Artificial intelligence (AI) is being rapidly integrated into the healthcare industry by tech giants and pharmaceutical companies. Notably, Amazon Web Services (AWS) and General Catalyst partnered in January 2025 to accelerate the development and deployment of healthcare AI tools. Similarly, GE Healthcare formed a partnership with AWS to build generative AI for medical use in 2024.

A Thailand-based healthcare startup, HD, has developed an AI-powered marketplace to digitize the fragmented Southeast Asian healthcare industry. The platform allows users to find healthcare providers such as hospitals and clinics, as well as search for specific surgeries and health check-ups. It also aggregates services to lower costs and offers installment payment options. HD has secured $7.8 million in equity funding to enhance its marketplace and invest in AI technology. Contributors to this financing round included U.S. giant Merck Sharp & Dohme (MSD), which marked its first investment in a health innovation startup in the Asia-Pacific region.

According to the co-founder and CEO of HD, Sheji Ho, MSD reached out to the company because they were already promoting HPV vaccines online, which were administered at hospitals and clinics connected to HD’s network. Ho noted that HD’s platform offers the largest number of vaccines sold online in the markets.

With $18 million in funding, which exceeds previous funding rounds, HD aims to expand its network and meet 5,000 healthcare providers and 600,000 patients by 2025. Its AI chatbot, Jib AI, has been trained using large language models, enabling smooth customer interactions and assisting doctors and surgeons in providing quality care.

Jib AI helps healthcare professionals focus on patient care by handling initial triaging and navigation tasks while seamlessly managing customer interactions, according to Ho.

In the coming 12 months, HD aims to further improve Jib AI capabilities by incorporating features such as order and refund processing, assisted checkouts, scheduling, and electronic health record checking, thereby enhancing overall healthcare delivery. The company plans to also expand its external partners’ network over the next two years, targeting insurance, pharmaceutical, and educational institutions.

According to Sheji Ho, the healthcare industry in Southeast Asia differs significantly from Western countries. Without a family doctor system, patients often directly visit hospitals or clinics, complicating their search for healthcare services and financial burdens. Given that 40% of the healthcare expenses are paid by individuals, affluence and insurance coverage are minimal, leading to increasing demand for platforms offering clear service comparison.

The current market model primarily relies on healthcare platforms offering medical services like health checks, surgeries, and other specialized treatments, most of which are listed by individual doctors or medical providers. However, HD’s platform approaches healthcare differently, providing individualized, pre-packaged services for simplicity and convenience.

HD provides health services in Thailand and Indonesia while aiming to enter Vietnam due to shared healthcare systems. Notably, Việt Nam’s medical model shows a high level of reliance on out-of-pocket payments, thereby fostering potential for insurance coverage and partnerships.

“In several Southeast Asia countries, including Mainland China, healthcare systems largely remain reliant on out-of-pocket payments. While there is currently no fully functional family doctor system in most countries, buyers accustomed to search tools like Google hope to see more personalized services when searching for healthcare services,” said Ho.

Moreover, Southeast Asia is witnessing increased user empowerment in healthcare. Users increasingly rely on search engines like Google and virtual assistants, such as ChatGPT, to seek health information, which closely aligns with HD’s service desirable customer experience for more personalized healthcare choices.