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EF: One year as Managing Director for Bayer in Saudi Arabia. Could you elaborate on your role this past year, and the priorities you are focusing on from the consumer healthcare perspective?
ME: As I reflect on my first year as Managing Director of Bayer in Saudi Arabia, I am proud of the progress we have made and excited about the ambitious path we are setting for the future. We have focused on aligning Bayer’s strategies with the national objectives of Saudi Arabia, especially regarding growth in healthcare as well as agricultural and environmental needs. Our journey has been strengthened by our commitment to our mission of “Health for all, Hunger for none”, which aligns perfectly with Saudi Arabia’s Vision 2030 and the recently published Biotechnology Strategy to improve access to affordable healthcare. This initiative enhances healthcare accessibility while incorporating and adopting new technologies in the country. Over the past year, we have focused on establishing a solid foundation to support our long-term plan to benefit the Saudi population by improving healthcare access and implementing various initiatives for cardiovascular diseases and primary prevention. Saudi Arabia has one of the highest rates of cardiovascular diseases in the world. To address this, not only are we collaborating with local authorities and innovative partners to develop and implement comprehensive strategies for heart health, but we have also implemented new technologies for risk assessment, including non-invasive assessment tools that help patients understand their risks. In addition, we have created a connected ecosystem nationwide, allowing patients to access information about their health risks, and we have launched several initiatives that enhance public health literacy, promote healthier lifestyles, and improve healthcare accessibility through digital solutions. Across different divisions, we are committed to achieving health for all and hunger for none. We strive to make this a reality in Saudi Arabia by ensuring that our healthcare products, sustainable solutions and services are accessible to patients, consumers, partners, and clients.
EF: Could you elaborate on the burden of disease you are addressing in Saudi Arabia, and how Bayer is supporting it in line with Vision 2030?
ME: Cardiovascular disease presents a significant health challenge in Saudi Arabia, with substantial implications for public health and healthcare resources. It is estimated that the economic burden of CVD will reach USD 9.8 billion in 2035. While some risk factors for CVDs are non-modifiable, other determinants like obesity, hypertension, type-2 diabetes and dyslipidemia can be mitigated by a wide plethora of measures to control CVD morbidity and mortality. One of the key initiatives from this partnership is the Heart Health Risk Assessment Tool, which provides a non-invasive method for rapidly evaluating and predicting cardiovascular disease risk, aligning with Saudi Arabia's Vision 2030 of improved healthcare access. This tool is one of the key initiatives from our partnership with Huma Therapeutics, which emphasizes the integration of digital health solutions and leverages technology to improve patient care and management of cardiovascular diseases. The most significant advantage of this partnership is that it provides a non-invasive method for measuring heart risk factors, eliminating the need for blood tests or other invasive procedures. The system is powered by artificial intelligence and assists patients or consumers in understanding their risk factors. Bayer has launched a partnership with Huma Therapeutics this year, and we are very proud to be the first country in the Middle East to introduce such an important tool and initiative. This initiative is particularly important to me; many families have been affected by heart conditions and strokes, which guided us to act and assume responsibility for making changes. We believe in focusing beyond commercial activities, which is helping and supporting people. Through this milestone partnership with Huma Therapeutics, Bayer significantly contributes to the country by providing innovative treatments, research initiatives, and support to patients. Currently, we are focusing on expanding this initiative across the country.
But that’s not all. Last year, the Saudi Ministry of Health launched a larger project called the "Know Your Numbers" initiative, which we participated in. This initiative aims to assess the cardiovascular health of a million people over three years. Part of "Know Your Numbers" was the “Protect Your Heart Campaign” and, in the first year, we exceeded the target, reaching over 500.000 people. This campaign is a three-year initiative supported by the Saudi Ministry of Health, aiming to screen and provide follow-up care for 1,000,000 citizens at risk of cardiovascular disease. By contributing resources for mobile clinic screenings, we're actively promoting preventive care and healthier lifestyles.
EF: This can inspire others in different countries to act similarly. Could you elaborate on the significance of your operations to the global Bayer Group?
ME: We have three distinct divisions: Consumer Health, Crop Science, and Pharmaceuticals. Each division operates under different business models within our legal entity. One of our most significant milestones last year, alongside opening our office in Jeddah, was the establishment of our Regional Headquarters (RHQ) in Saudi Arabia. This aligns with Vision 2030, which aims to diversify the economy and reduce reliance on oil-related sectors. The initiative encourages companies to set up regional headquarters in the country, allowing them to serve as non-commercial entities that support other Middle Eastern nations. Bayer was one of the leading companies in establishing its RHQ. Our operating license was approved on January 1, 2024, and serves all three divisions. The country continues to attract investors through various policies designed to encourage multinational companies to invest in Saudi Arabia. The country boasts a stable economy, political environment, and strong government support for investors. In addition to the ongoing transformation in Saudi Arabia under Vision 2030, there are significant developments in workforce talent and various facilities available to investors. I believe positive changes occur due to these advancements and the resources offered; we employ 111 people in Saudi Arabia, more than 60% of whom are Saudis, and have therefore achieved the platinum level of the Ministry of Labor's “NITAQAT” Saudization program. In addition, we support the achievement of the goals of the National Transformation Program and Vision 2030, including raising the participation of females in the workforce. Saudi Arabia is helping to build a transformative environment that provides the necessary conditions for investment.
EF: Our report focuses on developing sustainable healthcare ecosystems and models. Bayer has global expertise in this area. In your opinion, what are the key pillars of a sustainable healthcare model?
ME: As a leader in the pharmaceutical industry, my vision for shaping sustainable healthcare ecosystems in Saudi Arabia and the broader region is multifaceted. Firstly, I envision a healthcare system that seamlessly integrates cutting-edge technology with local expertise to ensure accessible, high-quality healthcare for all. This involves leveraging digital health solutions, AI, and telemedicine to overcome geographical barriers and improve healthcare delivery Secondly, I see a future where there's a robust culture of innovation and collaboration between public and private sectors. This collaboration will drive research and development in areas particularly relevant to the region's health challenges. Thirdly, I envision the development of a thriving local biotechnology industry that not only meets local healthcare needs but also contributes to global health solutions, as this will position Saudi Arabia as a leader in healthcare innovation.
Bayer In Bayer Saudi we have implemented strategic initiatives aligned with Saudi Vision 2030, focusing on sustainability and improving healthcare access. The key aspects of this strategy include exploring local manufacturing opportunities and assessing collaborations with new government entities to establish production facilities within the Kingdom. If realized, this initiative would enhance healthcare access and contribute to the Saudi Arabian economy by building ecosystems and supporting multinational companies in bringing products into the country for knowledge transfer. This approach aims to reduce reliance on oil and gas while upskilling the workforce by encouraging companies to introduce technology, knowledge, and expertise. The focus is on sustainable production and utilizing locally available products through initiatives and incentives to promote Saudi-made goods. Establishing local manufacturing will help us solidify our operations in the region.
EF: How is Bayer using digital technology to deliver innovative treatments and improve patient care?
ME: We are leveraging AI and digital technology solutions to enhance the patient experience, particularly in cardiovascular care. A prime example of Bayer's AI-driven initiatives is the recently launched Bayer Aspirin Heart Health Risk Assessment tool. Developed in partnership with Huma Therapeutics, this innovative digital tool uses advanced algorithms to evaluate an individual's risk of developing cardiovascular disease over the next decade. What sets this tool apart is its non-invasive nature and rapid results, eliminating the need for blood tests or blood pressure measurements. Ten years ago, it would have been hard to believe that cardiovascular issues could be identified through a desktop-based assessment application using a questionnaire, with the same efficacy as traditional blood tests conducted in a laboratory. Today, this is a reality. AI has enabled the collection of extensive information from patients who have experienced related issues, and this data is processed within a program that delivers highly reliable outcomes. Consumers and clients can trust this information, significantly enhancing their quality of life. This is one of Bayer's best examples of how AI can transform an individual's life.
In the realm of telemedicine, Bayer has made significant advancements through its partnership with Vezeeta, a leading digital healthcare platform in the region. This collaboration has enabled Bayer to offer free telehealth consultations, providing access to healthcare services for individuals unable to visit physical checkpoints. The platform also facilitates seamless patient booking with nearby cardiologists, ensuring comprehensive care management for high-risk patients. This integration of AI-driven risk assessment and telemedicine services demonstrates Bayer's commitment to leveraging technology to expand healthcare access, a key pillar of Vision 2030's healthcare transformation strategy. Our goal is to develop an ecosystem that includes recruiting patients, understanding risk factors, and providing patients with the opportunity to consult a doctor to discuss their condition and associated risks. This platform allows patients assessed or confirmed as high risk for cardiovascular disease to receive a free consultation with specialized doctors, guiding them on the necessary steps virtually.
We have designed and established this closed-loop ecosystem, encompassing assessment, consultation, and ongoing management, all for the patient's benefit.
EF: Do you have any final message about what you wish to celebrate in the next five years?
ME: I want to emphasize the importance of establishing a sustainable healthcare ecosystem that supports long-term economic growth and societal well-being, a crucial need in our increasingly interconnected world. Creating such ecosystems requires collaboration between the public and private sectors, which is already occurring in Saudi Arabia. Significant changes are underway through the Ministry of Investment as they leverage the goals set out in Vision 2030. Together, we aim to develop a sustainable ecosystem for the country's advancement, benefiting consumers, patients, the population, and the nation. Key objectives include forming partnerships, launching new projects, and supporting the community.
Bayer’s journey in Saudi Arabia is driven by our belief in the Kingdom’s Vision 2030. Over the next five years, we are dedicated to making a meaningful contribution to Saudi Arabia’s social and economic development by addressing critical needs in healthcare, agriculture, and innovation. This vision reflects Bayer’s core mission of “Health for all, Hunger for none”.
