I think DM Medicall is exploiting an interesting niche with international students. As per the following source: https://monitor.icef.com/2022/03/international-student-numbers-in-canada-rebounded-close-to-pre-pandemic-levels-in-2021/ :
According to Immigration, Refugees and Citizenship Canada (IRCC) data (March 2022), 621,565 study visas were held by international students attending programmes of at least six months’ duration in 2021 – almost as many as before the pandemic in 2019, when 638,380 students received study visas.
While, SK student numbers were modest, this still offers an interesting inroad for Medicall's international student land-and-expand approach. Indeed, while South Korean students declined by 12.7% from 2020 for a total of 15,805 – significantly lower than in 2019, when 24,100 study visas were issued to South Koreans, we can expect this trend to return to pre-pandemic levels.
The following image provides an interesting look into opportunities:
Given that DM aims to expand Medicall to French-speaking Quebec, it's interesting to note that France, Canada’s #3 sending market after India and China, grew significantly in 2021 (up 46% to 26,630).
Lastly, interestingly, there are over 241,000 Korean Canadians residing in Canada who claimed full or partial Korean ancestry. Source:https://www.visaplace.com/canadian-immigration/country/south-korea/
Although this can be deceiving because some provinces have a higher percentage of Korean compared to their total population. Here are the top 5 provinces with the highest percentage of Korean Canadians:
1. British Columbia (Medicall target)
2. Ontario (Medicall target)
3. Alberta
4. Manitoba
5. Saskatchewan
Hence, Medicall's strategy to target SK international students is sound, as a land-and-expand approach, and may eventually bring about customers to two (BC and Ontario) of its 3 initial markets - the 3rd being Quebec, where students originating from France (Canada's 3rd largest international students source) may also become eventual customers.