Bridging Continents: Connecting African and European MedTech Markets
Real Healthcare Solutions, Med Dev Services, and O2 Blue Consult are collaborating to build a new two-way commercial corridor for medical technologies between Africa and Europe — recognising that global health depends on bidirectional innovation flow.
Three Partners. One Mission.
Real Healthcare Solutions, Med Dev Services, and O2 Blue Consult combine decades of experience in medical device commercialisation to create a gateway for European manufacturers seeking strategic solutions in Africa — and African innovators looking to access European markets.
This collaborative platform bridges regulatory, cultural, and commercial divides to create meaningful, long-term success stories for both regions.
Why This Matters Now
For Europe
Africa represents one of the fastest-growing healthcare markets globally, with increasing demand for effective, affordable technologies. Whilst global supply chains face increasing disruption and shipping cost escalation, Africa represents a viable alternative for Medical Device manufacturing.
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 three specialist consultancies to deliver expert 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 and payers.
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 & 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), Med Dev Services (MDS), and O2 Blue Consult (O2BC) 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 Passport Pathways Programme gives you a structured, proven route map to expand with confidence, whether you’re an African innovator seeking entry into Europe, a European company targeting African markets or a new manufacturing base in Africa.
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
- Build a tailored go-to-market access strategy with 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 to generate compelling local clinical evidence.
3. Passport to Manufacture
For African manufacturers with spare capacity
- Work with medical device brand owners looking to diversify their manufacturing supply chain
- Contract manufacturing opportunities
- Navigate technical transfer and onboarding
- Become part of established medical device company supply chains
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.
From Initial Conversation to In-Market Execution
Our engagement model is designed for speed and precision. We begin with a structured diagnostic — not a generic proposal — ensuring that every mandate is scoped accurately, resourced appropriately, and executed with full accountability.
From first conversation to commercial launch, the Bridging Continents alliance — MDS, RHS, and O2 Blue Consult — deploys only the capabilities your mandate requires, with transparent commercial terms, defined milestones, and dedicated accountability from senior practitioners at every stage.
The Alliance
Three Partners. Three Pillars. One Unified Capability.
The Bridging Continents alliance brings together three complementary organisations, each contributing a distinct and critical dimension to trans-continental MedTech trade. Together, they form a genuinely differentiated capability that no single firm can replicate alone.
Med Dev Services
UK & European Commercial Expertise
UK-based medical device consultancy providing commercial & go-to-market strategy, clinical evidence generation and European market access support.
Real Healthcare Solutions
U.K. Healthcare Intelligence & Networks
Deep knowledge of U.K. healthcare systems, procurement frameworks, clinical infrastructure and Board level engagement enabling confident, compliant market access across the U.K. and Ireland.
O2 Blue Consult
African Strategic Advisory & Operational Excellence
South African based boutique advisory firm led by a former Big 4 executive with 30 years of healthcare, life sciences and broader sector experience — delivering in-market strategy and operational capability across the Africa continent.
New Partner
Joubert Krugel — O2 Blue Consult
Joubert is a business leader, strategic advisor, business mentor and coach, futurist, licensed pharmacist, and MBA graduate with 30 years of professional experience, 19 of which have been at executive or director level in multinational firms. He has led KPMG's African Life Sciences and Healthcare Advisory Practice, run PwC's Healthcare and Life Sciences advisory practice, was the Director of Market Access at Johnson & Johnson, Market Access Business Unit Leader at Medtronic, and served as CEO of Vovani Health — a dedicated medical device company.
30
Years Experience
19 of which at executive or director level in multinational firms
Big 4
Firm Pedigree
KPMG · PwC — leading healthcare and life sciences advisory practices and partnering with EY.
MBA
Qualifications
MBA · B Pharm — combining strategic business acumen with clinical grounding
Joubert has previously advised more than 20 healthcare and life sciences companies, including the Dutch Consulate General and Dutch healthcare and life sciences companies, on market access overviews for entering South Africa and Africa, and has advised on SAMED's medical devices industry market study and sector strategy — providing unparalleled insider knowledge of the South African and broader African regulatory and commercial landscape.
Let's Start the Conversation
Take the first step in building your cross-continental growth strategy.
