The AUC Onsi Sawiris School of Business Executive Education (ExecEd) has partnered with AMICO Group to deliver innovative educational solutions that empower healthcare professionals to navigate the complexities of the industry.

Since its founding in Saudi Arabia in 1984, AMICO Group has established itself as a leader in healthcare, driving continuous growth and expanding into new markets. Through this partnership, ExecEd complements AMICO’s expertise with academic rigor and practical insights, creating programs that address the unique challenges of healthcare marketing.

Strategic Marketing and Business Acumen Program

The first phase of this collaboration was the Strategic Marketing and Business Acumen Program, designed for middle-level management. The 18-hour training program emphasized the importance of strategic marketing in healthcare. Over three days, participants explored essential topics such as market orientation, internal and external analysis, market segmentation, and brand strategy. These concepts are contextualized within the healthcare sector through practical case studies.

Reflecting on the program’s value, Lucie Hazarian, Chief Operating Officer of AMICO Group, remarked, “Upon the completion of the Strategic Marketing and Business Acumen program conducted by the Executive Education instructors at the Onsi Sawiris School of Business, our team expressed the utmost enthusiasm about the content and material covered during the module.”

Hazarian also emphasized how the partnership aligns with AMICO Group's overall mission of continuous education, describing it as a valuable boost to the career development of the participating managers.

Participants explored the various levels of marketing strategy, from corporate to clinical marketing, equipping them with tools to analyze and respond effectively to the healthcare business environment. The program concluded with a capstone project, where participants developed and presented comprehensive marketing plans tailored to their organization's specific needs in the healthcare arena.

The Marketing Foundation Program

The second phase of this collaboration introduced the Marketing Foundation Program, designed for junior marketers as a crucial introduction to healthcare marketing principles. This program focused on building a strong foundation in the marketing mix, covering areas such as product innovation, pricing strategies, and distribution channels specific to healthcare.

A defining feature of the program was the application of theoretical knowledge to real-world case studies, enabling participants to craft effective marketing strategies that resonate with healthcare providers and patients alike.

Participants praised the program for expanding their understanding of marketing. Nicholas Antaki, a sales executive in dermatology from Lebanon, stated, “The training was eye-opening, especially for those of us without a solid background in marketing. The instructor was insightful, always illustrating abstract concepts with real-life stories.”

A Lasting Impact on Healthcare Marketing

As AMICO Group continues to support healthcare specialists with innovative solutions and advanced technology, its collaboration with AUC Onsi Sawiris School of Business Executive Education is set to create lasting improvements in healthcare marketing practices, equipping professionals with the tools to excel in an ever-evolving industry.

For more information on the programs we provide at ExecEd, reach out to us or visit our website here.

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