{"id":3045,"date":"2021-11-08T09:53:19","date_gmt":"2021-11-08T02:53:19","guid":{"rendered":"https:\/\/hedima.vn\/journey\/?p=3045"},"modified":"2021-11-08T09:53:19","modified_gmt":"2021-11-08T02:53:19","slug":"xu-huong-xay-dung-chien-luoc-marketing-duoc-pham","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/xu-huong-xay-dung-chien-luoc-marketing-duoc-pham\/","title":{"rendered":"5 xu h\u01b0\u1edbng x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c marketing d\u01b0\u1ee3c ph\u1ea9m trong t\u01b0\u01a1ng lai\u00a0"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Marketing l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng kh\u00f4ng th\u1ec3 thi\u1ebfu trong v\u1eadn h\u00e0nh b\u1ea5t k\u00ec doanh nghi\u1ec7p d\u01b0\u1ee3c ph\u1ea9m n\u00e0o. \u0110\u1ec3 c\u00f3 th\u1ec3 ho\u1ea1t \u0111\u1ecbnh m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing hi\u1ec7u qu\u1ea3, marketer c\u1ea7n n\u1eafm b\u1eaft nh\u1eefng bi\u1ebfn \u0111\u1ed5i nh\u1ecf nh\u1ea5t c\u1ee7a th\u1ecb tr\u01b0\u1eddng. Th\u1ea5u hi\u1ec3u 5 xu h\u01b0\u1edbng x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c marketing d\u01b0\u1ee3c ph\u1ea9m trong t\u01b0\u01a1ng lai gi\u00fap b\u1ea1n tr\u1edf th\u00e0nh ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u!<\/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\/xu-huong-xay-dung-chien-luoc-marketing-duoc-pham\/#1_Tich_hop_du_lieu_data_integration\" >1. T\u00edch h\u1ee3p d\u1eef li\u1ec7u (data integration)<\/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\/xu-huong-xay-dung-chien-luoc-marketing-duoc-pham\/#2_Quan_ly_thong_tin_hieu_qua\" >2. Qu\u1ea3n l\u00fd th\u00f4ng tin hi\u1ec7u qu\u1ea3<\/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\/xu-huong-xay-dung-chien-luoc-marketing-duoc-pham\/#3_Benh_nhan_la_trung_tam\" >3. B\u1ec7nh nh\u00e2n l\u00e0 trung t\u00e2m<\/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\/xu-huong-xay-dung-chien-luoc-marketing-duoc-pham\/#4_Vai_tro_cua_cac_hang_duoc_pham_trong_thi_truong_cham_soc_suc_khoe\" >4. Vai tr\u00f2 c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m trong th\u1ecb tr\u01b0\u1eddng ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe<\/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\/xu-huong-xay-dung-chien-luoc-marketing-duoc-pham\/#5_Toi_uu_hoa_cac_kenh_sales_field_force\" >5. T\u1ed1i \u01b0u h\u00f3a c\u00e1c k\u00eanh sales (field force)<\/a><\/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\/xu-huong-xay-dung-chien-luoc-marketing-duoc-pham\/#Tam_ket\" >T\u1ea1m k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Tich_hop_du_lieu_data_integration\"><\/span><span style=\"color: #017ab7;\">1. T\u00edch h\u1ee3p d\u1eef li\u1ec7u (data integration)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3049\" aria-describedby=\"caption-attachment-3049\" style=\"width: 1250px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3049\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/11\/iStock-521993278.jpg\" alt=\"T\u00edch h\u1ee3p d\u1eef li\u1ec7u l\u00e0 xu h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c trong t\u01b0\u01a1ng lai\" width=\"1250\" height=\"703\" \/><figcaption id=\"caption-attachment-3049\" class=\"wp-caption-text\">T\u00edch h\u1ee3p d\u1eef li\u1ec7u l\u00e0 xu h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c trong t\u01b0\u01a1ng lai<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Trong giai \u0111o\u1ea1n chuy\u1ec3n h\u00f3a v\u00e0 b\u00f9ng n\u1ed5 c\u00f4ng ngh\u1ec7, vi\u1ec7c t\u00ecm ki\u1ebfm v\u00e0 l\u01b0u tr\u1eef data l\u00e0 \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u c\u1ee7a c\u00e1c doanh nghi\u1ec7p. V\u1ea5n \u0111\u1ec1 chung c\u1ee7a c\u00e1c b\u1ec7nh vi\u1ec7n v\u00e0 h\u00e3ng d\u01b0\u1ee3c l\u00e0 l\u00e0m sao \u0111\u1ec3 l\u01b0u tr\u1eef v\u00e0 s\u1eed d\u1ee5ng ngu\u1ed3n th\u00f4ng tin m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3, \u0111\u1ed3ng th\u1eddi \u0111\u1ea3m b\u1ea3o b\u1ea3o m\u1eadt, quy\u1ec1n ri\u00eang t\u01b0 c\u1ee7a b\u1ec7nh\u00a0 nh\u00e2n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vi\u1ec7c s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 trong qu\u1ea3n l\u00fd th\u00f4ng tin \u0111\u01b0\u1ee3c cho l\u00e0 c\u00f2n kh\u00e1 b\u1ee1 ng\u1ee1 v\u00e0 g\u1eb7p nhi\u1ec1u kh\u00f3 kh\u0103n t\u1ea1i Vi\u1ec7t Nam. Tuy nhi\u00ean, \u0111\u1ea1i d\u1ecbch Covid-19 th\u00fac \u0111\u1ea9y qu\u00e1 tr\u00ecnh n\u00e0y ti\u1ebfn tri\u1ec3n nhanh h\u01a1n, t\u1eeb nh\u00e2n vi\u00ean y t\u1ebf (HCPs) \u0111\u1ebfn b\u1ec7nh nh\u00e2n \u0111\u1ec1u c\u00f3 c\u00e1i nh\u00ecn thi\u1ec7n c\u1ea3m h\u01a1n b\u1edfi s\u1ef1 ti\u1ec7n l\u1ee3i m\u00e0 c\u00f4ng ngh\u1ec7 mang l\u1ea1i.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00e0nh ri\u00eang cho nh\u1eefng marketer d\u01b0\u1ee3c ph\u1ea9m \u0111\u1eb7c bi\u1ec7t quan t\u00e2m \u0111\u1ebfn social media marketing, <a href=\"https:\/\/hedima.vn\/journey\/social-listening-co-y-nghia-nhu-the-nao\/\">social listening<\/a> l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 hi\u1ec7u qu\u1ea3 gi\u00fap b\u1ea1n t\u00ecm \u0111\u01b0\u1ee3c nh\u1eefng insight c\u1ea7n thi\u1ebft cho chi\u1ebfn d\u1ecbch.\u00a0 N\u1ebfu mu\u1ed1n s\u1eed d\u1ee5ng c\u00f4ng c\u1ee5 n\u00e0y \u0111\u1ec3 thu th\u1eadp insight, t\u1ec7p kh\u00e1ch h\u00e0ng ph\u1ea3i ch\u00ednh x\u00e1c v\u00e0 \u0111\u1ee7 l\u1edbn, tr\u00e1nh nh\u1eefng y\u1ebfu t\u1ed1 nhi\u1ec5u g\u00e2y \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn k\u1ebft qu\u1ea3.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Quan_ly_thong_tin_hieu_qua\"><\/span><span style=\"color: #017ab7;\">2. Qu\u1ea3n l\u00fd th\u00f4ng tin hi\u1ec7u qu\u1ea3<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3050\" aria-describedby=\"caption-attachment-3050\" style=\"width: 598px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3050\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/11\/Team-solving-integration-challenges.jpg\" alt=\"Qu\u1ea3n l\u00fd th\u00f4ng tin hi\u1ec7u qu\u1ea3 \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn d\u1ecbch marketing d\u01b0\u1ee3c ph\u1ea9m\" width=\"598\" height=\"399\" \/><figcaption id=\"caption-attachment-3050\" class=\"wp-caption-text\">Qu\u1ea3n l\u00fd th\u00f4ng tin hi\u1ec7u qu\u1ea3 \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn d\u1ecbch marketing d\u01b0\u1ee3c ph\u1ea9m<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">L\u00e0 m\u1ed9t ng\u01b0\u1eddi qu\u1ea3n l\u00fd d\u1ef1 \u00e1n, b\u1ea1n c\u1ea7n hi\u1ec3u r\u00f5 m\u1ee5c \u0111\u00edch thu th\u1eadp th\u00f4ng tin v\u00e0 c\u00e1ch th\u1ee9c ph\u00e2n t\u00edch th\u00f4ng tin m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. B\u1ea1n c\u00f3 nh\u1eadn th\u1ea5y r\u1eb1ng: m\u1ed9t c\u00f4ng c\u1ee5 \u0111\u01a1n thu\u1ea7n nh\u01b0 PowerPoint hay spreadsheet (Excel) kh\u00f4ng th\u1eadt s\u1ef1 hi\u1ec7u qu\u1ea3 trong vi\u1ec7c qu\u1ea3n l\u00fd th\u00f4ng tin?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gi\u1ea3i ph\u00e1p \u0111\u1ec1 xu\u1ea5t: doanh nghi\u1ec7p c\u1ea7n \u0111\u1ea7u t\u01b0 t\u1ea1o n\u00ean m\u1ed9t n\u1ec1n t\u1ea3ng ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng y\u00eau c\u1ea7u c\u1ee5 th\u1ec3 d\u00e0nh ri\u00eang cho t\u1eebng d\u1ef1 \u00e1n. N\u1ec1n t\u1ea3ng n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn d\u01b0\u1edbi h\u00ecnh th\u1ee9c dashboard hay portal. Dashboard kh\u00f4ng ch\u1ec9 gi\u00fap ng\u01b0\u1eddi qu\u1ea3n l\u00fd d\u1ec5 d\u00e0ng nh\u00ecn \u0111\u01b0\u1ee3c b\u1ee9c tranh chung, t\u1eadn d\u1ee5ng h\u1ebft ngu\u1ed3n th\u00f4ng tin \u0111\u00e3 thu th\u1eadp \u0111\u01b0\u1ee3c, m\u00e0 c\u00f2n gi\u00fap nh\u1eefng th\u00e0nh vi\u00ean trong d\u1ef1 \u00e1n c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng s\u1eed d\u1ee5ng c\u00e1c th\u00f4ng tin c\u1ea7n thi\u1ebft.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Benh_nhan_la_trung_tam\"><\/span><span style=\"color: #017ab7;\">3. B\u1ec7nh nh\u00e2n l\u00e0 trung t\u00e2m<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3051\" aria-describedby=\"caption-attachment-3051\" style=\"width: 512px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3051\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/11\/unnamed.jpg\" alt=\"B\u1ec7nh nh\u00e2n \u0111\u00f3ng vai tr\u00f2 ch\u1ee7 \u0111\u1ed9ng h\u01a1n trong t\u01b0\u01a1ng lai\" width=\"512\" height=\"340\" \/><figcaption id=\"caption-attachment-3051\" class=\"wp-caption-text\">B\u1ec7nh nh\u00e2n \u0111\u00f3ng vai tr\u00f2 ch\u1ee7 \u0111\u1ed9ng h\u01a1n trong t\u01b0\u01a1ng lai<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">\u1ede nh\u1eefng qu\u1ed1c gia c\u1edfi m\u1edf, b\u1ec7nh nh\u00e2n ng\u00e0y c\u00e0ng \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng h\u01a1n trong vi\u1ec7c l\u1ef1a ch\u1ecdn thu\u1ed1c. Nhi\u1ec1u chuy\u00ean gia marketing t\u1ea1i th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam c\u0169ng cho r\u1eb1ng d\u00f9 nh\u00e2n vi\u00ean y t\u1ebf v\u1eabn \u0111\u00f3ng vai tr\u00f2 ch\u1ee7 ch\u1ed1t, sau \u0111\u1ea1i d\u1ecbch Covid-19, v\u1edbi s\u1ef1 quan t\u00e2m cao \u0111\u1ebfn s\u1ee9c kh\u1ecfe, nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi b\u1ec7nh c\u00f3 nhi\u1ec1u thay \u0111\u1ed5i, h\u1ecd s\u1ebd t\u1ea1o \u1ea3nh h\u01b0\u1edfng nhi\u1ec1u h\u01a1n trong quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. V\u00ec v\u1eady, h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng (customer journey) c\u00f3 nhi\u1ec1u thay \u0111\u1ed5i, b\u1ea1n s\u1ebd ph\u1ea3i t\u1ea1o nhi\u1ec1u \u0111i\u1ec3m ch\u1ea1m, v\u00e0 g\u1eb7p g\u1ee1 v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau t\u1ea1i n\u01a1i h\u1ecd mong mu\u1ed1n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 c\u00f3 th\u1ec3 l\u00ean chi\u1ebfn d\u1ecbch marketing ph\u00f9 h\u1ee3p v\u1edbi b\u1ec7nh nh\u00e2n, hai xu h\u01b0\u1edbng \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp \u1edf tr\u00ean: t\u00edch h\u1ee3p d\u1eef li\u1ec7u v\u00e0 qu\u1ea3n l\u00fd th\u00f4ng tin hi\u1ec7u qu\u1ea3 l\u00e0 vi\u1ec7c t\u1ea5t y\u1ebfu \u0111\u1ec3 c\u00f3 th\u1ec3 n\u1eafm b\u1eaft t\u00e2m l\u00fd c\u0169ng nh\u01b0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng tr\u00ean h\u00e0nh tr\u00ecnh mua h\u00e0ng. Nh\u1eefng s\u1ed1 l\u01b0\u1ee3ng <a href=\"https:\/\/hedima.vn\/journey\/ban-biet-gi-ve-dtc-marketing\/\">chi\u1ebfn d\u1ecbch DTC (direct-to-customer)<\/a> d\u00e0nh ri\u00eang cho b\u1ec7nh nh\u00e2n s\u1ebd \u0111\u01b0\u1ee3c d\u1ef1 \u0111o\u00e1n s\u1ebd t\u0103ng \u0111\u00e1ng k\u1ec3 trong t\u01b0\u01a1ng lai r\u1ea5t g\u1ea7n.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Vai_tro_cua_cac_hang_duoc_pham_trong_thi_truong_cham_soc_suc_khoe\"><\/span><span style=\"color: #017ab7;\">4. Vai tr\u00f2 c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m trong th\u1ecb tr\u01b0\u1eddng ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3052\" aria-describedby=\"caption-attachment-3052\" style=\"width: 2048px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3052\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/11\/ey-pli-scheme-scaled.jpg\" alt=\"Vai tr\u00f2 c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m trong t\u01b0\u01a1ng lai s\u1ebd thay \u0111\u1ed5i nh\u01b0 th\u1ebf n\u00e0o?\" width=\"2048\" height=\"1365\" \/><figcaption id=\"caption-attachment-3052\" class=\"wp-caption-text\">Vai tr\u00f2 c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m trong t\u01b0\u01a1ng lai s\u1ebd thay \u0111\u1ed5i nh\u01b0 th\u1ebf n\u00e0o?<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a ng\u01b0\u1eddi b\u1ec7nh \u0111\u1ed1i v\u1edbi c\u00e1c d\u1ecbch v\u1ee5 y t\u1ebf, vai tr\u00f2 c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c l\u00e0 kh\u00f4ng th\u1ec3 thi\u1ebfu, ngo\u00e0i ra c\u00f2n c\u00f3 c\u00e1c b\u00ean c\u0169ng \u0111ang gi\u1eef vai tr\u00f2 quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh n\u00e0y bao g\u1ed3m nh\u00e2n vi\u00ean y t\u1ebf, b\u1ec7nh vi\u1ec7n, nh\u00e0 thu\u1ed1c hay c\u00e1c \u0111\u01a1n v\u1ecb cung c\u1ea5p b\u1ea3o hi\u1ec3m.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nhi\u1ec1u marketer c\u00f2n kh\u00e1 ph\u00e2n v\u00e2n v\u1ec1 vai tr\u00f2 c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m trong c\u00e1c qu\u00e1 tr\u00ecnh cung c\u1ea5p d\u1ecbch v\u1ee5 y t\u1ebf. Ngo\u00e0i nh\u1eefng y\u1ebfu t\u1ed1 ngo\u00e0i t\u1ea7m ki\u1ec3m so\u00e1t nh\u01b0 s\u1ef1 \u01b0u ti\u00ean l\u1ef1a ch\u1ecdn t\u1eeb c\u00e1c nh\u00e2n vi\u00ean y t\u1ebf v\u00e0 b\u1ec7nh vi\u1ec7n, c\u00f4ng vi\u1ec7c ch\u00ednh c\u1ee7a c\u00e1c h\u00e3ng d\u01b0\u1ee3c c\u1ea7n \u0111\u1ea3m b\u1ea3o 3 ti\u00eau ch\u00ed:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">S\u1ea3n ph\u1ea9m c\u00f3 hi\u1ec7u qu\u1ea3 gi\u00fap b\u1ec7nh nh\u00e2n c\u1ea3i thi\u1ec7n t\u00ecnh tr\u1ea1ng b\u1ec7nh.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Th\u00f4ng tin \u0111\u01b0\u1ee3c cung c\u1ea5p b\u1edfi h\u00e3ng d\u01b0\u1ee3c \u0111\u1ea7y \u0111\u1ee7 v\u00e0 \u0111\u00e1ng tin c\u1eady gi\u00fap b\u1ec7nh nh\u00e2n tu\u00e2n th\u1ee7 \u0111i\u1ec1u tr\u1ecb.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gi\u00e1 c\u1ee7a s\u1ea3n ph\u1ea9m ph\u1ea3i h\u1ee3p l\u00fd ho\u1eb7c \u00edt nh\u1ea5t b\u1ea1n ph\u1ea3i \u0111\u1ea3m b\u1ea3o b\u1ec7nh nh\u00e2n nh\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng s\u1ef1 h\u1ed7 tr\u1ee3 t\u1eeb b\u1ea3o hi\u1ec3m y t\u1ebf \u0111\u1ec3 c\u00f3 \u0111\u1ee7 kh\u1ea3 n\u0103ng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m.\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng m\u1ee5c ti\u00eau tr\u00ean, c\u1ea7n c\u00f3 s\u1ef1 ph\u1ed1i h\u1ee3p ch\u1eb7t ch\u1ebd gi\u1eefa b\u1ed9 ph\u1eadn R&amp;D v\u00e0 marketing \u0111\u1ec3 \u0111\u01b0a \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng nh\u1ea5t v\u1edbi \u00edt chi ph\u00ed nh\u1ea5t. \u0110\u1ed1i v\u1edbi marketer d\u01b0\u1ee3c ph\u1ea9m, b\u1ea1n n\u00ean t\u1eadn d\u1ee5ng \u0111a k\u00eanh ph\u01b0\u01a1ng ti\u1ec7n \u0111\u1ec3\u00a0 ti\u1ebfp c\u1eadn v\u1edbi kh\u00e1ch h\u00e0ng v\u1edbi hai m\u1ee5c \u0111\u00edch: cung c\u1ea5p c\u00e1c th\u00f4ng tin c\u1ea7n thi\u1ebft cho kh\u00e1ch h\u00e0ng, v\u00e0 thu th\u1eadp nh\u1eefng d\u1eef li\u1ec7u, insight gi\u00fap \u00edt cho c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m hay c\u00e1c chi\u1ebfn d\u1ecbch marketing trong t\u01b0\u01a1ng lai.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social media marketing l\u00e0 xu h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c marketing d\u01b0\u1ee3c ph\u1ea9m. V\u1edbi c\u00f4ng c\u1ee5 social listening, b\u1ea1n c\u00f3 th\u1ec3 th\u1eadt s\u1ef1 l\u1eafng nghe ti\u1ebfng l\u00f2ng c\u1ee7a ng\u01b0\u1eddi b\u1ec7nh. M\u1ed9t trong nh\u1eefng insight quan tr\u1ecdng th\u1eadm ch\u00ed c\u00f3 th\u1ec3 \u0111\u1ebfn t\u1eeb t\u00e1c d\u1ee5ng ph\u1ee5 c\u1ee7a thu\u1ed1c. C\u1ea3i thi\u1ec7n nh\u1eefng v\u1ea5n \u0111\u1ec1 th\u01b0\u1eddng b\u1ecb b\u1ecf qu\u00ean c\u00f3 th\u1ec3 l\u00e0m h\u00e0i l\u00f2ng \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau nh\u1eb1m t\u0103ng \u0111\u1ed9 y\u00eau th\u00edch th\u01b0\u01a1ng hi\u1ec7u. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Toi_uu_hoa_cac_kenh_sales_field_force\"><\/span><span style=\"color: #017ab7;\">5. T\u1ed1i \u01b0u h\u00f3a c\u00e1c k\u00eanh sales (field force)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3053\" aria-describedby=\"caption-attachment-3053\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3053\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/11\/thuyet-phuc-bac-si.jpg\" alt=\"Tr\u00ecnh d\u01b0\u1ee3c vi\u00ean v\u1eabn chi\u1ebfm vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c thuy\u1ebft ph\u1ee5c nh\u00e2n vi\u00ean y t\u1ebf\" width=\"600\" height=\"430\" \/><figcaption id=\"caption-attachment-3053\" class=\"wp-caption-text\">Tr\u00ecnh d\u01b0\u1ee3c vi\u00ean v\u1eabn chi\u1ebfm vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c thuy\u1ebft ph\u1ee5c nh\u00e2n vi\u00ean y t\u1ebf<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">D\u00f9 kh\u00f4ng th\u1eeba nh\u1eadn, nh\u01b0ng lu\u00f4n c\u00f3 m\u1ed9t cu\u1ed9c c\u1ea1nh tranh ng\u1ea7m gi\u1eefa b\u1ed9 ph\u1eadn field force v\u00e0 marketing t\u1ea1i c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m. S\u1ebd kh\u00f3 \u0111\u1ec3 thay \u0111\u1ed5i \u0111\u1ecbnh ki\u1ebfn \u201cmarketer ch\u1ec9 ng\u1ed3i b\u00e0n gi\u1ea5y v\u00e0 thi\u1ebfu kinh nghi\u1ec7m th\u1ef1c chi\u1ebfn\u201d, field force l\u00e0 nh\u1eefng ng\u01b0\u1eddi ti\u1ebfp c\u1eadn tr\u1ef1c ti\u1ebfp v\u00e0 t\u1ed1n nhi\u1ec1u t\u00e2m s\u1ee9c \u0111\u1ec3 thuy\u1ebft ph\u1ee5c nh\u00e2n vi\u00ean y t\u1ebf. Tuy nhi\u00ean, l\u00e0 m\u1ed9t marketer, b\u1ea1n c\u1ea7n \u00fd th\u1ee9c \u0111\u01b0\u1ee3c field force s\u1ebd l\u00e0 c\u00e1nh tay n\u1ed1i d\u00e0i gi\u00fap th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a b\u1ea1n \u0111\u00e3 truy\u1ec1n \u0111i m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 nh\u1ea5t. N\u1ebfu c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 tin t\u01b0\u1edfng h\u1ecd, marketer c\u00f3 th\u1ec3 c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m c\u1ee7a t\u1eebng nh\u00e2n vi\u00ean y t\u1ebf th\u00f4ng qua chi\u1ebfn d\u1ecbch v\u00e0 c\u00f4ng c\u1ee5 marketing chung. N\u1ebfu c\u1ea3 marketer v\u00e0 field force \u0111\u1ec1u c\u00f3 th\u1ec3 truy c\u1eadp c\u00f9ng m\u1ed9t l\u01b0\u1ee3ng th\u00f4ng tin th\u00ec s\u1ebd gi\u00fap \u00edch cho vi\u1ec7c h\u1ee3p t\u00e1c gi\u1eefa \u0111\u00f4i b\u00ean. V\u00ed d\u1ee5: marketer c\u1ea7n bi\u1ebft ph\u1ea3n \u1ee9ng c\u1ee7a nh\u00e2n vi\u00ean y t\u1ebf \u0111\u1ed1i v\u1edbi nh\u1eefng \u1ea5n ph\u1ea9m y khoa hay \u0111i\u1ec1u m\u00e0 c\u00e1c b\u00e1c s\u0129 mong ch\u1edd \u1edf s\u1ef1 ki\u1ec7n gi\u1edbi thi\u1ec7u thu\u1ed1c c\u1ee7a h\u1ecd. Ng\u01b0\u1ee3c l\u1ea1i, n\u1ebfu field force \u0111\u01b0\u1ee3c tham gia v\u00e0o qu\u00e1 tr\u00ecnh th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch c\u00f3 th\u1ec3 gi\u00fap c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a nh\u00e2n vi\u00ean y t\u1ebf m\u00e0 h\u1ecd \u0111ang ti\u1ebfp c\u1eadn.\u00a0<\/span><\/p>\n<p><span style=\"color: #017ab7;\"><i><span style=\"font-weight: 400;\">Tuy nhi\u00ean, vi\u1ec7c n\u00e0y tr\u00ean th\u1ef1c t\u1ebf l\u00e0 r\u1ea5t kh\u00f3, khi marketing l\u00e0 ph\u1ee5c v\u1ee5 cho \u0111i\u1ec3m chung c\u1ee7a t\u1ea5t c\u1ea3 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau, c\u00f2n sales l\u00e0 t\u00ecm \u0111i\u1ec3m ri\u00eang \u0111\u1ec3 t\u1ea1o s\u1ef1 quan t\u00e2m \u0111\u1eb7c bi\u1ec7t.\u00a0<\/span><\/i><\/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;\">5 xu h\u01b0\u1edbng x\u00e2y\u00a0 chi\u1ebfn l\u01b0\u1ee3c marketing d\u01b0\u1ee3c ph\u1ea9m tr\u00ean gi\u00fap ch\u00fang ta c\u00f3 m\u1ed9t c\u00e1i nh\u00ecn kh\u00e1i qu\u00e1t v\u1ec1 ng\u00e0nh c\u00f4ng ngh\u1ec7 d\u01b0\u1ee3c ph\u1ea9m trong t\u01b0\u01a1ng lai g\u1ea7n. Giai \u0111o\u1ea1n ti\u1ebfp theo \u0111\u01b0\u1ee3c d\u1ef1 \u0111o\u00e1n l\u00e0 s\u1ef1 b\u00f9ng n\u1ed5 c\u1ee7a c\u00f4ng ngh\u1ec7. D\u00f9 y\u1ebfu t\u1ed1 t\u01b0\u01a1ng t\u00e1c gi\u1eefa ng\u01b0\u1eddi v\u1edbi ng\u01b0\u1eddi v\u1eabn l\u00e0 n\u1eafm vai tr\u00f2 then ch\u1ed1t, nh\u01b0ng m\u1ecdi ho\u1ea1t \u0111\u1ed9ng s\u1ebd thay \u0111\u1ed5i theo chi\u1ec1u h\u01b0\u1edbng s\u1ed1 h\u00f3a.\u00a0\u00a0<\/span><\/p>\n<div class=\"bg-margin-for-link\"><input type='hidden' bg_collapse_expand='6a3c2974e04f52067606213' value='6a3c2974e04f52067606213'><input type='hidden' id='bg-show-more-text-6a3c2974e04f52067606213' value='T\u00e0i li\u1ec7u tham kh\u1ea3o'><input type='hidden' id='bg-show-less-text-6a3c2974e04f52067606213' value='Show Less'><a id='bg-showmore-action-6a3c2974e04f52067606213' class='bg-showmore-plg-link bg-arrow '  style=\" color:#017ab7;;\" href='#'>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><div id='bg-showmore-hidden-6a3c2974e04f52067606213' >\n<ol>\n<li><a href=\"https:\/\/silverlinecrm.com\/blog\/healthcare\/7-pharmaceutical-industry-trends-for-your-2021-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/silverlinecrm.com\/blog\/healthcare\/7-pharmaceutical-industry-trends-for-your-2021-marketing-strategy\/<\/span><\/a><span style=\"font-weight: 400\">\u00a0<\/span><\/li>\n<\/ol>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Th\u1ea5u hi\u1ec3u 5 xu h\u01b0\u1edbng x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c marketing d\u01b0\u1ee3c ph\u1ea9m trong t\u01b0\u01a1ng lai gi\u00fap b\u1ea1n tr\u1edf th\u00e0nh ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u&#8230;<\/p>\n","protected":false},"author":13,"featured_media":3054,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[34],"class_list":["post-3045","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\/3045","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=3045"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/3045\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/3054"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=3045"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=3045"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=3045"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}