UAE’s PureHealth unveils new brand identity, vision for healthcare

Abu Dhabi-based healthcare platform PureHealth recently unveiled the future of healthcare with its new vision, brand identity and brand promise at an event held at the Louvre Abu Dhabi.

PureHealth operates more than 28 hospitals, 55 clinics, multiple diagnostic centres, health insurance, pharmacies, health tech, procurement, investments and related businesses in the UAE.

The company’s focus is on looking at ageing as an epidemic and using the latest treatments, technologies, and preventive and social strategies to help people lead optimal, healthier lives.

It aims to introduce technology-driven, personalised, preventive healthcare solutions that focus on increasing the average lifespan and improving the health span in the UAE.

The company plans to replicate this scientific model and approach across other markets in the future.

As part of this futuristic vision, PureHealth believes that “over the next 50 years, it could add up to 25 additional years of higher-quality, happier, and healthier living, in line with its mission to help drive change across communities and realize the possibility of humankind globally”.

Farhan Malik, CEO of PureHealth, said: “When we talk about longevity, it is not only about increasing the lifespan of people, but rather their health spans, so that people may live healthier, longer and fuller lives. Currently, population ageing is straining economies, health systems and social structures worldwide and we need to transform the way we age, to ensure better health, function and productivity, during a period of extended longevity.”

He concluded: “As we work towards the longevity of humankind, we also need to focus on working towards the longevity of our planet and play our role as global citizens in the wake of climate change.”

Presenting the technological adaptation and way forward, Shaista Asif, group chief operating officer of PureHealth, said: “In today’s evolving landscape, converging technologies are getting faster, cheaper, better and smarter, enabling us to think about and act upon healthcare in new ways. At PureHealth, we are at a time of converging, not just different technologies, but also different fields. We are committed to bending the curve of life expectancy, by increasing quality of life and health spans.”

She added: “To achieve this goal, we at Pure Health have defined our North Star – longevity. People from across the globe will migrate here to live longer, healthier, happier, and fuller lives.