{"id":3281,"date":"2022-03-04T10:10:28","date_gmt":"2022-03-04T03:10:28","guid":{"rendered":"https:\/\/hedima.vn\/journey\/?p=3281"},"modified":"2022-03-04T10:10:28","modified_gmt":"2022-03-04T03:10:28","slug":"hedima-buzz-feb-2022","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/hedima-buzz-feb-2022\/","title":{"rendered":"HEDIMA Buzz \u2013 What\u2019s new in february 2022?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">TVC l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 marketing \u0111\u01b0a th\u00f4ng \u0111i\u1ec7p \u0111\u1ebfn cho ng\u01b0\u1eddi d\u00f9ng hi\u1ec7u qu\u1ea3 nh\u1ea5t. V\u1eady TVC ng\u00e0nh h\u00e0ng d\u01b0\u1ee3c ph\u1ea9m th\u00ec c\u1ea7n \u0111\u00e1p \u1ee9ng nh\u1eefng y\u00eau c\u1ea7u n\u00e0o? C\u00f9ng HEDIMA Buzz th\u00e1ng 2 xem l\u1ea1i nh\u1eefng \u00fd t\u01b0\u1edfng m\u1edbi m\u1ebb \u0111\u1ec3 <a href=\"http:\/\/TVC\">TVC<\/a> c\u00f3 th\u1ec3 ghi d\u1ea5u \u1ea5n trong l\u00f2ng ng\u01b0\u1eddi xem!<\/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\/hedima-buzz-feb-2022\/#1_Hang_duoc_pham_AbbVie_cong_bo_video_quang_cao_dau_tien_cho_thuoc_Qulipta\" >1. H\u00e3ng d\u01b0\u1ee3c ph\u1ea9m AbbVie c\u00f4ng b\u1ed1 video qu\u1ea3ng c\u00e1o \u0111\u1ea7u ti\u00ean cho thu\u1ed1c Qulipta<\/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\/hedima-buzz-feb-2022\/#2_Chien_dich_%E2%80%9CDont_Skip%E2%80%9D_Merck_tan_dung_yeu_to_COVID-19_de_keu_goi_tiem_ngua\" >2. Chi\u1ebfn d\u1ecbch \u201cDon\u2019t Skip\u201d: Merck t\u1eadn d\u1ee5ng y\u1ebfu t\u1ed1 COVID-19 \u0111\u1ec3 k\u00eau g\u1ecdi ti\u00eam ng\u1eeba\u00a0<\/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\/hedima-buzz-feb-2022\/#3_De_dan_ong_thau_hieu_noi_dau_cua_nguoi_phu_nu_%E2%80%93_mot_y_tuong_thu_vi_den_tu_start-up_Alloy\" >3. \u0110\u1ec3 \u0111\u00e0n \u00f4ng th\u1ea5u hi\u1ec3u n\u1ed7i \u0111au c\u1ee7a ng\u01b0\u1eddi ph\u1ee5 n\u1eef &#8211; m\u1ed9t \u00fd t\u01b0\u1edfng th\u00fa v\u1ecb \u0111\u1ebfn t\u1eeb start-up Alloy<\/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\/hedima-buzz-feb-2022\/#4_Chien_dich_%E2%80%9CStuck_in_the_Past%E2%80%9D_AstraZeneca_dung_hoat_hinh_de_dua_nguoi_xem_tu_qua_khu_den_thuc_tai\" >4. Chi\u1ebfn d\u1ecbch \u201cStuck in the Past\u201d: AstraZeneca d\u00f9ng ho\u1ea1t h\u00ecnh \u0111\u1ec3 \u0111\u01b0a ng\u01b0\u1eddi xem t\u1eeb qu\u00e1 kh\u1ee9 \u0111\u1ebfn th\u1ef1c t\u1ea1i\u00a0<\/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\/hedima-buzz-feb-2022\/#Tam_ket\" >T\u1ea1m k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Hang_duoc_pham_AbbVie_cong_bo_video_quang_cao_dau_tien_cho_thuoc_Qulipta\"><\/span><span style=\"color: #017ab7;\">1. H\u00e3ng d\u01b0\u1ee3c ph\u1ea9m AbbVie c\u00f4ng b\u1ed1 video qu\u1ea3ng c\u00e1o \u0111\u1ea7u ti\u00ean cho thu\u1ed1c Qulipta<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3282\" aria-describedby=\"caption-attachment-3282\" style=\"width: 850px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3282\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2022\/03\/Quliptaad.jpg\" alt=\"H\u00e3ng d\u01b0\u1ee3c ph\u1ea9m AbbVie c\u00f4ng b\u1ed1 video qu\u1ea3ng c\u00e1o \u0111\u1ea7u ti\u00ean cho thu\u1ed1c Qulipta\" width=\"850\" height=\"478\" \/><figcaption id=\"caption-attachment-3282\" class=\"wp-caption-text\">H\u00e3ng d\u01b0\u1ee3c ph\u1ea9m AbbVie c\u00f4ng b\u1ed1 video qu\u1ea3ng c\u00e1o \u0111\u1ea7u ti\u00ean cho thu\u1ed1c Qulipta<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Sau khi \u0111\u01b0\u1ee3c FDA ph\u00ea duy\u1ec7t v\u00e0o cu\u1ed1i n\u0103m ngo\u00e1i, h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m AbbVie v\u1eeba cho ra m\u1eaft s\u1ea3n ph\u1ea9m Qulipta t\u1eeb 3 th\u00e1ng tr\u01b0\u1edbc. Trong th\u00e1ng 2 n\u00e0y, h\u1ecd c\u00f4ng b\u1ed1 TVC \u0111\u1ea7u ti\u00ean v\u1edbi s\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u (branded) Qulipta.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thu\u1ed1c Qulipta \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ng\u0103n ng\u1eeba c\u01a1n \u0111au \u0111\u1ea7u. V\u00ec v\u1eady nh\u00e3n h\u00e0ng \u0111\u00e3 \u0111\u01b0a m\u1ed9t slogan tr\u1ef1c\u00a0 ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng: \u201cQulipta can help prevent migraine attacks\u201d. Nh\u00e3n h\u00e0ng l\u1ea1i kh\u00e9o l\u00e9o l\u1ed3ng gh\u00e9p l\u1ed3ng gh\u00e9p CTA v\u00e0o m\u1ed9t c\u00e2u chuy\u1ec7n v\u1edbi th\u00f4ng \u0111i\u1ec7p \u00fd ngh\u0129a.\u00a0<\/span><span style=\"font-weight: 400;\">AbbVie n\u00f3i r\u1eb1ng Qulipta c\u00f3 th\u1ec3 ng\u0103n ng\u1eeba nh\u1eefng c\u01a1n \u0111au \u0111\u1ea7u, nh\u01b0ng kh\u00f4ng th\u1ec3 gi\u1ea3m x\u00f3a \u0111i nh\u1eefng \u00e1p l\u1ef1c cu\u1ed9c s\u1ed1ng, kh\u00f4ng th\u1ec3 ki\u1ec3m so\u00e1t th\u1eddi ti\u1ebft, hay kh\u00f4ng th\u1ec3\u00a0 t\u0103ng t\u00ecnh c\u1ea3m gi\u1eefa c\u1eb7p \u0111\u00f4i. T\u1eeb \u0111\u00f3 \u0111\u01b0a ra th\u00f4ng \u0111i\u1ec7p: d\u00f9 kh\u00f4ng th\u1ec3 thay \u0111\u1ed5i y\u1ebfu t\u1ed1 m\u00f4i tr\u01b0\u1eddng b\u00ean ngo\u00e0i, h\u00e3y t\u1ef1 ki\u1ec3m so\u00e1t nh\u1eefng \u201cr\u1eafc r\u1ed1i\u201d b\u00ean trong c\u01a1 th\u1ec3 \u0111\u1ec3 cu\u1ed9c s\u1ed1ng \u0111\u01b0\u1ee3c tho\u1ea3i m\u00e1i h\u01a1n.\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"color: #017ab7;\"><b><i>\u201ccan\u2019t help what\u2019s happening outside, it can prevent what\u2019s happening inside\u201d<\/i><\/b><\/span><\/p>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/qPHU\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<h2><span class=\"ez-toc-section\" id=\"2_Chien_dich_%E2%80%9CDont_Skip%E2%80%9D_Merck_tan_dung_yeu_to_COVID-19_de_keu_goi_tiem_ngua\"><\/span><span style=\"color: #017ab7;\">2. Chi\u1ebfn d\u1ecbch \u201cDon\u2019t Skip\u201d: Merck t\u1eadn d\u1ee5ng y\u1ebfu t\u1ed1 COVID-19 \u0111\u1ec3 k\u00eau g\u1ecdi ti\u00eam ng\u1eeba\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn d\u1ecbch \u201cDon\u2019t skip\u201d c\u1ee7a h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m Merck c\u00f3 m\u1ed9t s\u1ef1 thay \u0111\u1ed5i l\u1edbn g\u1ea7n \u0111\u00e2y. Thay v\u00ec t\u1eadp trung v\u00e0o tr\u1ebb em, Merck quy\u1ebft \u0111\u1ecbnh chuy\u1ec3n h\u01b0\u1edbng nh\u1eafm \u0111\u1ebfn nh\u00f3m ng\u01b0\u1eddi l\u1edbn tu\u1ed5i. Trong TVC g\u1ea7n \u0111\u00e2y nh\u1ea5t, Merck \u0111\u00e3 m\u1eddi n\u1eef di\u1ec5n vi\u00ean Gabrielle Union v\u00e0 ch\u1ed3ng c\u00f4 \u1ea5y l\u00e0 nam v\u1eadn \u0111\u1ed9ng vi\u00ean NBA Dwyane Wade \u0111\u1ea1i di\u1ec7n cho chi\u1ebfn d\u1ecbch n\u00e0y.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">TVC th\u1ec3 hi\u1ec7n m\u1ed9t \u0111o\u1ea1n g\u1ecdi video ng\u1eafn gi\u1eefa n\u1eef di\u1ec5n vi\u00ean v\u1edbi m\u1eb9 c\u1ee7a m\u00ecnh v\u1edbi th\u00f4ng \u0111i\u1ec7p: \u201cDon\u2019t skip\u201d &#8211; \u0111\u1eebng b\u1ecf l\u1ee1 b\u1ea5t k\u1ef3 m\u0169i vaccine n\u00e0o. C\u00e2u chuy\u1ec7n t\u1eadn d\u1ee5ng nh\u1eefng t\u00ecnh hu\u1ed1ng r\u1ea5t d\u00ed d\u1ecfm trong giai \u0111o\u1ea1n d\u1ecbch b\u1ec7nh nh\u01b0: \u201cMom, don\u2019t skip your recommended vaccines, skip your pants\u201d (\u0111\u1eebng b\u1ecf l\u1ee1 vaccine, c\u00f3 th\u1ec3 b\u1ecf qua qu\u1ea7n c\u1ee7a b\u1ea1n). Khi l\u00e0m vi\u1ec7c t\u1ea1i nh\u00e0, ch\u00fang ta th\u01b0\u1eddng th\u1ea5y nh\u1eefng h\u00ecnh \u1ea3nh h\u00e0i h\u01b0\u1edbc khi c\u00e1c \u0111\u1ea5ng m\u00e0y r\u00e2u ch\u1ec9nh chu \u00e1o vest, nh\u01b0ng l\u1ea1i b\u1ecf qua chi\u1ebfc qu\u1ea7n t\u00e2y quen thu\u1ed9c. \u0110<\/span><span style=\"font-weight: 400;\">o\u1ea1n phim \u0111\u01b0\u1ee3c k\u1ebft th\u00fac m\u1ed9t c\u00e1ch th\u00fa v\u1ecb khi n\u1eef di\u1ec5n vi\u00ean n\u00f3i ba m\u1eb9 m\u00ecnh c\u00f3 th\u1ec3 b\u1ecf qua nh\u1eefng cu\u1ed9c g\u1ecdi zoom v\u00e0 m\u1eb9 c\u1ee7a c\u00f4 \u1ea5y \u0111\u00e3 k\u1ebft th\u00fac cu\u1ed9c g\u1ecdi ngay l\u1eadp t\u1ee9c! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">T\u1eadn d\u1ee5ng nh\u1eefng y\u1ebfu t\u1ed1 do d\u1ecbch b\u1ec7nh khi ch\u00fang ta thay \u0111\u1ed5i c\u00e1ch l\u00e0m vi\u1ec7c v\u00e0 li\u00ean l\u1ea1c v\u1edbi m\u1ecdi ng\u01b0\u1eddi h\u1ea7u h\u1ebft chuy\u1ec3n sang h\u00ecnh th\u1ee9c online. TVC c\u1ee7a chi\u1ebfn d\u1ecbch b\u1eaft \u0111\u00fang insight c\u1ee7a ng\u01b0\u1eddi xem \u0111\u1ec3 \u0111\u01b0a ra l\u1eddi k\u00eau g\u1ecdi (CTA) nhi\u1ec1u vi\u1ec7c c\u00f3 th\u1ec3 kh\u00f4ng c\u1ea7n thi\u1ebft nh\u01b0ng \u0111\u1eebng v\u00ec d\u1ecbch b\u1ec7nh m\u00e0 b\u1ecf l\u1ee1 nh\u1eefng li\u1ec1u vaccine ph\u00f2ng b\u1ec7nh quan tr\u1ecdng.\u00a0<\/span><\/p>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/qHBI\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<h2><span class=\"ez-toc-section\" id=\"3_De_dan_ong_thau_hieu_noi_dau_cua_nguoi_phu_nu_%E2%80%93_mot_y_tuong_thu_vi_den_tu_start-up_Alloy\"><\/span><span style=\"color: #017ab7;\">3. \u0110\u1ec3 \u0111\u00e0n \u00f4ng th\u1ea5u hi\u1ec3u n\u1ed7i \u0111au c\u1ee7a ng\u01b0\u1eddi ph\u1ee5 n\u1eef &#8211; m\u1ed9t \u00fd t\u01b0\u1edfng th\u00fa v\u1ecb \u0111\u1ebfn t\u1eeb start-up Alloy<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Alloy l\u00e0 doanh nghi\u1ec7p start-up cung c\u1ea5p d\u1ecbch v\u1ee5 th\u0103m kh\u00e1m t\u1eeb xa d\u00e0nh ri\u00eang cho ph\u1ee5 n\u1eef (women\u2019s telehealth). \u0110\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 l\u1ea7n \u0111\u1ea7u ti\u00ean ch\u00fang ta th\u1ea5y nh\u00ecn th\u1ea5y marketer d\u00f9ng s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1edbi t\u00ednh \u0111\u1ec3 \u0111\u01b0a ra \u00fd t\u01b0\u1edfng l\u1edbn (big idea) cho chi\u1ebfn d\u1ecbch. Nh\u01b0ng \u00fd t\u01b0\u1edfng n\u00e0y th\u00fa v\u1ecb \u1edf \u0111i\u1ec3m khai th\u00e1c insight r\u1ea5t ch\u00e2n th\u1eadt. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">TVC th\u1eed th\u00e1ch \u0111\u01b0\u1ee3c nh\u00e3n h\u00e0ng \u0111\u01b0a ra nh\u1eafm \u0111\u1ebfn s\u1ef1 kh\u00f3 ch\u1ecbu, n\u00f3ng b\u1ee9c t\u1eeb b\u00ean trong c\u01a1 th\u1ec3 c\u1ee7a ph\u1ee5 n\u1eef trong giai \u0111o\u1ea1n m\u00e3n kinh. Thay v\u00ec ch\u1ecdn m\u1ed9t ng\u01b0\u1eddi ph\u1ee5 n\u1eef \u0111\u1ea1i di\u1ec7n cho nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau n\u00e0y. Nh\u00e3n h\u00e0ng quy\u1ebft \u0111\u1ecbnh t\u1ea1o ra m\u1ed9t th\u1eed th\u00e1ch d\u00e0nh cho 10 ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng t\u1eeb 45 \u0111\u1ebfn 55 tu\u1ed5i.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn d\u1ecbch m\u1eddi ng\u01b0\u1eddi tham d\u1ef1 v\u00e0o m\u1ed9t c\u0103n ph\u00f2ng v\u00e0 \u0111\u01b0\u1ee3c th\u00f4ng b\u00e1o \u0111\u1ee3i ban t\u1ed5 ch\u1ee9c chu\u1ea9n b\u1ecb. L\u00fac \u0111\u00f3 nhi\u1ec7t \u0111\u1ed9 ph\u00f2ng s\u1ebd t\u0103ng l\u00ean \u0111\u1ebfn 110 \u0111\u1ed9 F. C\u1ea3m gi\u00e1c n\u00f3ng b\u1ee9c \u201cto\u00e1t m\u1ed3 h\u00f4i\u201d m\u00e0 ng\u01b0\u1eddi tham d\u1ef1 tr\u1ea3i nghi\u1ec7m ch\u00ednh l\u00e0 c\u1ea3m gi\u00e1c ng\u01b0\u1eddi ph\u1ee5 n\u1eef trung ni\u00ean ph\u1ea3i ch\u1ecbu \u0111\u1ef1ng t\u1eeb 30 gi\u00e2y \u0111\u1ebfn 10 ph\u00fat, kho\u1ea3ng 8 l\u1ea7n 1 ng\u00e0y, c\u00f3 th\u1ec3 k\u00e9o d\u00e0i \u0111\u1ebfn 12 n\u0103m. TVC k\u00eau g\u1ecdi ph\u1ee5 n\u1eef t\u00ecm gi\u1ea3i ph\u00e1p cho v\u1ea5n \u0111\u1ec1 tr\u00ean th\u00f4ng qua d\u1ecbch v\u1ee5 c\u1ee7a Alloy. Website c\u1ee7a Alloy s\u1ebd h\u01b0\u1edbng d\u1eabn \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau ti\u1ebfp nh\u1eadn t\u01b0 v\u1ea5n c\u1ee7a b\u00e1c s\u0129 c\u0169ng nh\u01b0 gi\u1edbi thi\u1ec7u li\u1ec7u ph\u00e1p \u0111i\u1ec1u tr\u1ecb b\u1eb1ng n\u1ed9i ti\u1ebft t\u1ed1 (generic hormonal treatment) d\u00e0nh cho nh\u1eefng tri\u1ec7u ch\u1ee9ng tr\u00ean.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/sEFU1ek6Ws4\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Chien_dich_%E2%80%9CStuck_in_the_Past%E2%80%9D_AstraZeneca_dung_hoat_hinh_de_dua_nguoi_xem_tu_qua_khu_den_thuc_tai\"><\/span><span style=\"color: #017ab7;\">4. Chi\u1ebfn d\u1ecbch \u201cStuck in the Past\u201d: AstraZeneca d\u00f9ng ho\u1ea1t h\u00ecnh \u0111\u1ec3 \u0111\u01b0a ng\u01b0\u1eddi xem t\u1eeb qu\u00e1 kh\u1ee9 \u0111\u1ebfn th\u1ef1c t\u1ea1i\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">N\u0103m 2020, FDA ph\u00ea duy\u1ec7t cho \u1ed1ng h\u00edt 3 trong 1 Breztri Aerosphere d\u00f9ng \u0111\u1ec3 \u0111i\u1ec1u tr\u1ecb duy tr\u00ec cho b\u1ec7nh nh\u00e2n m\u1eafc b\u1ec7nh ph\u1ed5i t\u1eafc ngh\u1ebdn m\u1ea1n t\u00ednh (COPD). H\u00e3ng d\u01b0\u1ee3c AstraZeneca tri\u1ec3n khai nhi\u1ec1u <a href=\"https:\/\/hedima.vn\/journey\/dtc-marketing\/\">chi\u1ebfn d\u1ecbch DTC (direct-to-customer) <\/a>\u0111\u1ec3 t\u0103ng nh\u1eadn th\u1ee9c v\u1ec1 b\u1ec7nh \u0111\u1ebfn c\u1ed9ng \u0111\u1ed3ng.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">N\u0103m 2021, h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m ph\u00e1t \u0111\u1ed9ng chi\u1ebfn d\u1ecbch \u201cGet real\u201d v\u1edbi \u00fd t\u01b0\u1edfng s\u1eed d\u1ee5ng ch\u1ee7 \u0111\u1ec1 ho\u1ea1t h\u00ecnh huy\u1ec1n \u1ea3o (animated fantasyland theme). Video \u0111\u01b0a ng\u01b0\u1eddi xem t\u1eeb th\u1ebf gi\u1edbi l\u00fd t\u01b0\u1edfng v\u1edbi c\u1ea7u v\u1ed3ng, k\u1ef3 l\u00e2n \u0111\u1ebfn c\u00e1nh c\u1eeda th\u1ef1c t\u1ebf. Nh\u1ea5n m\u1ea1nh th\u00f4ng \u0111i\u1ec7p kh\u00f3 th\u1edf do b\u1ec7nh COPD. L\u00fac n\u00e0y, Breztri xu\u1ea5t hi\u1ec7n l\u00e0 s\u1ea3n ph\u1ea9m gi\u00fap duy tr\u00ec s\u1ef1 tho\u1ea3i m\u00e1i, vui v\u1ebb \u1edf th\u1ef1c t\u1ea1i.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u1eabn ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng h\u00ecnh th\u1ee9c k\u1ec3 chuy\u1ec7n hi\u1ec7u qu\u1ea3 tr\u00ean, AstraZeneca v\u1eeba ra m\u1eaft th\u00f4ng \u0111i\u1ec7p \u201cStuck in the Past\u201d (m\u1eafc k\u1eb9t trong qu\u00e1 kh\u1ee9) cho giai \u0111o\u1ea1n 2 c\u1ee7a chi\u1ebfn d\u1ecbch. V\u1eabn l\u00e0 h\u00ecnh th\u1ee9c k\u1ebft h\u1ee3p gi\u1eefa ho\u1ea1t h\u00ecnh (3D animation) v\u00e0 c\u00e1nh c\u1eeda ti\u1ebfp n\u1ed1i hi\u1ec7n th\u1ef1c.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ea1i di\u1ec7n nh\u00e3n h\u00e0ng cho bi\u1ebft, sau chi\u1ebfn d\u1ecbch \u201cGet Real\u201d, h\u1ecd nh\u1eadn th\u1ea5y ch\u1ec9 t\u1eadp trung khai th\u00e1c v\u1ec1 tri\u1ec7u ch\u1ee9ng kh\u00f3 th\u1edf l\u00e0 ch\u01b0a \u0111\u1ee7. \u201cStuck in the Past\u201d l\u1ea1i nh\u1ea5n m\u1ea1nh v\u1ec1 s\u1ef1 nguy hi\u1ec3m c\u1ee7a b\u1ec7nh l\u00fd n\u00e0y th\u00f4ng qua nh\u1eefng bi\u1ebfn ch\u1ee9ng t\u00e1c \u0111\u1ed9ng l\u00e2u d\u00e0i tr\u00ean ph\u1ed5i. H\u00e3y b\u1ecf l\u1ea1i qu\u00e1 kh\u1ee9 khi ch\u00fang ta kh\u00f4ng ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c COPD v\u1edbi l\u1eddi k\u00eau g\u1ecdi r\u00f5 r\u00e0ng: \u201cn\u1ebfu b\u1ea1n m\u1eafc b\u1ec7nh COPD, h\u1ecfi b\u00e1c s\u0129 c\u1ee7a b\u1ea1n v\u1ec1 Breztri\u201d.\u00a0<\/span><\/p>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/bVvd\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><span style=\"font-weight: 400;\">\u201cThe new campaign aims to show patients that thinking COPD treatments are only about \u2018better breathing\u2019 is a thing of the past and that they can think differently when considering COPD treatments,\u201d <\/span><b><i>&#8211; Domenick Fanelli, executive director of AstraZeneca&#8217;s inhaled respiratory drug marketing<\/i><\/b><\/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>Qua nh\u1eefng case study tr\u00ean, ch\u00fang ta th\u1ea5y r\u1eb1ng TVC l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 hi\u1ec7u qu\u1ea3 \u0111\u1ec3 \u0111\u01b0a th\u00f4ng \u0111i\u1ec7p \u0111\u1ebfn v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau. TVC s\u1ebd ghi \u0111i\u1ec3m khi khai th\u00e1c \u0111\u00fang insight \u0111\u1ec3 t\u1ea1o n\u00ean m\u1ed9t c\u1ea3m x\u00fac m\u00e3nh li\u1ec7t \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi xem. Theo d\u00f5i chuy\u00ean m\u1ee5c <a href=\"https:\/\/hedima.vn\/journey\/category\/news\/\">HEDIMA Buzz<\/a> \u0111\u1ec3 c\u1eadp nh\u1eadt nh\u1eefng case study m\u1edbi l\u1ea1 v\u00e0 th\u00fa v\u1ecb tr\u00ean th\u1ecb tr\u01b0\u1eddng d\u01b0\u1ee3c ph\u1ea9m th\u1ebf gi\u1edbi.<\/p>\n<div class=\"bg-margin-for-link\"><input type='hidden' bg_collapse_expand='6a3c14b50a39a7074270117' value='6a3c14b50a39a7074270117'><input type='hidden' id='bg-show-more-text-6a3c14b50a39a7074270117' value='T\u00e0i li\u1ec7u tham kh\u1ea3o'><input type='hidden' id='bg-show-less-text-6a3c14b50a39a7074270117' value='Show Less'><a id='bg-showmore-action-6a3c14b50a39a7074270117' class='bg-showmore-plg-link bg-arrow '  style=\" color:#017ab7;;\" href='#'>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><div id='bg-showmore-hidden-6a3c14b50a39a7074270117' >\n<ol>\n<li style=\"font-weight: 400\"><a href=\"https:\/\/www.fiercepharma.com\/marketing\/abbvie-runs-first-qulipta-tv-ad-spots-as-it-focuses-what-you-can-control-inside\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400\">https:\/\/www.fiercepharma.com\/marketing\/abbvie-runs-first-qulipta-tv-ad-spots-as-it-focuses-what-you-can-control-inside<\/span><\/a><span style=\"font-weight: 400\">\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><a href=\"https:\/\/www.fiercepharma.com\/marketing\/merck-ramps-up-its-don-t-skip-tv-ad-campaign-as-dwyane-wade-skips-his-pants-but-gabrielle\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.fiercepharma.com\/marketing\/merck-ramps-up-its-don-t-skip-tv-ad-campaign-as-dwyane-wade-skips-his-pants-but-gabrielle<\/span><\/a><\/li>\n<li style=\"font-weight: 400\"><a href=\"https:\/\/www.fiercepharma.com\/marketing\/women-s-telehealth-startup-alloy-turns-up-heat-men-to-shed-light-menopause-symptoms\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.fiercepharma.com\/marketing\/women-s-telehealth-startup-alloy-turns-up-heat-men-to-shed-light-menopause-symptoms<\/span><\/a><\/li>\n<li style=\"font-weight: 400\"><a href=\"https:\/\/www.fiercepharma.com\/marketing\/astrazeneca-doubles-down-animation-60s-throwback-new-breztri-ad-campaign\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.fiercepharma.com\/marketing\/astrazeneca-doubles-down-animation-60s-throwback-new-breztri-ad-campaign<\/span><\/a><span style=\"font-weight: 400\">\u00a0<\/span><\/li>\n<\/ol>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>C\u00f9ng HEDIMA Buzz th\u00e1ng 2 xem l\u1ea1i nh\u1eefng \u00fd t\u01b0\u1edfng m\u1edbi m\u1ebb \u0111\u1ec3 TVC c\u00f3 th\u1ec3 ghi d\u1ea5u \u1ea5n trong l\u00f2ng ng\u01b0\u1eddi xem \u0111\u1ebfn t\u1eeb c\u00e1c h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m h\u00e0ng \u0111\u1ea7u Merck, Abbive, AstraZeneca,&#8230;<\/p>\n","protected":false},"author":13,"featured_media":3283,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-3281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/3281","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=3281"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/3281\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/3283"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=3281"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=3281"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=3281"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}