Entering the UAE health sector

The UK and the UAE have a long-standing tradition of partnership and enterprise, says Simon Penney, British Consul General for Dubai & Northern Emirates and UK Trade Commissioner for the Middle East

Like many people, I am delighted that this year’s Arab Health is taking place. Once again, a great many UK companies will be visiting the exhibition and doing business with one of the most vibrant regions in the world.

It is always a pleasure to welcome trade missions and help them make the most of the opportunities that exist here.

As the economy matures, it is becoming more complicated to enter the healthcare market. The UAE is clear about its requirements in the sector, and UK companies should understand that a quick profit is not the name of the game – rather, the UAE is looking for partners that intend to commit for the long term.

Recently, we were delighted to support the signing of two MOUs between the Department of Health in Abu Dhabi, AstraZeneca and GSK. The UK and the UAE share an important trade and investment relationship, with total trade of £18.6bn in 2019, and two-way investment of £13.4bn in 2019, promoting innovation, jobs and economic development in both nations.

But this is not solely due to major corporate agreements. The UK’s SMEs are driving innovation and change, particularly in the area of digital health, as a result of Covid-19. Smaller companies can also thrive here, and the the Department of International Trade (DIT) is a rich source of knowledge to help you navigate your way to success.

Preparing for export

The business and regulatory landscape in the UAE provides ease of access for companies looking to enter the market. I would stress it’s highly competitive, and for this reason it’s vital that you are exportready when you approach the DIT team. If you are just looking to explore possibilities, it’s best to start with Healthcare UK at the Department for International Trade for initial guidance as they set up regular live or virtual trade missions which are the best way to explore options and prepare accordingly.

Arab Health is an excellent event where you can dip your toe in the water. The DIT is hosting roundtables and seminars, and a reception, which this year will take place at the UK Pavilion at Expo 2020 Dubai. Make the most of all events and garner as much information as you can. I would emphasise that while people are willing to be helpful, it doesn’t do to waste their time in this environment if you are not export-ready.

It’s important that you take local cultural norms into consideration. Here, great emphasis is placed on partnership. Do your research and be aware of any issues that may apply to you – do not underestimate the value of relationships and stakeholder management.

Identify your risk appetite, put your funding in place, make regular trips to understand the market, understand the competition, and be clear about your di erentiator. That way you will find the ideal partner.

How the DIT team can help

The DIT healthcare team assesses those UK companies that approach them, and matches them up with UAE requirements. If companies are the right fit, we can send our business guide that goes into further detail, for example how to register medical devices in the UAE. We can also introduce you to distributors or advise on the di erent options for setting up a company in the region. Recently, we ran a virtual meet-the-buyer event and made more than 20 introductions, which we follow up by guiding companies through the partnership process.

We can help companies engaged in innovative pharma and therapeutics, and can also signpost them to our investment colleagues, who can also look at potential investment into companies back in the UK for investors here. We can also point companies to consultants and lawyers in the area who can provide additional advice and support.

Investing in the UAE

As I said before, don’t come into the market purely trying to sell a product. Instead, focus on solving a problem or creating a solution that will help the country in the long term. A wonderful product is not enough these days. You have to expand that o er and have a wrap around.

So what is your investment into the UAE? It doesn’t have to be a monetary investment - it can be time or resources, clinical trials, training and expertise, or knowledge and information. The UAE is keen to work with the right partners to develop this relatively new sector. These elements are all valued by the UAE as it develops its own ambitious healthcare and life sciences market. Understanding what that partnership might look like is really important, and putting that o er on the table from the outset will put you head and shoulders above the competition.

I’m delighted to say that we have a new team dedicated to SMEs which launched on 3rd of January. The Enhanced International Support Service (EISS) is a completely new programme o ering in-house, personalised overseas trade support for UK based SMEs looking to export to any of the 12 markets in the Middle East, Afghanistan and Pakistan (MEAP) region. EISS will facilitate those companies that have high exporting potential by providing market intelligence, access to trade specialists and in-market service providers. The team can provide services around diagnosis, desk-based market research and general market advice. Advisors can also make key introductions and provide directions on further in-market services. For technical or specialist export advice and support services, companies can benefit from working with a partner in our Overseas Referral Network (ORN).

As a gateway to the region, the EISS MEAP Hub is based in Dubai with expert trade advisors located across the UAE, Saudi Arabia, Jordan and Qatar. If you are a UK based SME looking to explore opportunities across the MEAP region, the EISS MEAP Hub is the best place to start. Please engage with your local International Trade Advisor or reach out to us via email and one of our regionally based trade advisors will be in touch: ditmeap.enquiries@fcdo.gov.uk

With all this in mind, I look forward to Arab Health 2022 and wish everyone a successful event.

Simon Penney British Consul General for Dubai & Northern Emirates and UK Trade Commissioner for the Middle East

“The UAE is looking for partners that intend to commit for the long term”

Contact Information

https://ukhealthcarepavilion.com/events/ arab-health-2022/seminar-programme/