Carlo Nakhle, Business Director, Havas Life Middle EastThe MENA region’s healthcare ecosystem is entering a digital inflection point, one worth $69bn by 2033. With 81 per cent smartphone penetration and one of the world’s youngest, most connected populations, the way patients learn, trust, and engage with healthcare is being rewritten in real time.
Yet while healthcare delivery is transforming at speed, communication strategies too often remain rooted in the past, overly institutional, overly technical, and, most critically, under-human.
Strategic health communications today is no longer about awareness campaigns; they are about shaping behavioural trust, helping patients and professionals alike make informed, confident health decisions
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