Commercial due diligence and new market entry in the NHS for an international health tech firm

CF supported a European health technology company with their plans to enter the UK healthcare market – exploring ways to scale their product which allowed healthcare professionals to digitise their paper patient records and send them securely across primary care providers, hospitals and patients. We were asked to help the company understand the feasibility of their service offering, the commercial prospects and its go-to market strategy. This involved researching the market and competitors through desktop reviews and developing a quantitative market sizing models before outlining a number of recommendations which were segmented by ease and investment requirements.

What was the challenge?

After significant growth in France, a European firm had an ambition to scale their product and wanted to explore entering the UK market. CF were asked to help the company understand the feasibility of their service offering, the commercial prospects and their go-to market strategy.

What did we do?

CF brought together a team with NHS, digital and governance expertise to develop the plans. The team made use of senior NHS contacts to explore client product fit and demand across ICSs and Trusts, we conducted a market segmentation exercise and modelled market size. The CF team designed and held workshops with the client to co-produce market entry options, explore risks and develop opportunities. This involved:

Exploring the NHS needs for the product through stakeholder interviews with key decision makers and clinical leaders in the NHS and staff on the ground as well as a desktop review of NHS policy strategy and digital priorities.
Exploring the market and competitors through desktop reviews and developing quantitative market sizing models.
Reviewing NHS regulation and policy including data security, clinical safety and technical assurance requirements for entering the NHS market.
Developing detailed options appraisals for identified approaches and recommendations for routes into the NHS, technology required and compliance.

What was the impact?

CF delivered an options report for the client together with a range of supporting materials to help the client better understand the NHS. The report helped the client understand the adjustments that were needed to do business with the NHS and provided clear market entry options, ranging from selling existing services to developing the company’s potential to capitalise on high value, low competition opportunities, supported by actions to deliver each approach.