A AEVUM / internal panel
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DRAFT v0.1 · 2026-04-18
Panel 02 / Pricing Strategy & Insights

Eight pricing models. Four personas.
One recommendation, anchored against the SG hospital ceiling.

This panel translates the competitor research into a deliberate pricing strategy. We benchmark all four AEVUM tiers against the actual price ceiling (Mt Elizabeth S$12,388, Raffles Platinum S$11,408) and the actual price floor (Function/Ezra US$499). Then we map four target personas — Singapore HNW, Indonesian HNW, Malaysian Affluent, C-Suite — and assess what they would pay, why, and what they'd switch to instead.

[ TIER · I ]
Core Scan
RM 1,999
~ S$ 575 / US$ 450
SWEET SPOT
[ TIER · II ]
Comprehensive
RM 8,699
~ S$ 2,640 / US$ 1,955
[ TIER · III ]
Legacy Ultimate
RM 17,499
~ S$ 5,300 / US$ 3,930
[ TIER · IV ]
Legacy Platinum
RM 24,499
~ S$ 7,420 / US$ 5,500

01 · Willingness-to-Pay Triangulation

Where each AEVUM tier sits between the SG hospital ceiling and the US disruptor floor.

/ § 01 · SGD comparable

Price ladder · all in SGD-equivalent

The right strategic anchor for AEVUM is not Prenuvo (US$2,499) — it's Raffles Platinum (S$11,408) and Mt Elizabeth Screen Excelsior (S$12,388). AEVUM's Legacy Platinum at S$7,420 is 35–40% cheaper, while delivering an MRI-led longevity narrative those packages don't.

S$675
Function/Ezra
US$499
FLOOR
S$880
SimonMed
US$650
S$575
AEVUM
Core
RM 1,999
S$1,090
SG MRI
add-on
S$2,640
Prenuvo
Comp
S$2,640
AEVUM
Comp
RM 8,699
S$4,600
AsiaMedic
Nav 7
S$5,300
AEVUM
Ultimate
RM 17,499
S$7,588
Lifescan
Adv
S$7,420
AEVUM
Platinum
RM 24,499
S$11,408
Raffles
Platinum
CEILING
S$12,388
Mt E.
Excelsior
CEILING
AEVUM tiers
US/SG disruptor floor
SG hospital ceiling
AEVUM Tier Closest competitor anchor Implied positioning Verdict
Core · RM 1,999
~ US$450
Ezra US$499; Sunway MRI RM 1,500–3,000
Approachable luxury baseline
DEFENSIBLE — within Asia hospital MRI band; serves trial & younger guests
Comprehensive · RM 8,699
~ S$2,640
Lifescan Adv S$7,588; AsiaMedic Nav 7 S$4,600
Sweet spot · MRI-led narrative
SWEET SPOT — undercuts SG advanced screening, premium vs MY hospitals
Legacy Ultimate · RM 17,499
~ S$5,300
Below Raffles Platinum S$11,408; ≈ Echelon Bronze
Concierge tier · longevity branding
DEFENSIBLE — needs hospitality design + named radiologists to justify
Legacy Platinum · RM 24,499
~ S$7,420
35% below Mt E S$12,388; ≈ 5-night Chenot stay
Aspirational ceiling
REQUIRES BUNDLE — must include hotel partner, multi-day, longevity coach, follow-up year

02 · Eight Pricing Models — Pros, Cons, Verdict

Every viable model considered. Recommendation: hybrid of tiered packages + concierge premium.

/ § 02 · 8 models analysed
[ MODEL · 01 ]

Tiered Package Pricing

Four named tiers (Core / Comprehensive / Ultimate / Platinum), priced and bundled by intent. The proposed AEVUM model.

Anchor: AEVUM (proposed) RM 1,999 → 8,699 → 17,499 → 24,499
Equivalent to Prenuvo's tier ladder.
Pros
  • Aligns CapEx (1.5T vs 3.0T) with tier — cost-efficient
  • Anchors against SG hospital concierge naturally
  • MAB-compliant — bundled pricing & package discounts allowed
  • Easy upsell: Core → Comprehensive within 12 months
    • Cons
  • Requires marketing investment to communicate four tiers
  • Risk of decision paralysis at the top end
    • RecommendationThis is the spine. Combine with concierge premium (Model 02).
    [ MODEL · 02 ]

    Concierge / Experience Premium

    Bundle scan + cross-border transport + lounge + post-scan radiologist time as one price. The "experience wrapper" justifies the premium.

    Anchor: Echelon Health, Mayfair £14,000 Platinum = scan + lounge + private specialist follow-up
    Pros
  • Fits the Singapore HNW mental model (they pay for hotel-grade service)
  • Defensible against Function/Ezra commodity threat
  • Justifies 35–40% premium vs hospital screening
  • Differentiates on hospitality, not on radiology technology
    • Cons
  • OpEx-heavy — concierge salaries, transport, lounge
  • Capacity-constrained — caps daily throughput at 3–6 guests
    • RecommendationPair with Model 01. Make every tier "concierge-included."
    [ MODEL · 03 ]

    Annual Membership / Subscription

    RM 8,000–15,000/year for one annual scan + quarterly biomarker pulls + 24/7 health concierge access.

    Anchor: Function Health (US$365/yr) Prenuvo Executive (US$5,000/yr "Member")
    Pros
  • Recurring revenue smooths OpEx-heavy operating model
  • Builds longitudinal data — true "longevity baseline"
  • Cross-sell biomarker tests, supplements, specialist referrals
    • Cons
  • SG/MY HNW prefer one-off purchases over subs (cultural)
  • Requires year-2 retention discipline AEVUM doesn't have yet
  • MAB scrutiny on "membership" framing for medical service
    • RecommendationDefer to year 2 once the operational base is proven. Then introduce as upsell to Comprehensive/Ultimate guests.
    [ MODEL · 04 ]

    Freemium / Loss-Leader Entry

    Sub-RM 1,000 entry "consultation" → upsell to a full scan. Mirrors Ezra's classic upsell sales funnel.

    Anchor: Ezra MRI Scan US$499 Designed strategically limited (omits Spine/Chest/Lungs/Heart) to upsell.
    Pros
  • Lowers psychological barrier to first visit
  • Creates lead-gen funnel into higher tiers
    • Cons
  • Fundamentally off-brand for "concierge luxury" positioning
  • Trains the market to expect price competition
  • Operationally expensive (full radiologist time on a low-revenue scan)
  • MAB rules limit "free offer of healthcare services"
    • RecommendationSkip. The Core tier (RM 1,999) already serves this function without brand dilution.
    [ MODEL · 05 ]

    Pay-Per-Scan (à la carte)

    No packages — patient picks individual scan regions, pays per region. Mirrors current Singapore private MRI pricing.

    Anchor: SG private MRI S$900–1,000+ per region (head, knee, spine)
    Pros
  • Maximum patient flexibility
  • Familiar pricing pattern in Asia
    • Cons
  • Defeats AEVUM's positioning as "the annual standard"
  • Reduces concierge time monetisation
  • Hospital MRI commodity competitor — race to the bottom
    • RecommendationSkip. Run as a fallback offering only for partner specialist referrals (not advertised).
    [ MODEL · 06 ]

    Family / Couple Bundle

    "Two for the price of one and a half" — annual couple package, parent + adult child legacy package.

    Concept: AEVUM Family Annual RM 14,499 for 2x Comprehensive (saving RM 2,899)
    Pros
  • Doubles scan throughput per concierge visit
  • Strong gifting / legacy framing — natural for HNW Asian families
  • Cross-generational client acquisition (the parent buys, the child becomes annual)
    • Cons
  • Operational complexity (two scans, two consults, same day)
  • Risk of MAB rule on "package discounts" framing
    • RecommendationLaunch as quarterly seasonal promo (Mother's Day, Father's Day, Lunar New Year — MAB-compliant package discount window).
    [ MODEL · 07 ]

    Corporate / Family Office Retainer

    B2B contract: family office, single-family office, or corporate executive program. RM 200,000–500,000/yr for n=20–40 guaranteed scans.

    Concept: AEVUM Founders Programme Annual retainer with PE / family-office / SFO clients
    Pros
  • Predictable utilisation — fills off-peak slots
  • One sale = 20–40 guests; high LTV
  • Aligns with Elitez Group's existing B2B sales muscle
  • MAB-permitted — corporate health programs are a recognised category
    • Cons
  • Long sales cycle (6–12 months per contract)
  • Risk of brand dilution if "corporate" guests dominate the lounge
    • RecommendationBuild as parallel B2B channel from Q4 2026. Cap at 30% of capacity to protect concierge feel.
    [ MODEL · 08 ]

    Dynamic / Surge Pricing

    Higher prices on weekends, holidays, "RTS Link launch month." Lower prices on slow Tuesdays. Yield-managed.

    Anchor: Hotel/airline yield management
    Pros
  • Maximises revenue per slot
  • Smooths capacity utilisation
    • Cons
  • Fundamentally hostile to luxury positioning ("I paid more last week?")
  • Implicitly compares prices — MAB grey area
  • Erodes trust with HNW clientele who expect transparency
    • RecommendationAvoid. Never visible-price-by-day. Quiet "off-peak preferred slot" upgrade for early bookers is fine.

    03 · Four Target Personas

    Demographics, motivations, decision-making patterns, and the AEVUM tier each is most likely to buy.

    / § 03 · n=4 segments
    SG

    The Singapore HNW

    Primary Segment · 60–70% of revenue forecast
    Profile42–60yo, household income S$500k+, owns property in Sentosa Cove / D9 / D10. Works in finance, law, family business, or as a C-suite executive.
    MotivationAlready engaged with a longevity expert (50% per Manulife). Wants data they can build a plan around. Aware of Prenuvo and Neko but hasn't booked.
    PainHospital screening feels transactional. Doesn't want to fly to US/UK. Distrusts SG hospital upsell.
    DecisionResearches online but books on personal recommendation. Influenced by Tatler, BusinessTimes, Robb Report, private banking referrals.
    Switching costLow — they've never been a customer of any. The first mover wins.
    Most likely AEVUM tier Comprehensive · RM 8,699 → upgrade to Ultimate Y2
    ID

    The Indonesian HNW

    Highest-Value Secondary · 15–25% revenue, top tier mix
    Profile35–65yo, family business / banking / commodities. Has SG family office, kids in SG schools. Travels to Bali for wellness retreats already.
    MotivationCombine SG visit (banking/shopping) with health. Bali wellness is for the spouse — AEVUM is the medical anchor.
    PainIndonesia hospital quality concerns. Singapore hospital prices feel 2–3× over fair value. Wants discretion.
    DecisionBooks via private banker (Mandiri Private, BCA Prioritas, DBS Treasures). Influenced by family ambassador, Jakarta KOL doctor.
    Switching costMedium — currently use SG hospital screening; would happily switch for a more refined experience at lower price.
    Most likely AEVUM tier Legacy Ultimate / Platinum (multi-day with hotel)
    MY

    The Malaysian Affluent

    Domestic · 10–15% of revenue, high-volume Core/Comp tier
    Profile35–55yo, professional / SME owner / corporate exec. KL, Penang, Johor. RM 50k+ household monthly income. Pro-rich private healthcare user.
    MotivationWants premium screening without flying overseas. Comfortable with Gleneagles/Sunway but curious about something newer.
    PainExisting hospital options feel clinical, not lifestyle. Wants something to gift their parents.
    DecisionInfluenced by The Edge, Tatler MY, doctor referrals. Books via WhatsApp.
    Switching costMedium — but loyal to Gleneagles/Sunway brand equity. Need to earn trust.
    Most likely AEVUM tier Core or Comprehensive · gift-buys Legacy for parents
    CXO

    The C-Suite / Executive Programme buyer

    B2B Channel · 20–30% revenue once mature
    ProfileCorporate HR / family office / private equity / single-family office. Buying for an executive team or principal family.
    MotivationRisk management for the principal. Annual scans for the C-suite as part of the executive comp package.
    PainSG hospital corporate health programs are commodity. Wants something to put on the executive offer letter that signals the firm's care.
    DecisionRFP-driven. Procurement-mediated. Long sales cycle (6–12 months). Influenced by reference customers.
    Switching costHigh once a contract is signed. Sticky — the moat AEVUM should build for.
    Most likely AEVUM tier Founders Programme retainer · Ultimate/Platinum

    04 · Next-Best Alternatives — What HNW Switch To

    If AEVUM doesn't get the booking, where does the wallet go? Switching cost analysis.

    / § 04 · alternatives + friction
    Alternative What they get / lose Switching cost Threat
    Mt Elizabeth / RafflesHospital concierge screening · S$11–13k
    Familiar brand, full diagnostics + endoscopy. Loses MRI depth, loses "longevity baseline" framing, gets clinical not lifestyle experience.
    Low
    High
    Fly to US for Prenuvo / EzraUS$499–2,500 + flight + 3 days
    Cheaper scan price. Pays in flights, hotel, time, post-Prenuvo-lawsuit risk. No follow-up if anything found.
    Medium
    Low
    Wait for Chi Longevity / Morrow SGSingapore-based longevity (just opened)
    Singapore convenience, premium hospitality. Pays SG retail prices (likely 2× AEVUM). Limited MRI depth (Chi is non-MRI longevity).
    Medium
    High (post-RTS)
    CLP / Chenot / Lanserhof retreatEuropean wellness · €5–50k/week
    Multi-day immersive. Pays 5–10× AEVUM Platinum. Annual cadence is impractical for time-poor SG/MY exec. Often complementary, not substitute.
    High
    Low
    Sunway / Gleneagles JB MRIRM 1,500–3,000 hospital MRI
    Cheapest price for raw MRI. Loses concierge wrapper, loses post-scan radiologist hour. Hospital aesthetic, not lifestyle.
    Low
    Medium
    Do nothing / wearables onlyWhoop / Apple Watch / Oura
    Continuous data, low cost. No imaging. Misses the 3% actionable findings AEVUM screens for. The "I'm fine" inertia.
    Very low
    Medium (the largest category)

    The single biggest competitor is inertia. Most HNW Singaporeans say "I'll get a scan eventually" and never do. AEVUM's concierge wrapper, RTS Link convenience, and gift-card option exist to defeat the "do-nothing" alternative — not to defeat Prenuvo.

    05 · Final Pricing Recommendation

    The synthesis: which models, which tiers, which channels — in priority order.

    / § 05 · Strategy
    [ TIER STRATEGY · LAUNCH ]

    Tiered Packages × Concierge Premium

    Combine Models 01 + 02. Four tiers. Every tier "concierge included." Anchored against SG hospital ceiling (S$11–13k), priced 35–60% below.

      What this looks like in market
    • Core (RM 1,999): Lead-gen tier · serves trial buyers, younger guests, year-2 returns
    • Comprehensive (RM 8,699): Hero product · 70% of bookings forecast · "the annual standard"
    • Legacy Ultimate (RM 17,499): Longevity-curious · upgrade pathway from Comprehensive
    • Legacy Platinum (RM 24,499): Aspirational ceiling · bundle with hotel + multi-day for true HNW
    Why this winsAligns operations (1.5T vs 3.0T cost-recovery), aligns persona (Comprehensive for HNW Singaporean, Platinum for Indonesian), and stays MAB-compliant (bundled pricing & package discounts allowed).
    [ CHANNEL · YEAR 1 ]

    B2C First, B2B Layer Q4 2026

    Open as direct-to-consumer for the first three quarters. Add Founders Programme (Model 07) once concierge ops are battle-tested.

      Sequencing
    • Q3 2026: B2C launch (pre-RTS soft-launch)
    • Q4 2026: RTS Link opens · full marketing push
    • Q1 2027: Family / Couple Bundle (Model 06)
    • Q2 2027: Corporate Founders Programme (Model 07)
    • Year 2: Annual Membership (Model 03) for repeat guests
    [ GEOGRAPHIC · DAY 1 ]

    Singapore-First Acquisition

    Soft-launch to a curated Singapore HNW list (200 names). Hold marketing budget until RTS Link opens.

      Why
    • SG HNW has the highest WTP and shortest decision cycle
    • The RTS opening event creates a natural demand-pull launch moment
    • Indonesian HNW comes via SG referrals naturally
    • Malaysian Affluent comes via PR + Tatler MY in Year 2
    [ DEFENSIVE · ALWAYS ]

    MAB-Compliance Bake-In

    Every pricing communication reviewed against Malaysia's Medicine Advertisement Board rules.

      Hard Rules
    • PERMITTED: Bundled pricing · package discounts · seasonal promo windows (e.g. "Mother's Day 15% off")
    • FORBIDDEN: Price comparisons ("50% cheaper than X"), patient testimonials, celebrity endorsements, "best radiologist" claims
    • Marketing must focus on facility, technology, packages — never on people or outcomes