A digital health company is considering expanding its solution into a new geographic market. While the market presents attractive growth opportunities, successful entry depends on understanding local consumer needs, competition, regulatory requirements, and factors influencing trust and adoption. The Thesis addresses this uncertainty by assessing the market's attractiveness, identifying key opportunities and barriers, and determining the conditions required for successful market entry.

The study employs a qualitative research design that combines secondary and primary research. Academic literature, market reports, industry publications, and regulatory sources are analyzed to assess the market environment, consumer behavior, competition, and relevant regulations. The secondary research is complemented by semi-structured interviews with potential users and relevant professional stakeholders to gain practical insights into needs, expectations, decision-making processes, and barriers to adoption.

The findings indicate favorable conditions for market entry, driven by existing consumer needs, increasing use of digital solutions, and growing acceptance of technology in health-related contexts. At the same time, credibility, evidence-based guidance, data privacy, regulatory compliance, and collaboration with trusted stakeholders emerge as important factors influencing adoption. Based on these findings, a phased hybrid market entry strategy is recommended. Direct engagement with potential users can support initial awareness and market validation, while partnerships with professional and institutional stakeholders can strengthen credibility and facilitate broader acceptance. The proposed implementation follows sequential phases covering regulatory preparation, market adaptation, credibility building, pilot implementation, and subsequent expansion. This approach provides a structured framework for reducing market entry risks and supporting sustainable establishment in the target market.