Humanizing Tech: Burjeel’s Digital Transformation

The booming United Arab Emirates (UAE) healthcare sector, fuelled by rising demand and chronic conditions, presented both challenges and opportunities. In August 2022, Burjeel Holdings, a leading healthcare provider, was exploring digital transformation strategies and anticipating an upcoming initial public offering. A successful digital transformation strategy incorporating emerging technologies like telehealth and artificial intelligence (AI)–powered diagnostics would not only enhance patient care but would also project a positive image to potential investors. However, the chief operating officer needed to address several challenges, including employee resistance to new technologies, a culture accustomed to established practices, and a need to avoid disrupting core operations. Recognizing the importance of a people-centric approach, he aimed to foster a culture of innovation where employees felt empowered to contribute. Would he be able to bridge the gap between tradition and innovation? Could Burjeel leverage technology to become a leader in the digital healthcare revolution?

This case is best suited for participants in MBA and executive MBA programs or in executive education classes. It promotes discussions of topics such as corporate strategy and governance, competitive advantage, digital transformation, and innovation management. It could be a part of core strategy discussions or classes focused on specialized strategy, digital transformation, strategic innovation, or healthcare management. It delves into the intricacies of strategic digital transformation in an evolving and uncertain business environment and attempts to enlighten students with actionable take-aways that will be useful in their professional endeavours. After working through the case and assignment questions, students will be able to do the following:<br> <ul><li>Explain how to make decisions to ensure business continuity and growth while considering market uncertainty, evolving shareholder expectations, and other variables. </li><li>Describe the impact of emerging technologies on organizational digital transformation.</li><li>Evaluate strategic considerations for integrating digital solutions into existing healthcare operations while balancing innovation with core values and patient care.</li><li>Identify factors that foster a culture of innovation and employee buy-in during strategic digital transformation initiatives.</li><li>Describe and evaluate the role of key stakeholders such as patients, employees, and investors in shaping a successful digital transformation strategy that promotes sustained business growth.</li></ul>

• innovation, digital transformation