Lately, I’ve been reflecting on how healthcare marketing has been changing and how that’s altered the way I relate to health brands and providers. It’s clear to me now: putting the patient – people like us – at the center is no longer just a trend; it’s absolutely essential. When I look around, nearly half of us in the Asia-Pacific region are expecting to rely on digital health solutions within the next few years. If the costs are covered, about 9 out of 10 people I speak with are eager to give these tools a shot.
I’ve watched digital health grow explosively—just look at Ping An Good Doctor, which saw its new users jump by almost 900% in a single month. In Indonesia, Halodoc doubled its active base, and friends in Singapore talk about MyDoc, which experienced a more than 270% rise in users since 2019. These shifts aren’t abstract: I see their effects all the time, whether it’s booking appointments online in seconds, using teleconsultation links instead of traveling, or getting reminders for medications that help people actually stick to their plans.
This evolution, I’ve realized, isn’t limited to only lightly regulated spaces. Even deeply regulated fields like pharmaceuticals and medical devices are finding ways to use anonymized data and trustworthy, evidence-based information to create stronger, more personal relationships with patients.
At Full House Partners, the team and I are prioritizing engagement that truly cares, built upon four key pillars:
Empathy at the Core: Every time I look at someone’s patient journey—mapping their choices, frustrations, and goals through behavioral data—I’m always struck by how much more meaningful communication can be when it starts with empathy.
Prioritizing Education: Rather than talking “at” patients, I’m committed to producing content that’s clear, compliant, and genuinely helpful so people can make informed choices – that includes myself and my family.
Smoother Navigation: I know how complicated healthcare can get. By integrating digital touchpoints – like online scheduling, teleconsultation, and automatic medication reminders – right into our communications, we make things easier, faster, and less overwhelming.
Focusing on Outcomes: For me, the real test of any campaigns or solutions is in tracking things that matter: Are patients satisfied? Do they stick with their treatments? Are outcomes improving? Using these insights, we constantly adapt our strategies.
By shifting the role of marketing away from simply promoting products to genuinely supporting better patient outcomes, I see how health organizations – and patients like me – can reap immense value. At Full House Partners, data and empathy go hand-in-hand to create strategies with real, lasting impact. It’s how we’re helping brands be leaders in this new era of patient-centered healthcare.