Bates PanGulf Group launches Healthworld PanGulf

Ogilvy Healthworld is one of the largest specialized healthcare marketing communications companies with estimated annual billings of US$800 million and pharmaceutical clients in almost every therapeutic category.

"The opening of Healthworld PanGulf in Dubai will enhance our ability to provide pharmaceutical clients with a truly global offer. The Dubai office will not only cover the UAE, but serve as a gateway to the entire Middle East" said Steven Girgenti, founder and worldwide CEO of Ogilvy Healthworld.

Unlike the regular marketing practice for consumer products, healthcare marketing has unique challenges. Not only is it regulated and governed by an ethical code, even the decision maker is usually different from the end user. Moreover, as the region's first specialised practice, Healthworld will offer pharmaceutical companies exclusive local insights.

"Take a look at all of Dubai's initiatives; it is about leading, almost creating the trend, planning for tomorrow today. There was a time when marketers in Dubai and the region wanted to work with London Agencies; today the region wants to work with Dubai Agencies. Healthworld PanGulf will set the trend of specialisation in communications" added Abdulla Majed Al Ghurair, Chairman of the Bates PanGulf Group.

Speaking at a seminar on 'Innovative Ways to Tap Growing Consumer Influence in Healthcare Choices', Avi Bhojani, Group CEO of Bates PanGulf Group said, "With the privatisation of healthcare in the Middle East and Dubai becoming a Pan Regional hub of a $2 billion Healthcare industry, Dubai is the logical hub for a specialised healthcare initiative such as Healthworld. Additionally, our existing clients, Dubai Bone & Joint Center, Roche and Novartis have been very supportive of this launch and talks with prospective clients have been quite encouraging."

Healthcare marketing requires a combination of specialised knowledge of the medical profession and its regulations and an expertise in evidence based marketing tools. Much of the two hour seminar organised on the occasion of the launch focussed on the need for evidence based marketing. In his presentation, titled "Mobilizing Patient Demand in a New Era" Frank Hone, Executive VP of Ogilvy Healthworld highlighted new and challenging demand-side opportunity that would create many new avenues for pharmaceutical marketers. Graham Edwards, Regional President, Asia Pacific, Ogilvy Healthworld, reviewed the Role of Medical Education in the communication mix. The seminar was attended by over a 100 professionals from the healthcare industry.