Market Entry Strategy: Fertility Services
The NHS and private market for assisted conception services in the UK is an attractive one. It is large and growing, especially in London and the East of England, with growth primarily being driven by older, self-funded patients. However, the market is highly fragmented with many small-scale providers and no clear market leader.
The client had identified a potential ‘gap’ in the market for a new national private service provider. However, prior to investment the client wanted to have a better understanding of the scale of commercial opportunity and the critical factors for success. The client also wanted advice as to the most appropriate entry route for a new service provider.
Tracey undertook a detailed strategic review of the fertility services market and competitive landscape across the UK. Key activities included:
- a detailed analysis of the national market for fertility services and the identification of the most attractive regional markets for a new entrant.
- an assessment of the competitive landscape and profiling of the leading providers operating in the most attractive regions.
- a survey of all CCGs to confirm the role the NHS currently plays in the provision and commissioning of fertility services, understand how this varies by region and identify any potential future changes linked to CCG commissioning plans.
- an options appraisal to identify the most attractive market for a new entrant and the most appropriate entry route;
- identification of potential risks for a new entrant and development of plans for mitigating these risks;
- a workshop with the Board to share the findings from the review and to secure buy-in and support for the progressing the preferred option.
Tracey’s analysis confirmed the attractiveness of the commercial opportunity and led to the identification of the key locations for investment and the preferred route to market. The client is currently developing its operational plans for a regional launch of a new fertility business in line with the recommended strategy.