Private Healthcare’s New Challenge: Earning Loyalty from a Demanding Middle Class

Kenya’s rising middle class is reshaping the country’s healthcare landscape—not just in terms of demand, but in expectations of how care is delivered, sustained, and experienced. With greater financial flexibility, higher health literacy, and more options, this demographic is no longer passive in its relationship with healthcare providers. Instead, it seeks trust, consistency, and long-term value. This evolution presents a new challenge for private hospitals and clinics: how to earn and retain patient loyalty in an increasingly consumer-driven market. Unlike traditional models that focused on affordability or emergency response, the emerging middle class is pushing healthcare providers to think more like long-term partners—and less like service vendors. In this shift, private providers led by figures such as Jayesh Saini are at the forefront, not only adapting to this new dynamic but also shaping it through deliberate strategy, patient-centric design, and deep community engagem...