I'm Ayat Adam.

I understand the patient journey from both sides of the experience.

Patient Experience & Engagement Strategist | Founder Of The CX Edit

With more than 13 years of experience across healthcare, medical technology and aviation, I bring together professional expertise in customer and patient engagement with something equally important: a personal understanding of what it means to be a patient.

As a cochlear implant recipient myself, I know that the journey extends far beyond the clinical appointment or the technology itself. And as an engagement professional, I understand the organisational systems, relationships and decisions that shape that experience.

From understanding people To shaping better experiences.

My professional journey began in aviation, where I learned that exceptional experiences are shaped not only by what happens when everything goes to plan, but by how organisations respond when it doesn't.

That foundation in customer experience and service recovery became particularly valuable in healthcare and medical technology, where the stakes are deeply personal and every interaction can influence someone's confidence, understanding and trust.

Through my work with Cochlear across the Middle East and wider regional markets, I developed and supported initiatives spanning patient education, recipient engagement, Voice of Customer, service improvement, digital engagement and healthcare stakeholder relationships.

I've worked across the connections between recipients, healthcare professionals, distributors and internal teams — translating feedback and operational insight into practical opportunities to strengthen the experience.

My work has always been about connecting what organisations do with what people actually experience.

EXPERIENCE THAT SHAPES PERSPECTIVE

Insight is valuable when it leads to action.

13+

Years of experience

Across healthcare, medical technology and aviation.

5,000+

Customer cases managed

Bringing direct insight into customer needs, concerns and service experiences.

Regional

Healthcare engagement

Working across diverse markets, cultures and healthcare stakeholder networks.

VoC

Programmes & insight

Developing feedback initiatives that connect customer perspectives with operational improvement.

EXPERIENCE IN PRACTICE

I don't just study the patient journey. I live it.

Being a cochlear implant recipient has given me a perspective that no professional framework or journey map could fully capture on its own.

I understand what it means to navigate information, expectations and decisions. To experience the anticipation surrounding a major healthcare milestone. To adapt to technology that becomes part of everyday life. And to discover that the questions and support needs don't simply disappear when the clinical process moves forward.

I've experienced the journey as a recipient while also working professionally within the hearing healthcare industry, supporting engagement, education and the relationships that connect patients, professionals and organisations.

That combination has shaped how I approach patient experience. I understand the importance of clinical pathways and organisational processes, but I also recognise the moments that can be difficult to see from inside a healthcare system.

Patients don't experience healthcare as a collection of departments, appointments, or touchpoints. They experience it as part of their lives.

BEYOND PROFESSIONAL EXPERIENCE

A different perspective. A more connected way forward.

I founded The CX Edit around a simple belief: better experiences begin when organisations look beyond what they deliver and understand how people actually experience it.

A patient journey cannot be fully understood through isolated interactions, satisfaction scores or individual departments. It is shaped by the connections between information, people, expectations, decisions and support.

The CX Edit brings together my professional expertise in customer and patient engagement, my experience working across healthcare and medical technology, and my lived perspective as a cochlear implant recipient.

Through patient journey and engagement consulting, training and capability building, and specialist cochlear implant patient engagement expertise, I work to help organisations see the wider experience, understand what matters and identify practical ways forward.

Because understanding the experience is only the beginning. What happens next is what matters.

THE THINKING BEHIND THE CX EDIT

Let's see the whole journey and shape what comes next.

If you're looking to understand patient experiences more deeply, strengthen engagement or build the capabilities of the people shaping those experiences, I'd welcome a conversation.

LET'S GET IN TOUCH...

START A CONVERSATION →

“I understand how healthcare works. I understand how patients experience it. And I bring those perspectives together to help organisations see what matters.”

THE CX EDIT

PEOPLE. INSIGHTS. BETTER EXPERIENCES