User Education is Still a Fundamental Challenge for Healthtech Startups

One of the industries that is experiencing an increase in terms of innovation and demand from current users is services healthtech and healthcare. Not only does it make it easier for the public to access drug purchases, the existing services have also provided alternative services and online health consultations online.

The one who tried his luck was Nalagenetics. The startup founded by Jianjun Liu, Astrid Irwanto, Alexander Lezhava, and Levana Sani is here to provide low-cost genetic testing services tailored to the Asian market. Its business penetration started in Singapore and Indonesia market.

In a webinar session that presented Levana Sani from Nalagenetics and Joshua Agusta from Mandiri Capital Indonesia, discussed the potential and opportunities of services heathcare in Indonesia.

Education and introduction

One of the reasons why startups like Nalagenetics find it difficult to introduce their products to the target market is the lack of knowledge related to genetic testing. The process, which can help many people adapt to the drugs they are taking, is already quite familiar to markets in the United States and Singapore. However, for Indonesia, not many understand further.

"Because it sometimes makes it difficult for us to approach the hospital to the government. Although most doctors already know the services we provide, most of the related parties do not know more," said Levana.

From the investor's perspective, Joshua sees that it would be better for startups to have advisors or partners who have sufficient knowledge of the health services or products that are presented. Thus when the product is finally offered to the market or regulator, they have a good understanding.

"For us it is important for startups to have gone through product market fit and find the right customers. Before meeting with investors, it's good to know their background and whether they are interested in the business model that your startup offers," said Joshua.

Potency healthcare in Indonesia

The culture of the Indonesian people who accept the presence of services and various products offered by startups, has turned out to be one of its own advantages which is then widely used by startups. For Levana, which is currently still expanding its business and fostering collaboration with related parties, the business model they offer has good potential to develop, not only in Indonesia but in other countries.

"Ultimately our mission is for the company to be able to expand into other countries. Not only niche in the local market but also in the global market," said Levana.

What is interesting to note in the future is whether there will be services presented by targeted startups healthtech and healthcare to provide digital services for patient medical records.

Although it is still constrained by the applicable regulations and most other countries have not given this option yet, however digitize medical information, becomes an interesting opportunity to be followed by both the startup community and investors.

"Digitizing medical information still be wide space not only in Indonesia but also globally, it can be a good opportunity for startups now and in the future," said Joshua.