Healthcare

Publicis Groupe Middle East and Altibbi, the region’s leading Arabic-first digital health platform, have announced a strategic partnership to pioneer more personalised, data-informed healthcare communications across the Middle East and North Africa.

The collaboration marks a major milestone in healthcare marketing, combining Altibbi’s deep regional health expertise and vast Arabic-language ecosystem with Publicis Groupe’s data, media, and AI infrastructure. Together, the two organisations aim to reshape how healthcare brands engage with Arabic-speaking audiences through culturally relevant, insight-driven storytelling.

At the heart of the initiative lies a shared ambition to bridge a long-standing gap in regional healthcare communication. Much of the global marketing content reaching MENA audiences has relied on direct translation, often missing local nuances. With Arabic as the primary language for over 400 million people, the partnership establishes a new model for culturally intelligent, ethically grounded communication in healthcare.

With over 30 million monthly users, and an ecosystem of more than two million doctor-reviewed Arabic health pages plus its AI healthcare assistant Sina, Altibbi offers rich behavioural insights and regional health data. When integrated with Publicis Groupe’s advanced planning, buying, and AI-driven targeting capabilities, the partnership enables healthcare brands to reach patients at the moment they seek trusted information — by condition, demographic, or geography — while maintaining the highest standards of data privacy and governance.

Bassel Kakish, Chief Executive Officer, Publicis Groupe Middle East & Turkey, said:

“Our role is to connect the right capabilities to the right opportunities for our clients. Altibbi’s regional health expertise, combined with our data and AI infrastructure, provides healthcare brands with the tools to communicate with precision and cultural relevance — while ensuring scale, compliance, and measurable impact.”

Jalil Allabadi, Co-founder and CEO of Altibbi, added:

“Reaching 30 million users monthly is proof that healthcare communication in Arabic requires cultural fluency, not just translation. Partnering with Publicis gives us the global infrastructure to help brands connect authentically with Arabic-speaking patients — creating campaigns that reflect how people actually live and make health decisions.”

Initially focused on advertising and strategic media activations, the partnership’s roadmap includes co-developing engagement tools, audience insight platforms, and creative campaign support for healthcare and pharmaceutical clients. Early initiatives will target key health priorities such as chronic disease management, women’s health, and weight management.

The alliance also leverages Altibbi’s licensed operations in Saudi Arabia, where it provides digital consultations through certified doctors. This allows healthcare brands to engage highly relevant audiences with precision marketing — without compromising on ethical data use or patient privacy.

Both organisations see this collaboration as a long-term value-creation platform aligned with Saudi Arabia’s Vision 2030, which targets digitisation of 70% of patient activities by the end of the decade. With the MENA digital health market projected to grow nearly 20% annually through 2030, the partnership positions Publicis Groupe and Altibbi at the forefront of data-driven, human-centred healthcare transformation in the region.

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