Advanced Science and Letters, pp.79-83 http://dx.doi.org/10.14257/astl.2016.129.16 Strategic Marketing Plan of Neonatal Intensive Care Unit as Korean Strategic Big Data Business Initiative HyoJung Kim 1, Sooyeop Kim 2, Michael Cardinale 3, Seung Joo Choi 4, Yong-Tae Shin 5 and Jong-Bae Kim 6* 1 hyojungkim2000@gmail.com 2 sooyeopkim@hotmail.com 3 11794, Department of Technological Systems Management, SUNY at Stony Brook, New York, USA trioxin.failure@gmail.com 4 156743, Graduate School of Software, Soongsil Univ., Seoul, Korea, csj5183@gmail.com 5 shin@ssu.ac.kr 6* 156743, Graduate School of Software, Soongsil Univ., Seoul, Korea, kjb123@ssu.ac.kr 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: kjb123@ssu.ac.kr(jong-bae Kim) ISSN: 2287-1233 ASTL Copyright 2016 SERSC
Advanced Science and Letters 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 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): 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. 80 Copyright 2016 SERSC
Advanced Science and Letters 4 Marketing methods applied and summary of objectives and principles TOWS Matrix - Short Term Strategy - Mid Term Strategy - Long Term Strategy 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 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 SO : 1.Build Big data in NICU solution and reference cases 2. Build remote Big Data in NICU solution exploiting convergence trend 3.Expand into foreign markets 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 WO : 1. Utilize Korean government subsidies in ICT to build more complete solutions 2. 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 Fig. 1. TOWS Matrix 18 Threats : ST : WT : Recommendation > Strategic action road map Utilize Korean government subsidies in ICT to build more complete solution Innovators Enthusiasts Early Adopters Visionaries The Chasm Strategic Partnership based solution development approach Build remote Big Data in NICU solution exploiting convergence trend Build Big data in NICU solution and reference cases Trigger government attention to develop related regulations and workforce Acquire Korean search engine, analytics and visualization capabilities based on partnership or University cooperative study program Early Majority Questions Pragmatists : Expand into foreign markets Increase social awareness on benefits Utilize expert services ( data scientist and software ) Develop on-premises solution first with enhanced security capabilities Questions : The beachhead? Late Majority Conservatives How to develop a whole product solution? - Short Term Strategic action - Mid Term Strategic action - Long Term Strategic action Laggards Skeptics How to get cost leadership to overcome the chasm? 19 Leveraging technology convergence? 19 Fig. 2. Strategic action road map Copyright 2016 SERSC 81
21 Advanced Science and Letters Recommendation for convergence technology decision to reduce cost with quality of care to overcome chasm Mission Objectives M: Improve quality of care and reduce cost in NICU for clinical decision maker O: Convergence Decision in Neonatal care to achieve cost effectiveness to provide services in low cost globally Perspectives Alternatives Political Technically Economically Ethical Acceptability 0.2 0.1 Feasible 0.4 Viable 0.3 Mobile Cloud IoT Social 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 Addition Strategy Buy Make Partnership 21 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 News. (2009). Digital Statistics South Korea. In Emerging News. Retrieved November 28, 2013, from http://www.emergingtechnologies- 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
Advanced Science and Letters http://www.eweek.com/enterprise-apps/big-data-can-help-save-billions-in-health-carecosts-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-hasworld%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- technologicalconvergence.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/. Copyright 2016 SERSC 83