The End of Buying Users: Vietnamese Health Startups Seek Survival Strategies Amid Funding Winter

By focusing on technology and patient experience, the Vietnamese health-tech startup TrueDoc aims to achieve 300% growth even as funding for startups declines.

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In recent years, Vietnam’s startup landscape has witnessed the emergence of numerous healthcare startups with bold ideas, promising to revolutionize the way people manage their health.

Among this vibrant ecosystem, TrueDoc stands out as a shining star, having secured investment from TNB Aura Scout during a challenging fundraising season for tech startups.

The story of TrueDoc began five years ago when CEO Le Ngoc Hai, with a background in finance, decided to pivot into the healthcare industry.

“When you commit to healthcare, you’re in it for the long haul, and there are no shortcuts,” affirmed CEO Le Ngoc Hai. TrueDoc spent its first five years solely focused on addressing the critical issue of trust, a fundamental aspect of the healthcare sector.

When discussing TrueDoc’s mission, CEO Le Ngoc Hai emphasizes, “We aim to build a comprehensive healthcare ecosystem where users can find everything they need without having to look elsewhere.”

From online consultations with doctors, appointment bookings, and medication purchases to at-home testing services, the startup strives to provide a seamless and unified experience for its users on a digital platform.

To achieve this, TrueDoc merged with AiHealth, a tech-savvy startup, to enhance its programming capabilities and product innovation. This union not only strengthened their technical team but also optimized the user experience on the application.

With TrueDoc, users can easily access services with just a few taps on their phones. For instance, by searching for “stomach ache,” users are provided with suggestions to consult a doctor, purchase medication, or find relevant helpful information.

CEO Le Ngoc Hai describes the TrueDoc application as a “one-stop healthcare shop,” where all healthcare needs are literally at the users’ fingertips.

In the world of online healthcare, attracting new customers is a challenging task. TrueDoc has adopted a long-term and sustainable approach with its strategy of “caring for the health of three generations of families.”

This concept starts with serving one family member well and then expanding to include parents, children, and other extended family members. Instead of spending heavily on advertising, TrueDoc opts for word-of-mouth referrals, a slow but surefire strategy that brings effective results.

CEO Le Ngoc Hai shares an impressive example of TrueDoc signing a healthcare contract with a leading logistics company in Vietnam. Out of 3,000 employees, 300 signed up for family healthcare services.

This reflects the increasing demand for healthcare services in Vietnam, where healthcare spending is projected to grow by 10% annually. According to the Ministry of Health, total healthcare spending in Vietnam could reach $23 billion by 2025. This presents a significant opportunity for companies like TrueDoc to serve not just individuals but also families and communities.

The global healthcare technology market is also experiencing robust growth, with a compound annual growth rate (CAGR) of approximately 28% from 2021 to 2028, expected to surpass $500 billion by the end of this decade.

However, the competition is fierce, and investment capital is becoming scarce due to global economic fluctuations. TrueDoc, with its steadfast commitment to a sustainable development strategy, continues to garner support from investors.

“Starting a healthcare business means you can’t buy users. It’s a long journey that requires patience and perseverance,” shared Mr. Hai. For TrueDoc, building a sustainable business model and earning the trust of consumers have always been top priorities.

TrueDoc chooses not to chase short-term profits but instead focuses on continuously improving its products and services and strengthening relationships with partners, including doctors, hospitals, clinics, and insurance companies.

With its impressive achievements, TrueDoc ambitiously aims to expand and enhance its service quality. CEO Le Ngoc Hai shared that in the next 18 to 24 months, the startup intends to make a breakthrough as the economy and the healthcare sector gain new growth momentum.

One of the directions the startup is exploring is the application of artificial intelligence (AI) in healthcare to further enhance the user experience.

However, Mr. Hai acknowledged that achieving these advancements would require significant time and investment in research and development. In the short term, TrueDoc will focus on perfecting its healthcare ecosystem for enterprises, families, and individuals in Vietnam, targeting a growth rate of at least 300% this year.

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