MDaaS, a rapidly growing Nigerian healthtech startup, has officially entered Francophone Africa by opening its first diagnostic clinic in Douala, Cameroon. This marks the company’s first venture beyond Nigeria’s borders and aligns with its strategy to diversify operations amid economic volatility in Nigeria. Known for its accessible, quality healthcare services, MDaaS aims to tap into underserved markets across Africa, addressing both healthcare challenges and local economic dynamics.
MDaaS: A Nigerian Healthtech Success Story
Founded in 2017, MDaaS (Medical Devices as a Service) has established a robust healthcare network in Nigeria, featuring 16 diagnostic clinics that offer a comprehensive suite of services, including X-rays, ultrasounds, and automated lab tests. The company’s expansion beyond Nigeria is part of a calculated strategy to strengthen its presence in Africa’s healthtech market while insulating itself from currency fluctuations like the recent 70% devaluation of the Naira against the dollar.
MDaaS operates with a dual revenue model, offering both business-to-customer (B2C) and business-to-business (B2B) services. With its B2C segment contributing 65% of total revenue and B2B services bringing in 35%, MDaaS has experienced record growth in recent years, with 2024 marking its best year yet. According to CEO Oluwasoga Oni, the company saw over 16,000 patient visits in a single month, driven largely by demand in Nigerian second-tier cities such as Ibadan, Ilorin, and Akure.
Why Cameroon?
Douala, Cameroon’s economic capital, was chosen as MDaaS’ entry point into Francophone Africa due to its bilingual environment and pressing healthcare needs. The city’s healthcare sector, largely concentrated in the private domain, struggles to meet demand adequately, with limited public services and lagging diagnostic infrastructure. As Oni noted, Cameroon’s customer service culture and logistical processes require improvement, which MDaaS plans to address through its proprietary technology and efficient processes.
By deploying its established tech and service protocols, it aims to set a new standard in Cameroon’s healthcare sector. This includes innovations such as same-day digital results, which eliminate the need for patients to return to clinics, as is currently the norm in Douala’s healthcare landscape.
MDaaS’ Proprietary Tech Platform and “Secret Sauce” for Scaling Healthcare
One of the defining features of MDaaS is its fully integrated tech platform, which allows it to manage diagnostic services efficiently across multiple locations. This technology facilitates streamlined operations, enabling MDaaS to scale without compromising on service quality. The tech also enables MDaaS to connect with 20 affiliate clinics across 26 Nigerian states, extending its footprint even further.
The company’s platform has automated key processes, allowing each patient visit to include multiple tests, with an average of three to four tests per patient. This operational model has allowed MDaaS to reduce costs while delivering efficient and high-quality diagnostics to a broad base of customers. According to Oni, this technology will play a central role in the company’s international expansion as it adapts its systems to serve the new Francophone market.
Navigating Economic Pressures and Encouragement from Investors
Nigeria’s economic situation has prompted MDaaS and other local startups to look beyond national borders to sustain growth and ensure financial stability. The Naira’s significant devaluation has heightened investor interest in supporting Nigerian startups with expansion plans, particularly in regions like Francophone West Africa, where the Euro-pegged CFA Franc provides currency stability. MDaaS’ recent $3 million fundraising round from investors, including Aruwa Capital and Ventures Platform, will fuel its Pan-African ambitions.
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According to Oni, the current economic landscape has accelerated the healthtech timeline for expansion, with the company seizing opportunities to establish itself as a major player in Africa’s diagnostic sector.
Sentinel: MDaaS’ Digital Preventative Health Platform
In addition to its diagnostic services, MDaaS operates a digital health platform known as Sentinel, which provides preventive care to its B2B clients. Sentinel is designed to deliver targeted, data-driven health solutions, and has proven instrumental in helping organizations monitor and improve their workforce’s health. While B2B services account for a smaller portion of MDaaS’ revenue, Sentinel enhances the company’s service offerings by focusing on proactive healthcare, setting it apart from other diagnostic providers.
Learning and Scaling from Cameroon
MDaaS plans to gather insights from its Cameroon operations to refine its approach as it seeks to expand further into West Africa. The company views Douala as a testing ground for adapting its business model and tech solutions to meet the diverse needs of Francophone Africa. Oni has emphasized that MDaaS’ mission, “building healthcare for Africa’s next billion,” drives every decision, guiding its growth strategy in underserved markets across the continent.
Conclusion: Pioneering Quality Healthcare for Africa’s Next Billion
As MDaaS embarks on its journey into Francophone Africa, it represents a new wave of African healthtech innovation aimed at bridging healthcare gaps. By building out a network of accessible, tech-enabled diagnostic clinics, MDaaS is set to redefine standards in healthcare across Africa, addressing immediate needs in communities that are often underserved by existing systems. With its robust tech platform, strategic investor backing, and commitment to quality care, MDaaS’ expansion into Cameroon signals a promising future for accessible healthcare across the continent.
