G1 – Team 12 – Ministry of Health

Hi guys, we are team 12 consisting of Dawn, Keith and Kimberly. Our presentation was analysing the efforts of the Ministry of Health on the topic of Ischaemic Heart Disease.

gtimedia-gradsingapore-moh-employer directory.jpg


The Ministry of Health is the official health organisation led by the government managing the public health system in Singapore. Their tasks include providing public information on common diseases and health issues, including the Ischaemic Heart Disease, the second cause of death in Singapore, one of the main reasons that we chose this disease to be the top priority of our project.

The Ischaemic Heart Disease, also known as the Coronary Artery Disease, is a common type within the group of cardiovascular diseases, and is basically a blockage or narrowing of the arteries that supply blood to the heart muscle, possibly causing heart attacks as a result.

Current efforts of the Ministry of Health

Currently, the Ministry of Health provides preventive health screenings in Singapore, both for cardiovascular risk factors and for Coronary Artery Disease detection. The main purpose for those screenings is to enable lifestyle interventions to reduce the burden of cardiovascular diseases, they provide information for timely intervention to disrupt the progression from risk to disease burden. Mainly, they want to emphasise that the purpose is to effectively control the symptoms instead of just preventing heart attacks. Also, the Ministry of Health has established the Public Health Intelligence Branch, formerly called the Risk Analysis, in 2007. This branch mainly conducts horizon scanning to identify public health threats. As cardiovascular diseases became more prominent in Singapore, programs that encourage the adoption and maintenance of healthy lifestyle habits, including having a healthy diet, regular physical activity, and leading a smoke-free lifestyle, have also been established.

Regarding their online efforts, the Ministry of Health has a very limited presence. There is very limited information available on their official website, and there are no specific social media platforms to promote awareness or provide information for specific diseases. They do have an official certified Facebook page, but they have only ever posted one message on the Ischaemic Health Disease before, as is shown below.

Screen Shot 2016-11-14 at 18.42.24.png

Screen Shot 2016-11-14 at 18.42.10.png

This post, however, got 63 likes, which is more than the usual amount of likes that the Facebook page gets. As an analysis of the posts showed, the posts get, in general, an average of 50 likes. However, the page has 49000 likes on Facebook, which would expectedly create some response from the audience on the posts. As the research has also shown, responses are rare and it showed that the page had a low engagement with its public and very little interaction with the users.


So, we believe that their online presence could and should definitely be improved. So first and foremost, we want to build an online presence of the Ministry of Health in order to increase the awareness of Ischaemic Heart Disease. Secondly, we want to work from offline education in schools and hospitals to online social education and presence. Also, we want to create a social media strategy that is beneficial for our target audience, since our target audience will not always be as present on social media platforms as we hope them to be, you will read more about this later. And lastly, we want to show that social media can be used beyond the traditional business context and can also be effective in promoting social awareness.

So following these abstract ideas, we have come up with 3 main objectives:

  1. Increase the awareness of the Ischaemic Heart Disease;
  2. Create a care community for both patients & potential at risk individuals;
  3. Create a platform to share upcoming events and initiatives.


The Heartkeeper™ is an official non-profit app funded and supervised by the Ministry of Health designed to prolong healthy lifestyles for individuals through information and assistance. Ischaemic heart disease is the second highest death cause in Singapore, totalling up to 19.8%. We have decided to create the app to tap on the popularity of social media in Singapore, as we are one of the most active country as stated by our sources. However, utilizing popular platforms to spread our cause may not be very effective based on our research because our primary target audience mostly consists of the older generation (>40). They currently do not compromise majority of the users in Social Media, especially those ages 60 and up. Therefore, the Heartkeeper™ is tailored for the ease of use, keeping in mind that most of our users might be using apps for the first time and of the older age group. The main channel of distribution of the app will be through healthcare providers under MOH, such as doctors and nurses after consultation. They will be actively recommending this app to those who they think would benefit from it, and at the same time, emphasize the credibility of the app.

Screen Shot 2016-11-14 at 19.05.54.png


  1. Tailored for the ease of use (verified by pilot studies)
  2. Has all 4 languages (all content are translated manually)
  3. Scientific tips and facts that is verified by the MOH, updated regularly
  4. Updates on the latest health treatments available
  5. Forums (anonymity option available) that are moderated by trained experts and doctors
  6. Events such as free check-ups and social support groups


Why would you make the app then, if age is a general concern to using social media?

In 2017, 2G services will not be available anymore. Therefore, most simple and affordable phones will have access to 3G and the app feature. In fact as of current, most phones that do not have the app feature have already phased out from the market. Also, we place emphasis that our app is recommended through official healthcare providers, and it is a non-profit service. Credibility is one of the strengths of our strategy.

What if they don’t even have a phone?

It is plausible that perhaps the older age group of our target (>60) might not have the intention to own a phone at all. Therefore, it will be recommended to their relatives or social workers who stay or visit them. This way, it is still more convenient for them to obtain information, although the only downside to this would be that they cannot access the forums.

How safe is the app for someone with no experience on the internet?

Firstly, all content uploaded are scientifically valid and verified by the MOH. As for the forums, trained experts or doctors will be monitoring actively as to disprove any unreliable information. The events will only consist of those from registered organizations such as community centres and hospitals. There will be no advertisements. One major factor that made us want to create an app instead of using popular social media platforms are the risks associated with the latter. New users to web 2.0 face the risk of scams, unreliable advertising and dubious health facts. We have to take responsibility and precaution if we are the ones who bring new users into using web 2.0 functions.

App showcase

Screen Shot 2016-11-14 at 18.52.14.pngScreen Shot 2016-11-14 at 18.52.39.pngScreen Shot 2016-11-14 at 18.52.55.pngScreen Shot 2016-11-14 at 18.52.46.pngScreen Shot 2016-11-14 at 18.53.02.pngScreen Shot 2016-11-14 at 18.53.09.png


So, we would like to play into our target audience by providing an alternative social media platform in the form of an app. This app will easily provide them with all the information that they need, as well as they are able to ask questions as much as they like. The app will have an easy interface as well as it will be available in all four local languages. In this way, we would like to increase the awareness of the Ischaemic Heart Disease and combine the offline activities with the online information and forums. Also, we hope that we have shown that social media can be used for more than just promoting a brand or product in the traditional business context, and that it can also be used to promote social awareness on an important health issue.

G1 – Group 12: Ministry of Health


Background of MOH and the Ischaemic Heart Disease

MOH is the Singapore Government arm that manages the public healthcare system to ensure that good and affordable basic medical services are available to all Singaporeans.

They provide subsidised medical services while promoting individual responsibility for the costs of healthcare services. The also encourage the Singapore population to adopt a healthy lifestyle, taking responsibility for one’s own health. Safety nets are provided however, to ensure that no Singaporean is denied access into the healthcare system or turned away by public hospitals because of lack of money.

Coronary Artery Disease (Ischaemic Heart Disease) Coronary artery disease is a blockage or narrowing (stenosis) of the arteries that supply blood to the heart muscle, often due to a buildup of fatty plaque inside the arteries. A severe enough blockage may cause a heart attack.

Rationale for topic and choice of organisation

The Ischaemic Heart Disease is the second cause of death in Singapore, responsible for 16,7% of deaths in 2015. A huge lack of public information and education on this disease is evident and as Singapore has an ageing population, it will be vital to increase the awareness of this disease and ways to prevent it. The Ministry of Health is the official health organisation that strives to promote good health and reduce illness by ensuring access to good and affordable healthcare and information.

Project goals

The main goal for our project will be to increase the awareness of the Ischaemic Heart Disease by specifically increasing the awareness of the causes and the prevention methods and by ensuring that these messages are delivered to the right target audience. The main message will therefore be the deadliness, the causes and the simple prevention methods and check up procedures of the disease.

To say that we only want to target high-risk individuals would be too narrow-sighted. No human is immune to this disease and if the younger generation gains enough knowledge to protect themselves in the future, then our secondary goal will also be fulfilled. However, our primary goal is definitely to seek out the people with high risk factors, specifically people from 40 years and older because of a higher susceptibility for high blood pressure, smoking, diabetes, lack of exercise, obesity, high blood cholesterol, poor diet, excessive alcohol or depression.



We chose Facebook to be our main method of spreading awareness as we have statistics to support the notion that most people categorized under high-risk are usually aged 40 and above, and Facebook has the highest amount of people in that age range compared to other popular social media. It is important to note that while Facebook has the highest amount of people in that age range, it is still relatively low when compared to other ages in Facebook itself.


Therefore, we have included blogs as another option for people to gain awareness. Blogs are more easily accessible and it is possible to visit it anonymously without any sign ups. We are taking into consideration that the older generation may be more concerned about their privacy. In the blogs, we also plan to create anonymous forums so that people can openly share their experience as well. This way, we not only provide information from the official medical team, but experiences that the people have themselves.

Execution (Strategies)

Certified Facebook page

It is very important that our Facebook page is officially verified to be under the MOH. People value credibility most when it comes to their health. We must make the followers aware that the information we give come only from valid scientific research sources that MOH has deemed worthy. This will allow people to help us spread our cause through sharing in Facebook.

Certified Blog

For our blog, the way we will make it officially recognized should be slightly different. The posts made by the admin should clearly be verified. However, since there will be an anonymous forum in the blog, we must not confuse the readers who may not be tech-savvy, as they might think people posting in the forum to be experts themselves.


We will actively seek those in need of our assistance. As such, we will try to work together with doctors and nurses that are officially registered under MOH. They can recommend existing patients or people facing high risk after consultation to follow our Facebook page. If people are not comfortable with following us on Facebook, they can go to our blog anonymously to be kept updated.


Besides the information that people can gather from our posts, we want to give more benefits to our followers other than just information, as they may feel that such information is easily obtainable simply by googling, although information may not always be correct or updated there. We may provide subsidies or free treatment through our Facebook page, in order to encourage more people to follow our page to make them aware of their health.

Effectiveness of analysis

We distinguished two different analysis of effectiveness, both a short-term and a long-term analysis. For the short-term analysis, we want to use Facebook Analytics to monitor page likes, post views, number of shares. Also, we would use Website Analytics to monitor the website traffic and distribute polls and surveys to track the usefulness of the posts. For the long-term analysis, we will distribute surveys to track the changes in awareness and the changes in percentage of deaths caused by Ischaemic Heart Disease to see whether increasing the awareness of the disease on social media platforms actually decreases the number of deaths in Singapore.


Our focus will be on promoting the awareness of Ischaemic Heart disease through the Ministry of Health. We hope that through these campaigns, there will be better circulation of information and knowledge on the causes and preventive measures for Ischaemic heart disease.

Through this project, we also hope to show that social media can be used beyond the conventional business context and can be effective in promoting social awareness.


Done by: Zhang Qijia, Tan Yi Jie Dawn, Kimberly Abraas.