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Meeting Highlights:
- Fujifilm's priorities: Focusing on diagnostics, including in vitro, endoscopy, and IT Healthcare systems
- Leveraging the Hitachi acquisition to bring new innovations through local partners.
- Relocating HQ to Saudi Arabia to leverage significant market potential and prioritize regional operations in alignment with Vision 2030.
- Examples of MOUs with healthcare institutions aim to introduce new AI technology, especially in endoscopy and oncology.
- Emphasizing awareness and early detection is crucial for higher survival rates.
- Fujifilm's role in shifting towards a preventive healthcare approach.
- NURA's footprint supports the prevention paradigm shift, aligning with Fujifilm's mission to be the best partner in healthcare transformation and increase longevity.
EF: Could you elaborate on Fujifilm's footprint in Saudi Arabia, the role of its medical systems division, and the key priorities you are focusing on today?
AT: Our primary focus is on the diagnostics sector, which we categorize under the medical business, encompassing a range of solutions. Within this segment, we provide radiology equipment such as CT, MRI, X-ray, and mammography, as well as ultrasound and endoscopy systems. Additionally, we offer in vitro diagnostic devices like blood and urine analyzers. Complementing these are our globally leading healthcare IT systems, where we lead the market.
Fujifilm’s presence in the Saudi market spans decades— for over 20 years. Over this time, we have established strong relationships with customers and introduced a comprehensive portfolio of products across the region. Following our acquisition of Hitachi, which brought advanced CT, MRI, and ultrasound capabilities, we have continued to strengthen our offerings. Excluding these, we already held significant market shares in digital mammography, general X-ray, and endoscopy, where we continue to grow. Our efforts are now yielding results, with improved market traction and increasing market share.
Saudi Arabia’s market is largely driven by public tenders managed by NUPCO. Our endoscopy solutions are consistently ranked number one in public tender frameworks, enabling hospitals to procure them easily. This has been a key driver of growth in the endoscopy segment.
In healthcare IT, we are actively expanding solutions such as radiology imaging platforms. These systems connect hospital networks, allowing seamless exchange and remote analysis of CT, MRI, and X-ray datasets. Recently, we implemented our teleradiology platform across 70 hospitals in Saudi Arabia, which marks a significant milestone in our efforts to enhance healthcare infrastructure.
Saudi Arabia remains a top priority for us due to its position as the largest healthcare market in the Middle East. We are committed to furthering our contributions to the region’s healthcare advancements through innovative solutions and strategic initiatives. Aligned with Saudi Vision 2030, the country is making significant investments and aiming to increase its population, which naturally translates into market growth and a surge in opportunities. Recognizing this potential, we recently made the strategic decision to establish our regional headquarters in Saudi Arabia to better support this vision and capitalize on the expanding opportunities in the region.
With the launch of our regional headquarters in Saudi Arabia, we have made significant progress. Last year, we secured the regional headquarters license, and we completed the corporate registration in December 2024. We expect by the end of the year to have 15 employees in our office in Riyadh. The decision to establish a regional headquarters in Saudi Arabia aligns with the government’s Vision 2030. It’s an exciting project and a significant step forward as we continue to grow our presence in the region.
EF: Could you elaborate on how Fujifilm is working towards becoming a trusted partner in Saudi Arabia? Could you share some details about the MOUs and related initiatives?
AT: Last October, during the Global Health Exhibition, Fujifilm made its debut with a dedicated booth, marking a significant milestone. While we have had a presence in the region through distributors in the past, this was the first time Fujifilm presented itself directly. To amplify our presence at the event, we organized an MOU signing ceremony with six prominent healthcare institutions in Saudi Arabia, many of which are prestigious hospitals.
The majority of these MOUs focus on implementing Fujifilm’s AI technology to enhance healthcare services in the Saudi market. One notable partnership is with Flow Medical, the procurement body for one of the largest private hospital chains in Saudi Arabia. This collaboration goes beyond supplying endoscopy systems; it also includes the establishment of a repair service center for endoscopes.
This repair center is a critical addition for end users, as endoscopy equipment requires regular maintenance due to daily use and sterilization. By having a local repair center, we can significantly reduce downtime and provide faster service, which benefits both patients and healthcare providers.
Another key focus of the MOUs is the introduction of Fujifilm’s AI technology in endoscopy, specifically the CAD-EYE system. This innovative application allows AI to automatically detect polyps during endoscopy procedures. What sets our technology apart is its ability to analyze and characterize tissue, identifying whether a polyp is a tumor. This capability is invaluable for early cancer detection, empowering doctors to diagnose potential cancers at an earlier stage. This initiative aligns closely with Saudi Vision 2030, which emphasizes improving healthcare outcomes and promoting healthier longevity. Saudi Arabia's strategic healthcare direction is shifting from treatment to prevention, aiming to reduce overall healthcare expenditure, improve population longevity, and ultimately drive economic growth through a healthier society. Fujifilm's AI technology for early detection aligns perfectly with these goals, which is why our partners selected us to collaborate on introducing this advanced technology into the market.
As part of our efforts, we have begun installing our AI application, CAD-EYE, at the Dr. Sulaiman Al Habib Hospital Group. This application aids in early detection during endoscopy procedures by identifying polyps and characterizing their tissue to determine whether they are tumors. We are also working closely with hospitals to educate healthcare professionals on how to utilize this technology effectively in clinical settings. We aim to engage a broader network of doctors through training and collaboration to maximize the impact of this innovation.
Another significant MOU was signed with Almana Hospital Group, one of the largest healthcare providers in Eastern Saudi Arabia and already a key partner for Fujifilm's healthcare IT solutions, including PACS and VNA systems. This partnership extends to the implementation of our AI technologies for cancer detection, such as chest cancer and mammography imaging. Mammography, in particular, presents challenges due to the difficulty of identifying small abnormalities in complex images. Fujifilm's AI can highlight potential areas of concern, reducing the likelihood of misdiagnosis and improving early breast cancer detection rates.
Together, these initiatives demonstrate Fujifilm's commitment to advancing preventive healthcare in alignment with Saudi Vision 2030.
EF: How do you perceive the current level of awareness about early diagnostics, and how can this shift support the move toward a more preventative approach in the healthcare industry?
AT: Almost five years ago, we participated in a breast cancer screening project in Saudi Arabia, supported by a charity organization. Through this collaboration, we provided more than 10 mammography systems to screening centers. Additionally, we equipped mammography buses to make screenings accessible in remote areas, allowing women to undergo tests conveniently.
Prior to the Global Health event, we have been working with the department of the MOH responsible for screening programs to increase awareness and improve screening ratios among the target population.
Ultimately, it is about educating people on the importance and benefits of early detection, which significantly improves survival rates. This awareness cannot be achieved through simple ticket distribution. Instead, it requires sustained campaigns that effectively communicate the value of early screening for breast cancer.
We have relevant expertise in running such programs in other markets in the region, such as we did a few years ago in Qatar, to implement a national breast cancer program. We developed a comprehensive management system, set up a call center to engage the target population, and created efficient follow-up workflows. With this experience, we are equipped to support the MOH in maximizing the potential of its mammography machines and infrastructure through targeted awareness campaigns and streamlined processes.
EF: Can you elaborate on the NURA screening center, and what makes it unique?
AT: The Nura Screening Center is truly unique, especially with Fujifilm leading the way. Fujifilm focuses on providing a more comprehensive and innovative service approach. This sets us apart in the market and underscores our commitment to advancing healthcare beyond just equipment.
We are introducing a screening culture to regions where such practices are not yet established. Japan, with its longest life expectancy in the world at 85 years (compared to the global average of 69 years), owes much of this to its robust screening culture. In Japan, it is mandatory for municipalities and companies to ensure annual screenings for multiple cancers and lifestyle diseases, with costs often covered by the organizations themselves.
When we observed that such a culture is largely absent in this region, we envisioned the concept of the NURA AI Screening Center. Utilizing Fujifilm's healthcare devices, IT platforms, and AI technology, this center offers something truly unique. At NURA, individuals can undergo a comprehensive screening for over 15 cancers and 15 lifestyle diseases—all within just 120 minutes. This is unprecedented, even for Japan. This model is designed to suit the busy lifestyles of today’s population, making it easier to complete annual screenings. This initiative is perfectly aligned with the goals outlined in Vision 2030, which emphasizes improving life expectancy and overall health outcomes. This project represents the future of healthcare, and we are proud to lead this transformation with Fujifilm's unique expertise and innovation.
EF: How receptive do you think the Saudi mindset is toward embracing prevention and diagnostics as essential components of the future of healthcare?
AT: The recognition of the importance of this shift is still primarily at the higher levels of authority, and the MOH understands the importance of filtering this down to the population. I believe there is going to be significant progress in raising awareness about prevention in the near future.
During my time in Canada, I observed there was a healthcare system entirely built on universal coverage. While the government funds it, they invest in high-end machines and pay significant amounts for maintenance services. Because of this setup, there is still a shortage of devices like MRI machines. The wait times after a doctor’s referral can be excessive—four or five months in some cases. During that time, a condition like cancer could worsen significantly. It felt unfair, but it also highlighted the dilemma healthcare systems face.
Our approach is different. We aim to reduce the need for such high-tech treatments by focusing on solutions that emphasize prevention. This vision motivates me to drive this business forward and support the paradigm shift toward preventative healthcare.
EF: Looking ahead to Vision 2030 and its final sprint over the next five years, what role do you envision Fujifilm playing in helping achieve these goals during this period?
AT: Our vision is to be the best partner in driving healthcare transformation, particularly in Saudi Arabia. We aim to support the paradigm shift toward prevention and contribute to improving longevity. By doing so, we aspire not only to enhance the quality of life but also to support the country's economic growth, leveraging a healthier and longer-living population.
In practical terms, we are committed to initiatives like establishing AI screening centers in collaboration with our partners. These efforts will fundamentally reshape the healthcare landscape in Saudi Arabia, positioning us as a key player in this transformative journey.
