Applying intercultural intelligence to promote growth in the Middle East

There are significant opportunities for pharma and biotech companies to support patients in the Middle East, but how do companies navigate such a culturally diverse region?

In recent years, the Middle East has seen significant growth in its healthcare sector. The region is investing in healthcare infrastructure and is keen on addressing both prevalent and rare health issues. There is also a growing recognition of the need for advanced therapies for rare diseases alongside those for widespread conditions. This dual focus creates opportunities for pharmaceutical companies operating in the region and opens new prospects for patient populations.

However, to be successful, the vast cultural diversity and varied healthcare dynamics of this region must be considered. So, where should companies begin?

Intercultural intelligence

Intercultural intelligence is a form of emotional intelligence which is based on the eight scales of cultural difference by Erin Myer. It helps companies to include as many points of view as possible and truly understand the cultural context for patients, physicians, and other stakeholders in every country they operate. This has been especially relevant in the Middle East. Adapting to these differences helps ensure effective collaboration with local partners, healthcare professionals, and medical societies, which is vital to navigate local health systems, local health dynamics, and ultimately facilitate better patient outcomes.

Take expected norms around physician patient relationships, for example. In countries such as Libya and Iraq, the approach used by physicians to interact with their patient is very different from other countries. Specialist physicians are extremely knowledgeable and are exceptionally close to their patients’ needs; in fact, it is not uncommon in these countries for patients and physicians to communicate directly via WhatsApp.

Significantly, the sophistication of healthcare systems varies greatly across the region – whilst those in the UAE and Saudi Arabia, for example, are highly advanced, there are other countries that are developing the infrastructure and technical expertise. Understanding, beliefs and norms around rare disease, for example - as in PTC Therapeutics’ case - in the Middle East can sometimes differ to those in Europe or the US, requiring a different approach to raising disease awareness and accelerating diagnosis.

Based on my own experiences of the nuances of the region, here are some insights for operating with cultural sensitivity in the Middle East and other culturally diverse regions:

Be curious: Companies often work with local distributors when entering a new market, and they may be doing the work on companies’ behalf. However, it is important to invest time in the local communities, with your partners, to understand the local people and local market, ways of doing business and communications styles, patient communities, physicians, and business liaisons. It takes time, but it will benefit you to understand the communities’ needs and how a company can best help patients and physicians.

Invest time in relationship building: Trust and personal connections are extremely important for business partnerships in the Middle East. Spend valuable time getting to know your partners and healthcare professionals, to understand their values and culture, and build mutual respect.

Never underestimate cultural differences, embrace them: Be aware of the unique nuances of each country and population. Observe, listen, and embrace them while keeping your own values and cultures – this will help you foster collaborations. One recent example, we had recently received approval to launch an educational campaign in Saudi Arabia for children about a rare genetic disorder – telling the story through pictures. This has already been launched successfully in some European countries in the style of a comic book. However, there are significant differences with the book we are developing for the region due to the differences in the way that children are educated.

Establish local networks: Engage with local stakeholders and tap into their networks to learn how to navigate local healthcare and regulatory systems. Local expertise is invaluable, so one partner per market can be preferable to one partner managing multiple markets.

Communicate with sensitivity: Be mindful of how communication styles differ between cultures. Some Middle Eastern cultures prefer indirect communication; being excessively direct can be considered rude and confrontational. Understanding such subtleties can enhance your interactions. Meetings may not follow expected timescales, so be prepared to allow extra time during face-to-face discussions either in person or online as it is important that all parties feel heard.

Establish a physical presence: Establishing a physical presence, by opening local offices, for example, demonstrates commitment to the region and allows easier interactions with local authorities and partners.

As the Middle East continues to attract significant interest from the pharma industry, intercultural intelligence will play a critical role in shaping successful business strategies. By respecting local cultural nuances, companies can better serve patients in this diverse region.