Medication non-adherence costs Europe €125 billion and over 200,000 premature deaths every year — yet roughly half of patients still don’t take their treatment as prescribed. In this episode of Rethinking Health, Grace McNamara sits down with Emilie Cristini, one of Elfie’s first employees and now head of global pharma partnerships and country operations.

Emilie shares how Elfie grew from a single hypertension product in Brazil into a holistic, multi-morbidity health platform now operating across Southeast Asia, Africa, Turkey, Latin America and beyond. The conversation covers why non-adherence is a system failure rather than a motivation problem, the published evidence behind Elfie (including a 37% adherence increase in the Engaged study), an upcoming RCT with the European Society of Cardiology, and how AI features like face-scan blood-pressure measurement, body scans and nutrition analysis are reshaping the patient journey.

They also dig into the realities of clinician trust, data privacy, the EU AI Act, and why it still takes 17 years for best practice to become standard practice in healthcare — plus a look ahead at Elfie Care for doctors, WhatsApp-based health AI, and new Ministry of Health partnerships.

Follow us:

LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Elfie⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Elfie.en⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Elfie Global

The future of healthcare won’t be won in the lab alone — it will be won at the patient’s side. Beyond the Pill, hosted by Grace McNamara, goes inside the shift transforming pharma and digital health: how companies move past the product to deliver real outcomes through adherence, patient engagement, and technology that meets people where they already are.

Each episode brings on the leaders making it happen — pharma executives, clinicians, founders, and changemakers — for candid conversations on market access, AI in the clinic, emerging-market growth, and the human side of digital transformation. Practical, forward-looking, and grounded in what actually works, Beyond the Pill is for anyone building the next era of patient care.

Follow us:

LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Elfie⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Elfie.en⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠Elfie Global

What does it take for a government to put its name behind an AI health platform? In this episode of Elfie Voices: Rethinking Health, Grace McNamara sits down with Elfie co-founders Ofir and JF to unpack a landmark moment: their first Memorandum of Understanding with a government to deploy ELFIECARE across doctors and hospitals — free of charge.

After five years proving the hardest thing in digital health — patient engagement — Elfie’s data surfaced a defining insight: the doctor is the single biggest agent of change, with doctor-referred patients showing double the adherence and double the impact. That insight reshaped the company’s next move: empowering clinicians with conversational AI that plugs into existing workflows on WhatsApp, never replacing the systems already in place.

Ofir and JF lay out the economics that make Ministries of Health pay attention — exploding chronic-disease costs, the urgent need to “scale the doctor,” and a model that delivers controlled, compliant AI with local data residency in markets the big cloud providers don’t even serve. They explain why Elfie’s moat is the difficult path most vendors avoid: free deployment, ministry authorization, demonstrated medical impact, and a real-time epidemiologic data layer that finally lets governments and pharma see whether their spending actually works.

For leaders in government and pharma, this is a candid look at how to align short-term incentives toward long-term population health — and how rigorous AI governance

Follow us:

LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠Elfie⁠⁠⁠⁠⁠⁠⁠⁠⁠

Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠Elfie.en⁠⁠⁠⁠⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠Elfie Global

Venous disease doesn’t have to be just a cosmetic concern—it's a hidden indicator of broader cardiovascular health that’s often overlooked. Why are we failing to measure and prioritize venous health at the system level—and what’s at stake if we don’t change? In this eye-opening episode, Dr. Vito Ademe, an interventional vascular cardiologist and passionate phlebologist, reveals how under-measurement and under-recording of venous disease leave millions at risk of costly, preventable complications.
You’ll discover how venous disease is more prevalent than many realize and how it silently contributes to heart failure, strokes, and systemic inflammation. Dr. Vito breaks down the critical link between venous health and cardiovascular risk, emphasizing the importance of systemic measurement and early detection. Learn about groundbreaking concepts like “wellness phlebology,” where understanding the root causes of venous issues can prevent systemic health decline long before crises occur.

Follow us:

LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠Elfie⁠⁠⁠⁠⁠⁠⁠⁠

Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠Elfie.en⁠⁠⁠⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠⁠⁠⁠Elfie Global

What if the biggest threat to your blockbuster isn't a competing molecule — but the patient who quietly stops refilling after month two?

In this episode, Grace McNamara sits down with Mohamed El-Zayat, Elfie's new Country Manager for Egypt and the Middle East and a 22-year pharma veteran (Pfizer, AstraZeneca, Merck) across marketing, global brand leadership, and patient access. Mohamed breaks down the three hidden competitors every chronic-disease brand faces — therapy dropout, the shrinking HCP-patient consult, and the post-prescription data blackout — and explains why a connected patient ecosystem, not another standalone app, is the strategic unlock.

Inside the conversation:

• Why adherence, not rival brands, is the real battleground in chronic care

• How Elfie Care is positioned to be "the most significant launch in healthcare in the next 10 years"

• Why longitudinal, patient-reported + wearable + lab data is pharma's next real-world evidence goldmine

• The economics of replacing 65 fragmented PSP apps with one ecosystem spanning pharma, payers, ministries, HCPs, and pharmacies

• What insurers, ministries of health, and brand teams should be asking now

A sharp, strategic listen for pharma executives, patient access leaders, RWE teams, and payer innovators.

Follow us:

LinkedIn: ⁠⁠⁠⁠⁠⁠⁠Elfie⁠⁠⁠⁠⁠⁠⁠

Instagram: ⁠⁠⁠⁠⁠⁠⁠Elfie.en⁠⁠⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠⁠⁠Elfie Global

Most health systems overlook one of the most impactful, cost-effective tools in chronic disease: food. What if nutrition was not just lifestyle advice, but a direct, measurable clinical intervention?

In this episode of Elfie Voices, Aya speaks with Débora Gapanowicz, a dietitian specialising in diabetes and functional nutrition, about rethinking the role of food in population health. Débora explains how everyday dietary choices can shape cardiometabolic biomarkers in real time, from blood glucose to blood pressure, highlighting nutrition as a powerful but often underused part of care.

The conversation explores why nutrition has historically sat outside clinical practice, how digital platforms like Elfie are helping make it more measurable, and what the economic case looks like for integrating it more formally into healthcare systems.

A thoughtful shift in perspective, with real implications for prevention, cost, and long-term outcomes.

Follow us:

LinkedIn: ⁠⁠⁠⁠⁠⁠Elfie⁠⁠⁠⁠⁠⁠

Instagram: ⁠⁠⁠⁠⁠⁠Elfie.en⁠⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠⁠Elfie Global

Elfie is bringing its full AI-powered chronic disease management platform to WhatsApp. Medication tracking, nutrition analysis, lab results, and real-time health coaching — all inside a conversation on the chat interface 2 billion people already use every day. No app download. No training. No storage barrier.

In this episode of ElfieVoices: Rethinking Health, co-founders JF and Ofir join Grace to walk through what's coming and why it matters. For pharma: proactive adherence nudges that meet patients where they already are, replacing the compliance behaviors they can't sustain. 

For insurers: an AI engine that plugs into existing member apps without new infrastructure. For patients everywhere: a health coach available 24/7 in the chat they already use daily.

They also take on the security question head-on — why WhatsApp's Business API actually reduces vulnerability points, stores zero patient data, and delivers end-to-end encryption most health apps can't match.

Launching this summer. 

Many symptoms women experience every day are labelled as normal.
But what if they are early warning signs of something more serious?
In this episode, Aya sits down with Dr. Malathi, a UK-trained physician with a background in internal medicine and endocrinology, to unpack how symptoms like fatigue, hormonal changes, and disrupted sleep can point to underlying metabolic conditions.
They explore why these signs are often dismissed, how delayed diagnosis impacts long term health, and why connecting the dots earlier could change outcomes entirely.
It is also the approach we take at Elfie, bringing different aspects of health together rather than treating them in silos, so people can better understand patterns, risks, and progress over time.

Follow us:

LinkedIn: ⁠⁠⁠⁠⁠Elfie⁠⁠⁠⁠⁠

Instagram: ⁠⁠⁠⁠⁠Elfie.en⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠Elfie Global

What if your health tools knew you well enough to nudge you away from the cookie shop — not with a generic alert, but guidance built around your data, your goals, and your life?

Prof. Joe Kvedar has spent 40 years at the frontier of digital medicine. A Harvard Medical School dermatologist, former leader of a 60-person innovation center at Mass General, board chair of the American Telemedicine Association, co-chair of the AMA's digital medicine payment advisory group, and editor-in-chief of Nature's NPJ Digital Medicine — he's seen every wave of health tech and knows what actually works.

In this episode, Joe and Grace explore how multimodal AI is bringing us closer to truly personalized "N of 1" care, why the human bond between clinician and patient remains irreplaceable, the reality of clinician burnout and "pajama time," and what the massive supply-demand gap in healthcare means for insurers, pharma, and care delivery.

Released during Public Health Week 2026.

ElfieVoices is a podcast by Elfie — exploring the people and ideas shaping the future of digital health.

Follow us:

LinkedIn: ⁠⁠⁠⁠Elfie⁠⁠⁠⁠

Instagram: ⁠⁠⁠⁠Elfie.en⁠⁠⁠⁠

Facebook: ⁠⁠⁠Elfie Global

Obesity care is changing fast. New medications are reshaping what is possible, but they are only one part of the picture.

In this episode, Aya sits down with with Dra. Larissa Caballero, a physician specializing in cardiometabolic and preventive medicine, with a focus on obesity care and lifestyle medicine to unpack where obesity treatment is heading and why daily habits still play a defining role in long-term outcomes.

From shifting the perception of obesity as a lifestyle issue to recognizing it as a chronic condition, this conversation explores what modern, personalized care really looks like in practice.

Because lasting change does not happen in the clinic. It happens in the small, daily decisions that follow.

Follow us:

LinkedIn: ⁠⁠⁠Elfie⁠⁠⁠

Instagram: ⁠⁠⁠Elfie.en⁠⁠⁠

Facebook: ⁠⁠Elfie Global