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Exploring opportunities in the Middle East: Insights from Mizaic's CEO

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Our CEO, Jon Pickering, shares his experiences and insights from his recent trip to the Middle East. Here, he reflects on the importance of understanding local culture, the evolving healthcare landscape in Saudi Arabia and the UAE, and the exciting opportunities for UK companies to contribute to the region's digital transformation in healthcare.

I recently returned from a whirlwind tour of the Middle East, which included my first visit to Saudi Arabia, followed by stops in Dubai for Emerge 250 and Abu Dhabi for its Global Healthcare Week (ADGHW). This trip was both enlightening and inspiring, offering numerous lessons and insights that are crucial for anyone looking to succeed in this region. 

Understanding culture and customs

Saudi Arabia was the first stop on my trip, marking my inaugural visit to this country. I understood that it was going to be important to invest some of my time in understanding the local culture. While there are noticeable differences between the UK and Saudi Arabia, I found the people to be really welcoming and friendly.  

As in most countries, building successful business relationships requires an appreciation and respect for the cultural context. It's only when you truly understand and integrate these cultural nuances that you can hope to achieve success.

It's also great to see the collaboration happening between our governments, especially with senior NHS representatives advising on Saudi's future healthcare strategy. The Kingdom is finalising a strategy aimed at delivering nationwide healthcare coverage to its citizens, something that is currently lacking. While the NHS may not be perfect, it is globally respected for its expertise, and this respect is evident in Saudi's engagement with us.

Opportunities for UK companies

Now is a good time for UK companies to invest in Saudi Arabia – why? While it’s one of the richest nations in the world, it has recently undergone a significant shift in terms of what it expects from suppliers and the criteria for selecting them. It now prioritises relationships based on trust, integrity, and the ability to deliver on promises. 

Any supplier hoping to thrive here must bring genuine value and excellence. UK health tech companies, particularly those deeply invested in transforming our own NHS, are well-suited to meet these expectations because we share those same values.

The UAE: A digitally advanced landscape

After a quick 36 hours in Riyadh, I headed to Dubai for Emerge 250, and then to Abu Dhabi for ADGHW. The UAE – while more digitally advanced than Saudi – still emphasises the same core principles of value, relationships, and trust when selecting suppliers. 

The UAE's advanced digital infrastructure offers exciting opportunities for Mizaic, yet Saudi's longer digital journey, with prevalent paper-based and disparate systems, presents a unique chance for impactful innovation.

In both countries, there is a keen interest in leveraging unstructured patient data to add real value. This is particularly relevant in Saudi Arabia, where the digital transformation journey is more extensive. The potential impact we could have in this space is incredibly exciting – there is the opportunity to significantly enhance their healthcare systems by providing solutions that streamline and integrate data more effectively.

Building long-term relationships

One clear message from my trip is that having the right technology isn't enough. Both Saudi Arabia and the UAE are focused on building ecosystems of suppliers who are genuinely invested in the region's success, not just looking to make a sale. They are looking for partners who are committed to their long-term goals and who can contribute to their vision of a robust and efficient healthcare system.

As we continue to explore opportunities, plan more visits, and build relationships in the region, my focus is now on establishing how we can commercially go to market and establish ourselves as a credible and respected supplier. This involves not just understanding the technical requirements but also building the trust and relationships that are essential for long-term success. I am excited about the possibilities that lie ahead and look forward to contributing to the region's healthcare transformation journey.

Would you like to speak to Mizaic about expanding EDMS in your region? Get in touch.

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