Inside Saudi German Health UAE Bold Move to Embed Hospitality-Caliber Experience into Daily Healthcare Operations in partnership with CXM.
At Saudi German Health UAE, a new kind of ambition has taken shape: to redesign Patient Experience at the operational level guided by “hospitality-caliber” care and built to endure. This is a full-hospital commitment that begins with leadership, lives through culture, and reaches patients at every touchpoint. Patient Experience is no longer viewed as a service add-on. It’s becoming part of how care is delivered, how teams collaborate, and how the hospital defines excellence.
The Role of Leadership in Patient Experience Transformation
Saudi German Health UAE leadership approached experience as an operational priority, something to be embedded into how the hospital works, not layered on top. This leadership commitment created the environment for a deeper shift: a system where staff don’t just follow protocols but they embody purpose.
“Patient Experience is built when people don’t just follow steps, they believe in the purpose behind them. At Saudi German Health UAE, we’ve been aligning care, culture, and operations around one shared truth: experience is not an initiative, it’s how we lead, how we work, and how we serve.” – Ahmed Eissa, Group CEO, Saudi German Health UAE.
Their philosophy - Caring Like Family - was translated into action through leadership visibility and team engagement. You could see it in the leadership’s presence, in how cross-functional decisions were made, and in how teams were encouraged to participate fully, not perform temporarily.
From Vision to Execution: Embedding “Hospitality-Caliber” Care into the Hospitals Operating Model
To turn that ambition into an operating model, Saudi German Health UAE engaged CXM, a strategic transformation partner, to co-design and activate a long-term shift focused on embedding “hospitality-caliber” care into daily operations and team behaviors. The process was built for longevity, with people at the center.
Instead of limiting this effort to a department or a phase, CXM collaborated with more than 850 Saudi German Health UAE team members to shape a hospital-wide pathway, one that touched every role, every floor, and every shift:
- From early discovery into behavioural design
- From mindset alignment into operational rituals
- From collaborative sessions into department priorities
This journey is an active process of aligning people, standards, and ways of working- not a project with an end date, but an operating shift that continues to evolve.
Experience by Design: Realigning Hospital Teams Around Purpose and Patient Outcomes
Over the course of the activation, teams stepped away from routine to reflect on how their work impacts Patient Experience. Through guided, real-time discussions, they explored service gaps, team dynamics, and the moments that define how care feels, not just how it functions.
“We didn’t just hear the patient’s voice. We started to understand how our role could shape it.”
- Frontline Team Member
As in other customer-focused industries, a clear sense of purpose began to shape how each employee approached their role bringing emotional clarity to operational work.
Sustaining Patient Experience: How Hospitals Keep the Shift Alive
This work didn’t end in a session room. It carried into handovers, team huddles, and department priorities. Leaders continue to reinforce the shift, not through extra effort but through everyday visibility and alignment.
While some outcomes are still unfolding, the momentum is visible:
- A rise in interdepartmental collaboration
- Greater consistency in how service moments are handled
- Stronger participation in experience-focused initiatives
“What we saw at Saudi German Health UAE was rare: not just leadership buy-in, but full-system alignment. Patient experience became everyone’s responsibility - not because they were told, but because they believed in where it was going.” - Raluca Berchiu, Founder & CEO, CXM.
How Saudi German Health UAE is Setting a Benchmark in Patient Experience
Saudi German Health UAE is among the first healthcare providers in the UAE actively embedding “hospitality-caliber” care into daily operations, redefining Patient Experience not as a side initiative, but as core infrastructure.
This is about building emotional connection with patients, a level of personalization and attentiveness they expect from other industries but rarely experience in healthcare.
The journey continues, expanding this lens across onboarding, leadership coaching, peer-to-peer recognition, customer journey enhancements, and the creation of signature experiences.
CXM continues to support this evolution—translating vision into operational reality, ensuring “hospitality-caliber” experience is not just felt, but sustained.
“What Saudi German Health UAE has chosen isn’t easy. But it’s real. And it shows what’s possible when Patient Experience is treated not as a layer—but as the operating system.”
- Raluca Berchiu, Founder & CEO, CXM
This is a story of what happens when an organization dares to build experience into its operating DNA. This is what progress looks like: lived, aligned, and still moving.
About Saudi German Health UAE
Saudi German Health UAE is one of the region’s most prominent healthcare networks, dedicated to delivering world-class medical care with a human touch. Grounded in the philosophy of Caring Like Family, it continues to raise the bar for what excellence in healthcare truly feels like.
About CXM
CXM is a strategic transformation partner helping hospitals and healthcare systems lead in a patient-centered era. With a focus on growth, operational excellence, and experience innovation, CXM supports healthcare leaders in embedding lasting change across performance, culture, and care delivery. Through its proprietary Hospitality-Driven Patient Experience Model™, CXM translates bold experience visions into operational reality, guiding transformation from strategy to execution.
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