Bridging Innovation, Strategy and Patient Connection

Shigeto Miyamoto, VP of Digital Solutions, APAC, Syneos Health

Through this article Miyamoto emphasizes leveraging digital transformation and emerging technologies to create patient-centric, culturally sensitive and operationally efficient healthcare strategies in the evolving APAC market.

The Journey from IT to Healthcare Leadership: Where It All Started

My career began in the IT industry, where I gained a solid foundation in technology and innovation. Over time, I expanded my expertise in sales and marketing, corporate strategy and new business development across multiple industries. For the past seven years, I have been focused on healthcare, applying my cumulative learnings and experiences. In essence, it's not just about technology—it's about the differentiated value you bring to your customers. This perspective has been central to my approach to digital healthcare marketing and patient engagement.

The healthcare industry is undergoing a significant transformation. What was once an optional digital strategy has now become core to our evolution. Both commercial and clinical models must adapt to be more precise and effective, targeting products, people and patients more accurately. Implementing the right digital strategy with a comprehensive understanding of technology enables corporate strategy to materialize and reach the market effectively.

AI Shaping the Future of Healthcare: The All-in-One Solution

AI applications in healthcare are progressing rapidly, moving beyond deep learning and machine learning. Large language models and other multimodal AI applications are now entering the field and their adoption is accelerating. However, the key will be how effectively organizations use AI at an operational level to enhance patient services and shape the healthcare landscape. This requires a clear strategy and robust implementation to ensure AI becomes an asset to healthcare, not just a novelty.

Rethinking Organizational Structures: Breaking the Silos

Pharmaceutical companies often operate in functional silos, with each department specializing in a particular area. While this structure fosters expertise, it also creates silos. Now, with AI's capabilities covering a broad range of functions, it is time to reconsider organizational structure. Integrating digital solutions means reevaluating how departments collaborate. For instance, typical pharmaceutical marketing functions may be divided into product marketing, promotion marketing and digital marketing, but there are more streamlined approaches that can enhance value for partners and patients alike. At Syneos Health, we assess organizational maturity and propose "Organization 2.0" models that support dynamic, patient-focused strategies.

“By embracing emerging technologies like AI, rethinking organizational structures and focusing on personalized and culturally sensitive communication, we can build a healthcare ecosystem that is not only competitive but also deeply patient-centric”

Tailored Communication and Compliance: The Essential Key Drivers

Content is essential. Increasing online or offline channels alone does not work if the message remains static. Hyper-personalization is trending in e-commerce, but in healthcare, I believe a diversity of content and interactive communication are more pressing needs. Understanding patient needs and delivering tailored, meaningful content builds trust and engagement in a regulated and competitive environment. We often address to our client the efficient process of material compliance review as it is another key factor to offer more meaningful contents to meet the changing demands individually.

Balancing Tradition and Innovation in APAC Healthcare Transformation: The Must Checklist

In Asia, there is a strong cultural emphasis on in-person meetings, as these provide valuable insights through facial expressions, tone and non-verbal cues. However, the demand for efficient digital engagement is growing, particularly among healthcare professionals and care givers. Surveys indicate a shift toward digital channels for their convenience and immediacy. Balancing traditional practices with digital transformation is key to success in APAC markets and understanding local preferences in healthcare media is critical to crafting effective marketing strategies.

A Perspective that Inspires Change

The healthcare industry, especially in APAC, is at a pivotal moment where digital transformation can significantly enhance patient engagement, operational efficiency and market reach. By embracing emerging technologies like AI, rethinking organizational structures and focusing on personalized and culturally sensitive communication, we can build a healthcare ecosystem that is not only competitive but also deeply patient-centric.  

At Syneos Health, we are committed to guiding healthcare organizations through this transformation, creating sustainable strategies that serve both business objectives and the greater good.