Realizing growth in specialty healthcare.
- A specialized healthcare provider sought to increase national inflow — without compromising governance, complexity, or positioning
- We identified “pockets of growth”: real regional demand, accessible travel distances, and opportunities for complementary collaboration
- We developed a strategic assessment framework: care demand, travel time, market share, partner fit, and insurer support
- For each potential partner, we mapped the landscape: type of care offering, clinical capacity, overlap or complementarity
- The result: an executable growth model with a validated shortlist of regions and partners — enabling focused expansion without fragmentation
Top-tier care requires focus — but also reach. A specialized healthcare provider with national ambitions faced a strategic challenge: how do you increase patient inflow to your central location without diluting quality or fragmenting operations?
Tristan Arkesteijn, consultant at Het Strategiekantoor, was brought in to design an executable growth strategy. The concept: a satellite model — decentralized locations for pre- and post-treatment care, while keeping complex procedures concentrated at one central hub. What followed was a sharp analysis of care demand, referral patterns, and regional opportunities — resulting in a strategy ready for rollout.
Challenge.
High-end care isn’t a volume business. But demand is rising. Patients are willing to travel farther, referrers actively seek out quality, and demand is emerging outside traditional service areas. At the same time, a single-location model has its limits. Travel time restricts accessibility — and with that, the potential for national growth.
The central question: Where are the true ‘pockets of growth’ — regions with latent demand that can be activated to drive sustainable inflow to the central hub?
The proposed answer was a satellite model: decentralized sites for pre- and post-treatment care, located closer to the patient, while keeping complex interventions concentrated at the core. A national footprint — without compromising quality or control.
Approach.
Tristan Arkesteijn, consultant at Het Strategiekantoor, was asked to lead the project and worked closely with the organization’s strategy team. The objective: develop an evidence-based, executable expansion model using regional satellite locations.
We opted not for blanket rollout, but for targeted deployment — guided by sharp selection up front. Growth, yes — but only where the impact would be real. The team developed a five-point assessment framework:
1. Regional demand
We combined multiple datasets to map demand for specialized care at postal code level. This revealed not only where patients currently go — but where unmet potential remained.
2. Travel time to the central site
We analyzed drive times — not just to the central hub, but also to alternative providers. This helped assess where a satellite would truly lower the barrier to access.
3. Existing presence and growth potential
We examined current market share, referral flows, and future potential per region. This clarified whether a region required strengthening — or presented new white space.
4. Potential collaboration partners
For each potential partner, we built a structured profile:
Number of professionals active in the relevant domain
Nature of care offering (basic – complex)
Complementary positioning or competitive overlap
This enabled a clear view not just of where to grow, but also with whom sustainable execution would be viable.
5. Payer support
We mapped which health insurers dominated per region — and whether they were likely to support or resist the satellite model.
This structured approach led to a validated shortlist — based on volume, strategic fit, operational feasibility, and external alignment.
Impact.
What started as a growth question became a strategic repositioning.
By combining data, positioning insights, and on-the-ground knowledge, the team created a scalable expansion model — without compromising the organization’s identity.
The result:
A validated shortlist of regions with tangible demand and realistic execution potential
A reusable decision framework for future satellite rollout
Insight into collaboration dynamics — prioritizing complementarity over competition
Proven support from internal stakeholders and external payers
Thanks to this approach, the organization could invest in national expansion — while maintaining centralized control and clinical quality. No fragmentation, just smart choices where the impact was greatest.