Scaling from Lithuania to Netherlands: A Roadmap for Healthtech Startups

Expanding your healthtech startup from Vilnius to Amsterdam isn’t just about opening a new office—it’s about navigating a completely different market, cultural expectations, and regulatory environment. The Netherlands is a hub of innovation, with a strong healthcare ecosystem, a highly digital workforce, and a culture that prizes efficiency and collaboration. For Lithuanian startups, this is a massive opportunity—but only if approached strategically.

In this guide, we’ll explore everything you need to know to successfully scale your healthtech startup to the Dutch market: from cultural nuances to outbound sales strategies, event networking, and lead generation tips. By the end, you’ll have a practical roadmap to get your first Dutch clients, shorten your sales cycle, and build lasting relationships in Amsterdam and beyond.

Understanding the Dutch Marke

Before you even think about outreach or opening an office, it’s critical to understand the Dutch healthcare and business ecosystem.

1. Digital Adoption is High
2. Dutch hospitals and clinics are technologically advanced, with high adoption of SaaS solutions for patient management, telemedicine, and clinical workflow automation. This means your product may be technically compatible, but it also raises the bar for differentiation—your solution must clearly demonstrate measurable impact.
3. Collaborative Decision-Making
4. Dutch companies often follow the “polder model,” a consensus-based decision-making style. Unlike other markets where a single executive may make purchasing decisions, Dutch hospitals and tech firms include multiple stakeholders: procurement, IT, department heads, and sometimes legal/compliance. Startups must map out all relevant personas and communicate value to each one.
5. Regulatory Environment
6. Healthcare in the Netherlands is heavily regulated. Your product must comply with European GDPR standards, medical device regulations, and local hospital policies. Early engagement with compliance experts is crucial to avoid delays or pushback during sales cycles.
7. Funding and Innovation
8. The Netherlands has a strong ecosystem for healthtech startups, from accelerators to government funding. Amsterdam, Utrecht, and Leiden host innovation hubs that actively seek partnerships with international startups, offering opportunities for pilots and co-development.

Common Mistakes Lithuanian Startups Make

Many Lithuanian startups attempt to enter the Dutch market without proper preparation. Here are the top five mistakes to avoid:

1. Ignoring Cultural Nuances
2. Dutch professionals value clarity, honesty, and efficiency. Long-winded proposals, vague emails, or over-polished pitches can backfire.
3. Overemphasis on Technology
4. Your solution may be innovative, but Dutch buyers care about outcomes first. Focus on results—cost savings, workflow efficiency, and improved patient outcomes—rather than technical specs.
5. Underestimating Networking
6. In the Netherlands, relationships matter. Attending conferences and booking pre-event meetings is more effective than sending cold emails alone.
7. Skipping Local Partnerships
8. Many startups fail to engage local distributors or resellers. Partnerships accelerate trust, provide market insight, and can help navigate regulatory and cultural barriers.
9. Quality Over Quantity
10. Unlike some markets, a high volume of leads doesn’t guarantee success. Dutch buyers prefer personalized, thoughtful outreach. A few highly qualified prospects can deliver better ROI than hundreds of generic contacts.

Outbound Sales Strategies for the Dutch Market

Scaling outbound sales from Lithuania requires a mix of personalization, timing, and cultural awareness.

1. Leverage LinkedIn for Personalized Outreach

LinkedIn is a critical channel for reaching Dutch decision-makers. Automation can help, but personalization is non-negotiable.

• Research your prospects: Understand their role, recent company initiatives, and professional background.
• Hyper-personalize messages: Mention a specific challenge, pilot project, or regulatory requirement.
• Follow-up fast: Dutch buyers expect quick replies; delays can be seen as a lack of professionalism.
  

Example LinkedIn Outreach Template:

Hi [First Name],

I noticed that [Company] recently implemented [Project/Initiative]. At [Startup], we’ve helped similar hospitals improve [Outcome] while ensuring full GDPR compliance. Would you be open to a 20-minute call next week to explore if this could work for your team?

2. Map the Right Personas

For healthtech startups, your buyer journey usually involves multiple stakeholders. Typical personas include:

• C-Suite / Executive Leadership: Interested in ROI, strategy alignment, and long-term outcomes.
• Department Heads / Clinicians: Focused on operational efficiency, usability, and compliance.
• Procurement / IT: Concerned with contracts, security, integration, and budget.
  

Creating a clear map of decision-makers and their pain points ensures that your outreach resonates at every level.

3. Event-Based Networking

Dutch cities host top-tier conferences in healthtech, logistics, and tech innovation. Attending these events is essential, but the secret is pre-event outreach.

• Book meetings in advance: Don’t wait for attendees to approach your booth. LinkedIn or email outreach before the event fills your schedule with qualified leads.
• Leverage speaking opportunities: A short workshop or panel can position your startup as a thought leader.
• Follow-up immediately: Send personalized notes within 24–48 hours. Mention the conversation and provide a clear next step.

Leveraging the “Directness” Advantage

Dutch buyers value straightforward communication. This is both an advantage and a challenge for Lithuanian startups.

• Be concise: Avoid long paragraphs or generic statements.
• State your ask clearly: If you want a meeting, propose specific times. If you want to demo a product, provide a clear agenda.
• Provide transparency: Share pricing, timelines, and expected outcomes upfront. Surprises are viewed negatively.

Local Partnerships: Accelerate Market Entry

Working with local partners can help your startup scale faster and build credibility.

• Distributors or Resellers: They provide a trusted channel for buyers, often with existing relationships.
• Innovation Hubs: Engage with programs like Amsterdam Health Innovation Center or Leiden Bio Science Park.
• Pilot Projects: Offer trials with co-marketing opportunities. Dutch hospitals are more likely to pilot with startups that demonstrate reliability and compliance.

Content and Marketing Strategy for Dutch Buyers

Marketing in the Netherlands requires localization—not just translation.

1. Localized Content: Case studies with local clients, Dutch-specific statistics, and success stories resonate.
2. SEO & Keywords: Optimize for Dutch search terms related to healthtech and hospital technology solutions.
3. Social Proof: Highlight partnerships, pilots, or awards from European organizations.
4. Webinars and Thought Leadership: Host sessions addressing Dutch healthcare challenges, such as telemedicine adoption, compliance, or operational efficiency.

Managing a Cross-Border Sales Team

Running a Vilnius-based SDR team targeting the Netherlands comes with challenges:

• Time Zone Management: Lithuania is one hour ahead of the Netherlands. Schedule calls and meetings to overlap with Dutch business hours.
• Cultural Training: SDRs should be trained in Dutch business etiquette, communication style, and industry norms.
• Regular Feedback: Weekly reviews of outreach, response rates, and objections help continuously optimize campaigns.

Case Study: Lithuanian Healthtech Startup Success

Consider a Lithuanian startup providing telemedicine solutions. By following a strategic roadmap:

1. Pre-Event Outreach: SDRs booked 30+ meetings at a Utrecht conference before arriving.
2. Hyper-Personalized Messaging: LinkedIn messages highlighted GDPR-compliant workflow solutions tailored to Dutch hospitals.
3. Pilot Program: Partnered with a local hospital for a three-month pilot, providing measurable results.
4. Multi-Stakeholder Buy-In: Engaged procurement, IT, and clinicians simultaneously, shortening the decision cycle.
   

Result: The startup secured contracts with three major Dutch hospitals within six months—a feat that would have been unlikely with a generic outbound approach.

Key Takeaways for Lithuanian Healthtech Startups

1. Focus on cultural alignment: Learn the Dutch preference for directness, consensus, and efficiency.
2. Prioritize quality over quantity: High-intent, personalized leads outperform large but generic lists.
3. Map all key personas: Don’t assume one executive makes the buying decision.
4. Leverage events strategically: Pre-book meetings, speak on panels, and follow up immediately.
5. Local partnerships accelerate trust: Distributors, innovation hubs, and pilot projects are invaluable.
6. Hyper-personalized outreach wins: LinkedIn, email, and webinars tailored to Dutch buyers make a measurable difference.

Conclusion

Expanding from Vilnius to Amsterdam presents an incredible opportunity for Lithuanian healthtech startups—but it requires preparation, cultural fluency, and a strategic sales approach. By understanding the Dutch ecosystem, avoiding common pitfalls, leveraging events and partnerships, and executing highly personalized outbound sales, startups can accelerate their path to revenue and establish a lasting presence in one of Europe’s most dynamic healthtech markets.

The road from Vilnius to Amsterdam may seem challenging, but with a roadmap, it’s entirely navigable. Start small, stay strategic, and focus on building relationships as much as closing deals—and the Dutch market can become a major growth engine for your startup.