Department of Health, Abu Dhabi - Innovation in Brand Development

Company: Department of Health, Abu Dhabi
Company Description: Department of health of Abu Dhabi is the regulator and overall responsible organization for healthcare and life science in the emirate of Abu Dhabi. it has two main entities under one chairman, the department of health and the abu dhabi public health center. the organization ensure the care provided for its 3 million population is of the highest caliber and drive the overall healthcare strategy.
Nomination Category: Marketing Categories
Nomination Sub Category: Award for Innovation in Brand Development

Nomination Title: Muashir Healthcare Ranking Brand

Muashir brand is a new brand that has been developed by the department of health to reflect the excellemce in healthcare services in Abu Dhabi – The brand illustrates the holistic approach of Muashir in measuring and assessing the various healthcare services dimensions and provide a simple approach in communicating the excellence level of the healthcare services based on the number of the diamonds that forms Muashir logo and brand, as follows:

DoH had developed Muashir -Abu Dhabi Healthcare Quality Index, an innovative, comprehensive quality monitoring programme and first of its kind in the MENA region. Muashir focuses on continuous quality improvements, patient centricity and healthcare providers engagement.

To promote continuous quality improvements and patient safety
To improve patient experience and public trust
To higher standards of healthcare and recognizes excellence in quality
To enhance transparency and accountability to healthcare providers.

Muashir is a scientific-base framework that was co-created with the healthcare providers and is aligned with international best practices. Muashir is unique in its comprehensiveness of measuring quality over multiple dimensions that addresses the major quality domains measured globally including; effectiveness, efficiency, centricity, timeliness of care, sustainability, and credibility. The framework started in 2014 with the establishment of “Jawda” quality indicators. Gradually it expanded over the past years to include more measures and dimensions to address the priorities of Abu Dhabi population and ensures continuous quality improvements and sustainability.

Muashir was fully announce in 2018 with nine dimensions:

The Clinical Care Outcomes Ensure patient safety and the effectiveness of the treatment provided to the patient while considering the complexity and patient volume seen by the hospital.
Patient voice investigating medical errors to ensure patient rights are preserved and reducing medical errors
Patient Happiness Measuring the patient’s experience throughout their treatment journey by monitoring access to health services and the patient satisfaction
Correct Claims Ensure that the services provided to the patients are properly documented and claimed
Research & Innovation Encourage health facilities to research and be innovative, in order to improve quality, patient safety , and patients experience
Healthcare Regulations Assurance Ensure the patient safety and hospitals’ readiness to serve the patient within the best international standards
Ensuring happiness of the medical staff would allow them to provide higher quality medical services, resulting in better healthcare outcomes for the patient.
Safe workplace Providing a safe environment for the patients, their attendants and medical staff