A North East England-based digital health innovator is set to take its health literacy technology to the international stage as it heads to WHX Dubai, aiming to build new partnerships across the Middle East and North Africa.
Mistura Informatics Ltd, which employs former NHS pharmacists, has developed What’s My Drug? - a subscription-based web application designed to give patients fast access to clear, simplified and trustworthy medicines information via their smartphone.
The platform is a unique patient health information system, providing up-to-date guidance on both licensed and unlicensed medicines available in the UK, helping people better understand their treatment and take medication safely.
Supported by Health Innovation North East and North Cumbria, Mistura will use its presence at WHX Dubai to connect with universities and health sector leaders, with the aim of enabling wider systems-level deployment.
What’s My Drug? presents expert-written content in accessible formats including multiple languages, Easy Read options with pictograms and short phrases, and a read-aloud function, supporting a broad range of communication needs.
By improving understanding and reducing confusion, the tool aims to support safer medicines use, improve patient outcomes and ease pressure on healthcare services by reducing repeated explanations and avoidable medicines waste. It also highlights urgent actions for patients, helping to address preventable medicines-related hospital admissions, which are estimated to range between 5% and 20% depending on patient demographic.
Dr Dawn Price, Chief Executive Officer, said: “Health literacy is one of the biggest barriers to safe medicines use, and it affects people across every healthcare system. What’s My Drug? is designed to make vital medicines information accessible, simple and usable, whatever a person’s language or communication needs. Attending Dubai is an exciting next step as we look to build partnerships that enable wider, systems-level deployment across the Middle East and North Africa.”
Mistura already provides solutions to NHS and private healthcare providers in the UK, and last year joined an international delegation to Romania, helping create new opportunities and strengthening its confidence to scale internationally.
