Sometimes, the most powerful changes in healthcare begin with a simple question.
That was the central message of the recent AfCOP–ISQua webinar, “What Matters to You? Lessons from Africa’s Frontline Campaigns,” which brought together healthcare professionals from across Africa to share how listening differently is transforming care in their institutions and communities.
The global “What Matters to You?” movement encourages healthcare workers to shift from asking only “What is the matter?” to also asking “What matters to you?” – recognising patients as people with values, fears, priorities, and stories that should shape the care they receive.
The webinar showcased inspiring examples of this approach in action.
At Aga Khan University Hospital, Nairobi, Chief Nursing Officer Hellen Munyi described how introducing real-time patient feedback transformed the patient experience. By asking patients daily about their concerns and experiences, the hospital was able to address issues quickly, improve communication, and increase positive patient feedback from 85% to 98%.
In Malawi, James Stambuli shared how regular quality-focused team meetings in the laboratory at Mangochi District Hospital helped foster collaboration and a culture of continuous improvement. The result was a remarkable journey from a one-star rating to achieving five stars and receiving a recommendation for accreditation.
From Kenya, Simon Manyu illustrated how understanding what truly mattered to patients with suspected tuberculosis helped improve referral completion rates. By addressing fears around stigma, confidentiality, and the competing demands of daily life, his team increased referral completion from just 5% to 80%.
Meanwhile, Kassahun Emru highlighted how creating safe channels for patients to report concerns and near misses can uncover issues that traditional systems may overlook, strengthening patient safety efforts at both facility and national levels.
The session concluded with reflections from Dr Lydia Okutoyi, Director of Healthcare Quality and Patient Safety at Kenyatta National Hospital. Drawing on multiple “What Matters to You?” initiatives implemented across Kenya’s largest referral hospital, she demonstrated how listening to patients, families, and staff can lead to meaningful and lasting organisational change.
One of the webinar’s most powerful reminders was that healthcare improvement does not always require complex interventions. Sometimes, it begins with curiosity, humility, and a willingness to listen.
As Dr Okutoyi reflected, every patient has a story. Asking what matters to them creates connection, builds trust, and humanises care.
For healthcare leaders, clinicians, and quality improvement professionals, the message was clear: listening is not an optional extra – it is fundamental to safe, person-centred care.
If you missed the live webinar, we encourage you to watch the recording and discover how organisations across Africa are embedding the patient’s voice into everyday practice – one conversation at a time.
WATCH NOW – “What Matters to You?” – Lessons from Africa’s Frontline Campaigns
**Have you implemented a “What Matters to You?” initiative in your organisation? We’d love to hear your story through the AfCOP community.
