Bayer Middle East's "Albak Amanah" initiative honoured for tackling Egypt's cardiovascular health crisis

The initiative, launched in partnership with the Egyptian Ministry of Health & Population, aims to save lives by raising awareness about cardiovascular diseases (CVDs) and providing essential healthcare services to those most vulnerable.

In Egypt, a formidable challenge looms large in the form of cardiovascular diseases (CVDs), casting a shadow of risk over more than 20 million individuals. Astonishingly, a staggering 80% of those exposed to this risk refrain from regular checkups or medical counsel, contributing to a grim statistic: one-third of all deaths in the region are attributed to these maladies.

This health crisis bears down heavily on low-income segments, where access to healthcare facilities and education is often a distant dream. Egypt, with its substantial population, finds itself particularly vulnerable, with 28% of its citizens earning less than $2.15 per day, struggling to access essential healthcare services.

Recognising the urgency of tackling this pressing health issue, Bayer Middle East FZ-LLC has embarked on a groundbreaking public-private partnership with the Egyptian Ministry of Health & Population. Launched on February 6, 2023, this initiative is known as "Your Heart is Precious" or "Albak Amanah."

The primary aim of this collaborative effort is to raise awareness about CVDs and empower individuals to take proactive measures to safeguard their heart health. Through "Albak Amanah," Bayer is on a mission to save an additional 5 million lives within the next three years by increasing access to life-saving heart health solutions.

For their exceptional dedication, Bayer Middle East FZ-LLC received recognition at the prestigious Middle East International Business Awards 2023 in the Health Products & Services category.

The "Albak Amanah" initiative encompasses three pivotal components:

i) Comprehensive educational training sessions on heart health, enhancing the skills of 5,000 healthcare professionals, nurses, and social workers to identify high-risk patients. These centres are fully equipped with essential medical instruments such as ECGs, blood pressure monitors, and glucose monitors to gather critical health data.

ii) The initiative provides free screenings for high-risk patients across 401 primary healthcare facilities spread across 21 governorates. Moreover, it distributes 200,000 free samples to those who are most in need.

iii) A holistic consumer campaign with a focus on raising public awareness, promoting education, advocating for proper nutrition, and encouraging physical fitness. This campaign leverages both traditional and digital media channels, spanning television, radio, and influential figures on various social media platforms.

As of May 2023, the results have been incredibly promising, with over 2,500 healthcare professionals, nurses, and social workers receiving training. During the first month of the screening programs, more than 20,000 screenings were conducted at 132 active point-of-care centres. The campaign garnered substantial media coverage, reaching a staggering 87 million people through digital platforms and sparking a remarkable 100% surge in Google search trends after its launch.

Furthermore, the "Heart of the Family" campaign achieved exceptional outcomes, including 350 million impressions (165% surpassing the objective), reaching 55 million consumers (246% exceeding the objective), 2 million clicks, a 0.8% click-through rate on social media, and a substantial 818,000 telehealth consultations.

The "Albak Amanah" initiative, a three-year public-private partnership, will continue to evolve and expand its efforts to enhance overall heart health awareness. It serves as a testament to the successful collaboration between Bayer and the Egyptian Ministry of Health and Population, united in their mission to enhance patient health in the face of heart disease, the leading global cause of death. This initiative is firmly aligned with Bayer's global commitment to supporting sustainable development across the world.

The Middle East International Business Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's outstanding contributions in your organisation's growth, please contact Danica Avila at [email protected].