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Dubai Healthcare City Case Study

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Dubai Healthcare City Case Study
Company Name: Dubai Healthcare City (DHCC)
Industry of Operation: Healthcare & Medical Education (Free Zone)
Key Decision Makers: DHCC, is overseen by Dubai Healthcare City Authority, the Chairperson of DHCA HRH Princess Haya Bint Al Hussein, wife of HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, appointed the DHCA board that overlooks DHCC operations.

Company Vision and Long- term Objectives
Vision: Dubai Healthcare City will become the internationally recognized location of choice for quality healthcare and an integrated center of excellence for clinical & wellness services, medical education & research
Mission: To enable high quality integrated healthcare, education, research …show more content…
Phase 1, dedicated to healthcare and medical education that covers 4.1 million square feet, and Phase 2, which is dedicated to wellness, that is underway and will cover 22 million square feet.

Question 1: Based on a PESTLE Analysis, supporting your argument with facts and financial analysis, do you think your organization’s vision and long-term objectives are achievable? (2 marks)

With the commitment of the Dubai Government and strategic partnerships; Dubai Healthcare City has gathered together a wealth of service areas in healthcare, medical education and research, pharmaceuticals, medical equipment, wellness and allied support.

On September 6, 2015: Dubai Healthcare City (DHCC), released its operational review, updating the market on its projects across the range of its offerings and activities, representing positive momentum in healthcare, medical education, and regulatory through the first half of 2015.

And in line with DHCC’s expectations, the organization recorded an increase in clinical facilities from a total of 124 clinics in 2014 to 132 by mid-2015; in addition to 190 non-clinical facilities. Serving the local and regional healthcare market with the needed cutting-edge international quality medical services. While serving silent objectives of raising the health awareness to the local and extended Social …show more content…
• Eternal (Healthcare offerings established countries that provide the same quality): Singapore, Germany, USA

Migrating needs that may affect the industry
Absence of audit: DHCC is yet to release its findings on the clinical Gap analysis.
– No current benchmark data on Healthcare demands on Investment, Medical Education, Regulatory issues
– Absence of current data analysis of attitudes to DHCC’s brand awareness or reputation

Strategic benchmark companies
• Emaar Healthcare, Mubadala, Seha – spending on high visibility & high spend campaigns

Question 5: What are the various customer segments that your company is focusing on for your focus product/brand? Which target segment do you think they should focus on in the future and profile it using the following segmentation variables (geographic, demographic, psychographic, and behavioral) and justify using DAMAS? (2 marks) Geographic Demographic Psychographic Behavioral
Clinical -U.A.E and GCC

-60+ approved Countries Middle class ++ Residents & Medical tourists

Healthcare professionals -Patients / Doctors

-Clinics & Businesses owners
- Project developers -Insurance holding families

Healthcare
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