From Healing To Earning: Evaluating Douperi Indonesia “Konselor New Mom” Program On Formula Costs And Digital Affiliate Income

Abstract

This study evaluates the effectiveness of the "Circular Empowerment Model" implemented by Douperi Indonesia through the "Konselor New Mom" program. The research objective is to analyze the two-directional economic impact of the program: (1) defensive impact, namely the reduction of formula milk costs through successful lactation interventions, and (2) offensive impact, namely the creation of new income through a digital affiliate scheme. Using a qualitative descriptive case study approach, data were collected from in-depth interviews, structured observation of digital community interactions, and micro-financial document analysis involving more than 100 new mothers who received assistance since October 2025. The findings reveal that digital positive affirmation interventions and postpartum stress psychoeducation significantly reduced maternal anxiety levels, triggered optimal oxytocin release, and restored let-down reflex function—thereby reducing household dependence on commercial formula milk. Subsequently, recovered mothers (healed moms) were empowered as digital affiliates, converting their lived experiences and peer credibility into a flexible home-based income stream. This study concludes that maternal mental health treatment integrated with a digital economic infrastructure is capable of transforming health costs into a family economic growth center in the digital era.