Long-term efforts give Norwegian health technology a firm foothold in the UK

The UK has long been a priority market for Norwegian health technology companies. A healthcare system under increasing pressure, combined with growing demand for more efficient services, has created a strong need for solutions that can improve patient flow and free up staff time.

Convene is one of the companies that has chosen to invest in the UK market. The company develops self-service solutions for payments and patient administration, combining hardware and software integrated with clinics’ electronic health record systems. The solutions are already well established in Norway, where they are widely used across the healthcare sector and have helped streamline patient flow from appointment booking to check-in and payment.

– In Norway, we save around two minutes per patient visit. In the UK, we see that the potential is even greater, says Emir Brdakic, COO of Convene.

Experience from Norway shows that self-service solutions can reduce manual work and free up time in a busy clinical setting. At the same time, they contribute to higher quality patient data – an area where many clinics in the UK still face significant challenges.

Identifying new opportunities in a changing market

When Convene first considered the UK as a potential market, the company was met with scepticism. A strong public healthcare system dominated by the NHS made market entry challenging for new players.

– At an early stage, we were advised against entering the UK. But over the past few years, there has been significant development in the private healthcare market, says Ingvill Hestenes, CEO of Convene.

The company began exploring the market two years ago. Growth in private healthcare services opened up new points of entry and became the starting point for a targeted expansion strategy. Today, Convene has established an office in London, employs staff locally and has solutions in operation at several clinics. The strategy has been to enter through private providers, where decision-making processes are shorter and the need for efficiency gains is more evident.

– We have had a strong start and see significant growth potential. The plan is to continue scaling in the years ahead, Hestenes adds.

The value of networks and the right meeting arenas

For Convene, the process of establishing a presence in the UK has taken place in close collaboration with Norway Health Tech and partners such as Innovation Norway. Through the cluster’s activities, the company has gained access to relevant meeting arenas, including events hosted at the Norwegian Embassy in London.

– Approaching the market through these kinds of arenas carries a very different level of credibility. We are able to present ourselves in a professional setting, which means we are perceived as a more established and serious player, says Brdakic.

He further highlights the importance of connecting with the right decision-makers.

– Internationally, decisions are often concentrated among actors that own multiple clinics. Through the cluster, we gain access to networks we would otherwise not have reached.

This has also had a tangible impact on the company’s use of resources.

– Entering a new market involves a great deal of uncertainty. Through the cluster, we receive support in navigating the landscape – which arenas are relevant, where to start, and how to use our time and resources in the most effective way.

Ingvill Hestenes, CEO, and Emir Brdakic, COO of Convene, have been supported by Norway Health Tech in the company’s establishment in the UK. 📸Convene

A process that requires time and long-term commitment

Convene’s experience is not unique. Several companies within the cluster have followed a similar path into the UK market. Norway Health Tech’s ability to work systematically with markets such as the UK is the result of long-term commitment – made possible in part through support from Stiftelsen Teknologiformidling. Since 2020, the foundation has contributed to building the cluster’s international efforts through funding for programmes, activities and competence development. This has enabled a shift from market mapping and insight to more operational, hands-on initiatives close to the market.

– This type of support makes it possible to work in a more targeted way over time. Internationalisation is not about one-off activities, but about building relationships, understanding the market and establishing trust, says Trine Radmann, Head of International Affairs at Norway Health Tech.

Today, the cluster works more closely with companies on their market activities, with a particular focus on connecting them to relevant customers, partners and meeting arenas.

– We are now working more concretely with the companies, and we see that it delivers results, says Radmann.

For the companies, this means a lower threshold for pursuing international growth, and better conditions for making informed decisions in demanding markets. For Convene, the combination of its own strategic efforts, local presence and support from partners such as the cluster has been decisive.

– You need people on the ground in the UK. At the same time, entering through the right networks and meeting arenas is a crucial part of succeeding, says Hestenes.

For Convene, the investment has already delivered results in a new market – and laid the foundation for further growth. The experience highlights what is required: local presence, the right market entry strategy and access to networks that open doors.