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Fisike: Startup lessons while building digital health records platform

Client

Bid Assist

Services

Search Engine Growth

Date

February 21, 2024

The Context

In 2015, India’s healthcare sector was deeply fragmented — and even in 2025, much of it still is. Patient records were largely paper-based, labs and hospitals operated on siloed systems, and patients had no way to own or manage their health data digitally.
The vision behind Fisike was simple but ambitious: create a B2B2C health records app that could aggregate patient data by connecting hospitals, diagnostic labs, and patients through a single platform, anchored by a unique identifier — starting with the phone number.

The Challenge

The challenge was not only technical but also cultural. Healthcare providers were hesitant to change workflows,  compliance and data security were paramount, and adoption had to be earned without marketing dollars. For a startup with limited resources, the real question was: How do you build trust and scale adoption in such a sensitive ecosystem?

The Build

We focused on three priorities:

  • Partnerships first: Instead of going direct-to-patient, we worked with hospitals and diagnostic labs as trusted nodes of adoption. Our GTM motion was to provide a white-labelled app solution to mid-tier labs and hospitals with limited in-house digital capabilities. It was a win-win: patients received a digital interface, labs and hospitals extended their brand digitally, and we built the record trail.
  • Lean product build: Designed a simple, mobile-first app that aggregated patient data securely and gave users direct control of their records.
  • Compliance by design: Partnering with MphRx ensured the app was HIPAA compliant from day one, with privacy and security guardrails that drove institutional acceptance.

The Outcomes

  • Scaled to 10K+ patient records per month organically, with zero marketing spend.
  • Forged strong partnerships with hospitals and labs that seeded a growing ecosystem.
  • Monetised via a subscription-led model with providers, proving early viability

The Learning

Fisike was an early step in my entrepreneurial journey. It reinforced lessons I carry into every role since:

  • Ecosystem design matters more than product features. Adoption accelerates when you plug into trusted existing flows.
  • Zero-CAC growth is possible when you align with the right distribution partners.
  • Even in regulated, high-friction industries, a lean, focused build can prove the thesis and create the foundation for scale.