10 DIGITAL TRENDS EMERGING ACROSS ASIA HEALTHCARE

INTERNET OF THINGS No.1

‘Internet of Things’ or IoT refers to the connection of consumer devices and physical products to the Internet via key elements such as Near-Field-Communication (NFC)

payments, embedded sensors and image recognition technology.

Project Silverline

Project Silverline

In 2012, Singtel, a Singapore telecommunications company, started an initiative called Project Silverline. Project Silverline encouraged the public to donate old iPhones. A suite of apps is then installed into these iPhones and passed to Singaporean seniors. The apps installed are designed to keep seniors in touch with loved ones, maintain health and overall well-being.

MOBILE ADVERTISING REVENUE WILL CONTINUE

TO GROW

No.2

“Android phones made big gains in overall ad impressions, but where it really counts — producing revenue for mobile advertisers

— the iOS platform is still comfortably in the lead.” Gigaom.com, 7th Feb 2013

Docomo

Healthcare

Docomo

Healthcare

Due to advertising restrictions in healthcare, companies have resorted to creating useful health-related apps for patients and healthcare practitioners (HCP). In 2012, Japan’s telco giant NTT DoCoMo partnered with Omron Healthcare to form DoCoMo Healthcare to design, develop and provide m-health solutions and services. One of the apps developed by DoCoMo Healthcare tracks your eating and sleeping habits, conducts initial health checks and comes with an emergency help button!

VISUAL SOCIAL MEDIA WILL COME TO RISE

No.3

“When asked what type of posts they enjoy 46% of users said posts with photos, 28% said basic status updates, 19% preferred jokes/cartoons/memes,

and 6% prefer links to articles.” – Social Media Daily, 24th Feb 2013

Health Made Easy

Health Made Easy

Infographics makes it easier to spread information across different languages and varying education-level.

Health Made Easy

… and is being shared and discussed across social media with the help of platforms such as Pinterest, Facebook, Tumblr.

SOCIAL CONVERSION WILL BECOME MORE INTEGRATED

AND MULTI-CHANNEL

No.4

Social conversion refers to the number of goals achieved via social media channels such as Facebook, Instagram, LinkedIn, Tumblr, etc.

Social Integrated

Marketing

Social Integrated

Marketing

Medical  brands  realise  that  they  need  to  contribute  relevant  content  to  social  networks.  

Social Integrated

Marketing

Hospitals  such  as  Mount  Elizabeth  in  Singapore  are  using  iPhone  apps  and  Facebook  to  connect  with  poten>al  customers.  

Social Integrated

Marketing This  allows  them  to  keep  in  contact  with  pa>ents  at  both  local  and  regional  level  and  then  drive  traffic  to  the  website  for  booking  appointments.  

MORE USER-FRIENDLY MOBILE EXPERIENCES FOR

CONSUMERS

No.5

“Make it simple, make it helpful, make it help the user, then teach the users, and it might be a success.” – Why is it important to create a user friendly interface?

In Asia, more healthcare

companies are adopting the iPad for presentations and detailing to

healthcare practitioners.

Product presentation

apps have quickly evolved.

Static visuals are now in

highly interactive multimedia

content. Popup references

Animated graphs User input can customise data to

specific needs

THE RISE OF BIG DATA No.6

Big data is a collection of data sets so large and complex that it becomes difficult to process using on-hand database management

tools or traditional data processing applications.

Recent healthcare developments such as, wireless health trackers and e-Detailer tracking tools rely on big data.

Protection of information with robust security is a key concern of healthcare companies.

MORE PAYMENTS WILL BE MADE ON MOBILE

No.7

NFC, short for Near Field Communication, is a short range wireless radio-frequency identification (RFID) technology. RFID makes use of

interacting electromagnetic radio fields instead of the typical direct radio transmissions used by technologies such as Bluetooth.

The adoption of Near Field Communications (NFC) Technology can replace physical information, value or content with a tap of an NFC card.

The InfoComm Development Authority of Singapore has initiated an NFC rollout plan. So the next time patients purchase medication, they can use their NFC-enabled phones to make payment.

BRAND JOURNALISM WILL BECOME MORE COMMON

No.8

“..make content that make them want to respond back to you..”– Scott Abel, Econtent Magazine

Following trends from the US, healthcare brands will start making their presence felt on social media spaces and app shops especially in the following websites.

Renren, Sina Weibo, Qzone and

Douban

VIRTUAL OWNERSHIP WILL DOMINATE

No.9

This high usage of smart devices has prompted the creation of digital apps and content for patients and HCPs.

“Almost 50% of mobile users in the APAC region download a mobile app each month” – econsultancy.com

New platforms like Spotify and Fit Bit will be making their way into Asia within the next 2 years.

CLOUD COMPUTING WILL TAKE OFF

No.10

Cloud computing is the use of computing hardware and software resources that are delivered as a service over a network such as the Internet.

HP’s Mobile Health (mHealth) Monitoring Solution links mobile health monitoring devices with cloud computing. Regular updates of patient’s health performance is transmitted wirelessly to HCPs thereby enabling them to detect diseases early and effectively treat them.

Reference •  http://econsultancy.com/sg/blog/62007-ten-digital-marketing-trends-emerging-across-apac •  http://info.singtel.com/personal/silverline/the-silverline-apps •  http://www.telecomasia.net/tag/mobile+health •  http://www.nttdocomo.co.jp/service/convenience/docomohealthcare/ •  http://www.mobilevillage.com/mobile-ad-spending-growth-2013-gartner/ •  http://gigaom.com/2013/02/07/in-q4-android-phones-drove-more-mobile-ad-impressions-than-iphone-for-1st-time-ever/ •  http://socialnewsdaily.com/9620/visual-revolution-social-media-posts-with-photos-dominate-engagement/ •  http://futurechallenges.org/local/healthcare-in-nepal-an-infographic/ •  http://www.straitstimes.com/infographic/story/our-food-story-20121225 •  http://www.mountelizabeth.com.sg/ •  https://www.facebook.com/pages/Mount-Elizabeth-Hospital/137915002926879?fref=ts •  http://www.octaveoctave.com/mag/interface-utilisateur/high-quality-multitouch-gesture-for-devices •  http://www.ikea.com/sg/en/catalog/products/60177996/ •  http://www.behance.net/gallery/Interactive-eDetailingeLearning/3796641 •  http://www.zdnet.com/the-healthcare-case-for-big-data-7000006796/ •  http://en.wikipedia.org/wiki/Big_data •  http://www.hpl.hp.com/news/2011/apr-jun/mobile_health-monitoring_solution.html •  http://pinterest.com/pinterestpower/healthcare-brands-on-pinterest/ •  http://www.bayer.com/en/bayer-apps.aspx •  http://blogs.cisco.com/news/brand-journalism-thoughts-and-insights-from-communication-pros/ •  http://www.cjr.org/the_audit/content_economics_part_1_adver.php?page=all •  http://www.hardwarezone.com.sg/feature-introduction-near-field-communication-nfc-technology/nfc-adoption-singapore-and-beyond •  http://www.singaporetravelholic.com/article.php?article_id=444 •  http://www.ida.gov.sg/Collaboration-and-Initiatives/Initiatives/Store/Near-Field-Communication-NFC-Payment-and-Mobile-Services-

Initiative.aspx •  http://www.hitconsultant.net/2012/02/21/infographichealthcares-data-conundrum/ •  http://en.wikipedia.org/wiki/Cloud_computing