{"id":2810,"date":"2021-09-29T11:52:12","date_gmt":"2021-09-29T04:52:12","guid":{"rendered":"https:\/\/hedima.vn\/journey\/?p=2810"},"modified":"2021-09-29T11:52:12","modified_gmt":"2021-09-29T04:52:12","slug":"chien-luoc-marketing-trong-nganh-duoc-pham","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/chien-luoc-marketing-trong-nganh-duoc-pham\/","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c marketing trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m gi\u1eef vai tr\u00f2 nh\u01b0 th\u1ebf n\u00e0o?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">C\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng qu\u1ea3ng c\u00e1o d\u00e0nh cho s\u1ea3n ph\u1ea9m thu\u1ed1c c\u1ea7n c\u00f3 \u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 \u0111\u01b0\u1ee3c l\u00ean k\u1ebf ho\u1ea1ch c\u1ee5 th\u1ec3. Chi\u1ebfn l\u01b0\u1ee3c marketing trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m gi\u1eef m\u1ed9t vai tr\u00f2 quan tr\u1ecdng gi\u00fap c\u00e1c h\u00e3ng d\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111i\u1ec3m \u0111au c\u1ee7a kh\u00e1ch h\u00e0ng nh\u1eb1m \u0111\u01b0a ra nh\u1eefng gi\u1ea3i ph\u00e1p th\u00edch h\u1ee3p.\u00a0<\/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\/chien-luoc-marketing-trong-nganh-duoc-pham\/#1_Thi_truong_duoc_pham_mau_mo_nhu_the_nao\" >1. Th\u1ecb tr\u01b0\u1eddng d\u01b0\u1ee3c ph\u1ea9m m\u00e0u m\u1ee1 nh\u01b0 th\u1ebf n\u00e0o?<\/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\/chien-luoc-marketing-trong-nganh-duoc-pham\/#2_Cac_hang_duoc_nen_dau_tu_vao_marketing_hay_nghien_cuu_phat_trien_san_pham_R_D\" >2. C\u00e1c h\u00e3ng d\u01b0\u1ee3c n\u00ean \u0111\u1ea7u t\u01b0 v\u00e0o marketing hay nghi\u00ean c\u1ee9u ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m (R&amp;D)?<\/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\/chien-luoc-marketing-trong-nganh-duoc-pham\/#3_Vai_tro_cua_marketer_nganh_duoc_pham\" >3. Vai tr\u00f2 c\u1ee7a marketer 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-4\" href=\"https:\/\/hedima.vn\/journey\/chien-luoc-marketing-trong-nganh-duoc-pham\/#4_Chien_luoc_marketing_trong_nganh_duoc_pham_dang_thinh_hanh_la_gi\" >4. Chi\u1ebfn l\u01b0\u1ee3c marketing trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m \u0111ang th\u1ecbnh h\u00e0nh 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-5\" href=\"https:\/\/hedima.vn\/journey\/chien-luoc-marketing-trong-nganh-duoc-pham\/#5_Chien_luoc_marketing_danh_cho_nhan_vien_y_te_va_benh_nhan\" >5. Chi\u1ebfn l\u01b0\u1ee3c marketing d\u00e0nh cho nh\u00e2n vi\u00ean y t\u1ebf v\u00e0 b\u1ec7nh nh\u00e2n<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/hedima.vn\/journey\/chien-luoc-marketing-trong-nganh-duoc-pham\/#51_Chien_luoc_marketing_danh_cho_nhan_vien_y_te_HCPs\" >5.1. Chi\u1ebfn l\u01b0\u1ee3c marketing d\u00e0nh cho nh\u00e2n vi\u00ean y t\u1ebf (HCPs)<\/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\/chien-luoc-marketing-trong-nganh-duoc-pham\/#52_Chien_luoc_marketing_danh_cho_benh_nhan\" >5.2 Chi\u1ebfn l\u01b0\u1ee3c marketing d\u00e0nh cho b\u1ec7nh nh\u00e2n\u00a0<\/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\/chien-luoc-marketing-trong-nganh-duoc-pham\/#Tam_ket\" >T\u1ea1m k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Thi_truong_duoc_pham_mau_mo_nhu_the_nao\"><\/span><span style=\"color: #017ab7;\">1. Th\u1ecb tr\u01b0\u1eddng d\u01b0\u1ee3c ph\u1ea9m m\u00e0u m\u1ee1 nh\u01b0 th\u1ebf n\u00e0o?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sau \u0111\u1ea1i d\u1ecbch Covid-19, m\u1ecdi s\u1ef1 ch\u00fa \u00fd \u0111ang t\u1eadp trung v\u00e0o t\u1eebng b\u01b0\u1edbc ph\u00e1t tri\u1ec3n c\u1ee7a ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m v\u00e0 \u0111\u01b0\u1ee3c d\u1ef1 \u0111o\u00e1n th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u s\u1ebd l\u00ean \u0111\u1ebfn 1,1 ngh\u00ecn t\u1ef7 \u0111\u00f4 trong v\u00e0i n\u0103m t\u1edbi. Theo b\u00e1o c\u00e1o c\u1ee7a <a href=\"https:\/\/www.marketresearch.com\/Business-Research-Company-v4006\/Pharmaceutical-Drugs-Global-Musculoskeletal-Disorder-11518658\/?progid=90731\" target=\"_blank\" rel=\"noopener\">Market Research<\/a>, trong l\u0129nh v\u1ef1c ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe, th\u1ecb tr\u01b0\u1eddng d\u01b0\u1ee3c ph\u1ea9m \u0111ang t\u0103ng tr\u01b0\u1edfng \u1edf m\u1ee9c 5%, ch\u1ec9 sau hai nh\u00e1nh l\u00e0 thi\u1ebft b\u1ecb v\u00e0 d\u1ee5ng c\u1ee5 y t\u1ebf. Chi ph\u00ed thu\u1ed1c h\u1ee3p l\u00fd v\u00e0 nh\u1eadn th\u1ee9c v\u1ec1 b\u1ec7nh g\u00f3p ph\u1ea7n th\u00fac \u0111\u1ea9y s\u1ef1 t\u0103ng tr\u01b0\u1edfng n\u00e0y. Nhu c\u1ea7u n\u00e0y \u0111\u01b0\u1ee3c d\u1ef1 \u0111o\u00e1n s\u1ebd ti\u1ebfp t\u1ee5c t\u0103ng trong t\u01b0\u01a1ng lai.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Cac_hang_duoc_nen_dau_tu_vao_marketing_hay_nghien_cuu_phat_trien_san_pham_R_D\"><\/span><span style=\"color: #017ab7;\">2. C\u00e1c h\u00e3ng d\u01b0\u1ee3c n\u00ean \u0111\u1ea7u t\u01b0 v\u00e0o marketing hay nghi\u00ean c\u1ee9u ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m (R&amp;D)?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">D\u1ef1a tr\u00ean <a href=\"https:\/\/www.ncbi.nlm.nih.gov\/pmc\/articles\/PMC5848527\/\" target=\"_blank\" rel=\"noopener\">nghi\u00ean c\u1ee9u c\u1ee7a JPPP<\/a>, trung b\u00ecnh m\u1ed7i h\u00e0ng d\u01b0\u1ee3c c\u1ea7n \u0111\u1ea7u t\u01b0 2.6 t\u1ef7 \u0111\u00f4 d\u00e0nh cho qu\u00e1 tr\u00ecnh R&amp;D tr\u01b0\u1edbc khi ra m\u1eaft m\u1ed9t s\u1ea3n ph\u1ea9m thu\u1ed1c tr\u00ean th\u1ecb tr\u01b0\u1eddng. Tuy nhi\u00ean, ng\u00e2n s\u00e1ch d\u00e0nh cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing lu\u00f4n chi\u1ebfm ph\u1ea7n l\u1edbn h\u01a1n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00ed d\u1ee5: Trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, Johnson&amp;Johnson s\u1eed d\u1ee5ng 8 t\u1ef7 \u0111\u00f4 cho c\u00e1c chi\u1ebfn d\u1ecbch marketing, v\u00e0 con s\u1ed1 n\u00e0y g\u1ea5p \u0111\u00f4i ng\u00e2n s\u00e1ch h\u00e3ng d\u01b0\u1ee3c d\u00e0nh cho R&amp;D. V\u00e0 ph\u1ea7n l\u1edbn, chi ph\u00ed marketing t\u1eadp trung v\u00e0o c\u00e1c chi\u1ebfn d\u1ecbch d\u00e0nh cho nh\u00e2n vi\u00ean y t\u1ebf nhi\u1ec1u h\u01a1n b\u1ec7nh nh\u00e2n.\u00a0<\/span><\/p>\n<figure id=\"attachment_2817\" aria-describedby=\"caption-attachment-2817\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2817\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/Pharma-Marketing-Or-Pharma-Manufacturing-Company-compressor.png\" alt=\"Ng\u00e2n s\u00e1ch cho marketing d\u01b0\u1ee3c ph\u1ea9m nh\u01b0 th\u1ebf n\u00e0o l\u00e0 \u0111\u1ee7?\" width=\"800\" height=\"396\" \/><figcaption id=\"caption-attachment-2817\" class=\"wp-caption-text\">Ng\u00e2n s\u00e1ch cho marketing d\u01b0\u1ee3c ph\u1ea9m nh\u01b0 th\u1ebf n\u00e0o l\u00e0 \u0111\u1ee7?<\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"3_Vai_tro_cua_marketer_nganh_duoc_pham\"><\/span><span style=\"color: #017ab7;\">3. Vai tr\u00f2 c\u1ee7a marketer ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">C\u00e1c nghi\u00ean c\u1ee9u cho th\u1ea5y, CEO c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c tin r\u1eb1ng nh\u1eefng s\u1ea3n ph\u1ea9m thu\u1ed1c m\u1edbi s\u1ebd l\u00e0 v\u0169 kh\u00ed \u0111em v\u1ec1 l\u1ee3i nhu\u1eadn cho doanh nghi\u1ec7p. Tuy nhi\u00ean, c\u00e1c chuy\u00ean gia marketing l\u1ea1i kh\u00f4ng \u0111\u1ed3ng \u00fd v\u1edbi quan \u0111i\u1ec3m n\u00e0y. H\u1ecd cho r\u1eb1ng c\u1ea7n t\u1eadp trung tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing v\u00ec s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c s\u1ea3n ph\u1ea9m \u0111ang c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng nh\u1ecf \u0111i.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\"><span style=\"color: #017ab7;\">Chuy\u00ean gia v\u1ec1 marketing cho r\u1eb1ng s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m d\u1ef1a tr\u00ean s\u1ef1 th\u1ea5u hi\u1ec3u nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng thay v\u00ec ph\u00e1t minh thu\u1ed1c m\u1edbi hay c\u1ea3i thi\u1ec7n s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3.<\/span>\u00a0\u00a0<\/span><\/i><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Chien_luoc_marketing_trong_nganh_duoc_pham_dang_thinh_hanh_la_gi\"><\/span><span style=\"color: #017ab7;\">4. Chi\u1ebfn l\u01b0\u1ee3c marketing trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m \u0111ang th\u1ecbnh h\u00e0nh l\u00e0 g\u00ec?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">V\u1edbi nh\u1eefng xu h\u01b0\u1edbng ph\u00e1t tri\u1ec3n trong t\u01b0\u01a1ng lai nh\u01b0 customer-centric (kh\u00e1ch h\u00e0ng l\u00e0 trung t\u00e2m) hay <a href=\"https:\/\/hedima.vn\/journey\/digital-marketing-trong-nganh-cham-soc-suc-khoe\/\">digital marketing<\/a>, m\u1ed9t trong nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c \u0111ang \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng ph\u1ed5 bi\u1ebfn l\u00e0 analytics based marketing.\u00a0<\/span><\/p>\n<p><span style=\"color: #017ab7;\"><strong>Analytics based marketing c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p n\u1ed5i b\u1eadt trong th\u1ecb tr\u01b0\u1eddng d\u01b0\u1ee3c ph\u1ea9m?<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u1eef li\u1ec7u, th\u00f4ng tin \u0111\u00f3ng vai tr\u00f2 r\u1ea5t quan tr\u1ecdng \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn d\u1ef1 th\u00e0nh b\u1ea1i c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch marketing. V\u1edbi t\u01b0 duy analytics based marketing, d\u1eef li\u1ec7u ph\u1ea3i \u0111\u01b0\u1ee3c b\u00f3c t\u00e1ch, ph\u00e2n t\u00edch m\u1ed9t c\u00e1ch c\u1ea9n th\u1eadn nh\u1eb1m c\u1ee7ng c\u1ed1 m\u1ecdi quy\u1ebft \u0111\u1ecbnh trong ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng, qu\u1ea3ng c\u00e1o.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vi\u1ec7c ph\u00e2n t\u00edch nh\u01b0 d\u1eef li\u1ec7u thu th\u1eadp \u0111\u01b0\u1ee3c hay t\u1eeb nh\u1eefng b\u00e0i h\u1ecdc r\u00fat ra t\u1eeb nh\u1eefng chi\u1ebfn d\u1ecbch tr\u01b0\u1edbc, kh\u00f4ng ch\u1ec9 gi\u00fap n\u00e2ng cao c\u01a1 h\u1ed9i th\u00e0nh c\u00f4ng, m\u00e0 c\u00f2n gi\u00fap c\u00e1c h\u00e3ng d\u01b0\u1ee3c ti\u1ebft ki\u1ec7m \u0111\u01b0\u1ee3c th\u1eddi gian v\u00e0 ng\u00e2n s\u00e1ch.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Xu h\u01b0\u1edbng c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c hi\u1ec7n nay v\u1eabn t\u1eadp trung v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u (branding), y\u1ebfu t\u1ed1 n\u00e0y v\u1eabn r\u1ea5t c\u1ea7n thi\u1ebft trong marketing d\u01b0\u1ee3c ph\u1ea9m. Tuy nhi\u00ean, c\u1ea7n \u00e1p d\u1ee5ng data analytics \u0111\u1ec3 \u0111o l\u01b0\u1eddng t\u00ednh hi\u1ec7u qu\u1ea3 c\u1ee7a m\u1ecdi ho\u1ea1t \u0111\u1ed9ng.\u00a0<\/span><\/p>\n<p><span style=\"color: #017ab7;\"><i><span style=\"font-weight: 400;\">\u0110\u1ec3 t\u1ed1i \u01b0u h\u00f3a k\u1ebft qu\u1ea3 chi\u1ebfn l\u01b0\u1ee3c marketing mang l\u1ea1i, ng\u01b0\u1eddi l\u00e0m marketing c\u0169ng n\u00ean\u00a0 \u00fd th\u1ee9c \u0111\u01b0\u1ee3c vi\u1ec7c marketing v\u00e0 l\u1ee3i nhu\u1eadn c\u1ea7n ph\u1ea3i \u0111i \u0111\u00f4i v\u1edbi nhau.\u00a0<\/span><\/i><\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Chien_luoc_marketing_danh_cho_nhan_vien_y_te_va_benh_nhan\"><\/span><span style=\"color: #017ab7;\">5. Chi\u1ebfn l\u01b0\u1ee3c marketing d\u00e0nh cho nh\u00e2n vi\u00ean y t\u1ebf v\u00e0 b\u1ec7nh nh\u00e2n<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Vi\u1ec7c \u0111\u1ea7u ti\u00ean tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c marketing th\u00edch h\u1ee3p l\u00e0 x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau, \u0111\u1ed3ng th\u1eddi thi\u1ebft l\u1eadp ch\u00e2n dung kh\u00e1ch h\u00e0ng.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m th\u01b0\u1eddng chia th\u00e0nh 2 nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau ch\u00ednh: nh\u00e2n vi\u00ean y t\u1ebf v\u00e0 b\u1ec7nh nh\u00e2n. Chi\u1ebfn l\u01b0\u1ee3c marketing cho hai nh\u00f3m n\u00e0y gi\u1ed1ng v\u00e0 kh\u00e1c nhau \u1edf \u0111i\u1ec3m n\u00e0o?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tr\u01b0\u1edbc h\u1ebft, nh\u00e2n vi\u00ean y t\u1ebf \u0111\u1ed1ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng tr\u00ean h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c. Ng\u01b0\u1eddi b\u1ec7nh th\u01b0\u1eddng s\u1ebd c\u00e2n nh\u1eafc l\u1eddi khuy\u00ean hay ch\u1ec9 \u0111\u1ecbnh c\u1ee7a b\u00e1c s\u0129 tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh s\u1eed d\u1ee5ng b\u1ea5t k\u00ec lo\u1ea1i thu\u1ed1c n\u00e0o. V\u00ec v\u1eady, ph\u1ea7n l\u1edbn c\u00e1c h\u00e3ng d\u01b0\u1ee3c t\u1eadp trung khai th\u00e1c c\u00e1c chi\u1ebfn d\u1ecbch d\u00e0nh ri\u00eang cho nh\u00e2n vi\u00ean y t\u1ebf.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sau \u0111\u1ea1i d\u1ecbch Covid-19, c\u00e1c chuy\u00ean gia cho r\u1eb1ng ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m s\u1ebd c\u00f3 m\u1ed9t b\u01b0\u1edbc ngo\u1eb7t l\u1edbn khi ng\u01b0\u1eddi b\u1ec7nh th\u00f4ng th\u00e1i h\u01a1n, h\u1ecd ch\u1ee7 \u0111\u1ed9ng t\u00ecm ki\u1ebfm th\u00f4ng tin v\u00e0 t\u1ef1 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh. C\u00e1c chi\u1ebfn d\u1ecbch DTC c\u0169ng \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 h\u01a1n, vi\u1ec7c ph\u00e2n t\u00edch\u00a0 insight, t\u00e2m l\u00fd v\u00e0 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi b\u1ec7nh tr\u1edf th\u00e0nh vi\u1ec7c t\u1ea5t y\u1ebfu trong chi\u1ebfn l\u01b0\u1ee3c marketing trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ngo\u00e0i ra, omnichannel marketing \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u00e0 m\u00f4 h\u00ecnh marketing ki\u1ec3u m\u1eabu. Khi xu h\u01b0\u1edbng c\u0169ng nh\u01b0 nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u0103ng l\u00ean, vi\u1ec7c marketing d\u01b0\u1ee3c ph\u1ea9m tr\u1edf n\u00ean kh\u00f3 kh\u0103n h\u01a1n, khi marketer m\u00e0 t\u1ea1o ra nhi\u1ec1u \u0111i\u1ec3m ch\u1ea1m h\u01a1n \u0111\u1ec3 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng. H\u01a1n th\u1ebf n\u1eefa, c\u00e1c \u0111i\u1ec3m ch\u1ea1m n\u00e0y c\u1ea7n c\u00f3 s\u1ef1 li\u00ean k\u1ebft \u0111\u1ec3 t\u1ea1o s\u1ef1 tin t\u01b0\u1edfng tr\u01b0\u1edbc khi l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"51_Chien_luoc_marketing_danh_cho_nhan_vien_y_te_HCPs\"><\/span><span style=\"color: #017ab7;\">5.1. Chi\u1ebfn l\u01b0\u1ee3c marketing d\u00e0nh cho nh\u00e2n vi\u00ean y t\u1ebf (HCPs)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure id=\"attachment_2819\" aria-describedby=\"caption-attachment-2819\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2819\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/Reach-out-to-busy-HCPs-1200x800-1.jpg\" alt=\"Chi\u1ebfn d\u1ecbch marketing d\u01b0\u1ee3c ph\u1ea9m d\u00e0nh cho nh\u00e2n vi\u00ean y t\u1ebf\" width=\"1200\" height=\"800\" \/><figcaption id=\"caption-attachment-2819\" class=\"wp-caption-text\">Chi\u1ebfn l\u01b0\u1ee3c marketing trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m d\u00e0nh cho nh\u00e2n vi\u00ean y t\u1ebf<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn l\u01b0\u1ee3c marketing d\u00e0nh cho nh\u00e2n vi\u00ean y t\u1ebf th\u01b0\u1eddng t\u1eadp trung khai th\u00e1c nhu c\u1ea7u c\u1ee7a h\u1ecd nh\u1eb1m cung c\u1ea5p nh\u1eefng gi\u1ea3i ph\u00e1p thuy\u1ebft ph\u1ee5c b\u1edfi nh\u1eefng nghi\u00ean c\u1ee9u v\u1edbi \u0111\u1ed9 tin c\u1eady cao.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u1edbi chi\u1ebfn l\u01b0\u1ee3c marketing truy\u1ec1n th\u1ed1ng, marketer d\u01b0\u1ee3c t\u1eadp trung v\u00e0o cung c\u1ea5p c\u00e1c th\u00f4ng tin v\u1edbi b\u1eb1ng ch\u1ee9ng khoa h\u1ecdc \u0111\u1ea7y \u0111\u1ee7 \u0111\u1ec3 thuy\u1ebft ph\u1ee5c c\u00e1c b\u00e1c s\u0129 th\u00f4ng qua c\u00e1c cu\u1ed9c tr\u00ecnh d\u01b0\u1ee3c. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y v\u1eabn r\u1ea5t hi\u1ec7u qu\u1ea3 tr\u00ean th\u1ecb tr\u01b0\u1eddng, tuy nhi\u00ean \u0111\u1ec3 n\u1ed5i b\u1eadt gi\u1eefa cu\u1ed9c c\u1ea1nh tranh n\u00e0y, c\u00e1c h\u00e3ng d\u01b0\u1ee3c c\u1ea7n \u0111\u1ea7u t\u01b0 nhi\u1ec1u h\u01a1n th\u1ebf!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Y\u1ebfu t\u1ed1 c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u1ea3m b\u1ea3o \u0111\u1ea7u ti\u00ean v\u1eabn l\u00e0 ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a th\u00f4ng tin. Th\u00f4ng tin tr\u01b0\u1edbc h\u1ebft ph\u1ea3i ch\u00ednh x\u00e1c v\u00e0 \u0111\u01b0\u1ee3c \u0111\u1ea3m b\u1ea3o b\u1eb1ng nh\u1eefng nghi\u00ean c\u1ee9u khoa h\u1ecdc v\u1edbi \u0111\u1ed9 tin c\u1eady cao. Ngo\u00e0i ra, c\u00e1ch tr\u00ecnh b\u00e0y th\u00f4ng tin l\u1ea1i g\u00f3p ph\u1ea7n t\u1ea1o n\u00ean \u0111i\u1ec3m nh\u1ea5n c\u1ee7a c\u1ee7a \u1ea5n ph\u1ea9m y khoa \u0111\u00f3. T\u00e0i li\u1ec7u marketing nh\u01b0 detailing aid c\u1ea7n ph\u1ea3i c\u00f3 b\u1ed1 c\u1ee5c r\u00f5 r\u00e0ng, d\u1ec5 \u0111\u1ecdc, d\u1ec5 nh\u1edb. T\u00ednh ti\u1ec7n \u00edch c\u1ee7a t\u00e0i li\u1ec7u (nh\u1ecf, g\u1ecdn, kh\u00f4ng t\u1ed1n nhi\u1ec1u th\u1eddi gian \u0111\u1ec3 \u0111\u1ecdc) gi\u00fap HCPs c\u00f3 c\u00e1i nh\u00ecn thi\u1ec7n c\u1ea3m h\u01a1n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">H\u01a1n th\u1ebf n\u1eefa, nhi\u1ec1u HCPs kh\u00e1 nh\u1ea1y c\u1ea3m v\u1edbi c\u00e1ch ti\u1ebfp c\u1eadn truy\u1ec1n th\u1ed1ng n\u00e0y, marketer c\u00f3 th\u1ec3 v\u1eadn d\u1ee5ng c\u00e1c n\u1ec1n t\u1ea3ng digital kh\u00e1c \u0111\u1ec3 HCPs ch\u1ee7 \u0111\u1ed9ng \u201ct\u00ecm th\u1ea5y\u201d th\u00f4ng tin trong th\u1eddi gian m\u00e0 h\u1ecd mong mu\u1ed1n. Th\u00f4ng qua c\u00e1c k\u00eanh nh\u01b0 <a href=\"https:\/\/hedima.vn\/journey\/email-marketing\/\">email marketing<\/a>, c\u00e1c kh\u00f3a h\u1ecdc \u0111\u00e0o t\u1ea1o t\u1eeb xa eCME, eCPE, hay k\u00eanh website cung c\u1ea5p tin y t\u1ebf. H\u00e3y \u0111\u1ea3m b\u1ea3o nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 chi\u1ebfn d\u1ecbch mang l\u1ea1i th\u1eadt s\u1ef1 h\u1eefu \u00edch v\u00e0 h\u1ea5p d\u1eabn \u0111\u1ed1i v\u1edbi HCPs.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"52_Chien_luoc_marketing_danh_cho_benh_nhan\"><\/span><span style=\"color: #017ab7;\">5.2 Chi\u1ebfn l\u01b0\u1ee3c marketing d\u00e0nh cho b\u1ec7nh nh\u00e2n\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure id=\"attachment_2821\" aria-describedby=\"caption-attachment-2821\" style=\"width: 768px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2821\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/NovartisAd-768x432-1.jpg\" alt=\"Chi\u1ebfn l\u01b0\u1ee3c marketing trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m d\u00e0nh cho b\u1ec7nh nh\u00e2n\" width=\"768\" height=\"432\" \/><figcaption id=\"caption-attachment-2821\" class=\"wp-caption-text\">Chi\u1ebfn l\u01b0\u1ee3c marketing trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m d\u00e0nh cho b\u1ec7nh nh\u00e2n<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">T\u1eeb vi\u1ec7c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 insight c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau, c\u00e1c h\u00e3ng d\u01b0\u1ee3c tr\u00ean th\u1ebf gi\u1edbi nh\u1eadn th\u1ea5y r\u1eb1ng h\u00e0nh vi t\u1ef1 t\u00ecm ki\u1ebfm th\u00f4ng tin (search engine) l\u00e0 \u0111i\u1ec3m ch\u1ea1m gi\u00fap c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp c\u1eadn g\u1ea7n h\u01a1n v\u1edbi kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vi\u1ec7c tri\u1ec3n khai x\u00e2y d\u1ef1ng c\u00e1c website cung c\u1ea5p th\u00f4ng tin y t\u1ebf hay m\u1ed9t landing page cho c\u00e1c chi\u1ebfn d\u1ecbch l\u00e0 m\u1ed9t vi\u1ec7c v\u00f4 c\u00f9ng c\u1ea7n thi\u1ebft hi\u1ec7n nay. \u0110\u00e2y l\u00e0 c\u01a1 h\u1ed9i gi\u00fap c\u00e1c h\u00e3ng d\u01b0\u1ee3c ti\u1ebfp x\u00fac tr\u1ef1c ti\u1ebfp v\u1edbi ng\u01b0\u1eddi mua h\u00e0ng (end-user). V\u00ec v\u1eady, marketer c\u1ea7n trang b\u1ecb ki\u1ebfn th\u1ee9c v\u1ec1 SEO v\u00e0 content marketing c\u1ea7n thi\u1ebft tr\u00ean n\u1ec1n t\u1ea3ng n\u00e0y.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social media marketing c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng n\u1ec1n t\u1ea3ng m\u00e0 marketer d\u01b0\u1ee3c ph\u1ea9m n\u00ean nghi\u00ean c\u1ee9u v\u00e0 khai th\u00e1c. \u01afu \u0111i\u1ec3m c\u1ee7a social media l\u00e0 nh\u00e3n h\u00e0ng c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn v\u1edbi nhi\u1ec1u nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng, \u0111\u1ed3ng th\u1eddi t\u0103ng s\u1ef1 quan t\u00e2m c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau \u0111\u1ebfn v\u1ea5n \u0111\u1ec1, nh\u1eb1m th\u00fac \u0111\u1ea9y h\u1ecd \u0111\u1ebfn th\u0103m kh\u00e1m hay t\u00ecm hi\u1ec3u th\u00f4ng tin qua website.\u00a0<\/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;\">Chi\u1ebfn l\u01b0\u1ee3c marketing trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m gi\u1eef m\u1ed9t vai tr\u00f2 kh\u00f4ng th\u1ec3 thi\u1ebfu trong ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a b\u1ea5t k\u00ec m\u1ed9t h\u00e3ng d\u01b0\u1ee3c n\u00e0o. Th\u00f4ng qua s\u1ef1 gi\u1edbi thi\u1ec7u s\u01a1 l\u01b0\u1ee3c v\u1ec1 t\u1ea7m quan tr\u1ecdng c\u1ee7a m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 c\u0169ng nh\u01b0 th\u1ef1c tr\u1ea1ng v\u00e0 nh\u1eefng th\u00e1ch th\u1ee9c trong t\u01b0\u01a1ng lai, ch\u00fac c\u00e1c marketer d\u01b0\u1ee3c c\u00f3 nh\u1eefng \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c t\u1eeb \u0111\u1ea7u nh\u1eb1m \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau nh\u01b0 mong \u0111\u1ee3i!<\/span><\/p>\n<div class=\"bg-margin-for-link\"><input type='hidden' bg_collapse_expand='6a3c29ab72a005069241564' value='6a3c29ab72a005069241564'><input type='hidden' id='bg-show-more-text-6a3c29ab72a005069241564' value='T\u00e0i li\u1ec7u tham kh\u1ea3o'><input type='hidden' id='bg-show-less-text-6a3c29ab72a005069241564' value='Show Less'><a id='bg-showmore-action-6a3c29ab72a005069241564' class='bg-showmore-plg-link bg-arrow '  style=\" color:#017ab7;;\" href='#'>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><div id='bg-showmore-hidden-6a3c29ab72a005069241564' >\n<ol>\n<li style=\"font-weight: 400\"><a href=\"https:\/\/healthcareweekly.com\/pharma-marketing\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400\">https:\/\/healthcareweekly.com\/pharma-marketing\/<\/span><\/a><span style=\"font-weight: 400\">\u00a0<\/span><\/li>\n<\/ol>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>C\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng qu\u1ea3ng c\u00e1o d\u00e0nh cho s\u1ea3n ph\u1ea9m thu\u1ed1c c\u1ea7n c\u00f3 \u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 \u0111\u01b0\u1ee3c l\u00ean k\u1ebf ho\u1ea1ch c\u1ee5 th\u1ec3. Chi\u1ebfn l\u01b0\u1ee3c marketing trong ng\u00e0nh d\u01b0\u1ee3c ph\u1ea9m gi\u1eef m\u1ed9t vai tr\u00f2 quan tr\u1ecdng gi\u00fap c\u00e1c h\u00e3ng d\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111i\u1ec3m \u0111au c\u1ee7a kh\u00e1ch h\u00e0ng nh\u1eb1m \u0111\u01b0a ra nh\u1eefng gi\u1ea3i ph\u00e1p th\u00edch [&#8230;]\n","protected":false},"author":13,"featured_media":2822,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[34],"class_list":["post-2810","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pharma-marketing","tag-chien-luoc-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2810","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=2810"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2810\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/2822"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=2810"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=2810"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=2810"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}