Annual Report 2012

CORPORATE SOCIAL RESPONSIBILITY

COMMUNITY
COMMITMENT
IN ACTION

SEHA’S ROLE IN THE COMMUNITY ENTAILS STEWARDSHIP OF PUBLIC HEALTH. ACCORDINGLY, ITS FOCUS IS ON ACTIVITIES THAT HELP PEOPLE MAKE THE CORRECT CHOICES FOR A HEALTHY LIFESTYLE.

Corporate social responsibility is often defined as the way a company manages its business and business processes to have an overall positive impact on society. Many companies work hard to increase their visibility in the public eye in terms of contributing to the public good. They organize their employees to serve environmental causes, position their products to have a positive impact on society, and make donations to good causes.

All of these efforts by responsible companies help raise awareness about social justice, our environment, and our responsibilities as citizens.

But few companies have social responsibility as the basis for their existence. For a healthcare company such as SEHA, social responsibility is a fundamental cornerstone and intrinsic to every aspect of its being.

Caring for the health of the public is a great responsibility, carried out daily by 17,000 SEHA employees. It is an onerous duty to be entrusted with someone’s welfare – even their life – when they are sick, injured, or seriously ill. SEHA employees individually take that responsibility to heart by virtue of their career choice.

And as a committed healthcare organization, SEHA runs multiple free clinics and screening programs that provide blood pressure tests, diabetes screening, and dietary counseling, among other services. More than 20,000 people have taken advantage of such free clinics. Our mobile breast cancer screening program alone saw more than 1,700 women, helping to identify problems while they are still small and readily treatable, saving many from the more serious consequences of breast cancer and its treatments.

SEHA has also hosted monthly patient information programs at many of its locations on subjects such as obesity, diabetes, the importance of vaccinations, premarital counseling, smoking cessation, mental health, dental care for children, dietetics and weight control, care for the aged, and other public service programs.

In addition to such educational programs, SEHA reaches out to the community to learn directly which issues are of most interest in terms of serving them better. In 2012, each SEHA location held twice-yearly community meetings under the banner of Mas’ool. More than 1,600 people attended, and voiced their suggestions and concerns to enhance SEHA’s services and programs. Many of the suggestions have been implemented or are in process of implementation – such as increased access for families, better parking facilities, longer hours for family clinics, and special Ramadan hours.

In an effort to reach the public in an innovative way, SEHA has created a cartoon character known as Saeed. This smiling, engaging Emirati lives a healthy, active lifestyle and encourages his less than active and healthy friends to improve their lives with exercise, stopping smoking, proper diet, and other healthy choices. His little cousin, Salem, is very popular with small children and encourages proper dental care and oral hygiene as well as eating fruit and vegetables instead of fast foods, candy, and ice-cream. These positive images are making a difference in the penetration of healthy messages to the public, and over time will increase the health index of the population.

SEHA also takes its environmental responsibilities very seriously. All facilities recycle paper, plastic, and aluminum wherever possible. Medical waste is disposed of safely and in accordance with regulations of Health Authority-Abu Dhabi.

SEHA’s waste generation per patient day and per patient encounter continues to improve despite increases in patient volumes. SEHA is engaged in a number of high-profile construction projects for new hospitals and clinics. Each of these projects uses the latest high-technology construction materials which are recyclable; solar energy systems supplement the electricity and water heating requirements of the buildings; and condensation and waste water are purified for irrigation. In this context, the new Al Ain Hospital was recognized as the ‘Best Sustainable Hospital’ design at the Hospital Build & Infrastructure Middle East exhibition in Dubai.

In an international context, SEHA participates in the United Nations’ ‘Sphere’ humanitarian project, undertaking an extensive training program to enable employees to register as volunteers in collaboration with the UAE International Foreign Aid Office. The aim of the project is to improve the quality of assistance provided to people affected by disasters. SEHA is also very active in SANID – the UAE’s emergency response volunteer program – contributing to multiple educational sessions on emergency and medical response. A SEHA employee was among 10 recognized across the country in the ‘best volunteer’ category.

Employees contribute to the wellbeing of other societies in poor countries through the ‘Soqyahum’ campaign which has raised AED 356,000 in donations. And the ‘Help Somalia’ campaign was supported by a SEHA consultant pediatrician in association with UAE Red Crescent.

Further global medical aid includes Renal Unit Afghanistan, which supports the Ministry of the Foreign Affairs in training Afghan staff, and handing over the Oncology Center in Yemen to the Abu Dhabi Fund for Development.

SEHA facilities have also coordinated medical care for 29 Iraqi patients who were injured in an explosion.

SEHA also recognizes its obligations as an employer, operating an aggressive Emiratization program aimed at bringing more Emiratis into healthcare. In 2012 Emiratis comprised 18.6% of the workforce, up from 16.8% a year earlier.

SEHA values all employees, as demonstrated by investing more than AED 1.5 million in the SEHA Active Program and similar programs for staff members covering sport, community service, schoolchildren, and many more subjects. The ‘Active’ program is an acronym for Activities, Community, Team, Individual, Volunteer, and Enrolment. Since its inception in 2011, it now has more than 1,500 employees involved in community outreach and volunteer activities.

And, of course, there is the Abu Dhabi Blood Bank whose efforts save numerous lives every year. More than 300 blood drives were held that resulted in nearly 3,000 gallons of blood being donated.

SEHA proudly carries the mantle of corporate social responsibility, and will continue to do so as it engages more with the public and further involves its employees in the full spectrum of community healthcare delivery.