Social disrupters: Constructing a new way to deliver primary health services in a rural setting

In this paper, we investigate the role of social enterprise in bridging a gap in health provision that is experienced commonly in rural Australia. Drawing on an exploratory case study conducted in the small town of Emerald in Central Queensland, we use primary interview data to understand better how one, wholly community-owned, not-for-profit, social enterprise has moved beyond the traditional primary health care model and constructed a new way to deliver services in a rural setting. This case study provides an example of a community-driven response that endeavors to transform health service challenges into opportunities. This research identifies key strategies, strengths and business factors that have contributed to a locally responsive health service. We also focus on the business model and examine how innovation has shaped the operation. Key findings are presented as ten critical actions that helped the business establish itself as a thriving social enterprise in rural Australia.