Strategic Marketing Plan of
Neonatal Intensive Care Unit as Korean
Strategic Big Data Business Initiative
HyoJung Kim1, Sooyeop Kim
2, Michael Cardinale
3, Seung Joo Choi
4, Yong-Tae
Shin5 and Jong-Bae Kim
6*
1 06978, Department of IT Policy and Management, Soongsil Univ., Seoul, Korea,
[email protected] 2 06978, Department of IT Policy and Management, Soongsil Univ., Seoul, Korea,
[email protected] 3 11794, Department of Technological Systems Management, SUNY at Stony Brook, New
York, USA
[email protected] 4 156743, Graduate School of Software, Soongsil Univ., Seoul, Korea,
[email protected] 5 06978, Department of IT Policy and Management, Soongsil Univ., Seoul, Korea,
[email protected] 6* 156743, Graduate School of Software, Soongsil Univ., Seoul, Korea,
Abstract. Collecting large amounts of data is very useful in many ways,
however it is only half of a larger whole. This vast amount of data needs to be
analyzed and presented in such a way that it can be understood and then used
by those who need it, thus the need for strong visual analytics. Development at
this stage and in this environment should provide a supportive and
technologically rich foundation on which to develop the technology in
preparation for international expansion. We believe this can be done by
providing comprehensive, collaborative, and easy to use clinical support
solutions for the clinical decision makers involved in the NICU.
Keywords: NICU, Big Data, Marketing, Visual Analytics
1 Big Data and Visual Analytics
Big Data is a term that describes the exponential growth and availability of structured
and unstructured data (SAS). Collecting large amounts of data is very useful in many
ways, however it is only half of a larger whole. This vast amount of data needs to be
analyzed and presented in such a way that it can be understood and then used by those
who need it, thus the need for strong visual analytics. Visual analytics is defined by
6*
Correspondent Author, Tel. : +82-10-9027-3148
Email address: [email protected](Jong-Bae Kim)
Advanced Science and Technology Letters Vol.129 (Mechanical Engineering 2016), pp.79-83
http://dx.doi.org/10.14257/astl.2016.129.16
ISSN: 2287-1233 ASTL Copyright © 2016 SERSC
VisMaster as follows "Visual analytics combines automated analysis techniques with
interactive visualizations for an effective understanding, reasoning, and decision
making on the basis of very large and complex datasets." (VisMaster).
2 Reasons for Visual Analytics and Big Data in NICU
The need for this kind of technology also has a strong advantage in societies where
the mortality rate is lower, such as in South Korea, due to reasons concerning
population. As of 2010, South Korea had the world's lowest birth rate at 1.14 babies
per woman aged 15 to 49 over their lifetime (Kim). South Korea also provides a
somewhat unique opportunity for this technology due to their own advanced IT
infrastructure. As of 2009, 81% of the country was connected to the internet in some
way, and 22% were classified as super-users, people using the internet in all areas of
their life (Emerging Technology News).
3 Marketing Strategy
Short-Term Strategy(Years 0-5): As the medical industry is one that does not readily
embrace new ideas without a number of trials and testing, short term marketing will
focus heavily on building trust within the industry.
Mud-Term Strategy(Years 5-10):Technology convergence is described as the process
where existing technologies merge into new forms, bringing together different kinds
of media and applications (McGuigan). This trend is readily apparent to anyone who
owns a smartphone, which now operates as a multitude of devices such as a camera,
music player, video player, and storage device in addition to its intended function of
being a phone.
Long-Term Strategy(Years 10 and Beyond): A successful launch in one or two
countries should generate interest in other countries as well, both developing and
developed. Through this interest it may be possible to enlist the aid of different NGOs
or governments themselves to help facilitate a rapid expansion across the world.
Advanced Science and Technology Letters Vol.129 (Mechanical Engineering 2016)
80 Copyright © 2016 SERSC
4 Marketing methods applied and summary of objectives and
principles
18
Strengths :- Strong willingness of government for
big data development-IT service companies (LG CNS, SK C&C, SAMSUNG SDS) are driving big data solutiosn focusing on market strategy. -Adopting of big data (SAMSUNG ELECTRONICS, POSCO, etc) with relevant knowledge and core ability.-Big Data analytics may detect infection before clinicians
Weaknesses :
-Lack of big data experts (Data scientist)-Lack of big data analysis technology (Software)-Lack of law and regulation for private information -Lack of globalized IT platform companies like Twitter, Facebook, and Google.-Remote ICU will not be legally supported until 2015 so it prevent related technology and healthcare industry advancement in Korea
Opportunities :-Expanding of semi-structured data and mobile smart devices (smart phone, tablet PC, and etc)-Expanding of big data related cases (manufacturer, government, medical industry, distribution, finance, and etc)-Big data analytics can generate up to $190
billion annually in health care cost savings by 2020 ( McKinsey, 2013 ) -Declining fertility rate in Korea and increased
average age of marriage triggered Korean government policies to promote having more children with tax benefits and increased interest in children's health
SO :1.Build Big data in NICU solution and reference cases 2. Build remote Big Data in NICU solution exploiting convergence trend3.Expand into foreign markets
WO :1. Utilize Korean government subsidies in
ICT to build more complete solutions2. Acquire Korean search engine,
analytics and visualization capabilities based on partnership or University cooperative study programs
3. Strategic Partnership based solution development approach
4. Exploit foreign markets
Threats : ST : WT :
TOWS Matrix
- Short Term Strategy- Mid Term Strategy- Long Term Strategy
Fig. 1. TOWS Matrix
19 19
Innovators
Technology
Enthusiasts
Early
Adopters
Visionaries
Late
Majority
Conservatives
Early
Majority
Pragmatists
Laggards
Skeptics
{ { { { {
TheChasm
Build remote Big Data in NICU solution exploiting convergence trend
Strategic Partnership based solution development approach
Expand into foreign markets
Build Big data in NICU solution and reference cases
Utilize Korean government subsidies in ICT to build more complete solution
Acquire Korean search engine, analytics and visualization capabilities based on partnership or University cooperative study program
Increase social awareness on benefits
Develop on-premises solution first with enhanced security capabilities
- Short Term Strategic action
- Mid Term Strategic action
- Long Term Strategic action
Utilize expert services ( data scientist and software )
Trigger government attention to develop related regulations and workforce
Questions :
How to develop a whole product solution ?
How to get cost leadership to overcome the chasm ?
Leveraging technology convergence ?
Questions :
The beachhead ?
Recommendation > Strategic action road map
Fig. 2. Strategic action road map
Advanced Science and Technology Letters Vol.129 (Mechanical Engineering 2016)
Copyright © 2016 SERSC 81
2121
Political Acceptability(0.2)
Ethical (0.1) Technically Feasible(0.4)
Economically Viable(0.3)
Final Outcome
Mobile 0.2 0.2 0.3 0.3 0.27
Cloud 0.3 0.3 0.3 0.3 0.3
IoT 0.1 0.1 0.1 0.1 0.1
Social 0.4 0.4 0.3 0.3 0.33
Mobile Cloud IoT Social
Recommendation for convergence technology decision to
reduce cost with quality of care to overcome chasm
Perspectives
Mission
Objectives
Technology Alternatives
TechnologyAddition Strategy
MakeBuy Partnership
Political Acceptability
M: Improve quality of care and reduce cost in NICU for clinical decision maker
Technically Feasible
EconomicallyViable
Ethical
0.2 0.1 0.4 0.3
O: Convergence Technology Decision in Neonatal care to achieve cost effectiveness to provide services in low cost globally
Fig. 3. Recommendation for convergence technology decision
5 Conclusions and Future Strategies
The overall goal of using big data visual analytics in the NICU is a two-fold one,
focused on improving the quality of care and reducing the costs related to the NICU.
We believe this can be done by providing comprehensive, collaborative, and easy to
use clinical support solutions for the clinical decision makers involved in the NICU.
The analysis and data collected on premature infants should continue beyond the
premature stage, monitoring infants and predicting/diagnosing problems they may
have, such as the flu. As the premature babies who received NICU care grow,
analyzing and growing with them would be a logical progression in this technology.
In the end we believe the foundation here could lead into what is considered the
"Quantified Self" in which there will be personal self-tracking of daily habits and
behaviors through tools and apps in order to encourage positive life changes.(Dunn)
Regardless of how far the trend goes, the solutions provided here should prove
invaluable the world over.
References
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from https://www.cia.gov/library/publications/the-world-factbook/fields/2091.html.
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http://www.hl7standards.com/blog/2012/03/15/the-future-is-quantified/.
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technologies- news.info/index.php/the-internet/digital-statistics-south-korea/.
4. Horowitz, B. T.. (April 9, 2013). Big Data Can Help Save Billions in Health Care Costs:
McKinsey Report. In Eweek. Retrieved November 28, 2013, from
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82 Copyright © 2016 SERSC
http://www.eweek.com/enterprise-apps/big-data-can-help-save-billions-in-health-care-
costs-mckinsey-report/.
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world%E2%80%99s-lowest-birth-rate-17738.html.
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convergence.htm.
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