Case Study
Global Expansion & Health System
Building the Foundation for Health System Expansion in Indonesia | Noora Health
Expanding a healthcare program into a new country required more than replication; it demanded deep local insight, partner trust, and a context-specific strategy.
In 2023, Noora Health entered Indonesia through a government partnership aimed at strengthening caregiver education within the public health system. I was deployed on the ground at the earliest stage of this expansion, tasked with representing the organization, building trust with stakeholders, and establishing a research-driven foundation for program design in a completely new context.
This case study captures how we translated ambiguity into a structured system entry strategy using human-centered design, field research, and cross-cultural collaboration.
Problem
Noora Health’s model had been successfully implemented in India and Bangladesh, but Indonesia presented a fundamentally different healthcare ecosystem:
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Decentralized health systems across islands
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Distinct cultural and linguistic diversity
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Different caregiver behaviors and beliefs
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Skepticism toward external solutions
We were entering not just a new geography but also a new system with its own logic.
Approach
We addressed this by supporting Noora Health’s entry into Indonesia through targeted research, stakeholder engagement, and the development of a tailored implementation roadmap grounded in the local context.
My Role
As a Global Expansion Senior Lead Strategist, I led early-stage country entry efforts by representing the organization in high-level partner engagements with healthcare leadership and presenting initial project plans to key stakeholders. I conducted both qualitative and quantitative research to assess the healthcare ecosystem while building foundational relationships with local partners, hospitals, and community health organizations. I translated field insights into actionable knowledge for the broader team and coordinated cross-functional communication between headquarters and in-country stakeholders. In parallel, I supported early team-building efforts and developed the initial implementation roadmap to enable a successful program launch.
Defining the Problem
How might we co-create a caregiver education model within Indonesia’s healthcare system that is culturally relevant, systemically viable, and trusted by local stakeholders, without replicating solutions from other countries?
Our Process
A Human-Centered Journey from Insight to Action
1. Rapid Deployment into Ambiguity
The engagement began with rapid deployment into a high-stakes and ambiguous environment. With less than a day’s notice, I traveled to Indonesia to represent Noora Health at the MOU signing with government stakeholders. I presented our design thinking approach, outlined the first six months, and set expectations for collaboration.
Early conversations also required addressing skepticism and reframing our role. Instead of positioning ourselves as external experts, we emphasized co-creation and learning from local stakeholders. These interactions were critical in establishing trust and setting the foundation for the work ahead.
2. Immersive Field Research
I stayed in Indonesia to conduct immersive, on-the-ground research across villages, homes, hospitals, and puskesmas. By observing both caregiving at home and workflows within facilities, I developed a holistic understanding of the healthcare system and its challenges.
To navigate language and cultural differences, I adapted methods using translation tools and visual approaches such as co-creation, journey mapping, and interactive exercises. Alongside interviews and observations, I documented behaviors, environments, and artifacts to capture the full context of care.
3. Synthesis, Strategy & Alignment
After the fieldwork, I worked with the team to synthesize insights through coding, affinity mapping, and system mapping. Comparative analysis with India and Bangladesh helped identify what could be adapted and what needed to be redesigned.
These insights were translated into a strategic roadmap with clear priorities and next steps. I developed and presented a share-out to align stakeholders and teams, enabling a smooth transition from research to execution.
Understanding the Healthcare Ecosystem
Before designing interventions, we identified key stakeholders and their “jobs-to-be-done” within the system.
Sketchnotes
I developed a series of sketchnotes to rapidly visualize and synthesize key insights. These were later refined and digitized with the support of AI. Below are a few examples from the qualitative research phase.
Shareback Cards
These cards were developed from secondary research to communicate key insights to internal teams, helping them quickly understand the context of the new market and region we were entering.
Impact
Since we launched in Indonesia in September 2023, we’ve trained more than 777,000 caregivers and patients.
7,828
Trainers Trained
777,984
Caregivers and Patients Trained
457
Partner Facilities
506,755
Patients Trained