Internal Update Brief
March 2026 | Prepared by Dieter Werwath
INTERNAL — NOT FOR DISTRIBUTION
Good Doctor has committed to a Population Health Management offering to insurers and corporate clients for over three years. The pipeline is warm — GD partners are actively asking for this today. But we have not delivered.
We ran a PHM proof-of-concept with AXA. They loved it. Then they built it themselves — because we didn't move fast enough. We lost the visibility, the data, and the recurring revenue.
We have tried to work with partners such as Lif in the past, but they all required dev on our side — and we don't have the resources.
GD's partners are actively asking for PHM today. The demand isn't theoretical — it's in the sales pipeline right now.
Competitors are closing in. Every month without a PHM product is a month partners look elsewhere. AXA already built their own.
Proven platform, modern stack, co-branding in hours. Grace McNamara targeting May Asia visit — window to formalise.
Simple referral commission. No API. No integration. No dev time.
GD drives users to Elfie Basic via referral link and earns per milestone.
Can roll out to all GD partner populations from day one. No approvals needed beyond this brief.
| Event | GD Earns | Notes |
|---|---|---|
| Install | IDR 2,500 | User downloads the app |
| Registration | IDR 7,500 | User creates an account |
| Activation | IDR 5,000 | User completes first action within 7 days |
| Maximum per user | IDR 15,000 | Full funnel conversion |
Elfie works with multiple pharma companies. They will pay GD for every prescription issued with their products included. Needs further exploration but could be a significant revenue generator.
Current Capi at IDR 300k/year has very low utilisation. Clients see the cost but not the value — and start to question the contract.
Increase Capi price slightly, bundle Elfie Works, pay Elfie ~$2/month per active user. GMV stays high, margin drops slightly — but clients are engaged and happy.
per person / year
per person / year
Bundled Elfie Works creates new value that grows the Capi pipeline — stronger proposition to prospects who questioned utilisation before.
GD charges clients for the full insured population — but pays Elfie only for active users. Low-engagement lives cost us nothing extra.
Significant uplift in GMV. Even if utilisation increases, there is more than enough margin in the new Capi tier to absorb it.
GD is the only clinical delivery point — no competitor can replicate this without building both a PHM layer and a clinical network.
| Task | Owner | Effort |
|---|---|---|
| Co-branded platform | Elfie | Hours (logo → same-day) |
| Referral link + tracking | Elfie | Handled on their side |
| Capi product tier update | GD | Pricing/packaging only |
* Some AI features pending regulatory approval
Elfie Works increases the revenue value of every existing client portal subscription — the same partners we already serve pay more for a demonstrably better product.
Elfie Works sold outside Capi opens the market to any employer or insurer — not just existing capitation clients. A separate revenue line from day one.
Users engage daily — when well, not just when sick. Solves GD's retention problem. The app becomes a health habit, not a claims tool.
Every engagement generates anonymised population health data — a growing asset for insurers, corporates, and GD's clinical teams.
PHM engagement drives earlier intervention. Healthier populations reduce claims — and generate more GP consults, pharmacy, and specialist referrals for GD.
White Coat operates across 3–4 SEA markets. Indonesia MVP proven → regional rollout via existing investor relationships.
Partnership initiated by Siska Tamba | Internal document — not for distribution