Leading Change with Purpose: Lubna Naeem’s Journey from Healthcare to Entrepreneurship

Can you share a brief note about yourself?

I’m Lubna Naeem, Founder and CEO of Hxperts Management Consultancy, a Dubai-based firm specializing in healthcare consulting and strategic business transformation. With over 15 years of experience across hospital operations, business strategy, and international partnerships, I’ve always been driven by the idea of empowering organizations to create long-term impact. Hxperts was born from a vision to guide businesses through change using innovation, sustainable growth practices, and deep regional insight—especially in the complex healthcare landscape.

Why did you choose to start a business?

I’ve always believed in the power of transformation—whether it's in healthcare systems or leadership mindsets. After working in senior operational roles across reputed healthcare institutions in the UAE, I realized there was a pressing need for personalized, insight-driven consulting that genuinely understands the regions pulse. Starting Hxperts allowed me to bridge that gap and build something rooted in value creation, collaboration, and long-term vision.

How did you start your business?

Hxperts began with a clear mission—to lead organizations through sustainable growth while keeping people and purpose at the center. In the early days, it was all about building trust, forming the right alliances, and translating vision into practical strategies. I leaned heavily on my years in hospital operations and the network I had built in the UAE healthcare ecosystem to get our first clients. We started small but with a deep focus on quality, which helped us scale organically.

What do you wish you’d known before you started your business?

That success isn’t always linear—and that’s okay. In the beginning, I thought that having industry experience was enough. But running a business requires a different level of adaptability, patience, and decision-making. Starting a business isn’t just about having a great idea or experience; it’s about building processes, managing people, and constantly evolving with market demands. I also realized later how important it is to set clear boundaries early on—whether it’s with clients, timelines, or goals. Clarity and structure go a long way in building something sustainable.

Did you have any support in your journey?

Absolutely. I’ve been fortunate to be surrounded by industry peers, mentors, and a supportive ecosystem that encouraged growth. Being actively involved in forums, summits, and mentorship programs opened new doors and perspectives. The networks I built during my years in the Healthcare Industry provided the foundational support that helped Hxperts take off.

What is your greatest challenge as a business owner?

Balancing innovation with stability. In consultancy, clients expect you to bring fresh perspectives while also delivering dependable solutions. Ensuring that we stay ahead of market trends, regulatory changes, and technological disruptions—while maintaining consistent quality—is a constant challenge. But it’s also what keeps us sharp and motivated.

What advice would you give to your past self before opening your own business?

Trust your instincts more and don’t hesitate to delegate early on. Learn to separate your personal, professional, and emotional selves early on—it’s a game-changer. As entrepreneurs, we often blur these lines, especially when we care deeply about our work. But for long-term success, you need emotional clarity. Don’t take every rejection personally, don’t let stress from work spill into your personal life, and always make business decisions with objectivity, not emotion. This balance not only sharpens your leadership but also helps you build healthier relationships—with your team, your clients, and yourself. Also, protect your energy—burnout isn’t a badge of honor.

Reflecting on your path to entrepreneurship, what key piece of advice would you offer to aspiring founders?

Start with purpose. Know why you’re doing what you’re doing—because that clarity will be your anchor when challenges arise. Also, surround yourself with people who challenge and uplift you. Stay curious, stay humble, and never stop learning. The entrepreneurial path isn’t always easy, but it’s deeply rewarding when your impact becomes visible in the lives and businesses you touch.