In emerging markets like Indonesia, we not only help pharmaceutical executives increase revenues, but we also help doctors and patients save money and improve healthcare outcomes by answering a simple question: what medicines are patients taking? Our patient-facing mobile app helps patients with chronic disease buy medicines more cheaply and take them more regularly; our back-end helps doctors monitor patient compliance; and our big-data analytics help pharmaceutical manufacturers better target their marketing spend.



Pharmaceutical companies market their drugs to doctors, but they don’t know if doctors prescribe them. Decision makers need last mile data on drug demand, patient location, and patient habits to maximise the impact of their marketing spend.

Doctors prescribe drugs to patients, but they don’t know if patients take them. If a patient does not complete a course of antibiotics, they risk breeding antibiotic–resistant strains, and everybody suffers – both individual patients and public health in general.

Patients buy drugs, but if they don’t feel better, they don’t know why. Many patients in emerging markets are generally new to Western medicine, and may take time to trust these new treatments and therapies. In order to feel better, they must not only take real and effective medicine, but they also have to take it regularly – a challenge for patients with low health awareness.



Pharmaceutical executives therefore expect that the prevalence of diabetes, heart disease, and different cancers to grow by 20% over the next five years. At the same time, 27% of executives believe they’re only experiencing limited growth in emerging markets because they don’t have data to make informed decisions. They feel a pain – capturing consumer loyalty now is crucial to building a long term footprint first in Indonesia, and then in other emerging markets.

We’ve calculated that the pharmaceutical industry as a whole spends more than $712 million/year sourcing Indonesian consumer data. According to Booz and co industry reports, more than 50% of pharmaceutical executives want to spend more on mobile-based technologies and social media to market directly to consumers.



  • Remi Kanji – CEO and Co-founder. Remi provides strategic direction for the team and manages its network. She has founder experience, having previously co-founded Surge, a research organization selling curriculum to the Munk School of Global Affairs. Remi has also lived and worked in Indonesia – she’s done 8 months of anthropological field research on different islands, led an international conference with a joint University of Toronto – Universitas Gadjah Mada organizing team, and understands Indonesian language and culture.
  • Ruey-ying Huang – Co-founder and CFO. Ruey ensures the team stays financially disciplined and that our rewards platform provides a tangible value to pharmacy chains. A graduate of National Taiwan University, Taiwan’s top business school, Ruey gave up a promising career at Fubon Bank to co-found Obatech.


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