The coronavirus pandemic has changed life as we knew it for the past several generations. Stringent lockdowns and mandatory masks have had irreversible impacts on the life of all and sundry.
As a fallout of the restrictions introduced during the pandemic, there has been an unprecedented proliferation of online services across industries. But even after the peak crisis was dealt with, life as we knew it could not be brought back to normal instantly.
The airspace remains closed and many areas were subjected to lockdowns. People were deprived of regular medical check-ups and specialist consultations. The restrictions imposed as part of the lockdown had caused mental hardships and posed a thorn to general wellbeing. This was an opportunity for setting up remote infrastructure for health care and patient consultations.
Telemedicine, as we know it today in the wider world until this point, was a niche textbook possibility in Kuwait without any existing player. All of a sudden there was a need for a hard pivot overnight to ensure safe interaction of doctors and patients and stop them from falling prey to the rising infections.
Dr. Yasmin Abdulghafour, Chief Operating Officer of Central Circle, the largest medical distribution company in Kuwait, saw this challenge as an opportunity.
She and her four colleagues set on their sails to set up the first virtual healthcare facility ‘MSHFA’ (available as a mobile app) in Kuwait that would provide virtual consultations, and investigations and also work as an online pharmacy during the peak of the pandemic.
With this goal in mind, the hunt for a practical solution led to numerous meetings with web developers. The changing nature of the pandemic in the form of different variants dominating the infection cycle made the challenge harder than earlier perceived.
But the team led by Dr. Yasmin remained adamant in the face of adversity to ensure that the MSHFA platform sees the light of the day. Dr. Yasmin’s idea was to give access to the best medical care to patients from the comfort of their homes. This was the key thought behind the platform.
Through the app, users can schedule consultations with and receive evidence-based guidance from qualified practitioners in Family Medicine, Behavioural Health, Obstetrics & Gynaecology, Internal Medicine, Paediatrics, General Surgery, Neurology, Dermatology, Ophthalmology, ENT, Dentistry, Nutrition, Rehabilitation, and many others. Other than this, they can also seek lab testing appointments and delivery of medicines to the doorstep.
The company does not want to make its mark as not only one of the first movers in the segment that offers these novel services, but it also intends to have a lasting impact on the health outcomes of the population it serves.
“The goal is to provide pioneering medical services which can reflect greatly on the health outcomes of the population we serve. The idea is to allow everyone access to exceptional medical professionals, ensuring early diagnosis, management, and preventive care,” says Dr. Yasmin.
She adds, “MSHFA represents the next generation healthcare industry business model, which is an example of a platform-like business where value is created through the interaction between independent stakeholders, like leading e-commerce businesses such as Facebook, Uber, or Ali Baba, but in the healthcare market.”
While online facilities have been the prime focus, the company did not fully stop its physical services wherever it was possible. MSHFA established clinics as work on the software platform was ongoing. While online services remain a focus, the company wants to establish a firm ground among the public.
In the coming days, MSHFA will launch more physical clinics in Kuwait and neighbouring Gulf countries while ramping up its online presence at the same time.
A void to fill
Market research initiated by the shareholders of Central Circle found that the existing national and regional healthcare systems did not meet the rising demand for chronic disease management, mental healthcare services, and medication reconciliation. The study found that while the value of the global telemedicine market was estimated to be $40 billion, the market in Kuwait and adjoining countries were not yet developed to adequate levels.
According to industry analysts, the telemedicine industry was valued at approximately USD 38,289 million globally in 2020, and it is expected to witness a revenue of USD 168,396 million in 2026, with a CAGR of 28% over the forecast period 2021-2026.
This is the void that MSHFA is keen on filling under Dr. Yasmin’s stewardship. In the short term, the company wants to focus on Kuwait and gradually build a presence in the adjoining regions of the Middle East and North Africa.
MSHFA feels due to certain demographic factors, the region will be an ideal springboard for the budding enterprise. The MENA, especially the Gulf Cooperation Council countries, have an aging population and are suffering from a high burden of chronic illnesses. At the same time, there is a dearth in the quality and quantity when it comes to the presence of health care facilities. This imbalance in the demand and supply leaves ample opportunity for innovative, technology-based solutions to positively contribute to the betterment of the entire landscape. MSHFA aspires to be a value-based healthcare delivery organization, promoting efficiency, and effectiveness.
Privacy in focus
Dr. Yasmin describes the platform as an innovative product in the regional telemedicine market which can improve access to essential high-quality healthcare services at affordable costs. MSHFA is poised to bridge the existing gap in the field of healthcare, particularly for those from the weaker economic sections vulnerable individuals who are unable to access medicine due to various barriers.
While MSHFA prioritizes giving its users the best possible healthcare facilities, there are no lacunas in the platform about cyber security. But the team at MSHFA is committed to giving health care service the same importance as it does to the privacy of its users.
In a short time in the market, MSHFA has established itself as a unique, innovative, telemedicine delivery platform where various stakeholders can interact and exchange services safely and effectively without any privacy scares.
Being a remote-first entity, MSHFA wants to expand itself as a global player and soon it wants to cater to patients around the globe and not limited to MENA.
MSHFA operates with the philosophy of its CEO which is that healthcare being a fundamental human right is the prime pillar of any community. Given that any member of the community is equally vulnerable to illness, disease, and accidents, adequate healthcare and management are critical for the long-term health of society. This, in turn, will also contribute to a stable economy.
Dr. Yasmin’s early career
Before donning a corporate hat and becoming the first woman to do so, Dr. Yasmin was part of the public health system of Kuwait under the Ministry of Health. Her experience in the public sector helped the company assist the government with the distribution of PPE, COVID-19 tests, and oxygen supplies during the peak of the second wave.
She has two decades of experience as a family physician after she completed her Bachelors of Medicine & Surgery in 2000 and found her place in the board of family medicine in 2008, with an appointment as a member of the UK’s Royal College of General Practitioners. She recently finished her Master’s in Healthcare Administration in 2020.
At the start of her career, she was involved with the working of Kuwait’s Ministry of Health and work on public healthcare initiatives right from the start. She understood the importance of policy.
During her career at the government, she functioned as Director of International Health Relations, which dabbled in health diplomacy and liaising with external departments like the Ministry of Foreign Affairs, to facilitate dialogue between domestic and international companies and promote excellence in the sector.
Later in the health ministry, she also worked in conjunction with the World Health Organization during her tenure at the Directorate of Planning and Follow Up assigned with the task of reforming the health care set up in Kuwait. It was during her role in this capacity, that she realized that technology was not well incorporated into medicine within the GCC, not to the extent that could revolutionize medicine.
It was in her role at the helm of Central Circle, that she found the gaps in the market which were more prominent in the wake of the COVID-19 pandemic. She found that accessing medical services became both dangerous and difficult. This also triggered her mind to explore the concept of home-based medical solutions and she decided to initiate and develop the idea of the first virtual healthcare facility, within the State of Kuwait.
Even before the onset of the pandemic, she came to know about various advancements in the international healthcare equipment market and the advent of emerging technologies in the pharmaceutical and medical technology sector. She developed a special interest in leveraging technology to advance the cause of healthcare and felt that there was much more needed to be done to ensure that the medical industry adopts and embraces technology like other industries.
As MSHFA continues on its growth path, International Finance Magazine sat down for an exclusive interview with Dr. Yasmin, where she talks more about the company, herself, and her thoughts behind steering the change in the healthcare space.
Q. You have been a practicing doctor, then an administrator, and now an entrepreneur. How does all of this align?
I had a keen interest in medicine from childhood. The ability to treat a person and cure specific ailments is what triggered my passion for medicine. I was also an academically inclined child, with a natural competitive edge and flair. So, medicine seemed a natural career path.
Today medicine is advancing at unimaginable speed. The incorporation of information technology, especially artificial intelligence, interests me the most. This hybrid model of medicine fascinates me. So, my roles over the years may seem incoherent, they are all part of the same arc.
Q. You started your career in the public sector. What prompted you to shift?
I was contacted by Central Circle Company, the largest distributor of medical equipment and medicine, within Kuwait as they headhunted me for the role of Chief Operating Officer. I was apprehensive about taking up the assignment, but the prospect of learning new skills, managing a team, investing in people, and the State of Kuwait encouraged me to apply. Additionally, the appointment was one that few women had been offered.
Q. Was there anything in particular that you were looking forward to?
I was fortunate to be one of the first few female COOs in Kuwait who was asked to lend expertise and assist in implementing change. The company was keen to tidy up its operations and invest in its existing and future staff. I was apprehensive at taking the opportunity, but the prospect of learning new skills, managing a team, investing in people, and the State of Kuwait encouraged me to apply. Additionally, the appointment was one that few women had been offered, I was, therefore, keen to avail myself of this opportunity.
Additionally, I was keen to experience the other end of the spectrum i.e. logistics, supply, partner relationships, distribution, and the overall management.
Whilst working in the public sector, I developed my knowledge of policy and procedures so, naturally, the quest for further insight triggered the jump.
Additionally, healthcare technology was an area of significant interest. I observed that technology was not well incorporated in medicine within the GCC, not to the extent that could revolutionize medicine. So, my fascination with artificial intelligence, public sector exposure, and the opportunity to work as a COO presented a perfect progression.
Q. What has been the highlight of your career so far?
My tenure at Central Circle was intense, particularly as COVID-19 began during my first few months after accepting the appointment. People were afraid of something that they were unable to comprehend. At the start of Covid19, testing kits, rapid and PCR tests, and PPT equipment became invaluable to prevent and protect against the spread of the virus.
I was fortunate to have access to a huge team who worked with me to facilitate the distribution of such medical equipment during the height of the first wave. It was a challenging time, although, it was a unique opportunity to do something different. I worked with several internal departments and the main objective was to distribute mass testing kits within Kuwait. I headed the logistics efforts. We fought to get rapid testing kits into Kuwait — an effort that made a significant difference in early diagnosis. To date, this has been one of my career highlights. Collaborative efforts and teamwork can build an effort that is resilient and life-changing. Making sure that all medical supplies reached hospitals promptly.
Q. What was the exact pain point that triggered the idea behind MSHFA?
While working at Central Circle Company, I found a gap in the market, COVID-19 made accessing medical services both dangerous and difficult. The concept of home-based medical solutions was sparked and I decided to initiate and develop the idea of the first virtual healthcare facility, within Kuwait, and MSHFA was born. Working for CCC exposed me to various international healthcare equipment, pharmaceutical, and technology companies. I had a special interest in technology and healthcare and felt that the healthcare sector is always shy to integrate technology, unlike other sectors.
Q. How do you envision the identity of the company?
MSHFA is an innovative product in the regional telemedicine market that can improve access to the needed high-quality healthcare services at affordable rates. MSHFA will bridge the gap in healthcare, particularly to vulnerable individuals who are unable to access medicine due to various barriers. While it will make healthcare more affordable, the MSHFA platform provides the highest levels of cybersecurity for its users and will guarantee confidentiality for them coupled with medical excellence without compromise.
Q. What is the post-pandemic focus for the company in the short and medium term?
In the next 5 years, MSHFA will expand its services into the GCC. Our primary vision and purpose are to make sure that medical professionals are accessible to all and also to promote virtual healthcare, whilst ensuring that the advice and services offered are truly exceptional. Our goal is to remain pioneers in the medical sector, whilst upholding medical excellence.