Publicis Groupe Middle East is teaming up with Altibbi to reshape how healthcare brands reach Arabic-speaking audiences, using data and cultural insight to replace translation-based campaigns with truly local storytelling.
The collaboration blends Publicis Groupe’s media and data infrastructure with Altibbi’s deep understanding of regional health behavior. The goal: to help pharmaceutical and consumer-health companies speak to patients in a language and context they actually trust.
Altibbi, founded in Amman in 2011, now serves more than 30 million monthly users across 22 markets through verified Arabic medical content, AI tools such as its health assistant Sina, and on-demand telehealth services licensed in Saudi Arabia and the UAE. Publicis Groupe Middle East & Turkey, based in Dubai, oversees eight regional markets through agencies including Leo Burnett, Saatchi & Saatchi, Starcom, and Zenith.
By connecting Altibbi’s intent-driven audience segments with Publicis Groupe’s planning and analytics systems, healthcare advertisers can reach users the moment they search for credible information—without crossing ethical or privacy lines. Campaigns will rely on aggregated signals rather than personal data.
“Altibbi’s regional health expertise and our AI infrastructure create a scalable way for brands to communicate with precision and relevance,” said Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey.
Altibbi’s co-founder and CEO Jalil Allabadi called the partnership a long-overdue shift. “Healthcare communication fails when it stops at translation. We’re designing campaigns that reflect how people live and make health decisions in Arabic,” he said.
Initial projects focus on chronic disease, women’s health, and weight management—topics driving rapid growth in regional digital health engagement. The effort also supports Saudi Vision 2030’s goal of digitizing 70 percent of patient interactions, as MENA’s digital-health sector expands by roughly 20 percent each year.
Industry analysts say the partnership could mark a turning point for health communication in the Arab world, moving it closer to global standards while grounding it in local culture. Both organizations plan to extend the collaboration into AI-powered education tools and public-health initiatives over the next year.
