. \u0110i\u1ec1u n\u00e0y s\u1ebd mang l\u1ea1i tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n tr\u00ean kh\u1eafp c\u00e1c k\u00eanh.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"22_Xay_dung_va_nuoi_duong_moi_quan_he_voi_khach_hang\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">2.2. X\u00e2y d\u1ef1ng v\u00e0 nu\u00f4i d\u01b0\u1ee1ng m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u0110\u00e2y g\u1ea7n nh\u01b0 l\u00e0 l\u1ee3i \u00edch l\u1edbn nh\u1ea5t m\u00e0 DTC marketing mang \u0111\u1ebfn cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u. Tr\u01b0\u1edbc \u0111\u00e2y khi ph\u00e2n ph\u1ed1i qua c\u00e1c \u0111\u1ed1i t\u00e1c trung gian (middle man), kh\u1ea3 n\u0103ng hi\u1ec3u v\u00e0 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng th\u01b0\u1eddng kh\u00f4ng d\u1ec5 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c. V\u1edbi m\u00f4 h\u00ecnh DTC, vi\u1ec7c th\u1ea5y \u0111\u01b0\u1ee3c h\u00e0nh vi, th\u00f3i quen v\u00e0 khao kh\u00e1t s\u1ebd gi\u00fap c\u00f4ng ty d\u1ec5 d\u00e0ng x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c m\u1ed1i quan h\u1ec7 n\u00e0y. DTC c\u00f2n cho ph\u00e9p c\u00e1c c\u00f4ng ty\/doanh nghi\u1ec7p ki\u1ec3m so\u00e1t c\u00e2u chuy\u1ec7n v\u1ec1 nh\u00e3n hi\u1ec7u c\u1ee7a m\u00ecnh v\u00e0 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p \u1ea5y \u0111\u1ebfn th\u1eb3ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u201cN\u1ebfu m\u1ed9t ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ecdn s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p thay v\u00ec c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u00ean trang web c\u1ee7a m\u1ed9t nh\u00e0 b\u00e1n l\u1ebb trung gian th\u00ec doanh nghi\u1ec7p \u0111\u00e3 gi\u00e0nh \u0111\u01b0\u1ee3c m\u1ed9t giao d\u1ecbch b\u00e1n h\u00e0ng nh\u01b0ng l\u1ea1i m\u1ea5t \u0111i c\u01a1 h\u1ed9i x\u00e2y d\u1ef1ng quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng. B\u1eb1ng c\u00e1ch t\u1ea1o ra nh\u1eefng tr\u1ea3i nghi\u1ec7m h\u01b0\u1edbng th\u1eb3ng \u0111\u1ebfn kh\u00e1ch h\u00e0ng, c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t v\u00e0 s\u1ee9c cu\u1ed1n h\u00fat v\u1ec1 nh\u00e3n hi\u1ec7u c\u00f9ng v\u1edbi vi\u1ec7c x\u00e2y d\u1ef1ng k\u00eanh b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn v\u00e0 tr\u1ef1c ti\u1ebfp, nh\u00e0 s\u1ea3n xu\u1ea5t c\u00f3 th\u1ec3 ki\u1ec3m so\u00e1t v\u00e0 nu\u00f4i d\u01b0\u1ee1ng quan h\u1ec7 v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng kh\u00f4ng s\u1eed d\u1ee5ng k\u00eanh b\u00e1n l\u1ebb trung gian\u201d.\u00a0<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">C\u00e1c c\u00f4ng ty c\u0169ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng k\u00eanh DTC \u0111\u1ec3 chia s\u1ebb hi\u1ec3u bi\u1ebft v\u1ec1 kh\u00e1ch h\u00e0ng v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c kh\u00e1c nhau. Th\u00f4ng qua k\u00eanh DTC, c\u00f4ng ty\/doanh nghi\u1ec7p c\u00f3 th\u1ec3 th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m hay c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng b\u00e1 m\u1edbi trong m\u1ed9t m\u00f4i tr\u01b0\u1eddng nh\u1ecf h\u01a1n v\u00e0 an to\u00e0n h\u01a1n tr\u01b0\u1edbc khi nh\u00e2n r\u1ed9ng ra h\u1ec7 th\u1ed1ng \u0111\u1ed1i t\u00e1c b\u00e1n l\u1ebb.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"23_Trai_nghiem_mua_sam_ca_nhan_hoa\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">2.3. Tr\u1ea3i nghi\u1ec7m mua s\u1eafm c\u00e1 nh\u00e2n ho\u00e1<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ng\u00e0y nay, c\u00f9ng v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a truy\u1ec1n th\u00f4ng internet, kh\u00e1ch h\u00e0ng y\u00eau c\u1ea7u nhi\u1ec1u h\u01a1n \u1edf qu\u00e1 tr\u00ecnh t\u01b0\u01a1ng t\u00e1c v\u1edbi doanh nghi\u1ec7p. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 xu h\u01b0\u1edbng quan t\u00e2m \u0111\u1ebfn nh\u1eefng tr\u1ea3i nghi\u1ec7m m\u00e0 h\u1ecd c\u00f3 \u0111\u01b0\u1ee3c khi \u0111\u1ebfn v\u1edbi m\u1ed9t doanh nghi\u1ec7p. H\u1ecd \u0111\u00f2i h\u1ecfi s\u1ef1 t\u01b0\u01a1ng t\u00e1c n\u00e0y \u1edf m\u1ee9c th\u01b0\u1eddng xuy\u00ean h\u01a1n.<\/span><\/p>\n<blockquote><p><em><span style=\"font-weight: 400;\">&#8220;75% kh\u00e1ch h\u00e0ng online mu\u1ed1n c\u00f3 tr\u1ea3i nghi\u1ec7m mua s\u1eafm \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n ho\u00e1 cao, c\u00e1 nh\u00e2n ho\u00e1 \u1edf \u0111\u00e2y l\u00e0 vi\u1ec7c hi\u1ec3n th\u1ecb c\u00e1c th\u00f4ng tin s\u1ea3n ph\u1ea9m, qu\u1ea3ng c\u00e1o d\u1ef1a tr\u00ean hi\u1ec3u \u0111\u01b0\u1ee3c m\u1ed1i quan t\u00e2m, nhu c\u1ea7u hay s\u1edf th\u00edch c\u1ee7a kh\u00e1ch h\u00e0ng&#8221;.<\/span><\/em><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">H\u01a1n th\u1ebf n\u1eefa, \u201cch\u1ea5t l\u01b0\u1ee3ng\u201d t\u01b0\u01a1ng t\u00e1c v\u00e0 tr\u1ea3i nghi\u1ec7m c\u0169ng ph\u1ea3i t\u1ed1t, kh\u00f4ng nh\u00e0m ch\u00e1n v\u00e0 ph\u1ea3i nh\u1ea5t qu\u00e1n. V\u00ec v\u1eady, v\u1edbi nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u0129nh v\u1ef1c, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c xem l\u00e0 cu\u1ed9c chi\u1ebfn m\u1edbi trong b\u1ed1i c\u1ea3nh hi\u1ec7n t\u1ea1i, l\u00e0 v\u1ea5n \u0111\u1ec1 &#8220;s\u1ed1ng c\u00f2n&#8221; \u0111\u1ec3 gi\u1eef ch\u00e2n v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"24_Thu_nghiem_san_pham_moi_nhanh_va_hieu_qua\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">2.4. Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m m\u1edbi nhanh v\u00e0 hi\u1ec7u qu\u1ea3<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u0110i\u1ec1u quan tr\u1ecdng khi tung s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng l\u00e0 ph\u1ea3i nh\u1eadn \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1, ph\u1ea3n h\u1ed3i c\u00e0ng nhanh c\u00e0ng t\u1ed1t t\u1eeb th\u1ecb tr\u01b0\u1eddng. V\u1edbi m\u00f4 h\u00ecnh ph\u00e2n ph\u1ed1i tr\u01b0\u1edbc \u0111\u00e2y, vi\u1ec7c nh\u1eadn \u0111\u01b0\u1ee3c ph\u1ea3n h\u1ed3i t\u1eeb ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng kh\u00f4ng \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n nhanh ch\u00f3ng, ho\u1eb7c ch\u1ec9 \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 trong n\u1ed9i b\u1ed9 c\u00f4ng ty ch\u1ee9 kh\u00f4ng t\u1edbi tay kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nh\u01b0ng n\u1ebfu \u0111\u00e3 tri\u1ec3n khai th\u00e0nh c\u00f4ng DTC marketing, c\u00f4ng ty\/doanh nghi\u1ec7p ti\u1ebfp c\u1eadn g\u1ea7n h\u01a1n v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh, th\u00ec vi\u1ec7c th\u1eed nghi\u1ec7m \u00fd t\u01b0\u1edfng, s\u1ea3n ph\u1ea9m m\u1edbi c\u0169ng s\u1ebd nhanh h\u01a1n v\u00ec kh\u00f4ng ph\u1ea3i qua kh\u00e2u trung gian n\u00e0o, c\u00e1c ph\u1ea3n h\u1ed3i c\u0169ng \u0111\u1ebfn t\u1eeb kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau n\u00ean s\u1ebd ch\u00ednh x\u00e1c h\u01a1n \u0111\u00e1nh gi\u00e1 ch\u1ee7 quan, chi ph\u00ed c\u0169ng v\u00ec v\u1eady s\u1ebd th\u1ea5p h\u01a1n so v\u1edbi c\u00e1ch c\u0169.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"25_Thu_thap_nhieu_du_lieu_hon_ve_khach_hang\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">2.5. Thu th\u1eadp nhi\u1ec1u d\u1eef li\u1ec7u h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2541 aligncenter\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/08\/Downloader.la-611249f921b02-600x401.jpg\" alt=\"DTC marketing\" width=\"600\" height=\"401\" \/><\/p>\n<p><span style=\"font-weight: 400;\">DTC s\u1ebd t\u1ea1o c\u01a1 h\u1ed9i \u0111\u1ec3 doanh nghi\u1ec7p t\u0103ng th\u00eam gi\u00e1 tr\u1ecb m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111em \u0111\u1ebfn trong qu\u00e1 tr\u00ecnh giao d\u1ecbch. Th\u00f4ng qua k\u00eanh DTC, doanh nghi\u1ec7p c\u00f3 th\u1ec3 thu th\u1eadp \u0111\u01b0\u1ee3c nhi\u1ec1u th\u00f4ng tin v\u1ec1 kh\u00e1ch h\u00e0ng h\u01a1n, t\u1eeb \u0111\u00f3 t\u1ea1o ra nh\u1eefng tr\u1ea3i nghi\u1ec7m mua s\u1eafm \u0111\u1eb7c th\u00f9 d\u00e0nh ri\u00eang cho h\u1ecd. V\u00e0 nh\u1eefng th\u00f4ng tin m\u00e0 DTC thu th\u1eadp \u0111\u01b0\u1ee3c c\u00f3 t\u00ednh c\u00e1 nh\u00e2n v\u00e0 ch\u00ednh x\u00e1c cao h\u01a1n so v\u1edbi ngu\u1ed3n th\u00f4ng tin m\u00e0 c\u00e1c k\u00eanh \u0111o l\u01b0\u1eddng tr\u1ef1c tuy\u1ebfn thu \u0111\u01b0\u1ee3c. Nghi\u00ean c\u1ee9u cho th\u1ea5y 75% kh\u00e1ch h\u00e0ng mong mu\u1ed1n c\u00f3 nh\u1eefng tr\u1ea3i nghi\u1ec7m mang t\u00ednh c\u00e1 nh\u00e2n cao v\u00e0 \u0111\u00e2y ch\u00ednh l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 doanh nghi\u1ec7p t\u0103ng doanh thu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p s\u1ebd c\u00f3 c\u01a1 s\u1edf ph\u00e1t tri\u1ec3n nh\u1eefng tr\u1ea3i nghi\u1ec7m mang t\u00ednh c\u00e1 nh\u00e2n cao \u2013 \u0111\u00e2y ch\u00ednh l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 doanh nghi\u1ec7p t\u0103ng doanh thu.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tai_sao_cac_cong_ty_duoc_pham_lai_chi_so_tien_khong_lo_vao_DTC_marketing\"><\/span><span style=\"color: #017ab7;\">T\u1ea1i sao c\u00e1c c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m l\u1ea1i chi s\u1ed1 ti\u1ec1n kh\u1ed5ng l\u1ed3 v\u00e0o DTC marketing?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">T\u1ea1i sao c\u00e1c c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m l\u1ea1i c\u1ea7n DTC marketing trong khi b\u00e1c s\u0129 m\u1edbi l\u00e0 ng\u01b0\u1eddi quy\u1ebft \u0111\u1ecbnh?<\/span><\/p>\n<p><em>\u0110\u1ea7u ti\u00ean<\/em><span style=\"font-weight: 400;\"> l\u00e0 cho nh\u1eefng b\u1ec7nh nh\u00e2n ch\u01b0a \u0111\u01b0\u1ee3c ch\u1ea9n \u0111o\u00e1n. Vi\u1ec7c n\u00e2ng cao nh\u1eadn th\u1ee9c chung v\u1ec1 b\u1ec7nh s\u1ebd th\u00fac \u0111\u1ea9y h\u1ecd \u0111i th\u0103m kh\u00e1m ngay khi c\u00f3 nh\u1eefng tri\u1ec7u ch\u1ee9ng nh\u1eadn bi\u1ebft \u0111\u1ea7u ti\u00ean.\u00a0<\/span><\/p>\n<p><em>Th\u1ee9 hai<\/em><span style=\"font-weight: 400;\">, \u0111\u1ed1i v\u1edbi nh\u1eefng b\u1ec7nh nh\u00e2n \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ea9n \u0111o\u00e1n, nh\u1eefng qu\u1ea3ng c\u00e1o n\u00e0y r\u1ea5t h\u1eefu \u00edch cho nh\u1eefng ng\u01b0\u1eddi \u0111\u1eb7c bi\u1ec7t t\u00edch c\u1ef1c t\u00ecm ki\u1ebfm c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111i\u1ec1u tr\u1ecb kh\u00e1c nhau. \u0110i\u1ec1u n\u00e0y x\u1ea3y ra r\u1ea5t nhi\u1ec1u trong c\u00e1c b\u1ec7nh m\u00e0 c\u00f3 nhi\u1ec1u khuy\u1ebfn c\u00e1o \u0111i\u1ec1u tr\u1ecb kh\u00e1c nhau. Nh\u1eefng l\u0129nh v\u1ef1c nh\u01b0 ung th\u01b0 ho\u1eb7c c\u00e1c b\u1ec7nh hi\u1ebfm g\u1eb7p, c\u00e1c c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m c\u00f3 th\u1ec3 cung c\u1ea5p cho b\u1ea1n th\u00f4ng tin v\u1ec1 ph\u01b0\u01a1ng ph\u00e1p (thu\u1ed1c) \u0111i\u1ec1u tr\u1ecb c\u1ee7a h\u1ecd \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 h\u1ecfi b\u00e1c s\u0129 xem ph\u01b0\u01a1ng \u00e1n \u0111\u00f3 c\u00f3 th\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi b\u1ea1n hay kh\u00f4ng.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">DeepIntent \u0111\u00e3 th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 \u1ea3nh h\u01b0\u1edfng c\u1ee7a DTC marketing \u0111\u1ed1i v\u1edbi nh\u1eadn th\u1ee9c, gi\u00e1o d\u1ee5c v\u00e0 t\u01b0\u01a1ng t\u00e1c v\u1edbi h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m. Nh\u00ecn chung, ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng \u0111\u00f3n nh\u1eadn c\u00e1c qu\u1ea3ng c\u00e1o d\u01b0\u1ee3c ph\u1ea9m, kho\u1ea3ng 50% s\u1ed1 ng\u01b0\u1eddi cho bi\u1ebft h\u1ecd th\u1ea5y h\u1eefu \u00edch khi xem qu\u1ea3ng c\u00e1o v\u1ec1 t\u00ecnh tr\u1ea1ng b\u1ec7nh l\u00fd m\u00e0 h\u1ecd \u0111\u00e3 v\u00e0 \u0111ang ph\u1ea3i tr\u1ea3i qua. Nhi\u1ec1u ng\u01b0\u1eddi \u0111\u00e1nh gi\u00e1 cao h\u01a1n gi\u00e1 tr\u1ecb c\u1ee7a qu\u1ea3ng c\u00e1o trong vi\u1ec7c cung c\u1ea5p th\u00f4ng tin cho b\u1ec7nh nh\u00e2n v\u1edbi 75% cho bi\u1ebft gi\u00e1o d\u1ee5c t\u1ed1t h\u01a1n cho b\u1ec7nh nh\u00e2n s\u1ebd d\u1eabn \u0111\u1ebfn doanh thu cao h\u01a1n. M\u1ed9t nghi\u00ean c\u1ee9u kh\u00e1c c\u0169ng cho th\u1ea5y r\u1eb1ng c\u00e1c chi\u1ebfn d\u1ecbch \u0111\u01b0\u1ee3c \u0111\u1ed3ng b\u1ed9 h\u00f3a gi\u1eefa vi\u1ec7c ti\u1ebfp c\u1eadn b\u1ec7nh nh\u00e2n v\u00e0 HCP trong c\u00f9ng m\u1ed9t kho\u1ea3ng th\u1eddi gian tr\u01b0\u1edbc khi th\u0103m kh\u00e1m s\u1ebd d\u1eabn \u0111\u1ebfn t\u0103ng t\u1ef7 l\u1ec7 k\u00ea \u0111\u01a1n l\u00ean \u0111\u1ebfn 35%.<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u201cFocusing on that patient-provider relationship\u2014reinforcing that relationship\u2014should be the goal objective. Advertising should be used as a tool to improve how aware patients are before stepping in front of providers\u201d.<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Tuy nhi\u00ean, DTC v\u1ea5p ph\u1ea3i lu\u1ed3ng \u00fd ki\u1ebfn tr\u00e1i chi\u1ec1u v\u1ec1 kh\u1ea3 n\u0103ng c\u00e1c c\u00f4ng ty d\u01b0\u1ee3c \u0111\u01b0a ra th\u00f4ng tin sai l\u1ec7ch. H\u1ecd c\u00f3 th\u1ec3 b\u1ecf qua th\u00f4ng tin quan tr\u1ecdng nh\u01b0 c\u00e1c y\u1ebfu t\u1ed1 r\u1ee7i ro hay c\u00e1c t\u00e1c d\u1ee5ng kh\u00f4ng mong mu\u1ed1n&#8230; V\u1edbi m\u1ee5c \u0111\u00edch v\u1eabn l\u00e0 t\u0103ng doanh s\u1ed1 v\u00e0 l\u1ee3i nhu\u1eadn, nhi\u1ec1u chuy\u00ean gia cho r\u1eb1ng c\u00e1c c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m c\u00f3 th\u1ec3 kh\u00f4ng th\u00f4ng b\u00e1o \u0111\u1ea7y \u0111\u1ee7 th\u00f4ng tin \u0111\u1ebfn b\u1ec7nh nh\u00e2n, hay th\u1eadm ch\u00ed l\u00e0 \u201cn\u00f3i qu\u00e1\u201d kh\u1ea3 n\u0103ng v\u00e0 ph\u1ea1m vi \u0111i\u1ec1u tr\u1ecb. \u0110\u1ed3ng th\u1eddi, c\u00e1c chuy\u00ean gia c\u00f2n lo s\u1ee3 DTC c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y vi\u1ec7c l\u1ea1m d\u1ee5ng thu\u1ed1c. \u0110\u00f3 l\u00e0 h\u1eadu qu\u1ea3 c\u1ee7a vi\u1ec7c ng\u01b0\u1eddi xem \u0111\u01b0\u1ee3c cho l\u00e0 qu\u00e1 tin t\u01b0\u1edfng, h\u1ecd cho r\u1eb1ng n\u00f3 th\u00fac \u0111\u1ea9y s\u1ef1 t\u1eadp trung qu\u00e1 m\u1ee9c<\/span><\/p>\n<div class=\"bg-margin-for-link\"><input type='hidden' bg_collapse_expand='6a3c2a15b64b68082674004' value='6a3c2a15b64b68082674004'><input type='hidden' id='bg-show-more-text-6a3c2a15b64b68082674004' value='T\u00e0i li\u1ec7u tham kh\u1ea3o'><input type='hidden' id='bg-show-less-text-6a3c2a15b64b68082674004' value='Show Less'><a id='bg-showmore-action-6a3c2a15b64b68082674004' class='bg-showmore-plg-link bg-arrow '  style=\" color:#017ab7;;\" href='#'>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><div id='bg-showmore-hidden-6a3c2a15b64b68082674004' >\n<p><a href=\"https:\/\/www.outofpocket.health\/p\/prescription-drug-commercials-why-are-you-the-way-you-are\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.outofpocket.health\/p\/prescription-drug-commercials-why-are-you-the-way-you-are<\/span><\/a><\/p>\n<p><a href=\"https:\/\/mediaradar.com\/blog\/dtc-pharma-advertising-spending\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/mediaradar.com\/blog\/dtc-pharma-advertising-spending\/<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.pm360online.com\/compliant-and-creative-dtc-pharma-campaigns-whats-the-secret\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.pm360online.com\/compliant-and-creative-dtc-pharma-campaigns-whats-the-secret\/<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.pharmavoice.com\/article\/direct-to-patient-campaigns\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.pharmavoice.com\/article\/direct-to-patient-campaigns\/<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.meddeviceonline.com\/doc\/reasons-direct-to-consumer-marketing-fails-medtech-0001\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.meddeviceonline.com\/doc\/reasons-direct-to-consumer-marketing-fails-medtech-0001<\/span><\/a><\/p>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Qu\u1ea3ng c\u00e1o tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (direct-to-customer) \u0111\u00e3 ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng trong v\u00e0i th\u1eadp k\u1ef7 qua v\u00e0 hi\u1ec7n l\u00e0 lo\u1ea1i h\u00ecnh truy\u1ec1n th\u00f4ng s\u1ee9c kh\u1ecfe n\u1ed5i b\u1eadt nh\u1ea5t m\u00e0 c\u00f4ng ch\u00fang bi\u1ebft \u0111\u1ebfn. V\u1eady DTC marketing l\u00e0 g\u00ec? 1. DTC marketing l\u00e0 g\u00ec? DTC l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a c\u1ee5m t\u1eeb Direct to [&#8230;]\n","protected":false},"author":13,"featured_media":3266,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[43],"class_list":["post-2538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pharma-marketing","tag-dtc-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2538","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=2538"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2538\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/3266"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=2538"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=2538"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=2538"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}