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The novel coronavirus (COVID-19) has infected millions of people worldwide, causing a burden on global health-care systems. The alarming increase in cases in the Western world, in particular the US, UK, Italy, and Spain, highlights desperate health-care systems attempting to combat a pandemic that has escaped their control. In contrast, the Kingdom of ����ֱ�� moved swiftly to limit the spread of COVID-19 within its borders. The Ministry of Health (MOH) has empowered the Saudi population by raising awareness of preventive measures — sending out messages on a daily basis and in several languages via media outlets including television, SMS, and social media to both Saudi citizens and international residents. It has adopted open and transparent communication, particularly in its daily reporting of COVID-19 cases and its strategies to overcome the pandemic. ��

The Saudi health-care system has focused on patient-centric care to improve patient experience amid the COVID-19 crisis. It has sought effective communication to enhance care standards. Scientific evidence shows that efficient communication between health-care workers and patients leads to positive outcomes, enhances treatment adherence, and improves the quality of life in patients (i.e., patients’ perceptions of their physical and mental wellbeing). Moreover, empathetic communication with terminally ill patients helps meet the preferences of patients for dying, and also reduces care expenses. According to the World Health Organization, communication expertise is essential to the control of epidemic (or pandemic) outbreaks. In ����ֱ��, the implementation of communication to control COVID-19 demonstrates an effective approach that can serve as a benchmark in a pandemic crisis.

The MOH has warned against COVID-19 misinformation from unauthenticated sources as it may provoke fear and panic. Scientific sources reveal that inaccurate information and fear of infection contribute to social stigma, prejudice and stereotyping against patients and those who are at risk, including the patient’s family and health-care workers. Social stigma can be a major stress factor for COVID-19 patients and their families as they may experience discrimination and avoidance. The Saudi health-care system is strictly maintaining the privacy and confidentiality of COVID-19 patients. The identity — and cause of death, if applicable — of COVID-19 patients is kept private. The MOH aims to reduce the impact of social stigma on health-care workers and frontline personnel by launching periodical social-media campaigns to thank everyone for their service and care of COVID-19 patients.

Saudi health-care staff and frontline personnel are working tirelessly to support COVID-19 patients and their families. Sources report that health-care workers on the frontline are at risk of psychosocial distress — particularly female health-care workers, nurses, and frontline personnel who interact directly with COVID-19 patients — and of developing mental health issues. Ensuring the mental wellbeing of health-care workers can help maintain the quality of care they provide to COVID-19 patients.

Patient experience is a significant drive in health-care quality and is reflected in health outcomes. In the Kingdom, improving health-care services and providing patient-centric care align with Vision 2030. Positive patient experience may also contribute to improved recovery in COVID-19 patients. Below is a list of suggestions for frontline personnel and health-care workers striving to enhance the experience of COVID-19 patients.

First, introduce yourself to the patients. Dr. Kate Granger was diagnosed with cancer and observed that health-care workers where she was receiving treatment were not introducing themselves to her. She felt that they were treating her like a disease, and not like a person. She created an online campaign — #hellomynameis — to remind health-care staff of the importance of introducing themselves to patients. Introducing yourself to patients is a basic step to comfort patients hoping to receive empathetic care.

Second, establish a relationship with patients and their families before proceeding to the care plan. COVID-19 patients are battling a health condition that has no specific treatment. This can cause patients and their families to be anxious and frequently ask about their health condition. Building a rapport with COVID-19 patients and their families can help reduce their fears and improve their adherence to the care plan. ��

Third, use compassionate communication to address the patient’s feelings. COVID-19 patients may experience guilt and shame for transmitting the infection to their loved ones. Use empathetic statements to communicate with them. For example, you could say, “I know this can be difficult for you.” Or “My team and I are here to help you.” Showing patients that you really do care for them will encourage them to share their concerns and be more open to asking for the support they need.

Fourth, explain the process of care to patients. COVID-19 is a new virus and patients can be of any age and may have underlying health conditions. Elderly COVID-19 patients and patients with chronic diseases require intensive medical attention. The intensity of the care process for the treatment of a novel virus can make patients overwhelmingly distressed. Explaining the process of care to COVID-19 patients, including the function of prescribed medication and/or the purpose of ventilators, will create opportunities for patients to engage in their care and subsequently feel empowered. ��

Fifth, involve patients in care decisions. Uncertainty contributes to their feeling of helplessness. So COVID-19 patients need to have sufficient information about their health condition, their care plan, and treatment options so that they can partner with you in decisions pertinent to their care. Engaging patients in options of care will help them feel empowered and give them a sense of control during their treatment.

• Dr. Hana Al-Bannay is an academic and consultant in patient experience, cross-cultural health promotion, and health communication.

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