Multi-site physician services platform
Market Entry Strategy Build
Regional thesis converted into executable market blueprint; the team ran the playbook into four markets, adding $50M in incremental revenue over three years
THE SITUATION
Post-acquisition, the platform had ambition but not a plan. The thesis was clear: become a regional care-delivery platform. What was missing was the answer to the questions that actually drive execution. Which markets, in what order, with what capital allocation, and how do you actually launch a practice once you’ve decided to enter? Without that, the thesis was a slide, not a strategy.
WHAT I BUILT
• Market prioritization framework: every market in the region analyzed across demographics, competitive intensity, payer landscape, and economic viability, ranked by objective scoring methodology
• Board-approved growth blueprint: four priority markets identified with detailed entry strategies and capital allocation sequencing
• Competitive positioning: target patient segments and differentiation strategy defined
• Market entry playbook: 20-page implementation guide coordinating 12+ departments across a 12 to 16 week launch timeline
• Department-level protocols: site selection criteria, construction coordination, provider recruitment timing, payer credentialing workflows, technology deployment standards, marketing launch sequences, and day-one operational readiness checklists
THE RESULT
• The team ran the playbook from 1 market into 4 priority markets across the region
• They added 20 practices over three years
• They grew the provider base by 200+ providers
• They generated $50M in incremental revenue
• They grew the platform from a local medical group into a legitimate regional platform
The business development team uses the market prioritization framework to evaluate new opportunities and guide investment decisions. They run the market entry playbook on every new practice launch, with IT, HR, marketing, operations, and credentialing all moving in sync. The team has institutionalized both the strategic thinking and the execution infrastructure.
© 2026 Martel Health