Healthcare expansion
Market entry · 5-month engagement
Overview
Two new regions, one rigorous plan
A respected regional healthcare provider wanted to expand into two neighbouring regions — but licensing, referral networks and hiring varied wildly between them. A wrong first step would have cost years, not months.
“Their market-entry work was rigorous and honest about risks.” — Henrik Larsen, COO
Challenge
What was going wrong
- No like-for-like demand data across the two target regions
- Referral relationships owned by individuals, not the organisation
- Board split between moving fast and moving safely
Approach
What we did
- Sized demand per speciality and mapped every referral pathway
- Modelled phased entry: hub first, spokes once referrals held
- Built the risk register and mitigation plan the board approved
Results and outcome
The board approved a phased launch unanimously — hub clinic first, satellite services once referral volumes held for two quarters. Recruitment, licensing and partnership timelines were sequenced in one plan, and the expansion team still runs the risk register we built with them.
Services behind this story: Market Insights and Growth Strategy.