Helping with Healthcare In Portugal - Serenity

Michael Averbukh, CEO and founder of Serenity Healthcare, shares his journey of starting a healthcare business in Portugal. Conceived with his partner Rita, Serenity aims to simplify Portugal's healthcare system for expatriates. Their perseverance and adaptability have led to success. The company now offers comprehensive medical concierge services, highlighting the importance of patient-focused care and a dedicated team.

Michael Averbukh, is the CEO and one of the founders of Serenity Healthcare in Portugal. Michael’s journey as a doctor and entrepreneur offers valuable insights into building a healthcare business in a new country.

Michael and his partner, Rita, conceived Serenity Healthcare while working in managerial positions at a hospital in Angola. With a strong medical background and a lifelong passion for healthcare, Michael aimed to create a platform to help people navigate the complexities of Portugal’s healthcare system. They envisioned a business focused on client experience and saw great opportunities in Portugal.

Serenity Healthcare was born from this vision in 2020. Starting from a small room in a co-working space in Lisbon, the company aimed to assist people in overcoming the hurdles of Portugal’s parallel healthcare systems. Initially, Michael and Rita overstaffed their team, a mistake that led to financial strain. It took a year of trial and error to find their niche in providing medical concierge services mainly to expatriates. This pivot marked a significant turning point for the company.

Michael’s global journey is remarkable. Born in Ukraine and raised in Israel, he served as a battle surgeon in the Israeli army before managing hospitals in Equatorial Guinea and Angola. His experience managing a hospital with over 400 employees in Angola brought him closer to Portugal, a former Portuguese colony. This background provided a unique perspective on blending into the Portuguese healthcare system.

Serenity Healthcare now offers a range of services, from direct medical care to navigating the healthcare system. The company employs medical professionals, including nurses, to ensure clients receive knowledgeable and empathetic support. This personal touch differentiates Serenity from other services.

Starting a business in Portugal posed numerous challenges. Michael and Rita had to navigate the complex process of registering a company, finding reliable accounting services, and opening bank accounts. The conservative nature of the Portuguese banking system made securing initial funding difficult. Despite these obstacles, they persevered, self-financing their business and learning to adapt to the local business environment.

One of Serenity’s significant achievements is its dedicated team. Michael believes the company’s success is largely due to the commitment and passion of its employees. Building a team that genuinely cares about their work and clients has been a rewarding experience.

Michael also emphasizes the importance of being responsive to clients’ needs and adapting business plans accordingly. This approach has helped Serenity grow and continue to provide valuable services to its clients. As they look to expand, Michael acknowledges the need for additional funding and strategic partnerships to reach their goals.

Starting a business in Portugal involved several hurdles. The process of company registration, securing reliable accounting services, and opening bank accounts proved to be daunting tasks. Michael found the conservative nature of the Portuguese banking system particularly challenging. Despite bringing substantial capital from abroad, securing financial support was difficult. These experiences highlighted the need for a robust understanding of local business practices and a network of supportive professionals.

Reflecting on his journey, Michael advises new entrepreneurs in Portugal to exercise patience. Understanding and respecting the local business culture is crucial for success. He encourages others to embrace the challenges and opportunities that come with starting a business in a new country.

Michael’s journey with Serenity Healthcare exemplifies the challenges and rewards of starting a business in a new country. His experiences offer valuable insights into resilience, adaptation, and the importance of a dedicated team. For those considering a similar path, Michael’s story serves as an inspiration and a testament to the power of perseverance and innovation.