SKT Launches Healthcare Service Based on Genetic Testing... Monthly Fee 8,250 KRW

[Asia Economy Reporter Joesulgina] SK Telecom has launched the country's first personalized healthcare service based on genetic testing. This is the fourth subscription service following Flo (music), Wavve (media), and 5GX Cloud Gaming (games).

On the 21st, SK Telecom announced that it will release 'care8 DNA,' a DTC (Direct to Consumer) genetic testing-based personalized health coaching service, in collaboration with Invites Healthcare and Macrogen.

'care8 DNA' provides ▲genetic testing ▲coaching consultation ▲health information. Customers collect a sample (saliva) using a test kit delivered to their home and send it back. About two weeks later, they can receive genetic test results and personalized health coaching through a dedicated application. Specifically, it offers genetic test results in six areas?▲nutrients ▲dietary habits ▲exercise ▲health management ▲skin and hair ▲personal traits?covering a total of 29 types. It also provides customized recipes from professional nutritionists and one-on-one coaching consultations from exercise prescription specialists. SK Telecom plans to expand the types of genes tested in the future.

The service is available to all SK Telecom customers aged 19 and over. The price is 99,000 KRW, which is 50% cheaper than market genetic tests, payable as 8,250 KRW per month (including VAT) for 12 months. The subscription will automatically terminate after 12 months.

This service is considered a combination of SK Telecom's ICT platform capabilities, Invites Healthcare's health management service development and operation expertise, and Macrogen's genome analysis technology. It aims to provide practical help in improving customers' health through a differentiated healthcare service featuring 'untact' testing?direct genetic testing requests without going through medical institutions?and professional health coaching. The global DTC genetic testing market is expected to grow rapidly from about 980 billion KRW in 2019 to approximately 7.6 trillion KRW by 2028.

Jang Hongseong, head of SK Telecom's Advertising and Data Business Division, said, “We will provide a new healthcare service experience unlike any before,” adding, “We will continue to lead the digital healthcare service market.” Kim Junyeon, CEO of Invites Healthcare, stated, “Starting with DTC genetic testing data, we plan to combine various lifestyle data such as diet, exercise, and sleep to provide customers with differentiated personalized healthcare services.”

Meanwhile, to commemorate the launch of 'care8 DNA,' SK Telecom is holding a giveaway event for new subscribers starting today. Customers who capture their usage screen and upload it to their personal Instagram with designated hashtags will be entered into a draw to win prizes including a Galaxy Note20 (1 winner), AirPods Pro (6 winners), and department store gift certificates worth 20,000 KRW (350 winners).