While doing volunteer work at a local hospital, Esther Wang noticed many of the children warded there were scared of having their blood taken. She decided to create a solution to address this problem and thus her entrepreneurial journey began. Esther leveraged upon the incubation support from NUS Enterprise’s Social Venture Lab@NUS, as well as the $40,000 grant from the ACE Startup Scheme, to set up her social venture, Joytingle, and develop its flagship product - Rabbit Ray.

Rabbit Ray is a patient engagement device targeted at 4 to 8-year olds to help them learn about various medical procedures. Rabbit Ray consists of a 200 x 111 x 82 mm tool kit in the shape of a friendly rabbit. This contains an educational book and medical instruments, including a safe plastic ‘needle’. Children can draw coloured water from Rabbit Ray, representing a blood draw. They can also give him a ‘vaccination’ and set up an intravenous plug.

The process of designing and developing Rabbit Ray took four years and 30 different prototypes, before Esther was satisfied with the final product.
To help fund Rabbit Ray’s development, Joytingle took several educational projects at hospitals, including creating videos teaching children about head wounds and stitching. Esther also went for four years without a regular salary, to keep business overheads low.

But the dedication paid off when Rabbit Ray was launched in December 2015. Joytingle counts the National University of Singapore, KK Women’s and Children’s Hospital, the Children’s Cancer Foundation and Chang Gung Memorial Hospital (Taiwan) as pioneering customers. Rabbit Ray is now used across seven countries.

“It gives me great joy when international hospitals and healthcare professionals embrace Rabbit Ray as part of their treatment plan. I am grateful for the mentors who gave me the confidence to venture forward. I also appreciate the incubation space from NUS Enterprise’s Social Venture Lab@NUS – firstly at the Prince George’s Park bungalows and now at The Hangar, which allowed Joytingle to build our products,” said Esther.


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