How leading voices in healthcare are translating data into meaningful action and stronger patient outcomes
Data alone doesn’t change healthcare – decisions do. By understanding how healthcare professionals (HCPs) learn, decide and act, the industry can design interventions that shift clinical behavior, close practice gaps and improve patient journeys.
In this edition of Docquity Spotlight, Farica Khong, Business Unit Head for Vaccines at MSD Thailand, shares her perspective on turning data into meaningful engagement to drive smarter, more human-centric healthcare outcomes. With over 15 years of experience in consumer and healthcare brand building across Southeast Asia, Farica brings a unique cross-industry lens to the conversation.
Q: You’ve had an interesting career focused on driving consumer and healthcare brand awareness in Southeast Asia. What are some of the key learnings or winning strategies you’ve observed across both industries?
A: Yes, it has been an exciting journey so far. From my observation, successful companies place the consumer or patient at the center of their strategy. Every decision, from research and development to commercialization, should be guided by a deep understanding of both consumer and patient needs. This is how we can ensure that our innovations and solutions do more than advance science: they improve lives. That focus is not just good practice – it’s the competitive advantage that turns ideas into impact.
“Every decision, from research and development to commercialization, should be guided by a deep understanding of both consumer and patient needs.”
Q: We often hear that data in brand awareness is plentiful, but not always useful. How do you see this challenge playing out in healthcare?
A: That is the difference between data and insights. The key to filtering the “noise” is asking the right questions and being clear about the business challenge I’m trying to solve. Like other industries, the challenge for us is to figure out the best way to put the pieces together. For example: how we marry consumer affinity and profiles with healthcare needs to deliver the most tailored solutions for HCPs to treat their patients.
Q: What approaches have you found most effective in turning data into real understanding and meaningful engagement with HCPs?
A: More often than not, we share the same goal – in my case, expanding vaccine access for people in Thailand. That’s a good start. But when the barriers or problems are unclear, engagement becomes difficult. It comes back to asking the right questions and defining precise problem statements. HCPs are driven by science and data; with the right questions, we can present the right evidence to enable the right solutions.
“HCPs are driven by science and data; with the right questions, we can present the right evidence to enable the right solutions.”
Q: What changes have you seen in how insights are being applied in healthcare in recent years? Any trends you find promising?
A: I am new to the healthcare industry, but I am also a consumer and a patient. Over the years I’ve seen innovations that make healthcare – such as vaccination – more accessible and convenient. The rise of convenient vaccination points in urban commuter hubs, where a jab can be completed in under 30 minutes, is a great example of insight-led innovation. It was driven by two key insights: (a) busy urban lifestyles leave little time for vaccination, and (b) post‑COVID caution makes people reluctant to visit hospitals for fear of exposure.
Q: How do you see digital technology shaping the way HCPs are empowered in the future?
A: The rise of AI and other digital technologies will drive democratization of specialist knowledge in everyday settings. Furthermore, data-driven insights – moving beyond the who to the why, how often and what – have become the new currency of engagement among healthcare stakeholders. This shift allows for more relevant and timely interactions that reflect real needs and behavior. For HCPs, this leads to faster decision-making and potentially more rounded solutions at the point of care. In my view, this will significantly empower them to deliver more efficient and personalized care.
Q: What excites you most about driving change through healthcare insights, and how will this influence patient journeys?
A: Driving healthcare access for more consumers in Thailand is essential, and we still have a lot of room to grow. Our job is to challenge the status quo and push the boundaries to deliver vaccinations in the most affordable and convenient way. Doing so will not only improve population health in Thailand, but it will also reshape practices across the industry.
Farica’s perspective underscores a growing consensus in healthcare – that true progress lies in transforming information into actionable understanding. As technology continues to evolve, insights that once sat in silos are now guiding stronger interactions, more precise decisions and ultimately, healthier outcomes for communities.
As Docquity develops data-driven solutions that enable deeper learning and collaboration, the focus is shifting from reach to relevance – improving connections between healthcare stakeholders and empowering HCPs to make more informed clinical decisions.
