Hospital's ‘Smokers Lounge' turns heads on tobacco awareness
The activation stirred online conversation, racking up over 400,000 views, 8,000 likes, 5,100+ shares, and hundreds of comments – generating total engagement of more than 13,000.
Part of the 'Unmasking the Flavours' campaign, the initiative aims to spotlight the deceptive appeal of flavored vapes and their long-term health consequences. The campaign's message, 'Flavours fade. Cancer doesn't,' becomes especially powerful after a breath test or health screening.
Visitors were drawn to what looked like a luxurious smoking area, complete with stylish interiors and soft lighting. However, smoking was not allowed. Instead, the lounge served as a powerful anti-tobacco experience, offering lung function tests and confronting guests with the harsh realities of tobacco and vape-related harm. What seemed like a space for relaxation quickly turned into a moment of reflection, prompting visitors to think critically about their habits.
The concept was developed by Burjeel's in-house marketing team. They set out to challenge conventional awareness efforts by flipping expectations and sparking curiosity.
As a world-first concept in a clinical setting, the experience resonated deeply with visitors and created interesting discussions both on the ground and online.
'I walked in thinking it was a place to relax, maybe even a spot for smokers. But once I saw the message and did the lung test, it really hit me. It made me think seriously about quitting. I've never seen a hospital try something like this before,' said one visitor.
With its immersive design and thought-provoking approach, the Smokers Lounge has done more than raise awareness. It has started important conversations about smoking and health.
The lounges ran for two weeks, launching on May 29 across multiple units in Abu Dhabi and Al Ain. The campaign was supported by a video, shared across Burjeel's social media platforms.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Zawya
10 hours ago
- Zawya
The Royal Marsden Cancer Charity hails Sheikha Jawaher Al Qasimi's role in advancing precision medicine for cancer treatment
A humanitarian initiative by HH Sheikha Jawaher Al Qasimi, the lab was established with a £500,000 donation One of only two UK labs selected by NHS England to evaluate long-read whole genome sequencing for clinical application. Enhancing lung cancer genetic mutation analysis using 'Liquid Biopsy' technology Capacity has been doubled to deliver an additional ,000 genetic tests monthly Actively participating in clinical trials for DNA-based personalised therapies The Royal Marsden is a specialist cancer centre that brings together world class researchers and dedicated clinical teams providing expert compassionate care Sharjah: The Royal Marsden Cancer Charity; which supports the work of The Royal Marsden; has commended the significant support of Her Highness Sheikha Jawaher bint Mohammed Al Qasimi, Wife of the Ruler of Sharjah and Founder/Royal Patron of the Friends of Cancer Patients (FoCP). Its annual report highlighted her contributions to advancing cancer research, particularly through initiatives over the past five years that have accelerated progress at the Sharjah Clinical Genomics Laboratory within the National Institute for Health and Care Research (NIHR) Centre for Molecular Pathology (CMP); housed within The Royal Marsden in the UK. These efforts have greatly enhanced faster delivery of precise diagnoses and cutting-edge personalised treatments for patients. The report underscored that Her Highness's support has empowered the lab's scientific team to fast-track diagnostics and treatments, bringing hope to thousands of patients. This was achieved through the introduction of state-of-the art facilities to the Sharjah Clinical Genomics Laboratory; including the UK's first robotic genome testing facility; and bringing together world experts in molecular pathology, bioinformatics, translational research. A humanitarian grant has been driving rapid progress The Sharjah Laboratory was launched in 2018 as a humanitarian initiative by Her Highness Sheikha Jawaher Al Qasimi, who donated £500,000 to support its establishment within the CMP at The Royal Marsden in the UK. This donation reflects Her Highness's strong belief that investing in scientific research is foundational in the fight against cancer and that such research can make a genuine global impact, benefiting patients far beyond the institution itself. Founded in 1851, The Royal Marsden in London is the world's first and most renowned cancer centers. It specialises in the diagnosis, treatment, and research of all types of cancer, with a highly experienced medical team and a dedicated department for paediatric and adolescent care. The hospital serves more than 50,000 patients annually and works in close collaboration with its academic partner, The Institute of Cancer Research, London, cementing its position as a global leader in cancer treatment innovation. Recent advancements enhancing cancer care Recent advancements at the CMP are enhancing cancer care and were reflected in a comprehensive report. The 'Marsden360' service, developed in partnership with Guardant Health, uses liquid biopsy (a blood test for cancer) to identify the genetic changes in DNA, allowing patients to be matched to targeted treatments. The testing was offered as part of an NHS England national study for patients with suspected late-stage lung cancer, as well as providing a commissioned NHS ctDNA service to guide treatment decisions for eligible patients with suspected late-stage breast cancer. The report also noted the Sharjah Clinical Genomics Laboratory is on track to become the first facility in the UK to offer fully automated genomic testing, with the capacity to conduct 5000 tests monthly. This is being achieved through collaboration with Automata, a global biotech company providing robotic automation solutions to the life sciences industry. The advancement has improved early detection of genetic mutations and enabled proactive care for high-risk cancer patients. Cutting-edge technology includes the Nanopore PromethION device for precise long-read DNA sequencing, already analyzing 110 whole genomes to yield new insights for treatment development. The CMP also plays a vital role in key clinical trials like 'ENABLE-NGS', 'PREVAIL', and 'ICED' (targeting leukemia, lung, and rare cancers), 'SIGNIFIED' (offering annual scans for Li-Fraumeni Syndrome), 'INOVATE' (blood-based monitoring for head/neck cancers), and 'RECUT Plus' (studying radiotherapy resistance). Further amplifying its impact, the lab contributed to over 24 peer-reviewed studies in 2024, presented at major conferences like ESMO and ASCO, exploring molecular profiling to redefine cancer risk and reshape treatment strategies. A UAE humanitarian vision for the world The Sharjah Clinical Genomics Laboratory reflects the UAE's vision of investing in human potential and scientific research, transforming humanitarian efforts into tangible impact in patients' lives. It serves as a prime example of successful collaboration between philanthropy and science, through which Sharjah has become an active partner and contributor to the future of genomic medicine worldwide. The laboratory's success in the UK exemplified the vision and commitment of Her Highness Sheikha Jawaher Al Qasimi commitment to supporting cancer patients. Her Highness's efforts have directly supported several specialised institutions such as Children's Cancer Hospital Egypt 57357, the Children's Cancer Center of Lebanon (CCCL), the National Cancer Institute in Egypt (Sheikha Jawaher Al Qasimi Building), and the Union for International Cancer Control's (UICC) Fund for Childhood Cancer Patients. Through these efforts, Her Highness Sheikha Jawaher Al Qasimi champions a UAE global humanitarian mission that transcends borders.
Zawya
4 days ago
- Zawya
INTERVIEW: Strong Q2 results underscore strategy shift to complex care
Burjeel Holdings, the ADX-listed super-specialty healthcare provider, reported strong second-quarter results with net profit more than doubling and revenue rising nearly 19 percent year-on-year, driven by higher patient volumes and continued expansion in specialty services. In an interview with Zawya Projects, CEO John Sunil said the second quarter performance validated the group's strategy of investing in complex care areas such as oncology, women's health, and surgical specialties. 'The second quarter was strong for us, both in terms of results and execution,' Sunil said. 'We saw strong momentum in complex care, particularly in oncology, women's health, and surgical specialties.' The healthcare group has been expanding its regional footprint with new specialty centres in Dubai, Sharjah, Al Ain, and Oman, along with strategic acquisitions such as the Advanced Care Oncology Centre and a major rehabilitation facility in Riyadh. Despite deploying 403 million UAE dirhams in capital investments in the first half of 2025, Burjeel maintained a stable balance sheet and a 47 percent dividend payout, reflecting strong cash flows. The company reaffirmed its mid-teens revenue growth guidance for FY2025, with UAE and Saudi operations expected to anchor growth, while expansion into emerging markets like Africa will follow an asset-light Operations and Maintenance (O&M) model. Excerpts from the interview: What drove the strong Q2 performance and margin gains? We recorded 19 percent revenue growth and more than doubled our net profit, which was driven by operating leverage and better optimisation of our asset base. We have been very intentional about building a performance-driven culture. Even with 143 new physicians on boarded over the past year, we managed to optimise personnel costs through better workforce planning and scheduling. In fact, overheads came down by seven percent compared to the previous quarter and over 13 percent compared to Q4 last year. These improvements in cost control, combined with the top-line growth, led to a significant improvement in EBITDA margins. What's the strategy behind your mental health and rehab platforms? We believe in building a truly integrated model of care. With Alkalma, we are building a comprehensive mental health platform that has already launched four centres across the UAE and Saudi Arabia. Demand has been robust and continues to grow across different age groups. Similarly, our PhysioTherabia network in Saudi Arabia has grown to over 30 centres, supported by long-term government contracts. These platforms allow us to offer preventive, supportive, and recovery-oriented services that reduce the burden on acute care systems and improve overall outcomes. With the AED 170 million acquisition of Medeor Hospital's Dubai building, how does asset ownership support Burjeel's long-term strategic and financial goals? Owning the Medeor Hospital building in Dubai was a strategic move. It eliminated a long-term lease, gave us full operational control, and converted a high-performing facility into a capital asset. That translates directly into financial flexibility and cost efficiency. This investment also reflects our long-term commitment to Dubai as a strategic market. Could you share insights into your capital allocation strategy? Our capital allocation is guided by impact and long-term value. We're not just adding facilities - we're scaling services that meet clear clinical needs and deliver returns. Whether expanding oncology care, launching the Trust Fertility platform, or extending access to primary care, each investment aligns with our core strategy. At the same time, we are maintaining financial discipline. Free cash flow conversion improved significantly, and our debt remains well within manageable levels. We are focused on ensuring that each new asset is launched efficiently and begins contributing at its full potential. Expansion is important, but we are equally focused on execution and cost discipline. What are your expectations for the rest of FY2025? We are optimistic about the rest of the year. Many of our newly launched assets are starting to scale up. As utilisation improves, we expect continued margin improvement. We continue to target mid-teens revenue growth for the full year, supported by ongoing expansion in the UAE and Saudi Arabia. Our priorities remain clear on enhancing efficiency, deepening our subspecialty platforms, and scaling services through our core network and partnerships - particularly in high-impact areas such as oncology, transplant, fertility, orthopedics, and neuroscience. It is important to remember that major investments in specialised care and technology take time to translate into full financial returns. But this quarter shows that our strategy is beginning to deliver real value. How do you balance shareholder returns with reinvestment needs? We are committed to delivering value to our shareholders while ensuring the business is well-positioned for long-term growth. The 47 percent payout ratio reflects that balance. It rewards shareholders and preserves the flexibility we need to keep investing in our platform. As we continue to scale, we are open to exploring alternative funding instruments such as Sukuk, provided they align with our financial and strategic goals. But we will remain measured in our approach and focused on ensuring any capital raised is used for initiatives that create sustainable value. With rising rates, pricing pressures, and tighter regulation across MENA, how is Burjeel navigating this challenging operating environment? We are navigating this environment by staying agile and focusing on efficiency. Our diverse portfolio, which includes facilities across the UAE, Saudi Arabia, and Oman, and our mix of public and private contracts, provides us with a degree of resilience. We are also making meaningful progress in digital transformation. With tools like Oracle EMR and AI-based diagnostics, we are gaining better visibility across the system and improving both clinical and operational performance. This helps us manage costs and also positions us well for outcome-based reimbursement models, which are becoming more important in this regulatory landscape. Amid macro headwinds and expansion, how confident are you in meeting your FY2025 growth target? Yes, we are confident in our growth target. The strong performance in the first half gives us a solid platform. With many new centres coming online and strong demand for complex care, we expect momentum to continue into the second half. The UAE remains our largest and most mature market, particularly in high-acuity specialties. A great example is Trust Fertility Centre, now the largest of its kind in the country. It broke even within six months, treated over 1,800 patients, and delivered outcomes above global benchmarks. This type of replicable, high-impact model supports both our growth ambitions and our commitment to clinical excellence. Saudi Arabia continues to be a key growth engine. We are scaling our PhysioTherabia network and preparing to launch day surgery platforms. In emerging markets like Africa, we are exploring opportunities strictly through asset-light, zero-capex Operations and Management (O&M) partnerships. This allows us to expand our presence efficiently, without balance sheet exposure, while capturing growth opportunities across the regions. (Reporting by SA Kader; Editing by Anoop Menon) (
Al Etihad
5 days ago
- Al Etihad
Burjeel Holdings reports 129% surge in Q2 profit
6 Aug 2025 20:41 A. SREENIVASA REDDY (ABU DHABI) Burjeel Holdings recorded a sharp 128.9% year-on-year surge in second-quarter net profit to Dh148 million, driven by strong revenue growth, improved patient yield, and operational efficiencies across its expanding healthcare in Q2 2025 rose 18.7% to Dh1.4 billion, while EBITDA jumped 59.4% to Dh306 million, reflecting stronger margins and the benefits of asset optimisation. The quarterly performance significantly boosted the group's first-half results, with net profit for H1 reaching Dh187 million — up 10.6% from Dh169 million in the same period last revenue rose 12.2% to Dh2.68 billion, supported by sustained demand for complex care services and expansion across key specialties. EBITDA for H1 stood at Dh487 million, marking a 14.2% increase over the prior robust performance was underpinned by a 12% increase in patient footfall in Q2. Across the first half, total patient visits rose to 3.4 million, with outpatient numbers up 8.6% to 3.28 million and inpatient footfall climbing 14.6% to 88,000. The Group also performed nearly 23,000 surgeries in Q2, representing an 18.7% annual increase, while bed occupancy improved to 69% from 65% in the year-ago quarter.'The second quarter delivered exceptionally strong results, with 19% revenue growth driven by a 12% increase in patient footfall and improved yield. EBITDA rose by 59%, accompanied by a margin uplift to 22%,' said CEO John Sunil.'These results reflect tangible progress in key operational areas such as physician manpower optimisation, formulary management, and cost control, while our strategic focus on super-specialty care is beginning to yield measurable benefits, enhancing both revenue and profitability,' he added. Sunil said the Group's oncology platform is now the UAE's largest private network and highlighted the growth in services related to transplants, fertility, mental health, and diagnostics. He reaffirmed Burjeel's focus on converting recent investments into sustained expansion and margin improvement. Source: Aletihad - Abu Dhabi
