PureHealth, the largest healthcare group in the Middle East, has launched a nationwide virtual mental health service in the UAE through its AI-enabled health app, Pura. The new feature, powered by SAKINA, the region’s largest mental health network, provides individuals across the country with direct and secure access to licensed psychologists and psychiatrists, positioning mental health as a core component of holistic wellbeing.
Bridging the Mental Healthcare Gap
The initiative directly addresses a significant challenge in the region. According to a report by Oliver Wyman, up to 80% of mental health cases in the GCC go undiagnosed, with PwC data suggesting 75% of those affected do not seek professional help. Common barriers include limited access to care and a preference for privacy. By offering virtual consultations through the Pura app, PureHealth aims to lower these barriers, promoting early and convenient access to care from anywhere. The service reinforces the company’s commitment to building a more inclusive and preventive healthcare system.
An AI-Enabled and Expert-Led Service
The Pura app now allows users to easily book private, expert-led therapy sessions. The service is powered by SAKINA, a part of PureHealth’s SEHA hospital network, which brings decades of therapeutic expertise and cultural insight to the platform. All SAKINA professionals are licensed and available for online consultations, with appointments open to everyone, including those covered by Daman insurance. In addition to one-on-one sessions, the app provides users with a suite of self-help tools, including guided meditations, educational content, and resources for emotional resilience.
A Strategic Push into Digital Health
This launch is a key part of PureHealth’s broader digital transformation strategy, leveraging technology to enhance healthcare accessibility and personalization. By integrating SAKINA’s network into the Pura app, the company is creating a scalable model for mental health support that aligns with the UAE’s national health priorities.
Shaista Asif, Group Chief Executive Officer at PureHealth, stated, “By harnessing the power of digital healthcare and AI, we’re not just scaling access, we’re personalising care and helping to remove longstanding barriers to mental health support. This exemplifies the transformative potential of technology in delivering meaningful and measurable impact for individuals, families and communities across the nation.”
Dr. Zain Al Yafei, Chief Executive Officer of SAKINA, added, “By making our licensed mental health professionals accessible through the trusted Pura app, we are bringing expert support closer to people through secure, user-friendly tools. This launch marks an important step toward enabling earlier intervention and promoting a more proactive, personalised approach to mental health care across the UAE.”
About PureHealth
PureHealth is the largest healthcare group in the Middle East with an ecosystem that challenges lifespans and reimagines health spans. With 110+ hospitals, 316+ clinics, multiple diagnostic centres, health insurance solutions, pharmacies, health tech, procurement, investments and more, its groundbreaking innovations are at the forefront of healthcare as the company is on a mission to unlock time for humankind. By advancing the Science of Longevity,
PureHealth is introducing the healthcare of the future from the United Arab Emirates to the rest of the world. PureHealth’s network comprises SEHA, Daman, The Medical Office, Rafed, PureLab, One Health, The Life Corner, Ardent Health Services, Circle Health Group, Hellenic Healthcare Group (HHG), PureCS, and Sheikh Shakhbout Medical City (SSMC).
Source: Zawya
