Health-tech companies face challenges in scaling access to innovations in underserved markets while aligning global ambition with local market realities. We supported a leading European health-tech company to define its access to care strategy by identifying strategic priorities across customer segments, geographies, business models, and offerings, and developing a playbook for market-level execution. This enabled the client to align global and local teams and drive progress toward its goal of improving 400 million lives by 2030.