PHAZ Drives Push for Affordable, Ethical and Regulated Healthcare

Urging balanced regulations to protect patients while modernizing healthcare communication…

By Shingirai Vambe

Zimbabwe’s health sector has for years grappled with a complex mix of structural challenges ranging from limited public funding and shortages of critical medical resources to the migration of skilled professionals and rising operational costs. These pressures have gradually opened space for the growth of private healthcare institutions, including hospitals, specialist clinics and private surgeries, which have increasingly become a key pillar in the country’s broader healthcare delivery system.

However, as the private health sector expands, the need for stronger coordination, regulatory alignment and professional oversight has also grown. Like any critical public service sector, healthcare provision demands strict adherence to professional standards, ethical conduct and transparent operational frameworks to ensure that patient welfare remains at the centre of service delivery.

It is within this context that the Private Healthcare Association of Zimbabwe (PHAZ) has intensified its efforts to strengthen collaboration within the sector while complementing the work of the Ministry of Health and Child Care in improving healthcare access, quality and affordability.

PHAZ, which represents private hospitals, clinics and healthcare practitioners across the country, has brought together a wide range of stakeholders in the healthcare value chain including practicing medical professionals, pharmaceutical companies and manufacturers of clinical equipment. The goal, according to the association, is to foster a more coordinated private healthcare ecosystem that can operate as a unified professional body while aligning with national health priorities.

Speaking to The Post On Sunday, PHAZ chairperson Leticia Gaga said the organization remains committed to advancing a healthcare environment that prioritizes patient safety, professional integrity and accessible medical services.

One of the key issues currently under discussion within the sector is the proposed Bill governing medical advertising, which is undergoing national consultations. Gaga said the association welcomes the policy review process and is actively contributing its perspective to ensure that the resulting regulatory framework balances patient protection with modern healthcare communication practices.

“As an organization representing private healthcare institutions and practitioners across Zimbabwe, our position is guided by three core commitments, protecting the public, upholding professional integrity and modernizing healthcare communication in line with global best practice,” Gaga said.

According to PHAZ, the primary objective of any medical advertising regulations should be to safeguard the public from misleading or exaggerated medical claims. Patients, the association argues, must have access to truthful and verifiable information that enables them to make informed decisions about their health.

PHAZ maintains that while healthcare should never be reduced to purely commercial marketing, ethical communication that provides essential information such as practitioner qualifications, areas of specialization, professional registration status and contact details plays an important role in improving patient awareness and safety.

The association also believes that Zimbabwe’s regulatory framework must evolve to keep pace with rapid technological developments that have transformed how health information is shared and consumed.

Digital platforms, social media, telemedicine services and even artificial intelligence-generated health content now shape how patients search for and receive medical information. Gaga said any new regulations must therefore address these emerging realities while ensuring that the rules apply consistently across both traditional and digital communication channels.

At the same time, PHAZ has cautioned against overly restrictive advertising regulations that could inadvertently weaken the local healthcare sector.

According to the association, excessively tight rules could drive Zimbabwean patients to seek services from foreign healthcare providers who are able to advertise freely online to local audiences.

“Zimbabwe has highly qualified medical professionals and reputable institutions,” Gaga explained. “Regulations should therefore aim to prevent misleading claims, but they must not unnecessarily restrict the visibility of legitimate local expertise.”

To strike the right balance, PHAZ has proposed a tiered system for regulating medical advertising based on the potential level of risk associated with different types of communication.

Under this approach, basic informational advertising, such as details about a practitioner’s qualifications, services offered, operating hours and practice location, would not require prior regulatory approval. However, more promotional or high-impact content such as endorsements, advertising campaigns or mass media promotions could be subject to review by the relevant professional councils.

The association believes that such an approach would protect patients while also avoiding unnecessary bureaucratic delays for healthcare providers.

Equally important, Gaga said, is the need for regulatory clarity. Ambiguous guidelines can create compliance difficulties for healthcare institutions while undermining enforcement efforts by authorities.

PHAZ is therefore advocating for a principle-based framework that clearly defines professional boundaries, protects patient confidentiality and sets out responsibilities for healthcare providers communicating through digital platforms and social media.

Beyond regulatory matters, PHAZ has also been actively involved in initiatives aimed at improving affordability within the private healthcare sector — an issue that remains one of the most pressing concerns for Zimbabwean patients.

While private healthcare services are generally cost-intensive due to reliance on imported medicines, equipment and specialist expertise, the association has been promoting collaborative strategies designed to reduce operational expenses.

One of the key interventions has been the promotion of joint procurement models among private hospitals and clinics. By pooling demand and purchasing medicines, medical consumables and equipment in bulk, institutions can significantly reduce import costs.

Lower procurement costs, in turn, help stabilise hospital tariffs and ease the financial burden on patients.

PHAZ has also been working to strengthen collaboration across the entire healthcare value chain, encouraging greater coordination between hospitals, laboratories, medical suppliers and healthcare funders. This structured cooperation helps reduce duplication of expensive services, improves operational efficiency and supports more predictable pricing structures.

The association has also maintained ongoing engagement with medical aid societies through technical committees established with the Association of Healthcare Funders of Zimbabwe (AHFoZ). These discussions focus on negotiating sustainable tariffs, addressing reimbursement delays and improving predictability for insured patients.

Such engagements, according to PHAZ, are critical in ensuring that private healthcare services remain accessible to the growing number of Zimbabweans who rely on medical insurance.

In addition to affordability initiatives, the association continues to promote stronger professional standards and sector discipline.

Through national conferences, policy forums and professional engagement platforms, PHAZ works to encourage adherence to ethical medical practice, improve patient safety standards and facilitate dialogue between healthcare professionals and policymakers.

The organisation also maintains structured engagement with the Ministry of Health and Child Care, Parliament and regulatory councils on broader policy issues affecting the sector. These include healthcare financing models, tariff frameworks and strategies to address the ongoing shortage of skilled healthcare professionals.

Zimbabwe’s health sector continues to face significant challenges, including the migration of trained medical personnel, rising operational costs and the country’s heavy reliance on imported medicines and equipment. These pressures affect both public and private healthcare providers.

Nevertheless, PHAZ believes that through coordinated policy reforms, sector-wide collaboration and sustained investment, Zimbabwe can build a more stable and resilient healthcare system.

“Our objective is to promote a private healthcare sector that is affordable, ethical, professionally regulated and aligned with national health goals,” Gaga said.

She added that PHAZ will continue working closely with government authorities, healthcare funders and industry partners to strengthen transparency, improve service quality and expand access to healthcare services for Zimbabweans.