Healthcare communication has evolved from simply raising awareness to building trust and prompting action. This change defines Novartis’s strategy in the GCC and META regions, where Joy Khoury, Head of Communications & Patient Advocacy, insists that listening to patients must precede any messaging. The objective shifts from mere information-sharing to co-creating solutions grounded in real patient experiences.
Khoury emphasizes moving away from speaking for patients and instead creating spaces where they can speak for themselves. This begins with grasping the realities behind diagnoses and the personal narratives shaping individual health journeys. “When patient insights inform communications from the outset helping identify the issues that matter most, shaping messages, choosing channels, and defining impact, we create content that is both authentic and meaningful,” she states.
Tailoring Communication for the Middle East
The Middle East’s complexity adds another layer. Healthcare communicators here interact with diverse populations—across nationalities, languages, and cultures—where a uniform approach fails. Novartis’s collaboration with women living with multiple sclerosis demonstrates this. Through a patient advisory board, they identified the need for accessible, culturally appropriate resources. These discussions led to the MS Talks – Keep Moving Forward podcast, launched with Gulf News, and MS Talks 2.0 – Let’s discuss facts, hosted by an Emirati MS advocate. The result was a platform rooted in patient experiences rather than assumptions.
This approach extends beyond communication into advocacy, serving as a bridge between healthcare systems and those they serve. It uncovers unmet needs that clinical or policy perspectives might overlook. In the GCC and META regions, where healthcare systems and cultural contexts vary widely, advocacy ensures solutions are both clinically effective and culturally relevant. “When patients have a seat at the table, every healthcare stakeholder benefits from clearer insights into the real barriers to diagnosis, treatment adherence, and quality of life,” Khoury observes.
Turning Awareness Into Action for Women
The transition from awareness to action is essential. Awareness alone rarely changes behavior, but targeted, culturally sensitive communication can. Novartis’s We the Women platform, supported by Khaleej Times, united breast cancer survivors and healthcare professionals to share stories and expert guidance on screening. The focus was not just on awareness but on converting knowledge into action. Many women recognize the importance of mammograms, yet fear or stigma often prevents them from acting. Through ongoing education and dialogue, the initiative aims to dismantle these barriers.
Digital Tools Redefine Patient Engagement
Digitalization has intensified these demands. Patients now expect accessible, reliable, and personalized information, and technology enables this. However, greater access does not guarantee better information. Trust, accuracy, and empathy remain critical. “The digital space offers powerful opportunities to listen more closely, understand the questions patients are asking, and engage with them through platforms they already use,” Khoury explains. “The technology gives us new ways to listen and engage, but the principles remain the same: understand people, respect their experiences, and provide information they can trust.”
Collaboration is the final component. No single group, patients, healthcare professionals, policymakers, or industry, can address today’s challenges alone. When these groups work together, barriers are identified sooner, priorities align, and solutions reflect the full patient journey. Novartis’s partnerships with organizations like the Emirates Oncology Society and Friends of Cancer Patients exemplify this, amplifying voices in critical disease areas.
Novartis has expanded partnerships with local organizations to address gaps in care. In the UAE, the company works with the Emirates Oncology Society to develop educational programs for cancer patients, tailoring materials to Arabic and English speakers while addressing cultural sensitivities around disease disclosure. These programs include workshops on treatment options, side-effect management, and emotional support, all shaped by patient advisors. The Friends of Cancer Patients initiative also provides peer support networks, where survivors share their experiences in a safe environment, an approach that yields higher engagement than traditional awareness campaigns.
Telehealth Bridges Remote Patient Gaps
Digital tools have become vital for reaching patients in remote or underserved areas. Novartis’s telehealth platforms allow specialists to consult with patients across the GCC and META regions without geographical constraints. The MS Connect program uses online forums and video consultations to link multiple sclerosis patients with neurologists, reducing delays in diagnosis and treatment adjustments. These interactions prioritize clarity, avoiding complex medical terms and directing questions to patients in real time rather than through generic FAQs. Feedback from these sessions consistently highlights the need for simpler language and visual aids, such as infographics explaining treatment processes.
One area where patient-driven communication has produced measurable results is early diagnosis of chronic conditions. Novartis’s work with the Emirates Cardiac Society targets reducing stigma around heart disease in women, a group frequently misdiagnosed due to assumptions about symptoms. Through campaigns featuring female cardiologists and patient stories, the initiative helped address practical barriers to screening, such as scheduling conflicts or lack of childcare. Many women cited these obstacles as reasons for delaying mammograms, and partnerships with healthcare providers offered extended screening hours and transportation assistance where needed. A helpline staffed by nurses and social workers guided women through the process, from booking appointments to follow-up care.
As digital platforms expand, so does the risk of misinformation. Novartis has implemented verification protocols for all online content, including medical review before publication. Social media channels now include disclaimers about the limitations of online diagnosis, directing users to licensed professionals for concerns. This transparency has maintained trust, particularly among younger patients who rely on platforms like Instagram and TikTok for health advice. When a viral post falsely claimed a supplement could “cure” chronic urticaria, Novartis issued a corrected statement through its dermatology-focused accounts, citing clinical evidence and advising patients to consult allergists instead.
The company’s Patient Insight Hub, a secure online portal, adds another layer of quality control. Patients submit anonymous questions, reviewed by haematologists, oncologists, and communicators before being addressed in public forums or one-on-one consultations. This system has curbed the spread of unverified advice, especially in rare disease communities where misinformation can be particularly damaging. For instance, when queries about experimental treatments for certain blood disorders surged, the hub redirected users to registered clinical trials and patient support groups, ensuring they received only evidence-based pathways.
Collaboration has also influenced policymaking. Novartis’s patient advocacy teams present findings from regional advisory boards to government health authorities, pushing for policies that reflect patient needs. In Saudi Arabia, feedback from diabetes patients highlighted difficulties accessing continuous glucose monitors. This input led to a pilot program subsidizing the devices for low-income patients, a change later adopted nationally. The company’s annual reports document these successes, showing that 68% of policy recommendations from its GCC advisory boards were implemented within two years.