EBO has announced its expansion into the Gulf region as part of its international growth strategy, responding to rising demand for digital AI solutions that improve patient experience and operational efficiency. To lead this expansion, EBO has appointed Mike Frayne to drive sales and business development across the Middle East.
Mike brings more than 12 years of board-level healthcare leadership experience across the GCC, spanning both public and private healthcare systems. His background includes senior roles as COO of Saudi Medical Care Group, founder CEO of Aviv Clinics, a DP World company, and Group CEO of a hospital and clinic network operating across Oman, Saudi Arabia, the UAE and the UK.
A strategic growth market for EBO
The Middle East represents a compelling opportunity for EBO as healthcare providers respond to rapid population growth, rising service expectations and sustained investment in digital transformation.
“Expansion in the Middle East represents an opportunity to penetrate both public and private healthcare sectors,” says Mike. “There is significant growth in demand, but also in expectations for excellent and convenient service, which EBO is well placed to support.”
Improving patient engagement through AI
EBO’s AI-driven solutions automate routine patient interactions, helping healthcare organisations reduce missed appointments, increase revenue and free up staff time.
“EBO’s technology frees up time for quality engagement by automating routine tasks efficiently,” Mike explains. “By linking directly to electronic patient records, appointments can be re-scheduled effortlessly, reducing DNAs and avoiding lost revenue.”
EBO’s multilingual capabilities are particularly relevant in the Gulf. “EBO can operate in any language or dialect,” Mike adds, “which helps build lasting relationships with both national citizens and large expatriate populations from diverse cultures.”
A region ready for AI
The Middle East’s strong adoption of digital services makes it well suited to AI-enabled healthcare engagement.
“GCC citizens are renowned for adapting quickly to new technology,” says Mike. “With government and banking largely transacted on mobile phones, there is a receptive population for AI-driven solutions in healthcare.”
EBO’s 24/7 availability also offers a distinct advantage during peak periods. “Providing excellent patient engagement during Ramadan is challenging,” Mike notes. “EBO’s consistent, always-on solutions can deliver a game-changing impact during the Holy month.”
Deep regional healthcare experience
Mike’s appointment adds further depth to EBO’s regional leadership, bringing with it a wealth of hands-on experience across the Middle East and the UK.
He began his career in the UK before moving into senior NHS leadership roles and later became Regional Director for the North of England at Care UK. He then relocated to Qatar to take on executive roles across the region.
Supporting long-term performance
“The Gulf is a key growth market for EBO, with healthcare organisations actively looking to use our solution to transform patient experience and operational performance,” said Gege Gatt, CEO of EBO.
“Mike’s deep understanding of local healthcare systems, combined with EBO’s proven AI technology, positions us to become a trusted partner for providers across the Gulf as they accelerate digital transformation.”
Looking ahead, EBO will focus on demonstrating how AI-driven patient engagement can translate directly into operational and financial performance.
“The potential for EBO to transform client experience and translate that into bottom-line performance is what excites me most,” Mike concludes.
“EBO’s AI solutions are head and shoulders above existing approaches, and that gives us confidence we can make rapid and meaningful progress in the Middle East.”
