CEO Insights Magazine

In the dynamic healthcare industry, transforma­tive change is a constant pursuit. This rapidly evolving landscape needs professionals with exceptional skills, visionary leadership, and in­tellectual power to shape the growth and success of hospitals. In this context, Bruno Dsouza emerges as a catalyst for transformative change leveraging his attitude, wisdom, and skills. In the past three dec­ades, he has been instrumental in shaping the growth and success of renowned healthcare institutions. His journey began as an accountant in a cardiac insti­tute, where he quickly established a strong founda­tion in the industry. Recognized for his exceptional knowledge, skills, and attitude, he seized an exciting opportunity in Dubai in 1997, joining the Mediclinic Welcare Hospital.

From there, Bruno's career soared to new heights. Progressing through various roles, he demonstrated unparalleled leadership and strategic vision, successfully setting up clinics and driving operational excellence. His contributions led to prestigious promotions, culminating in his appointment as the Chief Operating Officer of Aster Hospitals, a renowned brand in India.

In 2023, driven by an unwavering commitment to advancement, Bruno joined Burjeel Holdings. As the COO, he plays a pivotal role in leading the expansion of Burjeel Holdings in Dubai and the Northern Emirates, overseeing multiple assets and charting a path towards innovation and success.

Bruno Dsouza’s remarkable journey and unwavering dedication to delivering exceptional healthcare services make him a driving force in the industry. With his visionary leadership, Burjeel Holdings is poised to revolutionize healthcare, providing accessible, affordable, and high-quality care for all. CEO Insights Asia is thrilled to interview him.

What has been your success mantra in your journey so far?

Having spent three decades in the field, I have encountered numerous difficult situations in various settings. In such moments, my approach has been to break down the problem at hand and tackle each component individually.

By breaking down problems into manageable segments and addressing them with my team, we work collaboratively to find effective solutions. I am passionate about making a positive impact on patients and ensure that a patient-centric approach remains at the core of all our actions. Additionally, I prioritize the interests of the organization while taking care of both internal and external customers.

Confronting problems directly is vital, and I approach deadlines objectively through rigorous follow-up. Recognizing the importance of motivation, I celebrate team wins and use failures as opportunities for growth. Every day, my mindset revolves around continuous correction and prevention, striving for improvement in all aspects of my work.

What are the factors you take into account to ensure the smooth running of business operations of Burjeel Holdings?

Healthcare, much like any other industry, operates as a fluid, dynamic and intricate machinery where numerous components are required to work in perfect harmony. Any gap within this complex system leads to failure, potentially resulting in significant losses and even closure. Therefore, at the heart of this machinery lies the patients themselves and their well-being along with considerations of their affordability through self-payment or third-party payors.

In addition, key factors such as employee engagement, effective revenue management, cost minimization without compromising quality, continuous improvement, and innovation play pivotal roles in sustaining and enhancing the overall healthcare experience. By prioritizing these elements, healthcare organizations can not only remain competitive but also ensure the satisfaction of stakeholders and achieve long-term success.

How do you implement change to help Burjeel Holdings constantly improve in productivity and profits?

By fostering accountability, assembling a skilled and qualified team, implementing effective performance metrics, promoting group thinking, prioritizing data analysis, optimizing processes, and embracing technological advancements. We create a culture of innovation where every employee is encouraged to collaborate and contribute towards positive change.

At Burjeel Holdings, we recognize that organizational growth requires a continuous focus on enhancing productivity and profitability, with patients being at the core of these activities. This is achieved through an ongoing process improvement strategy, always keeping the end goal in mind: improving customer revisits and ensuring long-term loyalty. We refer to this as 'stickiness' in management terms.

To cultivate and sustain stickiness, we understand the pivotal role of delivering exceptional client experiences. By ensuring that each interaction is memorable, we harness the power of word-of-mouth marketing and testimonials, which are known to be highly effective. Our commitment to driving positive change extends to all aspects of our operations. Through a combination of strategic initiatives and a customer-centric approach, we are dedicated to continuously improving productivity, maximizing profitability, and establishing ourselves as a leader in the industry.

Where do you see yourself headed towards the upcoming years? What is your future roadmap?

In the upcoming year, my vision is to lead the way in promoting health through empathy, technology, and innovation. I aim to establish myself as a market leader, not just within a specific region or country, but on a broader scale internationally. By prioritizing the needs and wants of our customers, both external and internal, I intend to create an ecosystem that adds value to their lives. This means providing accessible, affordable, and high-quality healthcare while keeping the customers at the centre of our focus. Through this approach, I aspire to make a positive impact on the well-being of individuals and contribute to the advancement of the healthcare industry.

Bruno Dsouza, Regional Chief Operating Officer - Dubai & Northern Emirates, Burjeel Holdings

Bruno has demonstrated exceptional leadership, a customer-centric approach, and a passion for creating positive change in the healthcare industry. With his wealth of experience and visionary mindset, he continues to make a significant impact, shaping the future of healthcare delivery.