Publicis Middle East, Altibbi to redefine how healthcare brands communicate in MENA

Publicis Groupe Middle East and Altibbi are joining forces to redefine how healthcare brands communicate across the Arabic-speaking world. Their new partnership isn't just a handshake between two powerhouses — it's a move toward more human, culturally aware, and data-driven healthcare communication in a region where nuance often gets lost in translation.

As Altibbi's CEO Jalil Allabadi put it, "Effective healthcare communication in Arabic requires cultural fluency, not just linguistic adaptation."

How does it work?

At the heart of this collaboration lies a clever blend of local expertise and global tech muscle. Altibbi brings its vast digital health ecosystem, comprising 30 million monthly users, two million doctor-reviewed Arabic articles, and Sina, its AI-powered healthcare assistant. Publicis Groupe, meanwhile, contributes its global toolkit of media, data, and technology capabilities.

Together, they're building something like a precision engine for healthcare marketing. Altibbi's user data — organized by medical topic, age, and country — enables brands to reach people precisely when they're seeking trusted information. Publicis then layers on advanced data analytics and planning tools to shape campaigns that are personal yet not invasive, contextually smart, and ethically grounded.

Bassel Kakish, CEO of Publicis Groupe ME&T, summed it up neatly: "Our role is to connect the right capabilities to the right opportunities for our clients."

Why does it matter?

Because for too long, healthcare marketing in MENA has been a translation exercise rather than a conversation. Global campaigns were often reworded in Arabic, but rarely reimagined to reflect the cultural realities of Arabic speakers. This partnership changes that.

Here's what it means in practice:

• Cultural authenticity: Messaging crafted in Arabic, not just converted into it.
• Precision targeting: Brands can reach patients in real time — when they're searching for reliable medical advice.
• Trust and transparency: Data is used responsibly, with a firm line against over-personalization or sensitive data misuse.

For healthcare and pharma brands, that's gold. It opens doors to campaigns that actually resonate — especially in high-growth areas like chronic disease management, women's health, and weight management.

The context

The timing couldn't be better. The MENA region's digital health market is growing at nearly 20 percent annually, driven by Saudi Arabia's Vision 2030, which aims to digitize 70 percent of patient interactions by the end of the decade. Altibbi, licensed to provide healthcare through certified doctors in Saudi Arabia, sits at the crossroads of health and technology.

On the other side, Publicis Groupe is steadily evolving into a data and AI-first organization. Its partnership with Altibbi isn't just about running ads — it's about co-creating new value, from digital engagement tools to actionable audience insights.

In a region where over 400 million people speak Arabic, this partnership signals more than a marketing play. It's a cultural reset — a way to make healthcare communication sound like home.