Dubai: Dubai Corporation for Ambulance Services (DCAS) has started branding its products like first aid kits under the new ‘Isaaf’ brand name, with plans to brand equipment and vehicles in ambulatory services in the future, officials announced on Tuesday.
Speaking at a press conference, DCAS officials said the branding move will enhance the way DCAS products and vehicles are perceived by residents and cement its partnerships with the private sector.
Isaaf is DCAS’ new brand name for medical consumables and first aid supplies, officials said on Tuesday at the DCAS headquarters. The event was attended by Khalifa Al Darrai, DCAS’s executive director; Jamal Eisa Al Rowaii, director of DCAS’s corporate support department; Dr Omar Al Saqqaf, director of DCAS’s medical and technical affairs; and representatives of Lammtara Medical Equipment Trading LLC.
Isaaf is the result of a partnership between DCAS and Lammtara in Dubai. Besides providing an income source for DCAS, the new brand will reduce the cost of medical products and consumables, according to a statement by DCAS. The development also comes in line with DCAS’ corporate strategy and the Government of Dubai Strategic Plan 2021-2016 to be a smart and sustainable city, it added.
“We are pleased to announce this new project, which aims to reflect the vision of His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, and his directives to encourage partnership between government and private sectors in Dubai,” said Al Darrai.
Dr Al Saqqaf said “this is the first step to brand [DCAS’s] products … We’re not only looking at consumable items. For the future, we are also looking to brand other equipment, like oxygen (cylinders) and vehicles in the ambulatory services”.
Hanya Al Abbychi, general manager of Lammtara, said: “We are honoured to cooperate with one of the most dynamic institutions in Dubai. We will work in perfect harmony with its employees to deliver excellent products that suit its prestigious position and aspirations to reach the highest international standards. Our mission will be to enhance DCAS’ reputation and the emirate of Dubai at the same time, by offering a diverse range of guaranteed products that the public can trust.”
