Putting Patients First: Transforming Chronic Care Management in the Middle East
MDBX is the Middle East’s patient-driven holistic healthcare ecosystem, empowering patients to take control of their chronic disease, and fostering cooperation with the best care providers, insurance companies, and healthcare innovators.
The UAE-based Healthtech merges smart pharmacy with digital chronic disease management in 3 simple ways:
- Coordinates with physicians and patient’s insurance providers to gather prescriptions
- Organizes and schedules the patient’s meds in individual sachets
- Packages and ships the meds on time, every month, with automatic refills
Designed to empower individuals living with chronic conditions, the platform aims to enhance patient outcomes by promoting active participation in their health journey, ultimately leading to a better quality of life.
Sarah Miller, CEO and Co-founder at MDBX, firmly believes that addressing gaps in healthcare is crucial because it directly impacts people’s lives.
“A gap in healthcare is unlike any other market gap, it affects people’s lives directly. This is why I chose to focus on it,” said Sarah. “On average, patients spend about 9 minutes with a doctor. The void I noticed in healthcare is that people are vulnerable beyond those 9 minutes and into the next 130,000, they often don’t receive the care they need during this period.”
Founder Background: Helming the Region’s Healthcare System
Sarah Miller and Dan Kennedy, MDBX’s Founders and dynamic duo, with a shared vision of empowering patients and enhancing healthcare accessibility, set out to create a transformational healthcare ecosystem in the Middle East.
Their extensive background and collaborative efforts have led to partnerships with healthcare providers, insurance companies, and government entities, driving the platform’s expansion from a B2C model (Business to Consumer) to a B2G sector (Business to Government).
Through MDBX, they are not only improving medication management for patients but also optimizing healthcare delivery for providers and insurers.
With a shared commitment to enhance patient outcomes and foster a sense of community, Sarah and Dan lead MDBX in its mission to equip patients with a transformative platform to help them manage their chronic conditions, ultimately transforming the healthcare landscape in the region.
The Minds Behind MDBX: A Deep Dive into the Team’s Background
Sarah Miller
Sarah Miller has dedicated her career to addressing healthcare challenges in Abu Dhabi. With over 15 years of experience in healthcare strategy and business development, she has worked for prominent organizations like Cleveland Clinic, Mubadala Health, and G42 Healthcare.
Her expertise spans various sectors, including regulators, providers, payers, and patients. Prior to her GCC roles, Sarah gained valuable experience working for the National Health Service (NHS) in the UK.
Dan Kennedy
Dan Kennedy brings a wealth of technical expertise to MDBX. As a seasoned full-stack developer with 18 years of experience, he has lead complex projects around the globe. Dan’s ability to manage teams and build highly secure applications is a valuable asset to the company.
More on Sarah: Setting the Stage for the Next Generation | Building Up Women in Tech
From Vision to Impact: Shaping Chronic Disease Care
MDBX embarked on its journey in 2022 with a vision to revolutionize chronic disease management in the Middle East. Initially, the company envisioned a B2C model, focusing on providing a medication management solution directly to patients.
Modus worked with the founders to solidify their vision by integrating strategic thinking, thorough user research, and technical support. Modus assisted MDBX in identifying a viable business model, establishing key partnerships, and successfully launching a pilot project. This successful pilot has paved the way for further expansion and growth in the B2G market.
Prioritizing Features for Optimal User Experience
When developing MDBX, Modus and the Founders focused on features that would directly address the most pressing needs of our target users: individuals with chronic conditions. All features were designed with strict adherence to HIPAA regulations to ensure the utmost protection of patient data.
Here’s how we prioritized these features:
1. Medication Adherence Features
Automated Prescription Renewal: Ensuring patients never run out of essential medications is crucial for maintaining treatment effectiveness.
On-Time Fulfillment: Timely delivery of medications is essential to prevent interruptions in treatment regimens.
Patient Engagement: Empowering patients to actively participate in their healthcare journey fosters a sense of ownership and improves adherence.
2. Notifications and Timely Reminders
Personalized Reminders: Customized notifications help patients remember to take medications at the right time, reducing the risk of missed doses.
3. Contraindication Analysis
Medication Safety: Preventing harmful drug interactions is a top priority for ensuring patient safety.
4. Prescription Regime Planning
Optimized Treatment: By analyzing medication regimens, we can help patients simplify their medication schedules, making it easier to adhere to their treatment plans.
By prioritizing these features, MDBX built a comprehensive solution that not only improves medication adherence but also enhances the overall quality of life for individuals with chronic conditions.
Pivoting under Pressure: Redefining MDBX
However, as the startup delved deeper into the market, it encountered significant challenges that warranted an eventual strategic pivot.
The B2C model faced hurdles,convincing patients to adopt a new medication management solution proved to be an uphill battle, as many were accustomed to traditional methods and perceived the additional cost as a barrier to access. It was also remarkable how few individuals truly understood the importance or value of their pharmaceuticals.
In response to these setbacks, MDBX embarked on a rigorous research and development process.
Through extensive customer interviews and market analysis, the team identified a critical gap in the healthcare landscape: the lack of effective solutions for government entities managing the care of individuals with chronic conditions.
After the research phase, which Modus and the founders jointly planned and executed, the MDBX team realized they needed to return to the drawing board and restrategize.
Let’s take a closer look at the challenges that beset MDBX during the user testing phase:
Difficulty in validating the business model: Securing partnerships with pharmacies and logistics providers was crucial for the B2C model, but proved to be challenging and lengthly.
Limited patient adoption: Patients, especially those with chronic conditions, were reluctant to pay for a medication management solution, perceiving it as a non-essential service.
Lack of value proposition for patients: The initial value proposition, focusing on medication adherence, was not compelling enough to drive patient adoption.
After thorough deliberation, based on the insights gained from the research, MDBX realized that a shift in strategy was necessary. The team pivoted from a B2C model to focus on providing a B2G solution, targeting government entities responsible for managing the care of individuals with chronic conditions, specifically People of Determination.
From Individual to Institutional: MDBX’s Pivotal Shift
Key elements of the pivot:
Identifying the ideal target market: By focusing on government entities, MDBX could leverage its existing infrastructure and resources to reach a large patient population.
Re-tailoring the value proposition: The B2G model offered a more compelling value proposition for government entities, emphasizing improved patient outcomes, reduced healthcare costs, and enhanced medication adherence.
Leveraging government partnerships: MDBX collaborated with government health agencies in Abu Dhabi to pilot a program for people of determination. The initiative, implemented in partnership with Zayed Higher Organization, aimed to provide accessible healthcare services to individuals with disabilities.
Realizing the potential of this untapped market, MDBX pivoted its business model to B2G.
The company shifted its focus to partnering with government health organizations, offering a solution that addressed their pressing challenges of enhancing medication adherence.
Collaborating with government entities allows MDBX to leverage its resources and reach a wider audience of patients. Additionally, the UAE government’s commitment to improving healthcare outcomes aligns perfectly with MDBX’s mission, creating a strong foundation for collaboration.
Benefits of a B2G-Focused, Patient-First Solution
One of the key differentiators of MDBX’s B2G solution is its ability to streamline the medication management process for both patients and healthcare providers.
The platform integrates seamlessly with existing healthcare systems, allowing for automated prescription renewals, timely reminders, and real-time tracking of medication adherence.
This not only improves patient outcomes but also reduces the administrative burden on healthcare providers.
The startup successfully secured a pilot project, demonstrating the effectiveness of its solution in improving patient care and reducing healthcare costs.
MDBX Government Partnership: Strategic Shift for Social Good
The startup’s progress in developing a more proactive healthcare system is evident in the team’s commitment to collaborating with UAE government entities to serve the country’s most vulnerable populations.
The team’s dedication to this cause is reflected in the recognition MDBX has received from the Authority of Social Contribution in Abu Dhabi Ma’an.
MDBX also won an award for the Best Pitch at Mohamed Bin Rashid Innovation Fund Demo Day earlier this year, as part of its 7th cohort.
MDBX Today
Today, MDBX stands as a leading healthcare technology company, transforming chronic disease management in the Middle East.
By successfully pivoting from a B2C to a B2G model, the company has not only overcome initial challenges but has also positioned itself as a valuable partner to governments seeking to improve the lives of their citizens.
“Modus was instrumental in shaping MDBX’s journey, from ideation to scaling and beyond. Their strategic guidance and operational support were invaluable as we navigated the complex UAE medication adherence landscape. I’m privileged to have been part of the Modus Venture Building Program from the ideation stage. They’ve been phenomenal support, both strategically and operationally, acting as my operational co-founder.'” – Sarah Miller, CEO and Co-Founder.
Discover how MDBX is revolutionizing chronic disease management. Connect with Sarah Miller and Dan Kennedy.
