Transforming Bariatric Surgical Patient Recruitment in MENA

VectoRx was retained to help the client transform access to the bariatric surgery market in Saudi Arabia through better understanding of and integration into multidisciplinary care and patient-centered pathways, driving both clinical excellence and commercial success.

A global pharmaceutical and medical devices company sought to revitalize its underperforming bariatric surgery division in its Middle East North Africa (MENA) region, with a specific focus on Saudi Arabia. Despite the high prevalence of obesity in the region (35% of adults), only a small fraction of eligible patients were undergoing bariatric surgery. The client’s globally highly respected surgical equipment was underutilized, and the marketing efforts were perceived as ineffective. The challenge was to uncover the root issues and deliver a sustainable solution that addressed both commercial and patient care objectives.

Challenge

1. Healthcare System Disconnect:
   • No established pathways for managing obesity, particularly for bariatric surgery.
   • Lack of coordinated multidisciplinary approaches in healthcare centers.
   • Surgeons operated independently with little institutional integration or patient follow-up.
2. Market Misalignment:
   • Marketing efforts did not resonate with stakeholders and failed to drive patient recruitment.
   • High levels of obesity and comorbidities like diabetes were not effectively translated into patient care.
3. Cultural and Structural Barriers:
   • Expatriate-staffed private healthcare systems lacked cohesion.
   • Surgeons were not employed by the hospitals, creating a fragmented care model.
4. Limited Data and Resources:
   • No tracking of patient outcomes, leading to missed opportunities for optimizing clinical practice and influencing best practices.

Solution

1. Redefining the Problem

• Conducted extensive research, including global and regional best practices for obesity management.
• Identified the real issue as a lack of patient pathways and integrated care, rather than ineffective marketing alone.
• Refocused efforts on creating a seamless patient experience and aligning stakeholder priorities.

2. Multidisciplinary Stakeholder Engagement

• Organized a high-energy, cross-functional workshop with participants from administration, clinical services, dietetics, behavioral health, endocrinology, and bariatrics.
• Facilitated discussions on patient journeys, internal communication gaps, and reputational positioning.
• Used analogues from other clinical areas (e.g., orthopedics, oncology) to illustrate the value of multidisciplinary approaches.

3. Patient-Centered Pathway Design

• Developed a clear, integrated patient journey from referral to post-surgical follow-up, emphasizing patient education and preparation.
• Introduced a structured multidisciplinary team (MDT) approach, ensuring consistent care and optimized outcomes.

4. Organizational Integration

• Encouraged hospitals to hire bariatric surgeons as staff to improve continuity of care.
• Supported the creation of a registry to track patient outcomes, laying the foundation for evidence-based best practices.

5. Marketing Repositioning

• Designed a compliant, surgeon-centric social media strategy to engage patients effectively.
• Shifted the narrative to focus on holistic obesity management, positioning the hospitals as centers of excellence.

Results

Outcomes at 6 Months

• Operational Improvements:
  • Two bariatric surgeons hired to exclusive staff positions.
  • Full MDTs established in key hospitals, integrating dietitians, endocrinologists, and behavioral therapists.
  • Multidisciplinary obesity clinics operational, with 20 referrals for surgical consideration per month.
• Patient Impact:
  • Treated patients followed up monthly by dietitians and quarterly by MDTs.
  • Enhanced patient satisfaction through a well-defined, supportive pathway.
• Commercial Success:
  • Client’s sales increased by 200–300% at flagship hospitals in the Kingdom.
  • Marketing channels effectively balanced the obesity management narrative, increasing patient engagement.

Key Takeaways

1. Holistic Problem Solving:
   • Addressing the systemic disconnect between patients, surgeons, and institutions was critical to success.
   • Effective marketing must align with operational realities and patient needs.
2. Multidisciplinary Collaboration:
   • Engaging diverse stakeholders created a shared vision for improving patient outcomes.
   • Cross-functional workshops energized teams and overcame inertia.
3. Patient-Centric Focus:
   • Redesigning the patient journey ensured that interventions were meaningful and impactful.
   • Building trust and transparency with patients and healthcare providers drove sustainable growth.
4. Sustainable Framework:
   • The integration of outcome tracking and MDT approaches set a replicable standard for future initiatives in the region.

Conclusion

By redefining the challenge and fostering collaboration, this project transformed the bariatric surgery landscape in Saudi Arabia. The client achieved both commercial growth and patient care excellence, positioning itself as a leader in obesity management in the MENA region. This case highlights the importance of aligning strategic goals with systemic improvements to achieve lasting impact.