FINN Partners has unveiled ‘The Future of Pharma & MedTech: A Digital-First Approach’ report at Arab Health 2025 in Dubai. It highlights that the digital-first approach is redefining the health sector in the UAE and Saudi Arabia by transforming operations, customer experiences, and business models. By analysing digital usage patterns, pharma and medtech companies can create data-driven strategies, enhancing accessibility, compliance, and engagement, while fostering agility and scalability to meet growing health demands seamlessly.
The new research explored the success of digital communications strategies by some of the most significant pharma and medtech companies operating in the Middle East, assessing the scale and impact of their owned social posts over the past year (both global channels posting about Middle Eastern topics and specific Middle Eastern handles). The insights showed:
- More content does not guarantee higher engagement—audiences respond to relevance, not just volume.
- Localisation, targeting, and cultural relevance are essential for meaningful audience connections.
- Educational value and emotional resonance are powerful drivers of trust and engagement.
“With a young, tech-savvy population and forward-thinking government policies, the UAE and Saudi Arabia are perfectly positioned to lead the global charge in digital health. By focusing on sustainable growth, strict regulatory compliance, and building collaborative ecosystems, the region is setting new benchmarks in innovation, efficiency, and resilience for the pharma and medtech sectors,” said Aman Gupta, Managing Partner at SPAG FINN Partners.
The report also provides actionable recommendations for companies to excel in the evolving Middle Eastern landscape. It emphasises adopting patient-centric solutions by leveraging digital storytelling to humanise brands and create emotional connections. Furthermore, the importance of prioritising localised strategies is highlighted, urging businesses to align their efforts with cultural sensitivities and regulatory frameworks to ensure greater market relevance and impact.
“Harnessing the power of social media, alongside other channels, is absolutely essential for success in the Middle East’s evolving health landscape, allowing health companies to craft targeted campaigns that enhance visibility, build trust and drive meaningful engagement among regional audiences. At the same time, companies need to prioritise localised strategies that reflect the nuances and unique dynamics of the region. It’s this blend of cutting-edge digital tools and culturally aligned approaches that enables businesses not just to navigate the Middle East’s rapidly transforming health sector, but to take the lead in shaping its future,” said Thomas Morris, UAE lead, FINN Partners.
“The Middle East is rapidly emerging as a global leader in health innovation, and companies in the Pharma and MedTech sectors must adapt to this dynamic landscape to thrive. By placing the patient at the heart of their strategies, businesses can build trust and loyalty in an increasingly competitive market,” said Gil Bashe, Chair of global Health and Purpose at FINN Partners.
FINN Partners aims for this report to be a roadmap for pharma and medtech leaders to reimagine the future of health in a digital-first era. The Middle East is at the forefront of digital health innovation. Download the report here.
