Publicis Groupe Middle East partners with Altibbi for healthcare solutions in MENA

Publicis Groupe Middle East and Altibbi, an Arabic-first digital health platform in MENA, have announced a strategic partnership aimed at building more personalised, data-informed healthcare communications in the region.

This partnership leverages the combined strengths of Altibbi’s digital health ecosystem and Publicis Groupe’s media, data, and technology capabilities in an effort to enhance how healthcare brands can engage meaningfully with audiences across the Middle East.

“Our role is to connect the right capabilities to the right opportunities for our clients,” said Bassel Kakish, Chief Executive Officer, Publicis Groupe ME&T.

“Altibbi’s deep regional health expertise, combined with our data and AI infrastructure, creates a platform for healthcare brands to communicate with precision and cultural relevance, while giving them the scale, governance, and measurable outcomes needed to compete in an increasingly complex market,” he added.

At its core, the partnership addresses a persistent challenge: most global healthcare marketing in MENA relies on direct translation rather than authentic cultural connection with Arabic-speaking audiences. With Arabic as the primary language for more than 400 million people, the collaboration sets a new model for culturally intelligent healthcare marketing in the region.

“Altibbi serves 30 million people monthly because effective healthcare communication in Arabic requires cultural fluency, not just linguistic adaptation,” said Jalil Allabadi, Co-founder and CEO of Altibbi.

The partnership is designed to create new value for healthcare and pharmaceutical clients by offering hyper-personalised solutions at scale. With over 30 million monthly users and an ecosystem that includes over two million doctor-reviewed Arabic health pages and Sina, its AI healthcare assistant, Altibbi brings a deep understanding of regional health behaviour and audience insights.

“This partnership gives us global infrastructure to help healthcare brands connect authentically with Arabic-speaking patients,” said Allabadi. “By combining our regional health insights with Publicis’ media expertise, we are creating campaigns that speak to how people live and make health decisions.”

The collaboration also aims to allow for more contextually relevant, data-informed activations, without compromising on user trust or data ethics. The platform’s intent-driven demand is organised into precise audience segments by medical topic, age group, and country, giving healthcare brands the ability to reach patients at the exact moment they are searching for trusted information.

While the initial focus is on advertising and strategic media solutions, both organisations have expressed a longer-term vision to co-create value beyond placements.

The partnership is now rolling out tailored campaign support, digital engagement tools, and audience insights, with healthcare and pharmaceutical clients in MENA engaging in initial activations focused on chronic disease, women’s health, and weight management.

Importantly, the partnership allows brands to tap into Altibbi’s vast traffic and behavioural data to reach highly relevant audiences, particularly in markets like Saudi Arabia, where Altibbi is licensed to provide healthcare services through licensed doctors. This is expected to bring new precision to healthcare marketing in the region, without resorting to over-personalised or sensitive data disclosures.

Both companies bring complementary strengths to the table. Altibbi’s commitment to Arabic-language, culturally attuned healthcare access and its investment in proprietary AI like Sina align with Publicis Groupe’s global shift toward data and AI-powered transformation.

Finally, the partnership builds on Saudi Arabia’s Vision 2030, which aims to digitise 70 per cent of patient activities by 2030, as the MENA digital health market continues growing at nearly 20 per cent annually through 2030.