Patient-Centric Approaches: Elevating Engagement in Value-Based Models

As the Middle East embraces value-based care, organizations in the region face a critical question: How can we improve patient outcomes to drive value-based care objectives?
The answer lies in enhancing patient engagement.

For too long, patients have remained passive observers, not participating in their healthcare journeys. But, actively engaging in their care plans can not only lead to stronger relationships with providers but also avoid unnecessary hospitalizations. This can reduce risks and improve health outcomes.

In this article, we will discuss some strategies that can help healthcare providers improve patient engagement and eventually succeed in the VBC environment.

Leveraging Digital Tools to Enhance Access

Providing easy access to vital health information at all points of the care journey can keep patients more engaged. Healthcare providers across the Middle East are now turning to digital solutions such as telehealth, electronic health records (EHRs), and patient portals to strengthen patient trust and engagement. These allow patients to stay on top of critical medical information and communicate easily with providers.

Several countries, notably Saudi Arabia, have already invested over $50 billion in digital health services as part of Vision 2030's healthcare transformation to improve access, efficiency, and quality of care. Similarly, the Dubai Health Authority (DHA) made several advancements to its existing Electronic Medical Record (EMR) system called “Salama”, which has more than 5 million medical records. These upgrades enabled patients to see their scheduled appointments, clinical results, and medications, improving patient engagement.

Personalizing Care Journey for Better Engagement

Each patient’s care journey is unique and complicated by varying socio-economic factors and healthcare needs. Providers in the Middle East need to move away from a one-size-fits-all approach and tailor their treatment plans according to the patient.

Organizations can rely on outcome-based platforms that leverage AI to create scalable and customizable patient journeys. From automating reminders to scheduling appointments, such platforms can personalize patient experiences. Moreover, organizations should prioritize omnichannel communication strategies through SMS or emails based on patient preferences to maximize engagement and outcomes.

Empowering Patients Through Education

To build patient-centric healthcare systems, ensuring active patient participation is crucial. The key to achieving this lies in knowledge sharing and education. Organizations should provide access to health resources in local languages, conduct health awareness programs, and offer several digital learning tools to patients. This ensures consistent delivery of educational content, empowering patients.

Providers in the Middle East are moving away from generic approaches and replacing complex technical information with easy-to-understand language. Also, it’s not just about talking to patients, providers should create an environment where patients can comfortably ask questions and express their concerns. Saudi Arabia’s Ministry of Health has launched the Sehhaty app for patient education. This allows users to access several educational resources feasibly ensuring that they are updated at all times.

Addressing Health-Related Social Needs(HRSN)

Social determinants of health (SDOH) are non-medical factors influencing health outcomes such as income, education, working conditions, and food security. These can often prevent patients from staying on track with their self-management plans and receive quality care. Understanding and addressing social determinants of health (SDOH) is crucial for healthcare providers in the Middle East to drive meaningful patient engagement.

For instance, several hospitals in Saudi Arabia have collaborated with community organizations to provide healthy meals to patients with chronic conditions. Healthcare providers are also addressing cultural and linguistic barriers by recruiting community health workers who understand local customs. These initiatives not only address SDOH factors but also build trust with patients, making them more engaged.

Tracking Engagement for Continuous Improvement

Healthcare organizations must move beyond satisfaction surveys to understand how well patients respond to various engagement strategies. Leading hospitals in the Middle East are now implementing comprehensive engagement metrics that track everything from appointment adherence to participation in preventive care. Leveraging comprehensive CRM tools with built-in dashboards to track such metrics could be beneficial.

For instance, Abu Dhabi's SEHA health system employs advanced analytics to monitor patient interaction across multiple touchpoints in a care journey from app usage to appointment attendance. This helps to identify engagement gaps and opportunities.

Adopting a data-driven approach will allow providers to refine their engagement strategies and show tangible improvements in patient outcomes which are crucial for value-based care success.

The Road Ahead

Organizations in the Middle East must focus on the transformative power of digital innovation to create more meaningful patient experiences. Successfully implementing effective engagement strategies will not only help achieve value-based care objectives but also build a more equitable and efficient healthcare system.