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Bootcamp 80
Client: Ministry of Health
Sector:
Duration: 3 weeks
Industry: Health
Overview
Challenge
Inspiring the emergence of creativity and innovation within the minds of the healthcare sector marketing employees to present higher quality campaigns and solutions.
Outcome
A three-day bootcamp in collaboration with a governmental healthcare entity for its marketing and awareness employees.
Impact
Unprecedented interactions and noticeable development in the participants' skills, problem solving techniques, thought processes, and teamwork abilities in terms of innovative ideas and strategies. The general impact on the industry and public has yet to be seen as such effects can only be realized years into the future.
Context
The pandemic had the entire world reflect on its lack of attention towards the healthcare sector — rarely made a priority beforehand. For Saudi Arabia, however, this was less of a shock as the Kingdom had already been reconstructing its healthcare sector since Vision 2030 and the National Transformation Program were declared active.
Part of the Kingdom's efforts lay in the privatization of hospitals and healthcare centers, the allocation of large budgets to the sector, and the adoption of technology to provide higher quality care, greater access, and lower costs. One important aspect of implementing technological solutions is the ability to innovate — whether for a simple awareness campaign or a new healthcare service.
On average, life expectancy in Saudi Arabia is about 75 years — expected to reach 78.4 in males and 81.3 in females by 2050, in stark contrast to the 52.7-year average of 1970. This is the trajectory the Ministry of Health is committed to sustaining through innovation, creativity, and empowered employees.
TAM's Approach
TAMx designed and implemented a three-day creation and innovation bootcamp for 35 staff members of the Ministry of Health's (MOH) marketing and awareness department. Titled Bootcamp 80 — based on Vision 2030's objective to raise the average age of Saudi citizens to 80 — the program was built to develop innovation skills and capabilities that would raise the quality of campaigns, ideas, and solutions across the department.
Pre-Bootcamp Preparation
Participants were given an information-gathering form before the program began, followed by an email invitation with the signup link and RSVP. TAMx worked side by side with the bootcamp coaches to study and understand the training needs of participants — ensuring program content, objectives, and activities conformed to the groups' requirements based on gathered information and directions from department heads and managers.
Three-Day Bootcamp Structure
The three-day bootcamp was divided into three segments — training basics, content, and experience — split into four categories each. Bootcamp 80's end targets were summed up in four words: Development of creative problem-solving skills, Equipment of instantly-applicable tools and work models, Expansion of creative solutions and crisis aversion horizons, and Enablement of effective, high-quality evaluations and implementations of innovative ideas.
Day 1 — Mindset Building
The bootcamp focused on building an innovative and creative mindset among the groups — with an overview of the program as a whole and its target outcomes.
Day 2 — Idea Generation
Focus shifted to the actual generation of ideas using the best possible tools and methods — equipping participants with practical frameworks for creative thinking.
Day 3 — Design & Presentation
Attendees designed and implemented project processes with their related campaigns — then built upon and presented their work to colleagues, applying everything they had learned across the three days.
"Three happy days at the innovators factory. Different ideas, awesome business models, and an enthusiastic MOH team. Wait for us in unbelievable campaigns that convince and inspire you. Thank you TAMx Studio."
— Lamiaa AlGaith, Digital Product Manager at the Saudi Ministry of Health
What We Delivered
- Full design and implementation of a three-day creation and innovation bootcamp for 35 MOH marketing staff.
- A pre-bootcamp needs assessment through information-gathering forms and coordination with department managers.
- A structured three-segment, four-category training framework covering mindset, ideation, and implementation.
- Hands-on workshops, lectures, interactive discussions, and expert coaching throughout the program.
- A final presentation session where participants showcased fully developed campaign ideas to colleagues.
- Post-bootcamp follow-up through multidimensional questionnaires and recorded interviews to measure impact.
Impact at a Glance
35
MOH marketing and awareness staff trained
3
days of intensive creation and innovation training
4
core targets: Development, Equipment, Expansion, Enablement
80
target average age for Saudi citizens — the Vision 2030 goal the bootcamp was named after
75
current average life expectancy in Saudi Arabia
2050
target year for life expectancy to reach 78.4 (male) and 81.3 (female)
3
bootcamp segments: training basics, content, and experience
100%
majority of attendees pleased with results and eager to attend further sessions
Lasting Value Created
Bootcamp 80 equipped 35 MOH marketing professionals with a new mindset, practical tools, and the confidence to design and launch innovative healthcare campaigns. By investing in the creative capabilities of the department's staff, TAMx helped lay the groundwork for a more inventive, impactful, and citizen-centric healthcare communications function — one that will continue to evolve and improve the quality of life for Saudi citizens for years to come, aligned with Vision 2030's ambition to raise the national life expectancy to 80.