Fatima Nuriyeva, CEO of HEVO Medical Tourism Company, is a visionary leader passionate about making quality healthcare accessible across borders. Always looking for new ways to improve patient experiences, she has transformed HEVO into a trusted name in medical tourism. Her goal is not just quality treatment but also making sure patients feel comfortable and supported. Focused on expanding HEVO’s presence in the Arab world, Fatima continues to break barriers, building strategic partnerships and setting new standards in global healthcare accessibility.
Let’s delve into the interview details below!
As the CEO of HEVO Medical Tourism Company, what inspired you to enter the medical tourism industry, and how has your vision for the company evolved since its inception?
The main reason for my involvement in the medical tourism sector is that this field not only benefits people but also serves as a unique platform where healthcare and business intersect. The idea of ensuring people have access to high-quality and affordable medical services has always motivated me. The rapid development of healthcare worldwide and the increasing demand for treatment abroad have encouraged me to contribute to this field.
The global medical tourism market is projected to reach $93.72 billion by the end of 2025. How has HEVO positioned itself to capitalize on this growth, particularly in the Arab world?
Since its inception, our company’s vision has continuously evolved. From the very beginning, our goal has been to transform medical tourism from a mere service into a comfortable and reliable process for patients. While we initially collaborated with specific countries, today, we have built a wider network, forming partnerships with various medical centers and experts. By consistently prioritizing patient satisfaction and service quality, we continue to strengthen our position in the sector through the implementation of innovative solutions.
As HEVO, recognizing the rapid global expansion of medical tourism and its projected market value of $93.72 billion by the end of 2025, we are strategically focusing on positioning ourselves in the Arab world.
Strategic Directions in the Arab Market
To meet the increasing demand for high-quality medical services in Arab countries, we operate in several key areas:
- Strategic Partnerships – We establish strong collaborations with leading hospitals, clinics, and medical experts in the region, offering patients a wider range of choices and high-quality services.
- Personalized Approach and VIP Services – We offer tailored medical journeys and premium services that ensure maximum comfort and confidentiality for Arab patients.
- Cultural and Linguistic Adaptation – We provide native-language support, halal food options, and services aligned with the cultural values of patients coming from Arab countries.
Through these initiatives, HEVO continues to establish itself as a trusted and prestigious brand in the Arab world, leveraging the significant growth potential in the medical tourism market.
Can you share a challenging experience you’ve faced as a woman leader in the healthcare sector in Azerbaijan, and how you overcame it?
I have not yet encountered such a challenge, but operating as a female leader in the healthcare sector may present certain obstacles. Achieving success in this field requires knowledge, determination, and a results-oriented approach. Continuous self-improvement, a strong team spirit, and strategic thinking help overcome any difficulties. Regardless of the challenges I may face, I am ready to address them and drive positive changes in the sector.
With the increasing demand for cosmetic procedures in medical tourism, how has HEVO adapted its services to meet this trend?
With the rising demand for aesthetic procedures, HEVO has adjusted its services in several key directions:
- Collaboration with Leading Clinics and Doctors in International and Local Markets – We have partnered with renowned clinics and specialists offering high-quality aesthetic procedures.
- Personalized Approach – We develop individual treatment plans tailored to patients’ desires and needs.
- Comprehensive Service Packages – We create a complete medical tourism experience, including consultation, procedure, recovery process, and VIP comfort.
- Digital Integration – We facilitate pre- and post-procedure services through online consultations and customer support.
With these strategies, HEVO continues to adapt to modern aesthetic medical tourism trends, ensuring a reliable and high-quality experience for patients.
Digital health and telemedicine are transforming the medical tourism landscape. How has HEVO integrated these technologies to enhance patient experiences and streamline operations?
By integrating digital healthcare and telemedicine technologies into medical tourism, HEVO enhances patient experience and optimizes operations. Several key strategies have been implemented:
- Online Consultations – Patients can consult with doctors virtually before procedures, making more informed decisions.
- Digital Patient Platform – We provide easy access to treatment processes, test results, and recovery phase information.
- Intelligent Logistics System – We efficiently manage travel planning, hospital accommodation, and post-procedure recovery processes.
- 24/7 Multilingual Support – Patients can find answers to their questions anytime, making the process more comfortable and secure.
Through these technologies, HEVO not only increases patient satisfaction in the medical tourism sector but also ensures more flexible and effective execution of procedures.
The medical tourism industry faced significant challenges during the COVID-19 pandemic. How did you navigate these difficulties, and what strategies have you implemented to ensure HEVO’s resilience in the face of future global health crises?
The COVID-19 pandemic posed significant challenges for the medical tourism industry. However, HEVO implemented several strategies to manage this period effectively:
- Digital Transformation – During the COVID-19 period, we introduced online consultations and telemedicine services, providing patients with greater comfort and safety before starting the treatment process.
- Additional Support Services – We offered extra support services to meet customer needs during the pandemic, including online consultations, remote health monitoring, and assistance during the recovery phase.
- Updated Logistics and Transportation Services – Due to international travel restrictions, we adapted our medical tourism services to new conditions, ensuring safe and convenient transportation solutions for our clients.
- Recovery and Development Plans – To enable rapid sector recovery after the pandemic, we developed preparation plans for future crises. Adaptive strategies and emergency measures were determined for various scenarios.
To ensure HEVO’s resilience against future healthcare crises, we plan to enhance both our digital and physical infrastructure, enabling us to quickly adapt to and respond to new challenges in the sector. With this approach, we will provide a more flexible and robust service to withstand crises like the pandemic.
Looking ahead, what advice would you give to aspiring women entrepreneurs in the healthcare sector, particularly those in the Arab world, who aim to make a significant impact in their field?
For female entrepreneurs in the Arab world who aspire to make a significant impact in the healthcare sector, I would offer the following key advice:
- Education and Professional Development – Achieving success in healthcare requires continuous learning, staying updated on new technologies, and adopting international best practices. Follow global trends and obtain relevant certifications.
- Networking – Building strong relationships and partnerships in the healthcare sector is crucial. Collaborating with other female leaders and participating in international platforms will open up greater opportunities.
- Embracing Female Leadership – Overcoming stereotypes about female leaders in society and the workplace is important. Do not hesitate to showcase your leadership skills and establish yourself as a strong, determined, and inspiring leader.
- Openness to Innovation – Investing in modern solutions such as digital healthcare and telemedicine will enable you to offer better services to patients while making your business more accessible and efficient.
- Social Responsibility – Do not forget your social responsibility when building your business. By supporting projects that improve public health and well-being, you can create a broader impact.
By following these principles, female entrepreneurs in the Arab world can not only develop their businesses in the healthcare sector but also drive meaningful social change.
HEVO’s Approach to Quality and Affordability
- Strategic Partnerships – We collaborate with leading clinics and doctors who offer high quality at reasonable prices.
- Customized Treatment Plans – We provide optimized treatment packages tailored to patients’ budgets and needs.
- Comprehensive Service Packages – We offer integrated services covering treatment, accommodation, transportation, and recovery, minimizing additional costs.
- Tourism Experience in Baku – In addition to medical tourism, we offer international patients the opportunity to explore Baku’s most beautiful locations and dine in exclusive restaurants. Our package includes city tours, allowing patients to experience the city’s culture and beauty during their treatment.
- Digital Solutions – Through online consultations and remote diagnostics, we enable patients to receive initial assessments and planning without the need for additional travel.
