This article was originally published in the Brand Finance Middle East 150 2025 report and Brand Finance Saudi Arabia 100 2025 report
King Faisal Specialist Hospital & Research Centre continues to strengthen its position as a region leader in healthcare, driven by a bold branding strategy and a culture of innovation.
Muhannad Kadi, Chief Communication & Marketing Officer, highlights the hospital’s commitment to building a trusted reputation through strategic communication, cutting-edge advancements, and a patient-first approach.
Interview with Muhannad Kadi
Chief Communication
& Marketing Officer,
King Faisal Specialist
Hospital & Research
Centre
What are the current challenges for the brand, and how are you addressing them?
The primary challenge lies in synchronising our brand narrative with rapid scientific and operational transformations. As we evolve into an independent, non-profit foundation and expand into cutting-edge specialties like gene therapy and oncology, there is a risk of outpacing our external storytelling, thereby creating a perception gap. To address this, we’ve embedded brand strategy into organisational
development, making brand guardianship a cross-departmental responsibility - from HR to research teams. We’ve also implemented data-driven brand health tracking and stakeholder engagement studies to align internal culture with external messaging. This ensures coherence at every touchpoint, whether it’s patient interactions or global partnerships.
How can a strong brand assist your development initiatives, and how can these initiatives grow the brand?
A strong brand acts as a catalyst for growth. For instance, our new gene therapy centre and regional expansions benefit from KFSHRC’s legacy of excellence, which instills trust in patients, attracts top talent and secures partnerships. Conversely, these initiatives amplify the brand. Breakthrough treatments such as region-firstgene therapies become advocacy moments. Patients share their success stories and new centres of excellence serve as tangible proof of our vision. Each innovation is a branding opportunity - when we launch a specialty or achieve a medical milestone, it reinforces our reputation as a pioneer, attracting investment and solidifying our leadership in predictive healthcare.
What’s unique about KFSHRC’s role in developing healthcare’s reputation in Saudi Arabia and the region?
KFSHRC uniquely bridges national service and global influence. As Saudi Arabia’s flagship hospital, we directly contribute to Vision 2030 by shifting perceptions of the Kingdom, from oil dependency to innovation-led growth.
Our dual identity as a national institution and an international research hub allows us to lead conversations beyond healthcare, influencing policy, education, and public health globally. For example, our role in advancing predictive medicine and hosting global summits, positions Saudi Arabia as a leader in medical science, aligning with the nation’s soft power goals. Our dual identity as a national institution and an international research hub allows us to lead conversations beyond healthcare, influencing policy,
education, and public health globally. For example, our role in advancing predictive medicine and hosting
global summits, positions Saudi Arabia as a leader in medical science, aligning with the nation’s soft power goals.
What strategies are required to communicate a brand with varied stakeholders?
A layered strategy is critical. We segment audiences to tailor messaging:
- Patients: Emphasise empathy and reliability, ensuring clarity during vulnerable moments.
- Healthcare Professionals: Highlight cutting-edge opportunities and institutional support for innovation.
- Policymakers: Focus on compliance, outcomes and alignment with national health goals.
- Future Talent: Showcase career growth, mentorship and KFSHRC’s global impact.
We prioritise evidence-based narratives - for example, publishing outcomes of gene therapies to engage
scientists while using patient testimonials to build public trust. Internally, we train staff to embody the brand’s values, ensuring consistency across all interactions.
Are there any unique KFSHRC brand initiatives?
Yes. Beyond embedding brand stewardship across departments, we’ve launched campaigns like ‘Healthier Nation’ which ties individual patient care to national well-being goals. We also pioneered partnerships with institutions like MIT and Johns Hopkins for joint research, amplifying our global credibility.
Additionally, our annual report transparently shares clinical outcomes and research milestones, which is a rarity in the region. These initiatives not only differentiate us but also align with Saudi Arabia’s Vision 2030,
positioning KFSHRC as a bridge between local impact and global collaboration.
