| 4. In which ways is the initiative creative and innovative?
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ORYOR Smart Application was designed to support the information providing service which is convenient and accessible for consumers. The application would promote the appropriate health product consumer behaviors by setting the consumer as a self-changer who uses the online information technology which connected with the information from variety of departments into one application. The consumer could access the information from smartphone or tablet anywhere anytime.
Another common problem is the searching for a drugstore while traveling in unfamiliar places or distant areas when you get sick or forget your regular medicine. It is difficult to find the hospital or drugstore nearby because you are not familiar with the area so your medical problems might get worse.
Therefore, the Thai Food and Drug Administration has implemented the drugstore searching menu in ORYOR Smart Application to navigate the location of qualify drugstores nearby and other areas all over Thailand via GPS. Now, there are more than 15,000 drugstores, so it is the menu which response to the consumer demand and utility directly.
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| 5. Who implemented the initiative and what is the size of the population affected by this initiative?
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The main mission of the Public and Consumer Affairs Division under the Thai Food and Drug Administration is to change consumer behavior and enhance the consumer awareness to select health product efficiently, correctly, and safely. The ORYOR Smart Application is the tool helping for making a decision before buying health products in daily life.
Moreover, the statistic of 62.6 million Thailand population with age over 6 years from National Statistical Office in 2015 reported that the number of computer user were 21.8 million people, (34.9 %), the number of internet user were 24.6 million people, (39.3 %), and the number of smartphone user were 49.6 million people , (79.3 %).
The tendency of computer, internet, and smartphone users in 5 years from 2011 to 2015 indicated that the number of computer users increased from 19.9 million people (32.0%) to 21.8 million people (34.9%). The number of internet users increased from 14.8 million people(23.7 %) to 24.6 million people (39.3 %). The number of smartphone users increased from 41.4 million people (66.4%) to 49.6 million people (79.3%).
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| 6. How was the strategy implemented and what resources were mobilized?
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According that the customer behaviors have changed to social network, people regularly communicate via social media in daily life. The social media have become the core influence in our life so the approach strategy should be correlated with customer behaviors and expectation in order to promote the consumer awareness on buying health products. The approach strategy consists of
1.To create a tool for consumers which is ease of use with low cost and be benefit for various target groups. The application is the chosen one because it runs on the mobile device which the consumers already use it in daily life. Moreover, the selling prices of mobile phone are continually decreasing. It is a user-friendly application with helpful services.
2.To create the database of health product information which is various, ease of understanding , modern, interesting, accessible at anywhere anytime via application such as infographic, cartoon animation, and VDO.
3.To create the Edutainment which the content designed both to educate and to entertain for example the game including the knowledge information which is fun and advantageous.
4.To collaborate with social media influencers who involve with health or beauty products by publicizing the information in order to make consumer awareness on the disadvantage of using illegal health products or exaggerated claiming and consumer right protection.
5.To establish health community via social media in order to promote efficiently public concerns by cooperating with networks from government or private unit for seeding the information in the same time, to inform the health product selection method such as verify the registration number via ORYOR Smart Application prior to buying online cosmetics.
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| 7. Who were the stakeholders involved in the design of the initiative and in its implementation?
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According to the ORYOR Smart Application project, the Food and Drug Administration collaborated with all bureaus in Thai FDA for providing a reporting mechanism to submit information to the Food and Drug Administration concerning suspected health product complaints via ORYOR Smart Application with law enforcement.
There were 4 stakeholder groups as follows:
1.The database of health product information for verifying the registration number of each health product involved with 3 bureaus and 1 division ;Bureau of Drug, Bureau of Food, Bureau of Cosmetics and Hazardous Substances, and Medical Devices Control Division.
2.The navigation system of drugstore which navigating the drugstore location all over Thailand involved with Bureau of Drug.
3.The network and database system for collecting and searching all kind of database involved with the Information Technology Center.
4.The complaint management for receiving complaints via ORYOR Smart Application and proceeding with law enforcement involved with the Complaint and Enforcement Management Center.
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| 8. What were the most successful outputs and why was the initiative effective?
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ORYOR Smart Application was designed under Consumer Empowerment concept to serve the information services for promoting the appropriate health product consumer behaviors. Those are focused on self-changing consumers by using the online information technology which is one channel for all information from involved bureaus. The application is accessible by smartphones and tablets as anywhere anytime service.
The application reduces the steps on verifying registration number and health product complaint processes. The project was started in the fiscal year 2013, the second version was developed in the fiscal year 2015 and continually developed to the third version in the fiscal year 2016. The ORYOR Smart Application has been downloaded more than 300,000 times until now.
The key success factors are :
1.The continuous learning was implemented from personnel to organization level which starting with small issue then expands to the whole systems. Therefore, the continuous learning is one of the key successes for every organization to reach the target.
2.The participations from involved units including the thinking and practicing aspects make a good atmosphere that the health workforces are more helpful, not competitive. It is shown that the health workforces are collaborative, value, and the acceptance to the organization.
3.The organization is focused on the goal achievement to keep the works flow in the explicit direction and indicates “what should be developed? or what should be done to reach the target?” for example : using tools for planning and developing through the approach strategy in order to identify the framework and to integrate the collaboration through the approach strategy as well.
The key elements of success are
1.The Chief Executive Officers which prioritize and make the decision about the project that drive project to success and be benefits on society. It clarifies the outstanding role of the CEO in change management in globalization.
2.The research of the innovation technology on the advantage, disadvantage, and limitation in considering for the appropriate application with most benefit.
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| 9. What were the main obstacles encountered and how were they overcome?
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1. To solve the shortage of health workforce problem by recruitment the system administrator and cooperated with all involved unit at the beginning of the project, moreover, replace the health workforce with technology which could work harder with more precision.
2. Lacking knowledge and capability of system administrator can be improved by created the Knowledge Management for sharing, and managing the knowledge and information ,also employ the outsource professional to monitor the system for the part that could not handle by the internal health workforce. Invited the lecturer for sharing the technical knowledge to standardize the workers
3. Limitation of budgeting is also one of the main obstacles, therefore, the solution was to divide the working processes in this project into phases following the Thai FDA’s payment and delivery rules.
4. Informed the consumer about the problems and demonstrated how to use the ORYOR Smart Application as a tool in order to solve the problems and to make a better decision prior to buying or using health products. This makes the consumer more interest in the application.
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