{"id":2631,"date":"2021-09-08T14:45:01","date_gmt":"2021-09-08T07:45:01","guid":{"rendered":"https:\/\/hedima.vn\/journey\/?p=2631"},"modified":"2021-09-08T14:45:01","modified_gmt":"2021-09-08T07:45:01","slug":"ooh-trong-nganh-cham-soc-suc-khoe","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/ooh-trong-nganh-cham-soc-suc-khoe\/","title":{"rendered":"OOH trong ng\u00e0nh Ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Trong b\u1ed1i c\u1ea3nh gi\u00e3n c\u00e1ch x\u00e3 h\u1ed9i do \u0111\u1ea1i d\u1ecbch COVID-19, khi m\u1ecdi ng\u01b0\u1eddi h\u1ea1n ch\u1ebf ra \u0111\u01b0\u1eddng v\u00e0 ch\u1ec9 \u0111\u01b0\u1ee3c \u0111\u1ebfn nh\u1eefng n\u01a1i c\u00f4ng c\u1ed9ng, c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m \u0111\u01b0\u1ee3c khuy\u1ebfn kh\u00edch s\u1eeda \u0111\u1ed5i c\u00e1c chi\u1ebfn l\u01b0\u1ee3c <a href=\"https:\/\/hedima.vn\/journey\/cam-bay-cua-marketing-duoc-pham\/\">marketing<\/a> \u0111\u1ec3 c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau t\u1ed1t h\u01a1n. \u0110\u00e2y d\u01b0\u1eddng nh\u01b0 l\u00e0 th\u1eddi c\u01a1 m\u00e0 qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi (OOH) ph\u00e1t huy t\u00e1c d\u1ee5ng c\u1ee7a m\u00ecnh. Trong b\u00e0i vi\u1ebft n\u00e0y, HEDIMA s\u1ebd xem x\u00e9t vai tr\u00f2 c\u1ee7a OOH trong c\u00e1c chi\u1ebfn d\u1ecbch marketing th\u00e0nh c\u00f4ng trong l\u0129nh v\u1ef1c y t\u1ebf v\u00e0 ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe trong b\u1ed1i c\u1ea3nh hi\u1ec7n nay.<\/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\/ooh-trong-nganh-cham-soc-suc-khoe\/#1_So_lieu_thong_ke_quang_cao_OOH\" >1. S\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea qu\u1ea3ng c\u00e1o OOH<\/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\/ooh-trong-nganh-cham-soc-suc-khoe\/#2_OOH_trong_nganh_duoc_pham\" >2. OOH trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m<\/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\/ooh-trong-nganh-cham-soc-suc-khoe\/#3_Mot_so_case_study_dien_hinh_ve_OOH_trong_nganh_duoc_pham\" >3. M\u1ed9t s\u1ed1 case study \u0111i\u1ec3n h\u00ecnh v\u1ec1 OOH trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m<\/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\/ooh-trong-nganh-cham-soc-suc-khoe\/#31_Delta_Dental_cua_Minnesota\" >3.1. Delta Dental c\u1ee7a Minnesota<\/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\/ooh-trong-nganh-cham-soc-suc-khoe\/#32_SickKids_VS_Limits\" >3.2. SickKids VS Limits<\/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\/ooh-trong-nganh-cham-soc-suc-khoe\/#4_Tam_ket\" >4. T\u1ea1m k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_So_lieu_thong_ke_quang_cao_OOH\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">1. S\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea qu\u1ea3ng c\u00e1o OOH<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">M\u1ed9t th\u1ef1c t\u1ebf kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn l\u00e0 qu\u1ea3ng c\u00e1o chi\u1ebfm m\u1ed9t ph\u1ea7n l\u1edbn \u0111\u1ea7u t\u01b0 \u1edf Hoa K\u1ef3 v\u00e0 m\u1ed9t trong nh\u1eefng l\u0129nh v\u1ef1c chi ti\u00eau l\u1edbn nh\u1ea5t ch\u00ednh l\u00e0 d\u01b0\u1ee3c ph\u1ea9m. M\u1ed9t b\u00e1o c\u00e1o c\u1ee7a Statista cho th\u1ea5y chi ti\u00eau cho qu\u1ea3ng c\u00e1o DTC t\u1ea1i Hoa K\u1ef3 c\u00f3 xu h\u01b0\u1edbng t\u0103ng trong su\u1ed1t c\u00e1c n\u0103m t\u1eeb 2012 \u0111\u1ebfn 2019, v\u1edbi m\u1ee9c cao nh\u1ea5t l\u00e0 6,46 t\u1ef7 USD v\u00e0o n\u0103m 2018. M\u1ed9t b\u00e1o c\u00e1o kh\u00e1c c\u1ee7a Zenith c\u0169ng cho th\u1ea5y s\u1ef1 gia t\u0103ng \u1ed5n \u0111\u1ecbnh trong chi ti\u00eau cho qu\u1ea3ng c\u00e1o d\u01b0\u1ee3c ph\u1ea9m \u1edf Hoa K\u1ef3, \u1edf m\u1ee9c trung b\u00ecnh h\u00e0ng n\u0103m l\u00e0 6% trong giai \u0111o\u1ea1n t\u1eeb 2013 \u0111\u1ebfn 2018 v\u1edbi s\u1ef1 \u0111\u00f3ng g\u00f3p r\u1ea5t l\u1edbn b\u1edfi c\u00e1c qu\u1ea3ng c\u00e1o DTC thu\u1ed1c k\u00ea \u0111\u01a1n.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2636 aligncenter\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/pasted-image-0-1-600x600.png\" alt=\"ooh\" width=\"600\" height=\"600\" \/><\/p>\n<p><span style=\"font-weight: 400;\">V\u1ec1 marketing, trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, c\u0169ng c\u00f3 m\u1ed9t s\u1ef1 thay \u0111\u1ed5i \u0111\u00e1ng ch\u00fa \u00fd t\u1eeb vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c k\u00eanh truy\u1ec1n th\u1ed1ng nh\u01b0 truy\u1ec1n h\u00ecnh v\u00e0 \u0111\u00e0i ph\u00e1t thanh sang OOH v\u00e0 digital marketing. Theo Zenith, trong khi chi ti\u00eau cho qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh v\u1eabn chi\u1ebfm kho\u1ea3ng 1\/2 t\u1ed5ng s\u1ed1 ti\u1ec1n \u0111\u1ea7u t\u01b0 cho qu\u1ea3ng c\u00e1o d\u01b0\u1ee3c ph\u1ea9m, con s\u1ed1 n\u00e0y \u0111ang gi\u1ea3m d\u1ea7n trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y v\u00e0 \u0111\u01b0\u1ee3c d\u1ef1 \u0111o\u00e1n s\u1ebd ti\u1ebfp t\u1ee5c gi\u1ea3m 5,2% v\u00e0o n\u0103m 2021. \u0110\u00e2y l\u00e0 t\u1ed1c \u0111\u1ed9 \u0111\u00e1ng ch\u00fa \u00fd so v\u1edbi th\u1ecb tr\u01b0\u1eddng nh\u1eefng l\u0129nh v\u1ef1c kh\u00e1c, ch\u1ec9 gi\u1ea3m kho\u1ea3ng 1% m\u1ed7i n\u0103m. M\u1eb7t kh\u00e1c, OOH \u0111ang nhanh ch\u00f3ng t\u1ea1o ra nh\u1eefng t\u00e1c \u0111\u1ed9ng r\u00f5 r\u00e0ng khi t\u0103ng m\u1ea1nh 11% trong n\u0103m 2018 v\u00e0 \u01b0\u1edbc t\u00ednh s\u1ebd l\u00e0 15% v\u00e0o n\u0103m 2021.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_OOH_trong_nganh_duoc_pham\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">2. OOH trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">M\u1ed9t trong nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m \u0111\u00e1ng ch\u00fa \u00fd nh\u1ea5t c\u1ee7a OOH so v\u1edbi c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng kh\u00e1c l\u00e0 n\u00f3 hi\u1ec7u qu\u1ea3 v\u1ec1 m\u1eb7t chi ph\u00ed v\u00e0 c\u00f3 ROI l\u1edbn. B\u00e1o c\u00e1o h\u00e0ng th\u00e1ng c\u1ee7a PJ Solomon v\u00e0o th\u00e1ng 07\/2019 cho th\u1ea5y r\u1eb1ng, d\u1ef1a tr\u00ean CPM (Cost Per Mille\/ Cost Per Thousand), so v\u1edbi c\u00e1c h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o kh\u00e1c, qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi l\u00e0 m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p hi\u1ec7u qu\u1ea3 v\u1ec1 chi ph\u00ed nh\u1ea5t, ch\u1ec9 m\u1ea5t kho\u1ea3ng 2-4 USD (ngo\u1ea1i tr\u1eeb DOOH). Trong khi \u0111\u00f3, k\u1ebft qu\u1ea3 t\u1ef7 l\u1ec7 truy l\u1ea1i (recall rate) &#8211; bao nhi\u00eau ng\u01b0\u1eddi c\u00f3 th\u1ec3 nh\u1edb qu\u1ea3ng c\u00e1o sau khi \u0111\u01b0\u1ee3c hi\u1ec3n th\u1ecb &#8211; th\u1ef1c s\u1ef1 \u0111\u00e1ng kinh ng\u1ea1c v\u1edbi h\u01a1n 50% \u0111\u1ed1i v\u1edbi printed ads v\u00e0 l\u00ean \u0111\u1ebfn 82% \u0111\u1ed1i v\u1edbi DOOH. B\u00e1o c\u00e1o t\u1ed5ng k\u1ebft n\u0103m 2018 c\u1ee7a COMMB c\u0169ng ch\u1ec9 ra r\u1eb1ng OOH c\u00f3 ROI cao g\u1ea5p kho\u1ea3ng 6 l\u1ea7n, \u0111\u1ee9ng \u1edf v\u1ecb tr\u00ed th\u1ee9 ba ngay sau digital search v\u00e0 TV. Trong khi TV v\u00e0 \u0111\u00e0i ph\u00e1t thanh \u0111ang gi\u1ea3m d\u1ea7n hi\u1ec7u qu\u1ea3, ba m\u1ea3ng c\u00f2n l\u1ea1i &#8211; c\u1ee5 th\u1ec3 l\u00e0 OOH, digital display v\u00e0 b\u00e1o ch\u00ed &#8211; v\u1eabn \u0111ang t\u0103ng l\u00ean, trong \u0111\u00f3 OOH l\u00e0 \u0111\u1ea7y ti\u1ec1m n\u0103ng nh\u1ea5t.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2637 aligncenter\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/pasted-image-0-2-600x338.png\" alt=\"ooh\" width=\"600\" height=\"338\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Kh\u00f4ng ch\u1ec9 mang l\u1ea1i hi\u1ec7u qu\u1ea3 ri\u00eang l\u1ebb m\u00e0 OOH c\u00f2n \u0111\u01b0\u1ee3c ch\u1ee9ng minh l\u00e0 h\u00ecnh th\u1ee9c \u0111\u1eb7c bi\u1ec7t hi\u1ec7u qu\u1ea3 khi \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ed3ng th\u1eddi c\u00f9ng v\u1edbi c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng kh\u00e1c \u0111\u1ec3 ho\u00e0n thi\u1ec7n m\u1ed9t chi\u1ebfn d\u1ecbch marketing d\u01b0\u1ee3c ph\u1ea9m. Ch\u1eb3ng h\u1ea1n, trong tr\u01b0\u1eddng h\u1ee3p tr\u00ean social media, nhi\u1ec1u ng\u01b0\u1eddi s\u1ebd t\u00ecm ki\u1ebfm th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n online sau khi h\u1ecd nh\u00ecn th\u1ea5y OOH. Ngo\u00e0i ra, v\u00ec kh\u00f4ng c\u00f3 ad blocker (c\u00f4ng c\u1ee5 kho\u00e1 c\u00e1c qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn) trong cu\u1ed9c s\u1ed1ng th\u1ef1c t\u1ebf, qu\u1ea3ng c\u00e1o OOH c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn m\u1ed9t l\u01b0\u1ee3ng l\u1edbn \u0111\u1ed1i t\u01b0\u1ee3ng m\u00e0 online marketing kh\u00f4ng th\u1ec3 ch\u1ea1m t\u1edbi. V\u1edbi l\u1ee3i th\u1ebf n\u1eb1m \u1edf nh\u1eefng v\u1ecb tr\u00ed \u0111\u00f4ng \u0111\u00fac v\u1edbi c\u00e1c thi\u1ebft k\u1ebf v\u00e0 kh\u1ea9u hi\u1ec7u kh\u1ed5ng l\u1ed3, t\u00e1o b\u1ea1o v\u00e0 nhi\u1ec1u m\u00e0u s\u1eafc, OOH c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn v\u00e0 g\u00e2y \u1ea5n t\u01b0\u1ee3ng v\u1edbi c\u00f4ng ch\u00fang, b\u1ea5t k\u1ec3 h\u1ecd thu\u1ed9c nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0o.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2638 aligncenter\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/pasted-image-0-3-600x400.png\" alt=\"ooh\" width=\"600\" height=\"400\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Trong th\u1eddi gian x\u1ea3y ra \u0111\u1ea1i d\u1ecbch, OOH l\u00e0 m\u1ed9t trong nh\u1eefng l\u1ef1a ch\u1ecdn cho\u00a0 c\u00f4ng ty d\u01b0\u1ee3c ph\u1ea9m v\u00e0 ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe \u0111\u1ec3 n\u00e2ng cao nh\u1eadn th\u1ee9c v\u00e0 t\u1ef7 l\u1ec7 ti\u1ebfp c\u1eadn v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Gi\u00e3n c\u00e1ch x\u00e3 h\u1ed9i khi\u1ebfn m\u1ecdi ng\u01b0\u1eddi ch\u1ec9 t\u1eadp trung \u1edf nh\u00e0 hay c\u00e1c khu v\u1ef1c th\u1eadt s\u1ef1 c\u1ea7n thi\u1ebft nh\u01b0 si\u00eau th\u1ecb, b\u1ec7nh vi\u1ec7n, trung t\u00e2m ti\u00eam ch\u1ee7ng. Trong b\u1ed1i c\u1ea3nh \u0111\u00f3, m\u1ed9t s\u1ed1 chuy\u00ean gia cho r\u1eb1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing d\u01b0\u1ee3c ph\u1ea9m c\u1ea7n \u0111\u01b0a th\u00f4ng \u0111i\u1ec7p tr\u1ef1c ti\u1ebfp \u0111\u1ebfn nh\u1eefng \u0111\u1ecba \u0111i\u1ec3m \u0111\u1eb7c th\u00f9 n\u00e0y.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u1ed9t kh\u00eda c\u1ea1nh c\u1ef1c k\u1ef3 quan tr\u1ecdng c\u1ee7a ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m ch\u00ednh l\u00e0 l\u00f2ng tin c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. V\u1edbi OOH, c\u00e1c h\u00e3ng c\u00f3 c\u01a1 h\u1ed9i t\u1ed1t h\u01a1n \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 \u1ee7ng h\u1ed9 v\u00e0 l\u00f2ng trung th\u00e0nh t\u1eeb c\u00f4ng ch\u00fang. M\u1ed9t nghi\u00ean c\u1ee9u g\u1ea7n \u0111\u00e2y c\u1ee7a Rapport cho th\u1ea5y m\u1ee9c \u0111\u1ed9 trung th\u00e0nh c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u0103ng 275% khi c\u00e1c chi\u1ebfn d\u1ecbch s\u1eed d\u1ee5ng OOH, c\u00f9ng v\u1edbi s\u1ef1 gia t\u0103ng hi\u1ec7u qu\u1ea3 c\u1ee7a qu\u1ea3ng c\u00e1o online, paid search v\u00e0 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i. M\u1ed9t nghi\u00ean c\u1ee9u kh\u00e1c c\u1ee7a Nielsen \u0111\u00e3 \u0111\u01b0a ra k\u1ebft lu\u1eadn r\u1eb1ng qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi c\u00f3 m\u1ee9c \u0111\u1ed9 tin t\u01b0\u1edfng v\u00e0o th\u01b0\u01a1ng hi\u1ec7u cao h\u01a1n c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n kh\u00e1c v\u00e0 \u0111\u00e1ng ng\u1ea1c nhi\u00ean h\u01a1n l\u00e0 c\u00f3 \u0111\u1ebfn 56% th\u1ebf h\u1ec7 tr\u1ebb ng\u00e0y nay tin t\u01b0\u1edfng v\u00e0o th\u00f4ng \u0111i\u1ec7p t\u1eeb OOH h\u01a1n l\u00e0 c\u00e1c hi\u1ec3n th\u1ecb online (48%), ho\u1eb7c video (46%).<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Mot_so_case_study_dien_hinh_ve_OOH_trong_nganh_duoc_pham\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">3. M\u1ed9t s\u1ed1 case study \u0111i\u1ec3n h\u00ecnh v\u1ec1 OOH trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"31_Delta_Dental_cua_Minnesota\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">3.1. Delta Dental c\u1ee7a Minnesota<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2639 aligncenter\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/pasted-image-0-4-600x450.png\" alt=\"ooh\" width=\"600\" height=\"450\" \/><\/p>\n<p><span style=\"font-weight: 400;\">V\u00ed d\u1ee5 n\u1ed5i b\u1eadt nh\u1ea5t c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch OOH th\u00e0nh c\u00f4ng trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m l\u00e0 Delta Dental, m\u1ed9t c\u00f4ng ty d\u1ecbch v\u1ee5 y t\u1ebf \u0111\u1ed9c l\u1eadp v\u00e0 phi l\u1ee3i nhu\u1eadn \u1edf Minnesota. V\u00e0o n\u0103m 2014, Delta Dental \u0111\u00e3 ph\u00e1t \u0111\u1ed9ng m\u1ed9t chi\u1ebfn d\u1ecbch OOH tr\u00ean to\u00e0n th\u00e0nh ph\u1ed1. Chi\u1ebfn d\u1ecbch bao g\u1ed3m qu\u1ea3ng c\u00e1o xe bu\u00fdt, poster, v\u00e0 m\u1ea1ng l\u01b0\u1edbi b\u1ea3n tin k\u1ef9 thu\u1eadt s\u1ed1 (digital out-of-home &#8211; DOOH) trong th\u1eddi gian 12 tu\u1ea7n. K\u1ebft qu\u1ea3 cho th\u1ea5y t\u1ef7 l\u1ec7 \u0111\u0103ng k\u00fd g\u00f3i d\u1ecbch v\u1ee5 nha khoa c\u00e1 nh\u00e2n v\u00e0 gia \u0111\u00ecnh l\u00e0 92%, l\u01b0\u1ee3ng traffic truy c\u1eadp trang web t\u0103ng 62% so v\u1edbi n\u0103m tr\u01b0\u1edbc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn d\u1ecbch g\u00e2y \u0111\u01b0\u1ee3c ti\u1ebfng vang l\u1edbn \u0111\u1ebfn m\u1ee9c v\u00e0o n\u0103m 2015, Delta Dental \u0111\u00e3 nh\u1eadn \u0111\u01b0\u1ee3c Gi\u1ea3i th\u01b0\u1edfng OOH Media Plan of the Year do Outdoor Advertising Association of America (OOOA) t\u1ed5 ch\u1ee9c v\u00e0 m\u1edf r\u1ed9ng tr\u1edf th\u00e0nh m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ed1c gia, \u0111\u1ed3ng th\u1eddi tr\u1edf th\u00e0nh g\u01b0\u01a1ng m\u1eb7t \u0111\u1ea1i di\u1ec7n \u0111i\u1ec3n h\u00ecnh v\u1ec1 hi\u1ec7u qu\u1ea3 c\u1ee7a OOH trong ng\u00e0nh ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"32_SickKids_VS_Limits\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">3.2. SickKids VS Limits<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2640 aligncenter\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/pasted-image-0-5-600x448.png\" alt=\"ooh\" width=\"600\" height=\"448\" \/><\/p>\n<p><span style=\"font-weight: 400;\">SickKids (li\u00ean k\u1ebft v\u1edbi \u0110\u1ea1i h\u1ecdc Toronto) l\u00e0 trung t\u00e2m ch\u0103m s\u00f3c chuy\u00ean s\u00e2u v\u00e0 l\u1edbn nh\u1ea5t c\u1ee7a Canada, t\u1eadp trung ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe tr\u1ebb em tr\u00ean to\u00e0n qu\u1ed1c. N\u0103m 2016, h\u1ecd \u0111\u00e3 b\u1eaft \u0111\u1ea7u ph\u00e1t \u0111\u1ed9ng m\u1ed9t chi\u1ebfn d\u1ecbch h\u00e0ng n\u0103m \u201cSickKids VS\u201d v\u1edbi m\u1ee5c \u0111\u00edch ch\u00ednh l\u00e0 mang \u0111\u1ebfn th\u00f4ng \u0111i\u1ec7p t\u00edch c\u1ef1c v\u00e0 c\u1ed5 v\u0169 l\u00f2ng d\u0169ng c\u1ea3m c\u1ee7a tr\u1ebb em khi chi\u1ebfn \u0111\u1ea5u v\u1edbi b\u1ec7nh t\u1eadt.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u1edbi kh\u1ea9u hi\u1ec7u \u201cSick isn\u2019t weak\u201d, c\u00e1c qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh v\u00e0 OOH \u0111\u00e3 xu\u1ea5t hi\u1ec7n kh\u1eafp trung t\u00e2m th\u00e0nh ph\u1ed1 Toronto, th\u1ec3 hi\u1ec7n s\u1ef1 t\u00edch c\u1ef1c v\u00e0 s\u1ee9c m\u1ea1nh to l\u1edbn c\u1ee7a c\u00e1c b\u1ec7nh nh\u00e2n, c\u00f9ng v\u1edbi nh\u1eefng c\u00e2u chuy\u1ec7n truy\u1ec1n c\u1ea3m h\u1ee9ng. C\u00f3 th\u1ec3 n\u00f3i, SickKids VS \u0111\u00e3 th\u00e0nh c\u00f4ng r\u1ef1c r\u1ee1 v\u00e0 \u0111\u00e3 tr\u1edf th\u00e0nh truy\u1ec1n th\u1ed1ng h\u00e0ng n\u0103m c\u1ee7a t\u1ed5 ch\u1ee9c n\u00e0y.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Tam_ket\"><\/span><span style=\"font-weight: 400; color: #017ab7;\">4. T\u1ea1m k\u1ebft<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Qu\u1ea3ng c\u00e1o OOH c\u00f3 m\u1ed9t vai tr\u00f2 m\u1ea1nh m\u1ebd trong ng\u00e0nh ti\u1ebfp th\u1ecb v\u00e0 v\u1eabn \u0111ang c\u1ea3i thi\u1ec7n m\u1ed7i ng\u00e0y. OOH \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh l\u00e0 \u0111\u00e3 gi\u00fap \u00edch r\u1ea5t nhi\u1ec1u trong vi\u1ec7c n\u00e2ng cao nh\u1eadn th\u1ee9c v\u00e0 b\u00e1n h\u00e0ng v\u00e0 c\u00f3 th\u1ec3 l\u00e0 b\u01b0\u1edbc c\u1ea7n thi\u1ebft cho b\u1ea5t k\u1ef3 c\u00f4ng ty n\u00e0o mu\u1ed1n n\u1ed5i b\u1eadt trong s\u1ed1 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a m\u00ecnh.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Trong b\u1ed1i c\u1ea3nh gi\u00e3n c\u00e1ch x\u00e3 h\u1ed9i do \u0111\u1ea1i d\u1ecbch COVID-19, khi m\u1ecdi ng\u01b0\u1eddi h\u1ea1n ch\u1ebf ra \u0111\u01b0\u1eddng v\u00e0 ch\u1ec9 \u0111\u01b0\u1ee3c \u0111\u1ebfn nh\u1eefng n\u01a1i c\u00f4ng c\u1ed9ng, c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m \u0111\u01b0\u1ee3c khuy\u1ebfn kh\u00edch s\u1eeda \u0111\u1ed5i c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ec3 c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau t\u1ed1t h\u01a1n. \u0110\u00e2y d\u01b0\u1eddng nh\u01b0 l\u00e0 th\u1eddi [&#8230;]\n","protected":false},"author":13,"featured_media":2634,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[34,71,114],"class_list":["post-2631","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pharma-marketing","tag-chien-luoc-marketing","tag-marketing-duoc-pham","tag-traditional-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2631","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=2631"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2631\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/2634"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=2631"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=2631"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=2631"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}