An Estonian nurse's 12 infant first-aid course: Terviseõde esmaabi, zero ratings, climbs to #2 on the paid overall chart
What it is An Estonian-language app for learning infant and child first aid. A nurse produces the content and videos herself, and the practice and review follow the structure of her in-person course. It works offline, has no account, and is a one-time purchase of €11.99.
Why it took off The founder posted on Instagram, Threads and Facebook with "comment 'app' and I'll DM you the link," converting thousands of young-parent followers and in-person students into buyers. The Estonian paid chart has a very low bar: a few to a dozen-plus purchases a day is enough to reach #2 overall.
CHow you could follow this Don't copy this app; learn the approach. Partner with a professional who has local reputation and followers. You supply a reusable course-review app shell, she supplies the content and traffic. List it in a small-language market, have her post to push it up the paid chart once, and split revenue by unit sold.
- Data (updated daily) · Launched 2026-10-28 · EE rating 0 · 11-08 best paid overall rank #7 (EE) · Charted in 11-08 1 stores
iOS · Top Paid overall rank · By store Data 2026-10-30 → 2026-11-08 (10 days, 10 observations). Lower rank is higher; gaps mean it wasn't charted that dayiOS · Number of stores charted (top 200 on any chart) Data 2026-10-30 → 2026-11-08 (10 days, 10 observations)iOS · Ratings · EE Data 2026-10-30 → 2026-11-08 (10 days, 10 observations). Apple doesn't publish download counts; rating growth is a proxy for downloads.
Terviseõde esmaabi is a mobile app from Estonian nurse and first-aid trainer Ly Juhe, built from her in-person infant first-aid course. It's in Estonian, a one-time purchase of €11.99. It went live on iPhone in Oct 28, and three days later it reached #2 on the Estonian App Store paid overall chart, with zero ratings at the time. What pushed it up wasn't the product features; it was her own followers of several thousand and her students, plus a paid chart with a very low bar in a country of 1.3M people.
"Comment 'app' and I'll DM you the link"
In 2026, Oct 4, Instagram account @tervise.6de (bio: a university-educated nurse, certified nutrition advisor, first-aid trainer) posted a short video: "The Terviseõde esmaabi app is on Google Play 🥳🥳 Comment: app and I'll DM you the link, or use the link in bio."
The comments total 22, mostly friends cheering: "Whaaaaat KUI laheeee🙌" (How cool is this!), "Yay!!", and one person who replied with just "App😍" — the exact keyword she wanted.
It launched on Android first, and iPhone came three weeks later. The iPhone version went live in Oct 28. Her Threads bio now links to lyjuhe.ee/terviseode-esmaabi, a landing page with a 30-second demo video and two store buttons.
What it is
An infant first-aid learning app for parents, in Estonian only. 3 courses across 19 topics: life-saving skills (infant and child CPR, choking, drowning, anaphylaxis), when kids get sick (fever, breathing difficulty, febrile seizures), and accidents at home (burns, poisoning, button batteries and magnets, falls, nosebleeds). 9 topics include videos with Ly on camera, and they work offline.
Each topic follows the order of her in-person course: first a scenario to think through, then a three-level traffic-light call (watch at home / call the family doctor advice line the same day at 1220 / go straight to the emergency room or call 112), then an explanation, then practice. Review cards resurface after a set interval. There's also a paracetamol and ibuprofen dose calculator (enter weight and the concentration on the box, and it shows the calculation and dosing interval), a home safety checklist, and one-tap calls to 112, 1220 and the poison control center at 16662.
The first line of the store page reads: "Kui lapsega midagi juhtub, ei ole aega hakata juhiseid otsima" — when something happens to your child, there's no time to go looking for instructions. The next line: "This isn't an emergency app. It's a place to learn slowly, before you need it."
No sign-up, no ads, no analytics, and no data leaves the phone. It's a one-time €11.99 purchase with no subscriptions or in-app purchases (App Store Estonia, 11-06).
The tech was built by DigiAI, a small studio doing websites and automation, run by Allan Juhe, who shares Ly's surname. The developer account LAJ OÜ holds only this one app. That the two are family is inferred.
How it got on the charts
| Date | Estonia paid overall chart | Education paid chart | Score |
|---|---|---|---|
| 10-28 | Launched | ||
| 10-30 | 28 | 2 | 0 |
| 10-31 | 2 | 1 | 0 |
| 11-01 | 5 | 1 | 0 |
| 11-03 | 38 | 2 | 0 |
| 11-05 | 88 | 4 | 0 |
| 11-06 | 7 | 1 | 0 |
(App Store Estonia, daily charts)
It peaked two or three days after launch, dropped to #88,11-06 within a week, then bounced back to #7. That's a classic founder-post spike. The rebound wasn't looked into; it may be another post, or it may be tied to 11-14 her online infant first-aid course. From 11-01 to 11-03 it also appeared on the Swiss Education paid chart (ranking #64 to #125), probably a few Estonians living in Switzerland who bought it.
"No. 2 on the overall Top Paid chart" sounds huge, but put it back in Estonia. On 11-06, the top 25 of the overall chart were familiar faces like Geometry Dash, Minecraft and Pou, and a small local app sat at No. 24. On this chart, No. 2 roughly translates to a few to a dozen downloads a day (my estimate, since Apple doesn't publish sales).
Where the users come from breaks into three pieces:
- Her own social accounts (confirmed). Instagram and Threads are both @tervise.6de, Threads has 1,230 followers, and her Facebook page has about 3,400. She usually posts parenting-health short videos like "3-month-old baby bloating, could it be linked to what mom eats?", with partner discount codes in between. Her audience is young parents.
- Landing page (confirmed). A dedicated page on lyjuhe.ee, with store links carrying a source tag. DigiAI's case study says this is "so Google Play shows how many downloads came from here." The footer reads "Want to really practice? Infant first aid course →", cross-promoting the app and her course.
- Offline students (inferred). She runs first aid training for companies, kindergartens and schools, and also has a 3-hour infant first aid course (10-24 has a session in Tartu). Parents who took the course are the most natural first buyers, but there's no direct evidence.
No ads, media coverage or influencer promotion turned up.
Why this one
- The content already existed. It's the course she already sells, same structure and wording. DigiAI's case study mentions one detail: each topic is reviewed and signed off by a nurse, the sign-off applies only to that version of the text, and any edit requires re-signing; the final package is built only after everything is signed. Ly edits copy and videos in a content manager on her own computer without touching code.
- "Written by a nurse" is worth €12. For first aid content aimed at children, parents care who wrote it. Free alternatives are plentiful, but none has this.
- The only one in this language. Estonian, local emergency numbers, exclusively for infants and small children: no second option on the iPhone.
- The chart bar is low. A very small number of sales can buy a "#2 overall" ranking.
Who it's competing with
| Competitors | Platform | How it differs |
|---|---|---|
| Baby and child first aid (British Red Cross, 2013) | iOS / Android | Free, English only, UK procedures; 0 rating in the Estonian store |
| First Aid (International Federation of Red Cross and Red Crescent Societies, 2018) | iOS / Android | Free, for adults, general purpose |
| OLE VALMIS! (Estonian Women's Defence League, 2018) | iOS / Android | A nationwide free emergency app covering power outages, getting lost and war; first aid is only one part |
| LearnMedPro (another Estonian nurse and first aid instructor) | Android only | The closest competitor, but aimed at medical students and first aid enthusiasts; the founder has about 5,200K TikTok followers |
| Infant first aid courses from various providers (Luwi, Ra&Ra Medical, Vita, etc.) | Offline / web | People forget the course once it ends; this app sells the after-course review |
The real competition isn't another app; it's "forgetting after the course" and "searching only once the child is hurt."
If it were you
If you're a C-level reader, copying it isn't worth it. The app's ceiling is one course in a small country; what pushed it up the charts is a local nurse's years of accumulated trust and students, which followers can't replicate. What's worth learning is the underlying playbook: expert's offline course → one-time-purchase review app → expert's own social post with a "comment a keyword, get a link" CTA → one push up a small-language paid chart.
Who it suits: developers or small studios who can build apps and have (or can find) a professional with local reputation and followers: a pediatric nurse, midwife, veterinarian, elder-care trainer, swim coach. You provide the tech; they provide the content, face and audience, and you split revenue per unit sold. DigiAI took the job this way and turned it into a case study to win the next client.
Who it doesn't suit: anyone hoping to earn a living from one app; anyone without a professional partner who just wants to write their own "infant first aid" content (parents won't pay for children's medical content without a professional's name behind it); anyone targeting the English market (the Red Cross's free app and many paid apps already dominate there).
How to build it: a reusable shell: course → topic → scenario questions, severity triage, explanations, practice, spaced review; a content back-end where the expert edits copy and videos themselves; per-question review sign-off; offline, no accounts, one-time purchase. Build the shell once, then reuse it across experts, languages and categories. Prioritize small languages: Latvian, Lithuanian, Slovenian, Finnish, markets with low paid-chart bars and little native content.
How to get users: entirely through the expert herself. On launch day have her post a short video whose caption says "comment 'app' and I'll DM you the link"; swap her profile link for a landing page with a 30-second demo video, and tag the store links with a source. Recommend the app as homework at the end of offline courses and corporate training. Don't buy ads; a small country's volume can't support paid acquisition.
Timing: there's no window to race; it's a craft business, not a land grab. But each expert can only sign once, so the people who lock in the most famous local names first have the edge.
Signs you've misread it: ① By late December it's no longer on the Estonian paid chart and still has zero ratings, meaning this only works in the launch wave, and the review app doesn't sell long-tail; ② the expert you recruit posts a launch and fewer than a few dozen commenters ask for the link, meaning her followers watch content but don't pay, so switch people; ③ DigiAI later built the same kind of app for other experts, none of which charted, meaning this result came from Ly herself and the template can't be copied.
Research notes: competitor table, acquisition evidence, full research report
- Competitors
Name Where Launched Scale How it differs from this one Baby and child first aid (British Red Cross) iOS 2013 ee store, 0 rating, English only English, free, UK procedures; this one is in Estonian, with local emergency numbers, videos and exercises First Aid – IFRC iOS 2018 International Red Cross global edition Free, for adults, general purpose; this one only covers infants, structured by course OLE VALMIS! (Estonian Women's Defence League) iOS 2018 Estonia's nationwide free emergency app Covers general crises, first aid is only one part; this one focuses exclusively on infant first aid LearnMedPro(Esmaabi Dianaga / Hea Õde OÜ) Android Not verified Founder has 5.2K TikTok followers Also an app by an Estonian nurse, but aimed at medical students and first aid enthusiasts, and only on Android; this one targets parents of infants and is on both iOS and Android Offline / online infant first aid courses (Luwi, Ra&Ra, Vita, etc.) Other Already around Many providers It sells a post-course review tool and cross-promotes her own courses - Where users come from
- Verified Founder's Instagram / Threads / Facebook: on Instagram, reels use the "comment 'app' and I'll DM you the link" approach (22 comments); Threads has 1,230 followers, Facebook about 3,375, and the profile bio links to the product page
- Verified Official landing page + UTM: lyjuhe.ee/terviseode-esmaabi has a 30-second video, and the Play link carries utm_source=lyjuhe.ee; DigiAI's case study states the purpose is source tracking
- Inferred Offline first aid course students / kindergarten clients: the landing page links back to the infant first aid course, and the app follows her course structure; no direct evidence
- Inferred Exposure on a small-market paid chart: the Estonian paid overall chart bar is extremely low, so even with zero ratings it can reach #2
Terviseõde esmaabi (iOS id6818273715): why it made the charts
Bottom line: this is a €11.99 one-time-purchase app built from the offline "infant first aid course" by Ly Juhe, an Estonian nurse and first aid trainer; the tech was done by DigiAI, a small studio run by her relative Allan Juhe. It reached #2 on the Estonian paid overall chart, driven by the founder's own social following (about 3.4K on Facebook, 1.2K on Threads, plus Instagram) and her in-person students, with Estonia's very low paid-chart bar helping. The product itself is tidy: local language, local emergency procedures (112 / 1220 / 16662), offline, no accounts, one-time purchase, but none of that explains the chart run. Strictly speaking it didn't "break out"; it was a single successful launch push in a very small market.
1. Data (our appstore library, ee store)
| Date | Overall paid chart | Education Top Paid | Score |
|---|---|---|---|
| 2026-10-28 | Launch (v1.0.0,11.99 EUR) | ||
| 10-30 | 28 | 2 | 0 |
| 10-31 | 2 | 1 | 0 |
| 11-01 | 5 | 1 | 0 |
| 11-02 | 11 | 2 | 0 |
| 11-03 | 38 | 2 | 0 |
| 11-04 | 63 | 3 | 0 |
| 11-05 | 88 | 4 | 0 |
| 11-06 | 7 | 1 | 0 |
- From 11-01 to 11-03 it also hit the Swiss education paid chart (#64 → #125, priced at CHF 9), likely a few purchases from Estonians living in Switzerland.
- The rating count stayed at 0. The Estonian paid overall chart bar is very low: on 11-06 that day's top 25 included older apps like Geometry Dash, Minecraft and Pou, plus a local small app, Tähetark (#24). So #2 roughly corresponds to a few to a dozen-odd sales a day. This is an estimate; Apple doesn't provide unit sales, and we haven't verified it.
- The curve: after launch it peaked within 2–3 days, fell to #88,11-06 within a week, then rebounded to #7. That fits a "founder posts once, a wave follows" rhythm. We couldn't find the cause of the rebound; it may be a new promo post, or pre-promotion ahead of the 11-14 online course.
- The Google Play version (package name ee.tervise6de.com) isn't in our googleplay library, meaning it hasn't charted on any Play chart; install numbers are unknown.
- The data card at intake said "Similarweb shows 11/1 paid overall #2," while our library records are 10-31 #2 and 11-01 #5.
2. What it is
- An infant first aid learning app written in Estonian (ET is the only language), covering 3 courses and 19 topics: life-saving skills (infant and child CPR, choking, drowning, anaphylaxis), when kids get sick (fever, breathing difficulty, febrile seizures), and accidents at home (burns, poisoning, button batteries and magnets, falls, head injuries, etc.).
- Each topic follows the structure of her offline course: try it first (a scenario), then recognize (a three-tier traffic light: observe at home / consult a doctor or family physician the same day 1220 / go to the ER or call 112 right away), then understand (an explanation), then practice. Spaced-review cards come after that. 9 of the topics include videos of Ly herself, and the videos work offline too.
- Tools: paracetamol and ibuprofen dose calculators (with worked calculations and dosing intervals), a first aid quick-reference, a home safety checklist, and in-app one-tap dialing of 112, 1220 and the poison control centre at 16662.
- No account sign-up, no ads, no analytics, and data stays on the phone. One-time purchase of €11.99, no subscription, no in-app purchases.
- Sources: App Store lookup (ee, 2026-11-06); official landing page www.lyjuhe.ee/terviseode-esmaabi; Google Play listing.
3. The people and the team behind it
- Ly Juhe: a trained nurse with a higher education degree, a certified nutrition consultant, and a first aid trainer. She sells first aid / AED training for companies, kindergartens and schools on lyjuhe.ee, plus a 3-hour "Infant & Child First Aid" course (in person, e.g. 10-24 in Tartu; 11-14 also online). She runs a second weight-loss line at voidaiseennast.ee, selling a 12-week course on Thinkific. Social: Instagram and Threads both use @tervise.6de, Threads 1,230 followers; the Facebook page Tervise.6de has about 3,375 followers (from a search snippet pulled by Jina).
- Allan Juhe / DigiAI (digiai.ee): a one-person studio doing websites and automation. He built the Võida Iseennast platform, lyjuhe.ee, Terviseõde AI (tervise6deai.ee, a nutrition AI assistant), SisuSkänner, and this app. He shares Ly's surname, and Ly also drums up clients for DigiAI on Instagram ("Seepärast lõin DigiAI"). So the developer LAJ OU is most likely this couple's or family's company (inference).
- DigiAI publicly wrote up how it made this app as a case study (https://www.digiai.ee/tood/terviseode-esmaabi): a nurse reviews and signs off every question, and any text change means re-approval; Ly edits copy and videos in a content manager on her own computer without touching code; the release version connects to no servers; the landing page has a 30-second video, and store links carry UTMs.
4. Competitors
| Competitors | Where | Launched | Scale | How it differs |
|---|---|---|---|---|
| Baby and child first aid (British Red Cross) | iOS/Android | 2013 | ee store, 0 rating, English only | Free, in English, covers UK procedures; it is in Estonian, with local emergency numbers, videos and exercises. |
| First Aid – IFRC (International Federation of Red Cross and Red Crescent Societies) | iOS/Android | 2018 | The global version, listed in the ee store. | Free, for adults, general purpose; it only covers infants and children, structured like the course. |
| OLE VALMIS! (Estonian Women's Defence League) | iOS/Android | 2018 | A national emergency app in Estonia, available in Estonian, Russian and English. | Free, covers blackouts, getting lost, war and other crises, with first aid as only one part; it specializes in infant and child first aid. |
| LearnMedPro (Esmaabi Dianaga / Hea Õde OÜ, also nurses and first aid instructors). | Android(Google Play com.lmpapp),learnmed.ee | Launch date not verified. | The founder has 5,189 TikTok followers and 497 Facebook followers. | The most direct competitor: also an Estonian nurse turning a course into an app, but aimed at medical students and first aid enthusiasts, not on iOS; it does not focus on infant and child parents. |
| In-person and online infant/child first aid courses (Luwi, Ra&Ra Medical, Vita, Rae Perepesa, opielupaastjaks.ee, etc.). | Offline / web | Already around | Many providers | People forget what they learn in a course; it sells a "review tool after the course" and cross-promotes her own courses. |
| Paid comparable apps in English-language markets (Safe Beginnings First Aid, St John / SJA First Aid, First Aid: American Red Cross). | iOS | 2012–2023 | No Estonian-language option. | Language and local procedures are a natural barrier. |
Conclusion: among Estonian-language infant and child first aid apps, this is the only one on iOS. The closest peer, LearnMedPro, is only on Android and is positioned differently.
5. How users came in (growth levers)
- The founder's own social posts (confirmed): Instagram reels use the "comment the app and I'll DM you the link" tactic (reel DeEv7maoAtp, 22 comments); Threads and Facebook cross-posted the launch video, and the profile bio links to lyjuhe.ee/terviseode-esmaabi. Likes on the Facebook post include "Katrin Pikkpõld and 3 others", so reach is very small.
- Website landing page + UTMs (confirmed): lyjuhe.ee has a dedicated product page with a 30-second video, and the Play link carries utm_source=lyjuhe.ee&utm_medium=maandumisleht.
- In-person course students and corporate clients (inferred): the landing page links back to the "Infant & Child First Aid" course, and the app content uses the same wording as the course; in-person students and kindergarten parents are natural first buyers. No direct evidence.
- Amplification from a small-market paid chart (inferred): Estonia has only about 1.3M people, so the bar for the paid chart is low; a few dozen sales can push it into the top 5 overall, and once charted it becomes visible in the store.
- Ads, press, creators: nothing found. The search results show no media coverage and no signs of paid promotion.
6. Why it took off
- The content is the course she already sells, backed by her nurse and trainer credentials; parents are willing to pay €12 once for first aid content "written by a nurse".
- She already has a group of local followers and students who trust her, so dozens of purchases on launch day are plausible (inferred).
- Estonian language + local first aid procedures (112 / 1220 / 16662) + offline + no account required: no direct competitor in this language.
- The paid chart's bar is very low, so small sales can buy "#2 overall".
7. Differentiation
Its differentiation is "local nurse authority + Estonian language + practice and review built on the course structure + one-time purchase, privacy". That combination makes it the only choice in this language, but what drives the chart push is mainly the founder's personal reach and the low bar of a small market, not product features. The product is solid (dose calculator, traffic-light grading, review cards), which will decide whether it can keep selling through word of mouth, but with no ratings or reviews yet, that is not visible.
8. What to borrow
- "Offline courses from professionals → one-time-purchase review app": experts supply the content, and a studio builds it with a content manager and a question-by-question nurse sign-off process; DigiAI has already published this outsourcing template.
- The Instagram tactic of "comment a keyword, get the DM link", plus a landing page with UTMs, allows a zero-ad cold start.
- Small-language paid charts have low barriers, which makes them good for a "launch and chart" credibility push. The model could be copied to Latvia, Lithuania, Finland, or other expert categories (parenting, elder care, pet first aid). But the ceiling is low and it depends heavily on the founder personally.
9. How many people know about it
Few people know about it: no press coverage, no disclosed revenue, no discussion on X. The entire presence is the founder's own small account (a few thousand followers). Copycats: none. The existing Estonian peer LearnMedPro came earlier, so it is not a copycat.
10. Still unclear
- How many copies were actually sold: the sales behind the paid overall #2 rank are not verified.
- Installs on Google Play.
- Why 11-06 rebounded to #7.
- The relationship between LAJ OU and Allan Juhe is only inferred from the shared surname.
- The scale and launch date of LearnMedPro.
Sources
- App Store lookup:itunes.apple.com/lookup?id=6818273715&country=ee
- Our appstore library (app_day, v_chart, ee store, 10-30 to 11-06).
- www.lyjuhe.ee/terviseode-esmaabi ;www.lyjuhe.ee/ ;www.lyjuhe.ee/vaikelapse-esmaabi
- www.digiai.ee/tood/terviseode-esmaabi ;www.digiai.ee/en/about
- www.threads.com/@tervise.6de (1,230 followers); www.instagram.com/reel/DeEv7maoAtp/; Facebook page Tervise.6de (100092283638541)
- play.google.com/store/apps/details?id=ee.tervise6de.com
- Competitors: www.naiskodukaitse.ee/Ole_valmis_3680; learnmed.ee/en; www.tiktok.com/@esmaabi_dianaga; App Store id646471621, id1312876691