Case Study: Structured Development and Commercial Readiness in Primary Care

At Hill Health, we specialise in helping provider organisations shape and scale their services for commercial success. This case study highlights a recent engagement where we supported a large, regionally recognised provider in the primary care sector to evaluate and prepare their internal service portfolio for the external market.

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Understanding the Opportunity

Our client, a trusted name within general practice, approached us to assess the commercial viability of a wide range of existing services. We were asked to provide a structured, impartial review and lead them through the process of identifying, refining, and prioritising services for commercial development.

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Our Approach

We applied a structured methodology, combining strategy, business development and health service transformation expertise. Our framework assessed services across four key dimensions:

• Scalability: Capacity to meet wider demand, associated cost, and potential to streamline delivery

• Capabilities: Internal expertise, ability to recruit, and resource availability

• Market Fit: Competitor landscape, market gaps, and service differentiation

• Financial Viability: Revenue vs cost, pricing position, and investment needs

We worked closely with internal teams to understand not only service function but also operational dependencies, internal pressures, and growth aspirations.

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​​​Turning Insight into Action

The assessment revealed that while the organisation had deep sector expertise, many services lacked the clarity needed for commercial delivery. We supported the client to define clear service components, ensuring each offer had a structured beginning and end, could be costed accurately, and communicated effectively.

In parallel, we helped explore pricing strategies, competitor positioning, and areas of unmet need. For example, we identified specific offers where the organisation’s experience in practice management, policy interpretation, and frontline pressures created a natural advantage. We also supported conversations with communications leads to develop supporting content for future marketing.

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Creating the Development Roadmap

Our final deliverable was a commercially focused development plan, aligned to internal capacity and investment appetite. It included:

• Recommended service priorities for market entry

• Operational and resource implications

• Next steps for communications and marketing

• A high-level go-to-market timeline

This gave the organisation a clear, practical foundation to move from internal service delivery to structured commercial growth.

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Why This Matters

This project reflects the type of work Hill Health is known for supporting provider organisations to turn ambition into deliverable plans. It shows our ability to work at a senior level, provide critical insight, and offer practical tools for commercial development.

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We’re always interested in partnering with organisations who want to explore new income opportunities, commercialise their expertise, or bring structure to their service innovation. If that sounds like you, we’d love to talk.