How WhatsApp is Changing Overseas Healthcare Markets - New Technologies, New Markets
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New Technologies, New Markets
How WhatsApp is
Changing Overseas
Healthcare MarketsHow WhatsApp is Changing Overseas Healthcare Markets
Everything about Communication is Changing
Messaging apps are changing how the and Brazil, where growth forecasts
for pharma are 9.6% and 7.7%,
world communicates. The shift toward
respectively1.However, the adoption rate
mobile, decentralized communication is
for messaging apps
rapid and poses far-
has been exponential
reaching implications Messaging is making traditional
and the scale is
for how all businesses channels obsolete in critical
staggering: The total
reach consumers.
overseas markets, such as monthly active users
But, for enterprise
India and Brazil, where growth for the top four apps
pharmaceutical in
forecasts for pharma are 9.6% combined account
particular, this change
and 7.7%. for more than half the
represents a troubling
global population2.
paradox: compliance
regulations and
governance requirements put pressure The question isn’t whether pharma
on pharma enterprises to employ can reconcile regulation and risk
centralized communication tools like management with messaging apps,
phone and email; but messaging is fast it’s how can they afford not to?
making traditional channels obsolete in
critical overseas markets, such as India
2How WhatsApp is Changing Overseas Healthcare Markets
WhatsApp Leads the Way
Of the top messaging apps, WhatsApp has emerged as a clear leader, with greater
coverage globally than its closest rival, WeChat, which is exclusive to China.
Majority
Consider the evidence:
• As of early 2018, WhatsApp is
In addition to adoption, WhatsApp rules
the top messaging app in 128
for usage, too. The average Indian user
countries3.
spends 38 minutes using the app every
• From 2016 to 2017, WhatsApp
day, whereas in Brazil, average usage is
went from 1 Billion users
one hour 6. Free and far more reliable than
messaging at least once per
month to over 1 Billion people SMS, ex-U.S. smartphone owners use
messaging at least once per WhatsApp for basically everything.
day 4.
• In Brazil, 96% of smartphone If WhatsApp is where people are
owners use WhatsApp as spending their time, what’s holding
their primary communication your business back from joining
channel5.
them?
3How WhatsApp is Changing Overseas Healthcare Markets
From Messages to Real Economic Impact
For enterprise business, WhatsApp usage is
associated with real economic growth. Some studies
estimate that a five percentage point increase in
WhatsApp adoption may generate as much as Estimated consumer
$22.9 billion globally7. In a recent economic impact discretionary
report, economists estimated the value of consumer spending on
discretionary spending associated with WhatsApp WhatsApp
communication to be over $9.6 billion in India
and greater than $12 billion in Brazil. To this end,
WhatsApp found that 80% of small businesses in
Brazil and India use the app to communicate with
Brazil
customers. This usage was compelling enough for
$12 billion
A five percentage point
increase in WhatsApp
India
adoption may generate
as much as $22.9 billion
globally7.
$9.6 billion
WhatsApp to launch a business version of their app
with enhanced customer service and marketing
functionality for SMEs in select international markets
in January of this year8.
4How WhatsApp is Changing Overseas Healthcare Markets
Consumer-Driven Innovation
Overseas consumers now have new expectations around the ability to reach service providers,
customer service, and businesses via WhatsApp7. People use WhatsApp for their jobs and
businesses. In the overseas workplace, people use WhatsApp to7:
Overseas WhatsApp Use
61% 60% 59% 42% 65%
plan future check in plan send be more
tasks or about ongoing meetings documents productive
work projects
As consumers, they’re using it to contact owners, coordinate deliveries, schedule appointments, and,
critical to pharmaceutical companies, talk with doctors and pharmacists. In Brazil, nearly 90% of
doctors communicate with patients using WhatsApp9.
The ease of sending photos in WhatsApp helps people communicate with
pharmacists. From a focus group of Indian consumers7:
“[I] send the chemists pictures of what the doctor has prescribed… just
send a picture of the bottle that we want because many times we don’t
know the spelling or we don’t know the pronunciations. Then they tell
us about availability and we go and buy it from the store”
“Suppose I have some prescription and I have already met the doctor
then I can message him that this is the problem … means we don’t
have to go there, we don’t have to take their appointment and wait”
5How WhatsApp is Changing Overseas Healthcare Markets
The Business Choice is Clear
For enterprise pharma looking to grow in brand-specific message bots to field requests
overseas markets, it’s time to adopt WhatsApp. using artificial intelligence or using WhatsApp
The opportunity is too big to ignore. Brands are for marketing and brand building campaigns that
already taking advantage of the ability to support you might have traditionally seen on Facebook
individual customer concerns or questions, and or Twitter11.
many anticipate WhatsApp will one day allow
micro-targeting marketing messages much
the way Facebook currently does (Facebook Businesses that ignore WhatsApp
acquired WhatsApp in 2014). WhatsApp knows risk losing out in vital markets. Both
the economic opportunity and continually local competitors and faster-moving
experiments with new features to help brands global competitors will seize market
and companies connect with consumers more share.
effectively10. We also see companies developing
Sources
[1] https://blog.marketresearch.com/the-strong-growth-of- [8] https://blog.whatsapp.com/10000637/Introducing-the-
pharma-markets-in-china-india-and-brazil WhatsApp-Business-App
[2] http://www.businessinsider.com/messaging-apps- [9] http://www.businessinsider.com/heres-how-whatsapp-
report-2018 could-disrupt-healthcare-2016-8
[3] 2018 Global Digital suite of reports from We Are Social [10] https://www.cnbc.com/2018/05/01/facebook-
and Hootsuite. https://wearesocial.com/uk/blog/2018/01/ messaging-boss-david-marcus-whatsapp-more-open-to-
global-digital-report-2018 ads.html
[4] https://blog.whatsapp.com/10000631/Connecting-One- [11] https://www.profitbooks.net/how-to-use-whatsapp-for-
Billion-Users-Every-Day business/
[5] https://hbr.org/2016/04/the-rise-of-whatsapp-in-brazil-is-
about-more-than-just-messaging
[6] https://www.similarweb.com/blog/messaging-apps
[7] http://www.analysisgroup.com/uploadedfiles/content/
news_and_events/news/analysis_group_whatsapp_
economic_impact_report.pdf
6How WhatsApp is Changing Overseas Healthcare Markets
The End-to-End Solution for Securing
WhatsApp
The challenge to enterprise pharma still remains the tension between regulatory pressure for
communication control versus markets moving rapidly toward decentralized messaging. There
is the hard if unspoken reality that your overseas sales teams might already be using WhatsApp
unsanctioned. Teams gravitate to the tools that help them accomplish more. Clients have approached
us because they recognize a “don’t ask, don’t tell” approach is a mistake. It’s unacceptable for
compliance and unsustainable for business.
The SafeGuard Cyber platform offers a simple end-to-end solution to monitor,
secure, and archive WhatsApp communications. We give your enterprise the
freedom to seize the WhatsApp opportunity, with the ability to:
• Capture & catalog the content of WhatsApp conversations (e.g., emoji,
images, file attachments, etc.)
• Customize our advanced policy engine to define what content to flag, block,
or monitor; or even target coverage of specific roles or individual accounts
• Capture and audit conversation content from day one, or optionally capture
content posted before setup
• Review and search all archived content, including customizable retention
management
• Onboard and scale quickly with informed consent for your employees – no
need to install an app or custom software on employee devices
Other brands are leveraging the power of WhatsApp and your future customers expect that
you will too. As the industry leader for full-coverage WhatsApp monitoring, SafeGuard
Cyber is already supporting top 5 pharma companies. Our clients know that being slow to new
opportunities means getting left behind. Your employees want to use the best tools. Let them do
their best work Without Fear.
7How WhatsApp is Changing Overseas Healthcare Markets
About the Author
Maritza Johnson | Vice President of Privacy
Maritza Johnson is a security and privacy researcher by training. She aims to
help people better understand the privacy and security decisions they encounter
in their daily lives. Prior to joining SafeGuard Cyber, she was a user experience
researcher at Google on the Identity team. Before that, she was a technical
privacy manager at Facebook where she worked as a liaison to the external
privacy research community on privacy and contributed to the internal privacy
review process.
About SafeGuard Cyber
SafeGuard Cyber provides end-to-end digital risk protection. Built on leading-
edge technology but grounded in simplicity, the SafeGuard Cyber platform is a
single solution to detect, prevent, and defend against threats in all your digital
channels. As a service provider to top 5 pharma companies, we empower
enterprise business in highly regulated industries to embrace new technologies
and innovate Without Fear.
How Can We Help?
Americas Asia-Pacific
+1-800-974-3515 +61-437-276-739
sales@safeguardcyber.com APACsales@safeguardcyber.com
410 A East Main Street PO Box 523
Charlottesville VA 22902 Leichhardt NSW 2040 Australia
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