Novo Nordisk, Connected Health to reshape obesity care in the UAE

Obesity is not just a statistic in the UAE. It is a daily reality for roughly one in three residents. Now two very different players have decided to take it on together. Novo Nordisk, known worldwide for its deep roots in chronic disease research, and Connected Health, an Emirati digital health platform built for speed and patient-centricity, have joined forces. Their shared promise is simple and bold. Make life after a prescription easier. More personal. And far more effective.

Dr Cecilia Radu of Novo Nordisk UAE called the collaboration "a very important moment" and spoke with clear intent. The objective is to serve people across the Emirates who are living with obesity or being overweight. Twenty-five years of research do not lie. Novo Nordisk is not new to this field. Connected Health, on the other hand, brings agility, software thinking, and the ability to meet patients where they are. Both sides meet in the middle, around one core idea. The journey after a prescription should not feel like a lonely walk.

How does it work?

The partnership places tech at the heart of the patient experience. It uses Connected Health's platform called RxNow to simplify everything that happens after a doctor signs off on a treatment plan.

Patients will be able to:

• Get prescriptions filled digitally
• Arrange online or teleconsultations without hassle
• Receive medications through dependable delivery
• Access personalized support that keeps them engaged instead of overwhelmed

Walid Bahri, co-founder and CEO of Connected Health, summed it up with refreshing candor. "We are two companies focused on the same objective with different tools, and we both have the patient journey at heart." He sees this as a gateway for pharma companies to finally step into the post-prescription space and support patients where drop-off usually happens.

Marwan Abdulaziz Janahi, another co-founder, praised Novo Nordisk for thinking like a startup despite being a global giant. "We share an agile, digital-first mindset," he said. In short, this is a system designed to bring patients, doctors, industry, and technology together under one roof.

Why does it matter?

Anyone who has lived with obesity knows that treatment is rarely as simple as receiving a prescription. Life sets in. Habits clash with hope. Motivation fades without support. That is the point where most patients fall through the cracks. This partnership tries to stitch that gap shut.

It matters because:

• Adherence improves when support is easier
• Personalization keeps people motivated for longer
• Digital access removes friction that often stops progress
• Chronic disease management becomes less intimidating

The UAE faces a heavy burden. Obesity increases the risk of type 2 diabetes, hypertension, and heart disease, turning a single health issue into multiple. Making the treatment path smoother could have a real-world impact, not just for individuals but for public health at large.

The context

The Emirates has placed long-term health high on its national agenda. Reducing obesity is essential if the country hopes to curb chronic illness over the coming decades. Novo Nordisk brings clinical history and pharmaceutical muscle. Connected Health brings technology that moves quickly and adapts in real time. Together, they represent two halves of a modern healthcare puzzle.

This partnership is more than a business deal. It is a sign of how healthcare is changing in the region. Slow, fragmented processes are giving way to platforms built for convenience. Support does not stop when the doctor leaves the room. It continues at home, through screens and services that fit around real lives.

As Bahri put it, the goal is to create "the meaningful difference" in the post-prescription phase. If they deliver on that promise, thousands of patients may find the road ahead less steep and more supported.