In an era where patients are increasingly informed, connected, and diverse, healthcare communications is evolving from simple awareness campaigns to strategies that build trust and drive action. Joy Khoury, Head of Communications & Patient Advocacy for the GCC & META Region at Novartis, argues that listening must come first. In an interview, she outlines how co-creating with patients—not speaking for them—can reshape the industry’s approach to engagement across the Middle East and broader region.
Prioritizing Patient Voices
When asked how healthcare communications can better center patients’ experiences, Khoury emphasized moving beyond one-way messaging to platforms where patients speak for themselves. “This starts with listening, truly understanding the realities behind a diagnosis,” she said. She explained that patient insights should guide communications from the initial ideation phase, shaping messages, selecting channels, and defining impact.
In regions like the Middle East, healthcare communicators must account for vast cultural, linguistic, and socioeconomic diversity. “There is no single ‘patient experience,’” Khoury noted, citing factors like age, gender, geography, and healthcare access as influences on how individuals engage with medical information. She highlighted Novartis’s work with a patient advisory board for women with multiple sclerosis, which led to the MS Talks, Keep Moving Forward podcast in partnership with Gulf News and Lovindubai. The initiative, hosted by an Emirati MS advocate, provided a platform for culturally relevant dialogue grounded in lived experience rather than assumptions.
Advocacy as a Bridge for Equity
Patient advocacy, Khoury argued, acts as a vital bridge between healthcare systems and communities. In the GCC and META region, she noted, advocacy ensures solutions are not only clinically sound but also culturally accessible and sensitive to local realities. By involving patients in decision-making, stakeholders gain clearer insights into barriers to diagnosis, treatment adherence, and quality of life.
“Effective advocacy is a catalyst for healthcare systems that are truly people-centered,” Khoury added, emphasizing that collaboration between patients, professionals, and policymakers can drive more equitable access to information and care. She cited partnerships with organizations like the Emirates Oncology Society and Friends of Cancer Patients as examples of how Novartis amplifies patient voices in oncology and other critical disease areas. These efforts, she said, reflect the company’s focus on delivering breakthroughs where need is greatest, pairing scientific innovation with deep patient understanding to design practical, impactful solutions.
Encouraging Earlier Diagnosis Through Actionable Communication
Khaleej Times reported that awareness alone rarely prompts action. To drive earlier diagnosis, communications must empower individuals with clear, culturally sensitive guidance. Novartis supported the “We the Women” platform, which paired breast cancer survivors’ stories with expert insights from healthcare professionals. This initiative aimed to transform generic awareness into relatable steps for women to pursue screening, addressing fears and stigma that often prevent proactive care.
Digital Tools Meeting Evolving Patient Needs
Digitalization is reshaping how patients seek and engage with health information. Khoury noted that modern patients expect timely, credible, and personalized content tailored to their unique circumstances. Platforms like the “MS Talks” podcast and online communities offer spaces for real-time interaction, addressing questions and reducing isolation. These tools also enable communicators to gather insights directly from patients, refining strategies to align with their evolving expectations.
However, the rise of digital access demands heightened responsibility. Khoury warned that rapid responses must prioritize accuracy and empathy, ensuring information is evidence-based and contextually relevant. Novartis leverages digital channels to support trust, creating resources that simplify complex medical topics while respecting cultural nuances. By balancing technological innovation with human-centered principles, the company aims to meet patients where they are, empowering them to handle their health journeys confidently.
Leave a Reply