Saudi German Health UAE, a leading name in regional healthcare, has completed a major phase of its journey to redefine patient experience — not as an initiative, but as the backbone of hospital operations. In partnership with healthcare transformation experts CXM, the group has embedded hospitality-grade care into every level of its service delivery, from clinical routines to team behavior and culture.

Phase 2 of the transformation marks a complete operational shift, impacting every department, role, and interaction. More than 850 team members participated in a structured transformation journey, with leadership and frontline staff co-designing new care practices built on empathy, clarity, and emotional connection.

“Patient Experience is not a department—it’s our identity. It’s how we lead, work, and serve,” said Ahmed Eissa, Group CEO of Saudi German Health UAE. “This transformation is about purpose in practice.”

The initiative focuses on aligning daily operations with what patients value most: presence, communication, and genuine care. SGH UAE is now preparing for its next chapter—co-creating behavioral and experiential touchpoints that embody its Caring Like Family philosophy. These include meaningful onboarding journeys, peer recognition programs, and emotionally resonant signature care moments.

“Few healthcare providers go beyond strategy to embed experience into operational structure. SGH UAE is leading that charge,” said Raluca Berchiu, Founder & CEO of CXM.

By treating experience as infrastructure, Saudi German Health UAE is setting a new standard in patient-centered care, reflecting a shift toward deeply humanized healthcare systems across the region.

About Saudi German Health UAE

A premier healthcare network delivering world-class care with a personal touch, SGH UAE continues to redefine what healthcare excellence feels like.

About CXM

CXM partners with healthcare leaders to operationalize experience innovation through its Hospitality-Driven Patient Experience Model.

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