Strategic Marketing Plan of Neonatal Intensive Care Unit as Korean

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,

[email protected]

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


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

1. CIA. (2013). Infant Mortality Rate. In The World Factbook. Retrieved November 28, 2013,

from https://www.cia.gov/library/publications/the-world-factbook/fields/2091.html.

2. Dunn, A. (March 15, 2012). The Future is Quantified: Convergence of Trends. In HL7

Standards. Retrieved December 3rd, 2013, from

http://www.hl7standards.com/blog/2012/03/15/the-future-is-quantified/.

3. Emerging Technology News. (2009). Digital Statistics South Korea. In Emerging

Technology News. Retrieved November 28, 2013, from http://www.emerging-

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


82 Copyright © 2016 SERSC

http://www.eweek.com/enterprise-apps/big-data-can-help-save-billions-in-health-care-

costs-mckinsey-report/.

5. Kim, T. H.. (February 26, 2010). South Korea has world's lowest birth rate. In Asianews.it.

Retrieved November 28, 2013, from http://www.asianews.it/news-en/South-Korea-has-

world%E2%80%99s-lowest-birth-rate-17738.html.

6. Laney, Doug, META Group. "3D Data Management: Controlling Data Volume, Velocity,

and Variety." February 2001

7. Mc Guigan, B.. (November 13, 2013). What is Technological Convergence?. In Wisegeek.

Retrieved December 3rd, 2013, from http://www.wisegeek.org/what-is- technological-

convergence.htm.

8. Neonatalicu. (June, 2011). Basic Preemie Needs. In Neonatal Intensive Care Unit Online.

Retrieved November 28, 2013, from http://neonatalicu.com/basic-preemie-needs/.

9. SAS. (n.d.). What is Big Data. In Products & Solutions/ Big Data. Retrieved November

28,2013, from http://www.sas.com/big-data/.

10. VisMaster. (2013). Chapter 2 Visual Analytics. In VisMaster. Retrieved November 28,

2013, from http://www.vismaster.eu/book/chapter-2-visual-analytics/.


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Strategic Marketing Plan of Neonatal Intensive Care Unit as Korean