Complemedis AG, a Swiss pharmacy specialising in Traditional Chinese Medicine, is trusted by professionals but faces growth limits due to uneven regional coverage, limited public visibility and a restricted practitioner network. Sales activities are concentrated in a few regions and depend on established relationships, leaving large parts of the Swiss market untapped. To remain competitive, the company needs a systematic, sustainable approach to address structural challenges, strengthen its market position, and open new growth opportunities.

To address this challenge, the study adopted a multi-method approach. This included a literature review, market and stakeholder analysis, and Porter's Five Forces model, enhanced with a sustainability dimension. Four expert interviews provided qualitative insights, which were further explored in a strategic workshop. Findings were synthesised into a scenario analysis based on two key axes: availability and qualification of practitioners, and societal visibility of TCM. This process led to defining a preferred future scenario and developing a phased roadmap for strategic action.

The analysis positioned Complemedis between the 'Silent Backbone' and the aspirational 'TCM as an integral part of the Swiss healthcare landscape', providing clear, evidence-based direction for future growth. The resulting roadmap comprises short-, medium- and long-term measures, designed to address structural challenges and exploit untapped opportunities. Short-term actions focus on expanding into underserved regions by onboarding practitioners in targeted areas, strengthening professional relationships and creating multilingual communication materials. Medium-term efforts include education-based marketing initiatives targeting medical professionals and health-conscious consumers, supported by pilot projects in clinical environments to build credibility. Long-term efforts aims to institutionalise TCM by integrating it into medical curricula, collaborating strategically with hospitals, and engaging actively with policy. Together, these measures provide Complemedis with a practical yet visionary strategy to increase its reach, enhance its brand relevance and secure a sustainable leadership position in Switzerland's evolving TCM market.