Science-backed self-care revolutionises healthcare landscape in Middle East


Picture used for illustrative purposes only.

Gulf Today, Staff Reporter

Self-care is undergoing a transformative revolution in the Middle East, driven by the integration of scientific research and real-world evidence. With a strong emphasis on preventive care, digital health technologies, and personalized healthcare solutions, countries like UAE and Saudi Arabia have emerged as leaders in self-care readiness on a global scale.

This shift is fueled by the region’s high prevalence of noncommunicable diseases (NCDs) and the rising healthcare costs associated with them. The COVID-19 pandemic has further emphasised the importance of preventive healthcare, leading to an increased demand from consumers for trusted brands and a fundamental change in their approach to health management.

The advent of the digital revolution has empowered individuals, enabling them to actively participate in their healthcare decisions through smartphones, wearable devices, telemedicine, and digital health platforms. These innovative tools provide convenient and cost-effective avenues for monitoring health and accessing self-care resources. The Middle East’s focus on self-care is closely intertwined with the rapidly expanding wellness market, valued at an astounding $13.5 billion.

Consumers are seeking wellness products and services such as dietary supplements, fitness apps, and wellness tourism, aligning with the principles of comprehensive and proactive healthcare approaches championed by self-care. According to Tarek Abdelaziz, General Manager at P&G Health, Middle East: “Science-backed self-care is transforming the healthcare landscape in the Middle East. By integrating scientific research and real-world evidence, we are empowering individuals to take charge of their own health.

Through innovative solutions and collaborations with healthcare providers, P&G Health is committed to improving treatment outcomes and promoting a proactive approach to wellness.” Scientific studies consistently demonstrate the positive impact of self-care practices on overall health outcomes. Individuals who actively engage in habits like exercise, nutritious eating, and stress management experience a reduced likelihood of developing chronic diseases.

Notably, healthcare practitioners in the UAE increasingly recommend complementary self-care products and practices as part of treatment plans for specific medical conditions. P&G Health, a leading Consumer Health Company in the Middle East, is at the forefront of supporting self-care initiatives. With a commitment to combining science with deep patient understanding, P&G Health empowers individuals and communities to lead healthier, more vibrant lives.

Through collaborations with healthcare providers, pharmacists, health associations, institutions, and health organizations, P&G Health conducts research, raises awareness, provides education, and works towards improved treatment outcomes in various health categories. In particular, P&G Health has made significant investments in raising awareness and accessibility for nerve health.

Peripheral neuropathy and neuropathic pain affect a substantial portion of the population, particularly diabetics. P&G Health’s flagship brand, Neurobion, the world’s leading B Complex for nerve care, supports nerve health and regeneration. Initiatives like Neuropathy Awareness Week aim to highlight the importance of early diagnosis and timely treatment for peripheral neuropathy.

P&G Health’s mission is to enable self-care by providing knowledge and tools for individuals to take charge of their own health. By promoting proactive and comprehensive healthcare approaches, P&G Health envisions a sustainable healthcare system that addresses the escalating burden of lifestyle-related diseases in the Middle East. As the global wellness market continues to flourish, the Middle East has a unique opportunity to establish itself as a pioneer in consumer health and self-care innovation.





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