Hanane Djoua
Doha
Sidra Medicine, a member of Qatar Foundation, yesterday launched its ambitious new campaign, ‘Innovating Care. Transforming Lives’. Aimed at raising awareness about its steadfast commitment to advancing the health of women and children in Qatar and beyond, the campaign was unveiled at an exclusive press event. It underscores Sidra Medicine’s pivotal role in driving personalised, research-led care and its contributions to Qatar’s National Vision 2030.
Dr. Iyabo Tinubu-Karch, CEO of Sidra Medicine, expressed pride in the institution’s approach to pioneering healthcare and clinical research. "This campaign highlights our innovative approach to healthcare, which has allowed us to become deeply embedded in the hearts and minds of our patients, their families, the community, and other stakeholders as a trusted healthcare partner and leader,” she said.
"We are not only mending hearts but winning them too—and most importantly, we are transforming lives”, Dr. Iyabo Tinubu-Karch added.
Dr. Ahmed Al Hammadi, acting chief medical officer, echoed this sentiment, emphasising that the campaign is more than just a promotional effort — it is a reflection of Sidra Medicine’s broader mission.
"This campaign is a testament to Sidra Medicine’s dedication to transforming lives through exceptional healthcare and driving forward Qatar’s Vision 2030. By fostering research-driven care and cultivating a new generation of medical experts, we are building a healthier future for Qatar and positioning ourselves as global leaders in healthcare innovation,” he remarked.
During the event, the leadership team provided updates on Sidra Medicine’s international patient program, which has reinforced its status as a trusted healthcare provider for families worldwide. Since 2018, the hospital has treated over 1,000 patients from various parts of the globe, underlining its growing reputation for excellence and innovation.
Sam Lock, executive director of Commercial Development, also spoke passionately about the campaign, stating: "We are thrilled to launch ‘Innovating Care. Transforming Lives,’ which embodies our core mission to push the boundaries of medical innovation for cutting-edge, personalised care. Through this campaign, we are reinforcing Sidra Medicine’s commitment to achieving outstanding patient outcomes and solidifying Qatar’s position as a centre for medical excellence.”
Speaking to Qatar Tribune, Dr. Tinubu-Karch outlined her vision for the future of healthcare in Qatar. She highlighted the importance of leading in precision health by leveraging genetic information to provide tailored, patient-centric care. She also discussed the challenges ahead, particularly the critical issue of workforce shortages.
"Our key challenge, the one that keeps me up at night, is the shortage of skilled labour,” she revealed. "This is not just a local issue; it’s a global one. We see a shortage of nurses, doctors, and support staff, and countries in the West are actively recruiting from Qatar. As we continue to advance, it’s essential that we have the human capital to support our growth and ambitions. I believe this is our biggest challenge.”
Sidra Medicine remains steadfast in its mission to innovate and excel in healthcare, solidifying its role as a cornerstone of Qatar’s healthcare landscape and a beacon of medical excellence worldwide.