Emerging technologies, such as robots, virtual homecare, and sensor technologies, have considerable potentials to transform health- and eldercare. These so-called welfare technologies (WTs) are expected to increase the quality of services, empower citizens, improve working conditions for professionals, and reduce costs for care providers. However, as this transformation this involves both technological development and radical changes in how these services are organized, many promising WTs fail to advance beyond the pilot stage and create value on a large scale. This paper reports the results of a longitudinal case study of the emergence of a service robot in primary healthcare, from project launch to testing, development, and evaluation. Seeking new ways of organizing emerging technologies, nine Danish municipalities and a consortium of four private companies launched a collaborative project, aiming to develop and implement the use of a drug-dispensing robot for patients living at home. The analysis traces how project managers respond to competing concerns on innovation strategy, testing, coordination, and user mobilization and how these critical decisions shape the project’s trajectory. As such, the paper sheds new light on how to understand and manage competing concerns in the process of organizing emergent WTs.