Sheikh Shakhbout Medical City (SSMC), a subsidiary of PureHealth, has signed a Memorandum of Understanding (MoU) with the National Media Authority (NMA) to strengthen public health education and expand access to trusted medical expertise across the UAE. The agreement was signed during the Abu Dhabi Future Health Summit 2026, bringing together SSMC’s specialised healthcare expertise and NMA’s national media reach.
The partnership will support joint health education and public awareness campaigns through national media platforms and outreach activities. It aims to make reliable medical information more accessible, encourage preventive healthcare and help individuals make informed decisions about their health and wellbeing. The collaboration will also raise awareness of SSMC’s specialised services and advanced clinical capabilities.
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Dr. Marwan Al Kaabi, Chief Executive Officer at SSMC, said: “At SSMC, we believe better health begins with giving people the knowledge and confidence to make informed decisions about their wellbeing. Through our partnership with the National Media Authority, as the only Academic JCI Accredited hospital in the UAE, we aim to bring trusted medical expertise to more people across the UAE, through national health awareness campaigns and media platforms.”
SSMC CEO Dr Marwan Al Kaabi highlighted the importance of giving people the knowledge and confidence to make informed health decisions, emphasising prevention, early intervention and patient education. Ibrahim Abdul Latif Al Mosa, Executive Director of the Support Services Sector at NMA, noted that collaboration between the healthcare and media sectors can help deliver credible, expert-led information to communities across the country.
Ibrahim Abdul Latif Al Mosa, Executive Director of the Support Services Sector at NMA, said: “This partnership with Sheikh Shakhbout Medical City highlights the important role of collaboration between the national media and healthcare sectors in raising health awareness and ensuring that reliable medical information reaches communities across the UAE. At the National Media Authority, we are committed to using our media platforms to support health education initiatives and share credible, expert-led content that promotes prevention and empowers people to make informed decisions about their health and wellbeing.”
Through this agreement, both organisations aim to strengthen public health communication and promote a more prevention-focused approach to healthcare. By combining medical expertise with national media platforms, the initiative seeks to expand health awareness and support a stronger culture of wellbeing across the UAE.
