Navigating New Market Entry in Healthcare
- AGENCY
- Jul 16
- 3 min read
What does good look like? And what should you consider before entry?
Market entry in healthcare isn't about chasing every international opportunity that comes your way.
It's about strategic alignment, thorough assessment, and understanding that what works in your home market might need complete adaptation elsewhere.
In our latest Fireside Chat, I sat down with Howard Widdall and Keith Jackson to discuss the realities of entering new healthcare markets and why so many companies get it wrong.
The Serendipity Trap...
Many healthcare companies stumble into new international markets.
A distributor reaches out.
A tender opportunity appears.
A conference connection promises big potential.
But opportunism... isn't strategy.
As Howard points out in the podcast, "Market entry should be a deliberate process, not based on serendipity." Before you commit resources to a new geography, you need to assess why you're really doing this and whether it aligns with your company's vision and capabilities.
Why Market Assessment Matters More Than You Think
Every healthcare ecosystem is different. The regulatory pathways, procurement processes, clinical workflows, and decision-making hierarchies that work in your current market might be completely irrelevant elsewhere.
Keith has a strong opinion on the importance of understanding these local dynamics: "Understanding local healthcare ecosystems is essential for success." This means going beyond surface-level market research to understand how healthcare is actually delivered, funded, and accessed in your target market.
The Localisation Reality
Here's what most companies miss: localisation isn't just about translating your marketing materials or adjusting your pricing.
Sometimes it's about adapting your entire value proposition to meet local needs.
Your product might solve the same clinical challenge globally, but the way you position its benefits, the evidence you lead with, and the stakeholders you target could be completely different from market to market.
Building Distributor Relationships That Actually Work
Finding a distributor is easy. Building a partnership that drives sustainable growth is hard.
The most successful market entries we discussed had one thing in common: companies that invested heavily in distributor training, marketing support, and ongoing relationship management.
As we explored in the conversation, your distributor isn't just a sales channel—they're your local market intelligence, your cultural translator, and your pathway to building credibility with HCPs who've never heard of your brand.
The Framework That Works?
Based on our discussion, here's the strategic approach that consistently delivers results:
1. Assess Your Motivations: Why are you entering this market? Does it align with your long-term vision? Do you have the resources to succeed?
2. Conduct Thorough Market Assessment. Understand the healthcare ecosystem, regulatory requirements, competitive landscape, and decision-making processes.
3. Choose Your Go-to-Market Model: Direct sales, distributors, partnerships—each has trade-offs depending on your resources and market characteristics.
4. Localise Everything. Adapt your product, messaging, value proposition, and sales approach to local needs and preferences.
5. Invest in Relationships. Whether it's distributors, KOLs, or regulatory partners, successful market entry is built on strong local relationships.
The Bottom Line
Market entry in healthcare requires patience, investment, and a willingness to adapt everything you think you know about your product and market.
But when you get it right, when you align strategy with local needs and build genuine partnerships, new markets become engines for sustainable growth rather than expensive distractions.
Listen to the Full Conversation
Want the complete discussion on market entry strategy, localisation challenges, and distributor relationship management?
[Listen to the full episode here]
Resources:
If you are a healthcare marketing leader and want to generate more demand for your products and services.
Download our new guide at the link below.
Two clicks. No email. No strings. Great insights.
Or you could keep doing it the ‘way we’ve always done it’… Or ff you're a healthcare product manager or marketing leader, you'll love our Product Messaging Playbook. You can download that for free here:
And if you enjoy content like this you can sign up to our newsletter here:
Subscribe to Agency Fireside Chats for more strategic insights on healthcare demand creation and market expansion.
Comments