A healthcare services provider was planning to launch a new health rehabilitation centre in the Middle East. They asked us to help them find the markets where they’d be able to attract patients who would pay for treatment. We identified six markets with potential. We reviewed detailed population data, regional healthcare services supply and demand, economic and epidemiological trends and drivers and the position of potential competitors in each market. We knew that this wouldn’t give us the full picture because this data isn’t readily available. We also needed to understand how political and cultural sensitivities in each target country would affect demand for the service.
So a team made up of our healthcare and strategy experts carried out a range of primary research interviews in each of the markets. We talked to providers, health experts and government organisations to get a real understanding of the potential demand, and the approach that would succeed in each country.
We used this in-depth knowledge to give clear recommendations. These were backed up by detailed analysis of the potential supply and demand for the relevant services – allowing us to calculate the financial value associated with each market. Our recommendations gave the organisation the confidence to decide which markets to target, and clarity about what they needed to do to appeal to patients in each country. We also developed a plan for how they could increase the number of clients over time, how they should expand the clinic (increasing staff and services), and the kind of marketing that would be needed.