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How health and tech brands should build a region-specific PR and digital marketing strategy for Middle-East markets
October 28, 2025
Verdant oases, futuristic cities, towering structures of chrome and glass that seem to scrape the sky, these are some of the images that come to mind when one thinks about the Middle East. Countries in this region are developing rapidly. At the same time, the region’s citizens are becoming increasingly aware and digital savvy.
Rather than challenges, the region is brimming with opportunities for health and tech brands. However, a homogeneous approach to public relations and digital marketing will mostly end in failure. The region is a blend of several cultures, languages, and consumer behaviours. This demands a nuanced strategy. Brands seeking to thrive in this region must understand these local dynamics, going beyond simply translating content and making their communication strategies more local.
Making sense of the region
The Middle East is not a single entity but several countries, including the United Arab Emirates (UAE) and Saudi Arabia, each with a unique media landscape and varying levels of digital literacy. Hence, a PR agency UAE tech firm will have to adopt a different approach than a similar firm in another country.
For health brands, these differences are more pronounced. A digital marketing agency Middle East healthcare will have to navigate different regulatory environments and consumers in each country. For example, a campaign that focusses on wellness and longevity may resonate in some countries, similar efforts in others may need to focus on other aspects such as accessibility and affordability. Local expertise is a non-negotiable aspect.
A tailored approach
Successful PR campaigns in the Middle East depend on building trust and credibility. Tech brands must focus on thought leadership that positions the brand as a solution to local challenges rather than product launches. A PR agency UAE tech will understand the pulse of the local media and pitch stories that align with national goals, such as Saudi Vision 2030.
Similarly, a digital marketing agency Middle East healthcare must focus on creating awareness and educational content. As consumers turn to digital platforms for health information, brands that provide authentic and science-backed content that features local experts will be able to win trust.
Using digital channels
Several countries in the Middle East have some of the highest social media penetration rates globally. However, the choice of platform and usage patterns vary significantly1. To capitalise on opportunities, a deep understanding of local content creators and consumer habits is essential.
Tech brands must partner with micro-influencers who have already established a strong base. A strategic PR agency UAE tech will identify the right influencers who can simplify complex technological concepts in a way that resonates with the local audience. A digital marketing agency Middle East healthcare can use platforms such as YouTube and Instagram to create short-form videos that explain medical procedures or showcase patient stories, while respecting cultural and ethical norms.
Forming local partnerships
Brands must be committed to the market to build a strong regional presence. This includes building a local presence, either through a regional agency or a dedicated team. Partnering with a PR agency UAE tech or a digital marketing agency Middle East healthcare with a proven track record locally is crucial. They provide tactical support and invaluable strategic insights, helping brands navigate the cultural nuances, media relationships, and regulatory hurdles unique to each market.
Success in the Middle East for health and tech brands is about understanding the culture and precision. It demands a move away from generic global strategies and a firm commitment to localisation. This can only be achieved by understanding the distinctiveness of each market, crafting content that builds trust and provides value, and leveraging the expertise of local partners. Using these steps, brands can effectively connect with their audience and build a lasting presence in this rapidly evolving region.
Looking to expand your brand’s presence in the region? Partner with a PR agency UAE tech or a digital marketing agency Middle East healthcare that understands the cultural, regulatory, and digital landscape. Get in touch with us today to build a strategy that works.
TAGS: health, Technology