Bridging Continents: Connecting African and European MedTech Markets
At WHX Cape Town, Real Healthcare Solutions and Med Dev Services announce a strategic collaboration to build a two-way commercial corridor for medical technologies between Africa and Europe—recognising that global health depends on bidirectional innovation flow.
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Why This Matters Now
For Europe
Africa represents one of the fastest-growing healthcare markets globally, with increasing demand for effective, affordable technologies. Success requires local insight, trusted partnerships, and adaptive strategies that European innovators can no longer afford to overlook.
For Africa
Despite complex regulations and unfamiliar systems in European markets, African medical technology businesses can scale internationally with the right commercial and regulatory guidance, enabling them to compete effectively on a global stage.
Specialised Expertise for Cross-Continental Success
Our joint platform combines the complementary strengths of two established UK consultancies to deliver specialized guidance for medical device manufacturers navigating unfamiliar markets.
With deep networks across both continents and proven methodologies for market entry, we transform complexity into clear, actionable roadmaps for sustainable growth.
We define optimal routes to market based on your product type, target geography, and commercial goals. Our tailored strategies address reimbursement opportunities, local health system dynamics, market segmentation, and value proposition development.
Whether entering Africa, the UK, or the EU, we build the roadmap that gets you there with purpose and precision.
Comprehensive Market Access Solutions
1
Market Analysis
In-depth assessment of market size, competitive landscape, and growth opportunities specific to your technology.
2
Regulatory Navigation
Expert guidance through CE marking, SAHPRA approval, and post-market surveillance requirements.
3
Sales Enablement
Training, materials, and support to ensure your technology resonates with local healthcare providers.
Distributor and Partner Identification
1
Identification & Vetting
We identify and thoroughly evaluate regional distributors, wholesalers, and agents who match your specific needs.
2
Engagement & Contracting
We facilitate partner outreach, negotiations, and develop agreements that protect your interests.
3
Optimisation & Growth
We provide ongoing support to maximise channel performance and expand your market presence.
We connect you with organizations that align with your product, ethos, and objectives—and help make those relationships productive for long-term success.
Cerdak Case Study
Supporting South African technology gain a commercial footprint in Europe
Cerdak™ is a novel class IIb, non-medicated ceramic medical device developed in South Africa that is making a significant impact in reducing infection.
MDS and RHS have combined forces to support Cerdak in navigating both the regulatory pathways and the diverse commercial landscapes across Europe. As part of the suitable support distribution partners were identified and vetted on behalf of Cerdak.
In addition, a Clinical Advisory Board has been developed and facilitated as a reciprocal learning platform to allow Cerdak to effectively position their unique ceramic dressing technology for infection control and advanced wound healing in various global markets.
We continue to connect Cerdak with organisations that align with their technology, ethos, and commercial objectives, and help make those relationships productive for long-term success
Outstanding Clinical Research and Post-Market Surveillance Capability
The collaboration between Real Healthcare Solutions (RHS) and Med Dev Services (MDS) brings together a broad and adaptable network for clinical research and post-market surveillance, spanning multiple care settings across the UK and beyond.
Through the partnership with the U.K. Primary Care Research Alliance (PCRA) and its delivery partner Clinical Research Solutions (CRS), we have access to a research-active patient population of over 4 million people, equivalent to 6% of the UK population. This infrastructure supports a range of research activities, from in-service evaluations and PIC site work to full clinical trials and observational studies.
Complementing this, MDS maintains access to a GDPR-compliant database of more than 136,000 UK healthcare professionals, providing a valuable channel for collecting structured clinical feedback and insight from the frontline of care.
In addition, we have established relationships with Global Clinical Research Institute a wound care specialist CRO, private clinic sites that enable the rapid recruitment of well-characterised patient cohorts further enhancing the flexibility and reach of our joint research offering.
Three Passport Pathways
Bringing medical technologies to new markets is challenging. Regulations, partnerships, and clinical evidence all demand time, expertise, and trusted local networks. The African–European Passport to trade Programme gives you a structured, proven pathway to expand with confidence, whether you’re an African innovator seeking entry into Europe, a European company targeting African markets, or an institutional partner looking to connect.
1. African Innovator Passport
For African technology companies seeking European market entry
  • Navigate CE Marking, UKCA, and EU/UK regulatory requirements.
  • Access trusted distributor and commercial partners across Europe.
  • Secure agreements, contracts, and post-market clinical data.
  • Build a tailored go-to-market strategy to accelerate adoption.
2. Africa Access Passport
For European companies entering African healthcare markets
  • Gain actionable market assessments and opportunity mapping.
  • Find and onboard the right local distributors, agents, or partners.
  • Build collaborations with leading African clinics, CROs, and universities.
  • Generate local clinical evidence to strengthen adoption.
3. Partner Passport
For governments, universities, CROs, and service providers
  • Join a curated network of trusted service partners.
  • Get matched with African and European companies seeking expertise.
  • Participate in joint projects, clinical collaborations, and funding bids.
  • Raise your profile as part of a growing cross-continental platform.
Unlocking Global Potential
Together, we're building the corridor between Europe and Africa that medical technologies deserve.
One collaboration at a time, we're creating sustainable pathways for healthcare innovation to flow where it's needed most.
Let's Start the Conversation
If we connected at WHX Cape Town—thank you. Take the first step in building your cross-continental growth strategy.
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