Strategic Leadership and Marketing for Healthcare - Dubai

A four-day UCL GBSH Executive Education Programme hosted in Dubai.

Programme overview

The healthcare industry is rapidly evolving, requiring leaders to anticipate changes, formulate strategies, and effectively market healthcare services. This four-day intensive programme combines strategic leadership and healthcare marketing, focusing on strategy formulation, horizon scanning, and market positioning. Designed for senior healthcare leaders, policymakers, and marketing executives, the programme provides a deep dive into the regional and global healthcare landscape, offering actionable insights for competitive advantage.

Through interactive lectures, case studies, and workshops, participants will gain cutting-edge knowledge and practical skills in strategic thinking, marketing intelligence, and leadership necessary for navigating today’s complex healthcare environment.

Who should attend?

• Senior healthcare executives and decision-makers
• Hospital and healthcare system leaders
• Healthcare entrepreneurs and innovators
• Government and policy leaders in healthcare
• Pharmaceutical and medical device industry professionals
• Marketing and strategy professionals in healthcare

What you will gain

• A strategic mindset to navigate the evolving healthcare landscape
• Advanced horizon scanning techniques using AI to identify trends and disruptions
• A framework for strategy formulation in healthcare organisations
• Cutting-edge insights into the Dubai and GCC healthcare market
• Practical tools for healthcare marketing, branding, and patient engagement
• Case studies and best practices from leading healthcare systems

Programme schedule

Day 1: Strategic Leadership in Healthcare

• Understanding the Healthcare Ecosystem: Global trends and GCC market insights
• Strategic Thinking in Healthcare: Decision-making in uncertain environments
• Scenario Planning & Horizon Scanning: Tools for anticipating healthcare challenges
• Leadership in Transformational Change: Leading organisational growth and adaptation

Day 2: Strategy Formulation and Competitive Advantage

• Formulating a Healthcare Strategy: From vision to execution
• Competitive Positioning in Healthcare Markets
• Innovation & Digital Transformation in Healthcare
• Case Study: Strategy Execution in Leading Healthcare Organisations

Day 3: Healthcare Marketing and Branding

• Healthcare Consumer Behaviour: Patient decision-making and service expectations
• Branding & Reputation Management in Healthcare
• Marketing Strategies for Hospitals, Clinics, and Pharma
• Digital Healthcare Marketing: Social Media & AI in Patient Engagement

Day 4: Market Dynamics and Implementation Strategies

• Healthcare Market Trends in Dubai and the GCC: Regulations & investment landscape
• Patient-Centric Marketing & Experience Management
• Measuring Marketing ROI & Performance Metrics
• Capstone Workshop: Developing a Strategic & Marketing Plan

Learning approach

• Interactive lectures with real-world insights
• Case studies from leading global healthcare organisations
• Workshops on strategy formulation and marketing planning
• Guest speakers from the Dubai healthcare sector
• Networking opportunities with industry leaders

By the end of this programme, participants will be equipped with practical strategies and marketing tools to drive organisational success in the fast-evolving healthcare sector.

Executive Education alumni network

On successful completion of our programme, you will gain access to our Executive Education alumni network. This exclusive group connects the GBSH Executive Education alumni to share insights, discuss industry trends and explore collaboration opportunities in healthcare.

Find out more information here.

Course leads

Professor Nora Colton

Nora is Director of the UCL Global Business School for Health. She's a health and international development economist specialising in the Middle East. She speaks Arabic and publishes on issues relating to globalisation and health in the Middle East and North Africa (MENA) region. Nora has a wealth of experience in leadership and change management along with designing leadership training programmes across a number of sectors.

Dr Marzena Nieroda

Marzena is Assistant Professor of Marketing and Commercialisation for Healthcare and Deputy Director for Partnerships & Enterprise at UCL Global Business School for Health (GBSH). Marzena's research focuses on person-centred health and wellbeing service design, with an emphasis on enhancing consumer and patient experiences. She studies and optimises the wellbeing journeys individuals undertake within organisations and systems, integrating technology to create efficient, resource-conscious approaches. Her work highlights the importance of collaboration within the health ecosystem to foster integrated, value-creating experiences.