HealthHub SG
Singapore’s first one-stop online health information and services portal, healthhub.sg, officially launched on October 18, 2015, by the Ministry of Health and the Health Promotion Board. Through HealthHub, Singaporeans now have 24/7 access to their key medical records and medical appointments via a secure platform, localised health content and medical advice.
As of March 2016: 2.3 million total page views / 34,000 app downloads
HealthHub clinched three accolades at the 2016 Mob-Ex Awards organised by Marketing-Interactive Magazine, including the Gold Award for Best Government App and the Bronze Awards for Best Community Service App and Best Use of Multiple Mobile Channels.
Source: HPB Annual Report 2016
The Results
Here’s me walking through our Guest-of-Honor on the features of HealthHub. Not the most glamorous photo, but I was too engrossed to mind the cameras.
During my time as the senior manager and department head of Digital Marketing at Health Promotion Board (HPB) from 2014 - 2016, I led a dynamic team of nine across digital marketing and HealthHub SG - Singapore’s national health portal and app. Together, we managed HPB’s entire digital ecosystem: social media, websites, apps, and digital campaigns that got Singaporeans moving, and making healthier lifestyle choices (without the nagging).
I steered HPB’s digital transformation that redefined how the statutory board connects with the public online. From revamping the HPB corporate website to leading the development and launch of HealthHub.sg, I turned complex public health goals into engaging, data-driven digital experiences. The HealthHub public launch was a highlight — three months of omnichannel buzz with roadshows, press ads, a campaign video, and a national launch graced by the Minister of Health.
As HPB’s resident digital expert, I brought together disciplines from product development and CRM to SEO, SEM, and performance marketing. In short, I helped make healthier living not just more accessible online but more achievable for Singaporeans anytime, anywhere.
My Role
What I Learnt
Public service can be bold and creative when purpose drives strategy.
Top 7 takeaways:
Leading HPB’s digital marketing taught me that data drives decisions, but stories move hearts
Digital public health isn’t just about clicks, it’s about shaping everyday behaviour
When tech meets purpose, accessibility to public facing digital tools becomes advocacy and agency for every individual
Navigating government stakeholders taught me the value of patience, diplomacy and storytelling (and well-crafted decks) to convert ideas into reality
A good campaign inspires participation; a great one builds community and a movement that endears
Clarity and trust are the real pillars of government communication
Digital transformation in the public sector is more that the techstack. It entails creating public good that lasts long after the campaign ends
HealthHub.sg promo video 2015
Messsage: A one-stop digital platform for families to easily access their own and their children’s health records online anytime, anywhere.
Key takeaway: Staying on top of your family’s health has never been simpler.