Bridging the gap

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Al Shehana Beauty Spa at the AACSH aims to link all the hospital departments.

How the merger of medical, spa and wellness facilities will raise the profile of the region's spa industry by helping to establish a holistic healthcare system.

The profile and significance of the region's spa industry is set to increase in 2009, not because of the launch of an all-singing, all-dancing, million-dollar project as might be expected in the Gulf, but thanks to industry experts focused on establishing new medical spas.

These spa professionals are working to not only revolutionising the spa market, but ultimately towards establishing a holistic approach to healthcare in the UAE and Middle East.

Already the fastest growing spa segment in the US, according to the 2007 Spa Industry Study by the International Spa Association (ISPA), the trend for offering spa alongside medical facilities is starting to emerge in this region.

Signalling its commitment to the cause is one of Dubai's most established spa businesses, Spa Resources International (SRI), the name behind Cleopatra's Spa at Wafi. The company has signed a joint venture with United Eastern Medical Services LLC (UEM), forming Spa Resources United Eastern LLC (SRUE).

Daniella Russell, director of Wafi Health & Leisure, says the venture "aims to address the regional increase in interest for integrative health, leisure and wellness services.

"It will result in various upcoming projects of advanced medical entities in the UAE consisting of spa and wellness facilities as the part of their set-up, which will complement the idea of creating a comprehensive healthcare environment in the UAE and the region," explains Russell.

"We are bringing our expertise in the spa and wellness field of the Middle East to the forefront by offering our deep understanding of the public needs of wellness as it pertains to the very particular lifestyle people live in this region," she continues.

"You can travel around the world to get excellent medical or spa services, however we are aiming to provide the community with a much more personalised approach, based on the consideration of local culture."

One of SRUE's first projects will be the creation of a medical spa at UEM's Danat Al-Emarat Hospital in Abu Dhabi, a US $205 million complex for women and children.

"Our special wellness programmes will be linked with the other modalities of the hospital to ensure that we integrate our offering to maximise the best for every client. Nutrition, for example, is crucial in all areas of the medical and wellness world and this is a central practice that will lend itself to the core principles of wellness and health, while also being active within a hospital environment," says Russell.

" This will be one of many areas of expertise that will be synchronised and immersed into the philosophy of the property to ensure that the client/patient will be holistically treated to maximise all offerings to achieve complete results," she adds.

It is SRUE's holistic focus that UEM managing director and CEO Mohamed Ali Al Shorafa is most committed to.

"We believe that integrated and holistic healthcare is very important in creating a health system in the UAE. Wellness is very much a part of such integration, especially in this part of the world," says Al Shorafa.

He says the medical spa will offer spa treatments alongside health and medical programmes including: complementary and alternative medicine, anti-ageing, skin and laser, detoxification and physical fitness.

"A much more comprehensive Spa & Wellness Institute will be established in Danat Al Emarat hospital that integrates medical science with fitness and education programmes. Premium hotel-like services will also be available, including a number of F&B outlets," says Al Shorafa.

Meanwhile, Wafi Health & Leisure is also launching its own medical spa this month. Cleopatra's Medi Spa is designed to provide wellness care in an environment that integrates spa services as well as conventional and complementary treatments.

Integrated example

While SRUE's rollout plan will be far reaching, there are several medical spas already open, such as Al Shehana Beauty Medical Spa at the American Academy of Cosmetic Surgery Hospital (AACSH) in Dubai.

According to the hospital's executive chairperson and certified dermatologist and laser specialist, Dr Jeehan Qadir, the medical spa complements the surgical procedures and adds great value for clients, especially in terms of rehabilitation.

"From our medical perspective, the combination of both services for rehabilitation is essential to deliver the best result and safety to the client pre -and post -surgical and non-surgical services," says Qadir.

"For example, patient rehabilitation is compulsory for treating weight problems, with lymphatic drainage therapy post-operative helping to speed healing and prevent bruises and swelling after surgeries like rhinoplasty and face lifts.

"Endermology will reduce water retention and increase the healing process, especially post liposuction and abdomenoplasty, while the need to provide detoxification, especially for smokers or alcoholics, before surgery or after, is essential for everyone to live a healthy life ," continues Qadir.

The spa also benefits clients not requiring surgery, for example by treating eczema and psoriasis in the presence of a dermatologist, with steam occlusion therapy to maintain moisturisation.

"We use multiple machines to complement the service at Al Shehana spa, from body toning, facials, crystal peelings, body and face lift, body detoxification, hair treatment and relaxation therapies," adds Qadir.

She explains that the synergy between the hospital and the spa also assists in client consultations, as both have access to client records. The gap between healthcare and wellness is further bridged by the spa, says Qadir, by a focus on "successful post-operative wellness", to help prevent the recurrence of the original medical problem.

"Al Ghezlan non-surgical, anti-ageing clinic is a bridge to the spa for post-acne treatments, such as microdermabrasion, and it also offers a single semi-invasive procedure for the treatment of cellulite," adds Qadir.

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