Publicis Groupe wants to change how healthcare organizations engage with patients in the Middle East

Global communications and advertising giant Publicis Groupe is launching a Middle East healthcare division, combining medical, creative and data expertise to improve patient engagement and encourage healthier behaviors.

The new division, Publicis Health Middle East, will work with healthcare providers and organizations to make complex medical information more accessible, promote preventive care and strengthen communication with patients.

The launch comes as healthcare spending across the Gulf is projected to reach $159 billion by 2029, up from an estimated $109.1 billion in 2024, according to investment advisory firm Alpen Capital. The growth reflects rising demand for medical services, continued infrastructure investment and a greater focus on preventive care.

As healthcare systems invest in new treatments and technologies, communicating their benefits and encouraging patients to use them is becoming an increasingly important part of the shift toward prevention.

Publicis is positioning its new division to address that gap. Under its ‘Make Health Happen” initiative, it will bring together medical specialists, creative teams, and data analysts, leveraging its extensive experience in consumer behavior and communications to support the adoption of new healthcare services as the region places greater emphasis on prevention and longevity.

“Publicis Health Middle East marks an important step for the Groupe in the healthcare sector, reflecting both the scale of opportunity across the region and our continued investment in specialized capabilities,” said Bassel Kakish, CEO of Publicis Groupe Middle East and Turkey.

“With healthcare transformation accelerating across the region, now is the right time for a more connected model that can deliver impact across the ecosystem,” he added.

The expansion will be led by Ramzi Sleiman, CEO of Saatchi & Saatchi Gulf and Publicis Health Middle East, alongside Noyala Rajakumar, Head of Publicis Health Middle East, and Karen Kamel, business lead.

Sleiman said the increasing complexity of healthcare requires organizations to bring together expertise from multiple disciplines rather than relying on traditional approaches to healthcare communications.

“Our clients understand this better than most. They are transforming at a pace that is redefining the category entirely, and that transformation deserves to be met with equal ambition and expertise,” Sleiman said.

The new division forms part of Publicis Groupe’s Power of One operating model, which integrates services across its businesses to provide clients with access to multiple capabilities through a single organization.

The expansion also reflects the growing commercial opportunities emerging as Middle Eastern healthcare systems invest in preventive medicine, digital health and initiatives aimed at improving long-term population health.