Middle East health care sector still has much to do for big wins

It is no longer just about treating physical symptoms

Consumers’ approaches to health management have undergone a radical transformation. As chronic diseases proliferate, the Middle East witnesses rising demand for quality health care services, contributing to the evolution of the wellness industry. In the GCC, growth in the $9 billion consumer health market is fuelled by an increased interest in health and wellness and personalised digital services, according to IQVIA.

Further, the pandemic has highlighted the importance of preventive health care and increased demand for immunity-boosting products, leading to a surge in sales of vitamins and supplements in the GCC countries and driving further growth in the consumer health market. In fact, health care spending in the GCC is forecast to grow at a CAGR of 4.9 per cent to $99.6 billion in 2023.

The pervasiveness of medical conditions — which range from lifestyle issues such as diabetes and obesity to cancer, cardiopulmonary disease, and cardiovascular disease — has aided and abetted Mena governments and the private sector in determining where to invest in areas of excellence.

Exacerbated by lifestyle issues, diabetes mellitus, ageing, alcoholism, and vitamin B deficiencies, nerve disorders or peripheral neuropathy is one such condition with a significant health and economic burden on both the individual and society, necessitating disease prevention and management strategies.

Peripheral neuropathy (PN) is a chronic clinical condition, wherein the peripheral nervous system is damaged, affecting 34-35 per cent of UAE population with diabetes. Painful diabetic peripheral neuropathy is seen in over 65 per cent of the patients with diabetes in Saudi Arabia.

Understanding belief systems

Efforts to promote nerve health awareness in the Mena region should involve collaboration between health care providers, policymakers, health care organisations and community leaders to ensure effective implementation of prevention and management strategies.

Extensive research has demonstrated that attitudes and beliefs are important determinants of behaviour. Understanding the overarching beliefs of consumers towards nerve health holds the key to support and improve treatment of neuropathy. Consumers tend to trust health care providers who show a genuine interest and take the time to communicate efficiently.

The increasing frequency of diabetes is a major public health concern, and efforts are needed to improve the management of symptoms. It is important for health care providers to prioritise consumer-centred care and take an integrated approach transcending the physical symptoms to consider the emotional and psychological impact of neuropathy.

This is the age of the ‘aware’ and ‘interested’ consumer who expects to play an active role in their health care choices. A significant untapped value opportunity exists for health care providers — doctors, pharmacists, other practitioners — who can be viewed as advocates and dependable advisers by patients looking for advice and guidance.