SINGAPORE (July 10): Surendran Krishanthan knows something about adapting a start-up to market demand. His first medtech start-up, an online appointment portal for doctors called DocTree Asia, failed miserably, by his own admission. Forced to rethink the product, Surendran and his team spent hours shadowing physicians to understand clinic workflows, pain points and why so many doctors do not document any of their procedures on a digital platform. In 2013, they polished up their value proposition and started electronic medical records (EMR) platform Klinify. Clinics are charged on a per-patient-per-visit basis, from between 20 cents and $6 as at last year, each time they use Klinify.

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