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Our team

Kevin Cho, co-founder of GTMLab

Kevin works on generative engine optimization (GEO): how a business gets named, and described correctly, when people ask ChatGPT, Gemini or Google’s AI Overviews instead of searching. His focus is healthcare: hospitals, clinics and medical practices in Southeast Asia.

Co-founded GTMLab in 2024Forbes 30 Under 30 Asia, 2023Bahasa Indonesia
What he works on

Getting named in the answer.

When someone asks an AI assistant which hospital to go to, or which agency to hire, the answer names a handful of options and describes them in its own words. GEO is the work of making sure a business is one of them, and that what the answer says is true: the pages an assistant reads, the facts stated on them, the structured data behind them and what other sites say about the business.

In healthcare that work runs under medical advertising rules that differ in each country, so what a hospital can publish for AI search is a compliance question as much as a marketing one. GTMLab’s guide to healthcare advertising rules in Indonesia, Malaysia and Singapore sets out what each market allows.

Topics

  • Generative engine optimization (GEO)
  • AI search visibility for hospitals and clinics
  • Patient acquisition
  • Growth strategy
Before GTMLab

He bought marketing before he sold it.

Before GTMLab, Kevin co-founded Peeba, a B2B wholesale marketplace that connects retailers in Asia with global brands, and took it through Y Combinator’s Winter 2023 batch. Peeba raised US$8M from investors including Y Combinator, Headline and Mana Ventures and reached US$20M in GMV across six countries. Earlier he was a partner at Zeroth.AI, a SoftBank-backed fund with more than 50 investments in AI startups, and an M&A investment banker at Oppenheimer. Forbes named him to its 30 Under 30 Asia list for Retail & Ecommerce in 2023.

Kevin with Michael Seibel at a Y Combinator event.
Kevin with Michael Seibel at a Y Combinator event.
Kevin Cho

Kevin ChoCo-founder

  • Co-Founder @ PeebaUS$20M GMV, US$8M raised from YC, Headline, Mana Ventures
  • VC Partner @ Zeroth.AISoftBank-backed, 50+ investments
  • Investment banker @ OppenheimerM&A
Before GTMLab
Zeroth.aiPeebaY CombinatorForbes 30 Under 30
Writing

What he has written.

On gtmlab.ai

On Best Healthcare GEO Agency

GTMLab publishes Best Healthcare GEO Agency.

Elsewhere

Find him elsewhere.

Let’s engineer your lead generation engine.

More qualified leads, lower CAC, and a clear view of which ads bring in revenue.

Ways to work with us
Monthly plansOne-off buildsGrowth partnership

How we start

  1. Discovery callWe learn how you sell, where leads go cold and what could work better.
  2. Read-only auditIf we’re a fit, we get read-only access to your ads, analytics and CRM, and diagnose what’s really going wrong.
  3. Your proposalWe walk you through the diagnosis and the engine we’d build to fix it.

For lead generation businesses already running paid ads. Replies within 24 hours.

Explore a partnership
Selected clients
LazadaCinepolisIHH HealthcareGleneaglesMount ElizabethSiloamELSA SpeakCekatAIAshley GroupBluuuCentral WellnessDoré by LeTaoGoDrinksIkigaiMediflyPalma Islands