# BRIEF KHACH HANG — HEALTHCARE / PHONG KHAM / NHA KHOA

> **Variant chuyen biet cho:** Phong kham da khoa, Phong kham nhi, Phong kham noi-ngoai, Nha khoa, Phong kham mat, Phong kham da lieu, Phong kham phu khoa.
>
> **Khong phu hop voi:** Spa khong xam lan (dung `01-spa-beauty.md`), Tham my vien co thu thuat (dung `20-aesthetic-clinic.md`).

> **LUU Y QUAN TRONG:** Healthcare la nganh **bi rang buoc phap ly chat che** ve quang cao y khoa. Brief nay co phan rieng ve compliance Bo Y Te + Meta/TikTok policy.

---

## HUONG DAN DIEN

- Thoi gian dien: **40-50 phut** (lau hon nganh khac vi can compliance)
- Dien chi tiet ve giay phep va chuyen mon — day la trust signal quan trong nhat
- Gui kem: scan giay phep hoat dong, chung chi bac si, so khoa kham chua benh

**Ngay phat brief:** ........./........./..........
**Han nop brief:** ........./........./..........

---

## PHAN A — THONG TIN DOANH NGHIEP

### A1. Thong tin co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten phong kham (full name theo giay phep) | |
| Ten thuong hieu rut gon | |
| Loai hinh | □ Phong kham da khoa □ Chuyen khoa □ Nha khoa □ Trung tam y khoa □ Khac: ........ |
| Chuyen khoa chinh | □ Noi □ Ngoai □ San □ Nhi □ Da lieu □ Mat □ Tai-Mui-Hong □ Rang-Ham-Mat □ Khac: ........ |
| Dia chi | |
| So chi nhanh | □ 1 □ 2-5 □ 6-10 □ Tren 10 □ Chuoi y te |
| Nam thanh lap | |
| Web-site | |
| Fanpage | |

### A2. Giay phep & Phap ly
| Loai giay phep | So giay phep | Ngay cap | Han su dung |
|---------------|-------------|---------|-------------|
| Giay phep hoat dong kham chua benh | | | |
| Chung chi hanh nghe (Truong khoa) | | | |
| Giay chung nhan an toan buc xa (neu co X-ray) | | | |
| Giay phep MoH cho dich vu dac biet | | | |

### A3. Doi ngu y khoa
> *Day la TRUST SIGNAL quan trong nhat cua healthcare. Liet ke chi tiet.*

| Vi tri | Ho ten | Hoc vi | Chung chi | Kinh nghiem (nam) | Khoa |
|--------|--------|--------|----------|------------------|------|
| Truong khoa | | | | | |
| Bac si chinh 1 | | | | | |
| Bac si chinh 2 | | | | | |
| Bac si chinh 3 | | | | | |
| Y ta truong | | | | | |

### A4. Cau chuyen thuong hieu
> *Goi y: Vi sao mo phong kham? Co ke thua tu gia dinh khong? Triet ly cham soc benh nhan?*

```
[Dien tai day]
```

### A5. Cam ket y khoa
| Cam ket | Mo ta |
|---------|-------|
| 1. Trang thiet bi | (VD: Nhap khau Duc/Nhat, kiem tra dinh ky 6 thang) |
| 2. Quy trinh kham | (VD: Theo chuan ISO/JCI, co theo doi sau kham) |
| 3. Bao mat ho so | |
| 4. An toan benh nhan | |

---

## PHAN B — DICH VU & GOI KHAM

### B1. Phan khuc gia
- [ ] **Pho thong** (kham co ban duoi 200K, dieu tri duoi 5tr)
- [ ] **Trung cao** (kham 200K-500K, dieu tri 5-20tr)
- [ ] **Cao cap** (kham 500K-1tr+, dieu tri 20-100tr)
- [ ] **Premium/VIP** (kham 1tr+, full package quoc te)

### B2. Dich vu chinh
| STT | Ten dich vu | Loai | Gia kham | Gia dieu tri | Chu luc? |
|----|-------------|------|---------|-------------|---------|
| 1 | | □ Kham □ Xet nghiem □ Chan doan □ Dieu tri □ Tham van | | | |
| 2 | | | | | |
| 3 | | | | | |
| 4 | | | | | |
| 5 | | | | | |
| 6 | | | | | |
| 7 | | | | | |
| 8 | | | | | |

### B3. Goi kham / Combo (neu co)
| Goi | Bao gom | Gia | Doi tuong |
|-----|---------|-----|-----------|
| | | | |
| | | | |

### B4. Bao hiem y te
- [ ] Co lien ket BHYT
- [ ] Co lien ket bao hiem nhan tho (Manulife, AIA, Prudential...)
- [ ] Khong lien ket bao hiem
- [ ] Co the request bao hiem cho khach: □ Co □ Khong

Danh sach bao hiem lien ket: ............................

### B5. USP — Tai sao khach chon phong kham
1. ............................
2. ............................
3. ............................

### B6. Trang thiet bi noi bat
| Thiet bi | Hang | Xuat xu | Kha nang chan doan/dieu tri |
|----------|------|---------|------------------------------|
| | | | |
| | | | |
| | | | |

---

## PHAN C — KHACH HANG (BENH NHAN) MUC TIEU

### C1. Doi tuong chinh (chon 2)
- [ ] **Tre em 0-12** (qua phu huynh quyet dinh)
- [ ] **Thanh thieu nien 13-22** (qua phu huynh)
- [ ] **Phu nu 22-35** (san phu khoa, da lieu, lam dep)
- [ ] **Nam gioi 25-50** (kham tong quat, benh man tinh)
- [ ] **Trung nien 35-55** (kiem tra tim mach, tieu duong, ung thu)
- [ ] **Nguoi cao tuoi 55+** (cham soc dai han)
- [ ] **Doanh nhan/VIP** (kham tong quat dinh ky)
- [ ] **Nguoi nuoc ngoai** (medical tourism)
- [ ] **Cong ty/Doanh nghiep** (kham suc khoe nhan vien)

### C2. Phan loai theo loai benh
- [ ] Cap tinh (cap cuu, dau bung, sot...)
- [ ] Kiem tra dinh ky (annual checkup)
- [ ] Benh man tinh (tieu duong, cao huyet ap, tim mach...)
- [ ] Tham my y khoa (da, rang, mat...)
- [ ] San phu khoa
- [ ] Dieu tri chuyen sau (phau thuat, hoa tri...)

### C3. Thu nhap muc tieu
- [ ] Duoi 10tr/thang — uu tien BHYT
- [ ] 10-25tr/thang — co the chi tra dich vu
- [ ] 25-50tr/thang — premium service
- [ ] 50tr+ — VIP

### C4. Nguon tham khao tin cay
> *Khach hieu phong kham qua dau? Quan trong cho channel mix.*

- [ ] Recommendation tu nguoi than
- [ ] Bac si recommend (referral)
- [ ] Search Google
- [ ] Facebook (review, group)
- [ ] BHYT lien ket
- [ ] Quang cao (Meta/TikTok/Google Ads)
- [ ] Bao chi y khoa

### C5. Persona — Mo ta benh nhan ly tuong
> *VD: "Chi Lan, 35 tuoi, ke toan, song quan A, co 2 con, kham phu khoa dinh ky 1 lan/nam, uu tien phong kham gan nha, sach se, bac si nu, kin dao..."*

```
[Dien tai day]
```

### C6. Hanh trinh benh nhan
| Buoc | Benh nhan lam gi? |
|------|------------------|
| 1. Phat hien trieu chung | |
| 2. Tim hieu | (Google, hoi nguoi quen, vao Fanpage) |
| 3. Quyet dinh den | (Goi dien tu van, dat lich, di truc tiep) |
| 4. Kham/dieu tri | |
| 5. Theo doi sau kham | |

---

## PHAN D — CANH TRANH

### D1. Doi thu truc tiep
| Ten | Dia chi | Chuyen khoa | Diem manh | Diem yeu |
|-----|---------|-------------|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Benh vien lon canh tranh (BV cong/tu)
> *Benh vien lon thuong la doi thu mac dinh — phong kham nho can dinh vi khac.*

| BV | Diem manh cua ho | Phong kham can canh tranh nhu the nao? |
|-----|-----------------|---------------------------------------|
| | | |
| | | |

### D3. Phong kham muon duoc benh nhan "nho den" the nao?
> *VD: "Phong kham phu khoa cua phu nu — bac si nu, kin dao", "Nha khoa khong dau", "Phong kham nhi than thien voi tre"*

```
[Dien tai day]
```

### D4. Dinh vi y khoa
- [ ] **Chuyen sau / Specialist** (chi 1 chuyen khoa nhung gioi nhat)
- [ ] **Tien loi / Convenient** (gan nha, gio mo cua linh hoat)
- [ ] **Friendly / Tre** (quan trong cho phong kham nhi)
- [ ] **Chi phi hop ly** (chat luong tot, gia thap hon BV)
- [ ] **Premium / VIP** (dich vu cao cap, doi tac quoc te)

---

## PHAN E — MUC TIEU CHIEN DICH

### E1. Boi canh
- [ ] Khai truong chi nhanh moi
- [ ] Push goi kham tong quat dinh ky (annual)
- [ ] Push dich vu moi (ren rang implant, lasik mat...)
- [ ] Mua benh dac thu (cum, sot xuat huyet, dich theo mua)
- [ ] Build awareness chuyen khoa moi
- [ ] Tang ti le tai kham
- [ ] Hop tac doanh nghiep (corporate health check)

### E2. KPI thang dau
| Chi so | Muc tieu |
|--------|----------|
| So benh nhan moi | ............ /thang |
| So benh nhan tai kham | ............ /thang |
| Doanh thu | ............ trieu/thang |
| AOV (gia tri don/lan) | ............ |
| % kham theo BHYT | ............ % |
| So lich hen online | ............ |
| So review 5 sao Google | ............ /thang |
| ROAS (neu co ads) | ............ x |

### E3. KPI dai han 6 thang
- Doanh thu thang on dinh: ............ trieu
- So benh nhan loyal: ............
- Mo rong dich vu moi: ............

### E4. Nhung dich vu can push manh
| Dich vu | Ly do uu tien | Bien profit (%) |
|---------|--------------|----------------|
| | | |
| | | |
| | | |

---

## PHAN F — NGAN SACH & TIMELINE

### F1. Tong ngan sach Marketing
- [ ] Duoi 30 trieu
- [ ] 30-80 trieu
- [ ] 80-200 trieu
- [ ] 200-500 trieu
- [ ] Tren 500 trieu

### F2. Phan bo
| Hang muc | % | Can tu van |
|---------|---|----------|
| Performance Ads (Meta, TikTok, Google) | | □ |
| Content giao duc y khoa (bai blog SEO) | | □ |
| Booking KOC y te / bac si KOL | | □ |
| Chat luong photoshoot phong kham + bac si | | □ |
| Local SEO + Google Business Profile | | □ |
| Loi he dich vu CRM/automation | | □ |
| Bao chi - PR | | □ |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Bat dau teasing | |
| Khai truong (neu co) | |
| Su kien y te (mien phi, tu van mien phi...) | |
| Ket thuc giai doan uu dai | |

---

## PHAN G — NGUON LUC

### G1. Doi ngu Marketing
| Vi tri | Co? | So luong |
|--------|-----|---------|
| Nguoi chay Ads | □ Co □ Khong | |
| Content writer co kien thuc y khoa | □ Co □ Khong | |
| Designer | □ Co □ Khong | |
| Quay video | □ Co □ Khong | |
| Telesale dat lich | □ Co □ Khong | |
| Nguoi dieu hanh Google Business + review | □ Co □ Khong | |

### G2. Co so vat chat
| Hang muc | Co? |
|---------|-----|
| Logo + brand identity | □ Co □ Khong |
| Hinh anh phong kham chuyen nghiep | □ Co □ Khong |
| Hinh anh bac si chuan | □ Co □ Khong |
| Video gioi thieu phong kham | □ Co □ Khong |
| Standee/POSM | □ Co □ Khong |
| Goc quay rieng cho video bac si tu van | □ Co □ Khong |

### G3. Bac si co san sang lam content?
> *Bac si la KEY ASSET. Bac si len camera = trust signal manh nhat.*

- [ ] Co — bac si truong san sang quay video tu van
- [ ] Co — 1-2 bac si tre san sang
- [ ] Khong — can dao tao + script ho tro
- [ ] Khong — bac si tu choi len camera

### G4. Benh nhan co quay testimonial khong?
> *Y khoa rang buoc privacy. Can xin phep ky.*

- [ ] Co testimonial van ban (signed)
- [ ] Co video testimonial (bao mat khuon mat duoc)
- [ ] Khong — can xay dung tu dau
- [ ] Khong duoc dung testimonial (rang buoc phap ly)

---

## PHAN H — TAI SAN SO

### H1. Kenh hien co
| Kenh | Da co? | Link | Trang thai |
|------|--------|------|----------|
| Facebook Fanpage | □ Co □ Chua | | |
| TikTok | □ Co □ Chua | | |
| YouTube (video bac si tu van) | □ Co □ Chua | | |
| Zalo OA | □ Co □ Chua | | |
| Website | □ Co □ Chua | | |
| Google Business Profile | □ Co □ Chua | | review: ........ /5 |
| Booking platform (Jio, Doctor Anywhere...) | □ Co □ Chua | | |
| Group/Cong dong benh nhan | □ Co □ Chua | | |

### H2. Website
- [ ] Co web hoan chinh: ............................
- [ ] Co domain, web don gian
- [ ] Chua co — can build moi

**Yeu cau Web/Landing Page:**
- [ ] Booking form online
- [ ] Hien thi bac si voi credentials day du
- [ ] Bang gia minh bach
- [ ] Hien thi review thuc te
- [ ] Tich hop Zalo/Hotline noi bat
- [ ] Trang giao duc y khoa (SEO blog)

### H3. Database benh nhan
- So SĐT benh nhan: ............
- He thong CRM: ............ (ten phan mem)
- Email database: ............

---

## PHAN I — YEU CAU SANG TAO

### I1. Tone & Style
- [ ] **Chuyen nghiep / Trust** (uu tien hang dau)
- [ ] **An tam / Calm**
- [ ] **Tre trung / Friendly** (cho phong kham nhi)
- [ ] **Cao cap / Premium**
- [ ] **Khoa hoc / Evidence-based**
- [ ] **Gan gui / Like family doctor**
- [ ] **Nhan van / Care**

### I2. Brand cam hung
| Brand | Ly do |
|-------|-------|
| | |
| | |

### I3. KHONG duoc lam (CRITICAL cho healthcare)
- [ ] **Khong noi 'tri', 'chua khoi 100%'** — vi pham luat quang cao y te
- [ ] **Khong noi 'Tot nhat', 'So 1', 'Duy nhat'** — Bo Y Te cam
- [ ] **Khong dung hinh anh truoc-sau** truc tiep neu chua co MoH approve
- [ ] **Khong recommendation tu bac si phong kham khac** ma khong chay copyright
- [ ] **Khong hua hen ket qua tuyet doi**
- [ ] **Khong hien testimonial sai su that**
- [ ] **Khong dung script truoc sau ma khong qua kiem duyet bac si**

### I4. Compliance phai check truoc khi dang
- [ ] Tat ca content y khoa qua duyet boi truong khoa
- [ ] Quang cao Meta phai trong Special Ad Category (Sức khỏe)
- [ ] Khong Lookalike Audience cho Sức khỏe (Meta cấm)
- [ ] Tu van mien phi co ban quyen audio
- [ ] Bao mat thong tin benh nhan (HIPAA-style)

---

## PHAN J — DELIVERABLES MONG MUON

### J1. Strategy
- [ ] Marketing Plan
- [ ] Content calendar 3-6 thang
- [ ] Compliance review framework
- [ ] Local SEO plan (tap trung Google)

### J2. Creative
- [ ] Photoshoot phong kham + doi ngu (50+ hinh)
- [ ] Video gioi thieu phong kham (60-90s)
- [ ] Video bac si tu van chuyen khoa (10-20 video)
- [ ] Bo bai blog SEO (10-20 bai/thang) — hoat dong dai han
- [ ] Hinh anh thong tin y te (infographic)
- [ ] Standee/POSM
- [ ] Landing page

### J3. Van hanh
- [ ] Setup + chay Meta Ads (Special Ad Category)
- [ ] Setup + chay Google Ads (search intent)
- [ ] Booking 5-10 KOC y te (bac si khac, nguoi noi tieng linh vuc)
- [ ] To chuc su kien y te (kham mien phi, tu van mien phi)
- [ ] Setup Google Business + review management
- [ ] Setup Zalo OA + bot dat lich

### J4. Hop tac
- [ ] Project (khai truong/launch dich vu)
- [ ] Retainer 12 thang (build authority dai han)
- [ ] Tu van + chuyen giao

---

## PHAN K — THONG TIN BO SUNG

### K1. Tai lieu dinh kem (BAT BUOC cho healthcare)
- [ ] Logo (vector)
- [ ] Giay phep hoat dong kham chua benh
- [ ] Chung chi hanh nghe bac si
- [ ] Ho so doi ngu y khoa (CV bac si)
- [ ] Hinh phong kham + thiet bi
- [ ] Bang gia chinh thuc
- [ ] Testimonial benh nhan (signed)
- [ ] Giai thuong y khoa (neu co)

### K2. Cau hoi cho agency
```
[Dien tai day]
```

### K3. Thong tin khac
> *VD: Hop tac voi BV lon, dao tao quoc te, ke hoach mo chuyen khoa moi...*

```
[Dien tai day]
```

---

## XAC NHAN & GUI BRIEF

**Nguoi dien:** ............................
**Chuc vu:** ............................
**Bac si truong khoa xac nhan thong tin y khoa:** ............................

**Cam ket:**
- [ ] Da dien day du va chinh xac
- [ ] Dong y agency dung thong tin nay lam ke hoach
- [ ] Cam ket thong tin y khoa la su that
- [ ] Phan hoi cau hoi bo sung trong 48h

**Hinh thuc gui:**
- Email: ............................
- Han nop: ......./......./..........

---

## NEXT STEPS

1. **24h:** Agency xac nhan + review compliance
2. **48h:** Hop voi bac si truong khoa lam ro yeu cau y khoa
3. **5-7 ngay:** Marketing Plan v1 + compliance checklist
4. **7-10 ngay:** Plan v2 sau khi bac si duyet
5. **10-14 ngay:** Bat dau san xuat (qua duyet y khoa)
6. **Launch:** Go live (Meta Special Ad Category)

---

*Cam on da danh thoi gian dien brief. Thong tin y khoa duoc bao mat tuyet doi.*
**Team Marketing — Agency**
