CAREW RLD THE Exploring the Science of Wellness June ISSUE 01 2024 www.thecareworld.com Sustainability and Environmental Impact The Growing Importance of Green MedTech in the Middle East David Rainis Founder and CEO Jubaan Ltd Middle East’s Most Influential Leaders in Medical Device Industry David Rainis Pioneering the Future of Preventive Healthcare Strategies for Success Adap ng Medical Devices to the Unique Needs of Middle Eastern Pa ents
Editor’s Note
Shaping the future of Medical Devices he medical device industry in the Middle East Tregion is undergoing a transformative phase, driven by increasing governmental initiatives, increasing research and development activities, and the presence of major market players. Leading this transformation are the industry’s change-makers – pioneering figures who are leveraging their extensive experience, leadership acumen, and exceptional technical skills to elevate their organizations to new heights. With a forward-thinking mindset and a commitment to innovation, these trailblazers are shaping the industry’s future, pushing the boundaries of what’s possible. Their visionary approach and relentless pursuit of excellence are paving the way for groundbreaking advancements that will revolutionize healthcare delivery in the region. In this exclusive issue, we at The CareWorld have curated a list of the Middle East’s Most Influential Leaders in Medical Device Industry. This prestigious recognition aims to shed light on the impactful work of these innovators, whose contributions are driving progress and transforming the healthcare sector. Within these pages, you’ll find insightful profiles that offer a glimpse into the remarkable journeys of these leaders, their outstanding achievements, and the innovative strategies that have propelled their organizations to the forefront of the industry. Prepare to be enlightened by their stories of perseverance, innovation, and dedication to improving lives through advanced medical technologies. Turn the pages for an inspiring read ahead! Natalie May Natalie May Marvels of the Middle East
Cover Story David Pioneering the Future of Preventive Healthcare Rainis
Almog Aley-Raz Leading the Charge Against Corneal Blindness Strategies for Success Adap ng Medical Devices to the Unique Needs of Middle Eastern Pa ents Jordan Pollack Transforming Middle East Healthcare with Innova ve Medical Solu ons CXO Articles Sustainability and Environmental Impact The Growing Importance of Green MedTech in the Middle East Paul van den Biggelaar The Value of Heat Profiles Contents Table of
Copyright © 2024 Insights Success Media and Technology Pvt. Ltd., All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights success. Reprint rights remain solely with Insights Success Media and Technology Pvt. Ltd. The Care World is powered by Insights Success Media and Technology Pvt. Ltd. [email protected] Contact Us: Email: [email protected] For Subscription: www.thecareworld.com Editor-in-Chief Thahn Truong Digital Marketing Manager Alina Sege Assistant Digital Marketing Manager Daniel Jones SME-SMO Executive Gemson JUNE, 2024 Follow us on : www.facebook.com/thecareworld/ https://twitter.com/thecareworld We are also available on : Managing Editor Pearl Shaw Executive Editor Natalie May Visualiser David King Art & Design Head Samuel Martinez Co-designer Paul Belin Art & Picture Editor Grace Brown Business Development Manager Emily Jones Marketing Manager Bill Thompson Business Development Executives Anna Smith, Jack Miller Sales Executives Lisa, Frank Technical Head David Miller Assistant Technical Head Joseph Taylor Technical Consultant Mia Rodricks Research Analyst Amy Jones Circulation Manager James Carter Credits
Brief Featuring Person Company Jordan Pollack is a biomedical engineering visionary, leveraging innovation to revolutionize patient care in interventional radiology, particularly addressing chronic venous diseases. Almog Aley-Raz spearheads innovative vision restoration solutions, pioneering advancements in corneal transplantation and addressing the global shortage of donor tissue. Almog Aley-Raz CEO & VP R&D Jordan Pollack CEO CorNeat Vision corneat.com VeinWay Ltd. veinway.com Nadav Agian is a thought leader driving innovation in medical technology, leveraging his expertise to improve patient care. Reno Itzhaki is a passionate entrepreneur dedicated to revolutionizing healthcare technology with innovative solutions. Append Medical appendmedical.com Nadav Agian CEO Reno Itzhaki Founder Eltec Medical eltec-eng.com THE CAREWORLD MIDDLE EAST’S MOST INFLUENTIAL LEADERS IN MEDICAL DEVICE INDUSTRY David Rainis is a forward-thinking leader revolutionizing preventive healthcare through the latest technology, focusing on early detection of gastrointestinal disorders, particularly colorectal cancer. Jubaan Ltd jubaan.com David Rainis Founder & CEO
David Rainis Founder and CEO Jubaan Ltd
David Pioneering the Future of Preventive Healthcare Rainis JUBAAN’S PRODUCT IS UNDERGOING RIGOROUS CLINICAL TRIALS AT RENOWNED MEDICAL CENTERS SUCH AS NYU AND COLUMBIA UNIVERSITY. COVER STORY
ou should not act according to your age, but to Yyour personality. To chart an approapriate course of action, healthcare practioners often follow this quote. The healthcare leaders holds the promise of facilitating interventions and saving lives. At the intersection of technology and healthcare, David Rainis is spearheading the new era in healthcare. As a visionary leader David aims the early detection of gastrointestinal disorders, particularly colorectal cancer. His dedication to revolutionizing preventive healthcare is evident through his team’s creation of the Gixam™ device, which utilizes advanced spectral imaging algorithms to analyze the microbiome present on the tongue for early signs of adenomas. Today David emerges as a driven entrepreneur committed to leveraging technology to revolutionize cancer prevention strategies and save lives. His passion for advancing healthcare and his collaborative spirit underscore his leadership in spearheading innovations at the intersection of technology and medicine. Join us as we explore David Rainis’s transformative journey at the forefront of preventive healthcare. Let us discover how his pioneering technologies are revolutionizing colorectal cancer screening and shaping the future of gastrointestinal health! Driving Innovation in Technology and Business David Rainis’s extensive experience as a serial entrepreneur and technology expert is evident from his diverse roles and achievements in various ventures. As the Founder and CEO of Jubaan Ltd, he leads the development of innovative solutions for early detection of gastrointestinal disorders using AI and spectral imaging algorithms. Prior to Jubaan, David co-founded mediTective, where he played a pivotal role in empowering medical imaging with artificial intelligence, contributing to advancements in deep learning and medical diagnostics. Before his involvement with mediTective, David founded and owned Orpheus Medical LTD, where he focused on medical imaging AI and deep learning modules and the production of MedicVOD, a technology for delivering, archiving, and broadcasting medical procedure videos. Additionally, David founded Kimera, a cryptocurrency platform offering services such as mining, wallets, and trading. Throughout his career, David has demonstrated expertise in Middle East’s Most Influential Leaders in Medical Device Industry
Deep Learning, Machine Learning, blockchain technology, video processing, DSP, and image processing. His contributions extend beyond entrepreneurship, as he has also held roles as a software team leader at Elbit Defense Systems and managed a subsidiary company of Elbit in Singapore. With a Bachelor of Science in Computer Science from the Israel Institute of Technology (Technion), David Rainis brings a wealth of knowledge and experience to his leadership roles, driving innovation and transformative change in the hi-tech markets on an international scale. Revolutionizing Colorectal Cancer Screening The innovative Gixam™ device developed by Jubaan utilizes advanced image analysis and optic strength to detect early signs of disease within the color spectra invisible to the human eye. Placed conveniently in a physician’s office, this compact and non-invasive tool DAVID RAINIS EMERGES AS A DRIVEN ENTREPRENEUR COMMITTED TO LEVERAGING TECHNOLOGY TO REVOLUTIONIZE CANCER PREVENTION STRATEGIES AND SAVE LIVES.
swiftly scans the tongue, providing accurate results in less than 20 seconds. These results play a crucial role in determining the appropriate medical path for patients, facilitating timely referrals for further treatment if necessary. Described as fast, accurate, and cost-effective, Gixam™ represents a significant advancement in healthcare technology. Its compact size and user-friendly design allow for seamless integration into general practitioners’ offices, enhancing accessibility for patients. By detecting colorectal adenomas in their pre-cancerous stage, Gixam™ has the potential to revolutionize cancer prevention efforts, significantly reducing the incidence of colorectal cancer. With an impressive specificity rate ranging 78% and a sensitivity rate of 90%, Gixam™ outperforms traditional screening methods like the FIT test. Its ability to identify risky polyps years before they become cancerous enables proactive interventions, ensuring better patient outcomes. By improving the selection of patients for colonoscopy procedures, Gixam™ minimizes the need for aggressive and urgent treatments that may arise from late-stage detection. DESCRIBED AS FAST, ACCURATE, AND COST-EFFECTIVE, GIXAM™ REPRESENTS A SIGNIFICANT ADVANCEMENT IN HEALTHCARE TECHNOLOGY.
Revolutionizing Gastrointestinal Health Over the past four years, Jubaan has implemented camera systems in three prominent medical centers across Israel: Assuta Holon, Bnai Zion Haifa, and the Holy Family Hospital in Nazareth. Through these installations, Jubaan has amassed a vast dataset by meticulously mapping the tongues of over 15,000 patients. This extensive data collection effort has enabled Jubaan to analyze the microbiome patterns associated with 21 different gastrointestinal (GI) disorders. Looking ahead, Jubaan is poised to expand the capabilities of its groundbreaking Gixam™ device, aiming to establish it as a comprehensive solution for diagnosing a wide range of GI disorders. Daniela Bleistein, Clinical Trials and Regulatory affairs of Jubaan, emphasizes the company’s vision for the future, stating, “We plan on making the Gixam™ a one-stop-shop for the diagnosis of gastrointestinal disorders.” This ambitious roadmap includes plans to enhance the device’s functionality to diagnose conditions such as Helicobacter pylori infection, Inflammatory Bowel Disease (IBD), and Barrett’s Esophagus. Bleistein underscores the importance of this initiative, noting that existing screening procedures for these disorders are often cumbersome and inefficient. By leveraging advanced technology and innovative approaches, Jubaan seeks to address these shortcomings, offering healthcare providers and patients alike a more user-friendly and effective means of diagnosis. As Jubaan continues to push the boundaries of medical innovation, its efforts hold the promise of revolutionizing the field of gastroenterology and improving patient outcomes worldwide. Innovative Approach to Colon Cancer Screening Jubaan is committed to incentivizing physicians to actively participate in the screening process, aiming to shift the current reimbursement paradigm that predominantly favors laboratories. By providing economic incentives to physicians, Jubaan seeks to empower them to encourage patients to undergo potentially life-saving screening tests during routine office visits. This approach ensures that physicians are directly involved in the screening process, from administering the test to delivering results and prescribing appropriate treatment pathways. By maintaining a hands-on approach, physicians can oversee the treatment, supervision, and follow-up of their patients’ health, thus ensuring comprehensive care and timely interventions. The expertise and guidance of distinguished medical professionals, including Dr. Dan E. Freedberg from Columbia University, Prof. Haim Shirin, Head of the Gastroenterology and Liver Disease Institute at Shamir
Medical Center, and Dr. Safwat Odeh, a senior Gastroenterologist at Bnai Zion Medical Center, have been instrumental in shaping Jubaan’s vision and development journey. These experts recognize the transformative potential of Jubaan’s Gixam™ technology in revolutionizing the early screening of colorectal cancer and significantly enhancing compliance rates for screening exams. Their unwavering support underscores the confidence in Jubaan’s innovative approach to combating colon cancer. Currently, Jubaan’s product is undergoing rigorous clinical trials at renowned medical centers such as NYU Langone Medical Center and The Presbyterian Hospital at Columbia University. With the aim of achieving FDA breakthrough device designation by the end of 2024, Jubaan remains steadfast in its commitment to advancing the fight against colon cancer and improving patient outcomes on a global scale. WE PLAN ON MAKING THE GIXAM™ A ONE-STOP-SHOP FOR THE DIAGNOSIS OF GASTROINTESTINAL DISORDERS. T
Medicine is a science of uncertainty and the art of probability.
SUCCESS IS NOT FINAL. FAILURE IS NOT FATAL. IT IS THE COURAGE TO CONTINUE THAT COUNTS. - Winston Churchill
Almog Aley-Raz CEO, VP R&D CorNeat Vision June 2024 18 www.thecareworld.com
ALMOG C orneal blindness affects millions globally, presenting a significant challenge amplified by issues such as a shortage of donor tissue and logistical hurdles. Innovation plays a vital role in the healthcare sector by offering solutions to complex challenges, and corneal blindness is no exception. Addressing the urgent requirement for effective treatments is essential in tackling this issue head-on. At the forefront of this innovative endeavor stands Almog Aley-Raz, CEO and VP R&D of CorNeat Vision, an Israeli MedTech startup. With a laser focus on combating corneal blindness, Almog leads CorNeat Vision in pioneering advancements in vision restoration. The company's mission is to redefine corneal transplantation, making it more accessible and efficient. Central to CorNeat Vision's groundbreaking approach is its flagship product, the CorNeat KPro, which represents a paradigm shift in vision restoration. Unlike traditional methods reliant on donor tissue, the CorNeat KPro offers an artificial cornea, simplifying the surgical process and eliminating the need for donors. Through innovative solutions and steadfast leadership, CorNeat Vision aims to transform healthcare, offering hope to those affected by corneal blindness. Let's delve deeper into how Almog Aley-Raz and CorNeat Vision are making significant strides in vision restoration and reshaping the future of healthcare! Can you please briefly introduce yourself and your organization? What is your role and how does your company contribute to the medical device industry in the Middle East? My name is Almog Aley-Raz and I’m the CEO and VP R&D of CorNeat Vision, an Israeli MedTech startup which was established 7 years ago with the aim to address and revert the growing tide of global corneal blindness. Our flagship product, the CorNeat KPro is an artificial cornea (Keratoprosthesis/KPro) that enables corneally blind patients to fully rehabilitate and enjoy their vision potential without the need for donor tissue. The surgical procedure is straightforward, easy to teach and takes less than an hour. Based on a global survey, it is clear that the Middle East lags behind in terms of availability of donor tissue. This may be a result of cultural and religious reasons, or simply a challenge related to the high costs of running cornea banks and training corneal experts. We expect our device to significantly impact the industry in our region, demonstrating an unparalleled social impact that is expected to reach the general media. We hope it will also demonstrate that the medical device industry can serve as a bridge between the countries, leading to cooperation that Almog Aley-Raz Leading the Charge Against Corneal Blindness We expect our device to significantly impact the industry in our region, demonstra ng an unparalleled social impact that is expected to reach the general media. " " Middle East's Most influen al leaders in Medical Device Industry June 2024 19 www.thecareworld.com
can extend to joined research and other projects, which are key for building trust between people. What are the key trends and innovations shaping the medical device industry in the Middle East region? The Abraham Accords enabled a direct relationship between Israel and the UAE and the potential strategic alignment with Saudi Arabia. These ties can significantly influence the rate of medical innovation in the Middle East, creating fruitful cooperations between clinical centers, investors and innovators. What are the main regulatory and policy considerations that medical device companies need to navigate in the Middle East markets? While most Middle East countries rely on EU or FDA regulation for medical devices, each has an independent regulatory system for approving and monitoring clinical trials and locally registering them. Medical device companies should consider the relevant market size and the state of the local practice in the target country prior to commercializing their products in the relevant country. How are leading medical device companies in the region adapting their business models and strategies to stay competitive? The pace of change and the advancement of technology, along with constant market consolidation, will force medical devices companies in the region to change their strategy and think more global in order to stay competitive. Operational efficiency, and supply chain challenges must not be overlooked as customers in this space are becoming more and more demanding and price sensitive. What are the biggest challenges and opportunities for attracting and retaining top talent in the Middle East medical device industry? The two main challenges for retaining talent in the region are compensation and access to research. These can be addressed by creating a Middle East medical device ecosystem, increasing access to investors and funding on one side, and initiating joint research projects on the other. In what ways are sustainability and environmental considerations becoming more important in the medical device sector in the Middle East? The Middle East in general, including the medical device sector, lags behind Europe in terms of the centricity of environmental and sustainability considerations. In order to stay competitive in the global market, the industry must seriously take into consideration the UN Sustainability Development Goals in their strategy. How are advancements in digital health and medical technologies transforming the delivery of healthcare in the region? Recent advancement in digital health can address many of the current challenges related to healthcare delivery in the region. Remote/self-monitoring and AI makes these services more accessible and affordable while reducing the number of staff needed to treat the target population. What advice would you give to aspiring entrepreneurs looking to launch a successful medical device startup in the Middle East? Managing a Medical Device startup to success is like running a marathon. It requires dedication and careful planning. Given the multidisciplinary nature of the work, the most important thing is humility – understanding your limits and finding the right people with the relevant experience that will help guide you through the complexities of commercializing your product. Given the Middle East lacks access to funding, try as best as you can to involve experienced investors that believe in you and are able to add value. June 2024 20 www.thecareworld.com
Paul van den Biggelaar has studied the poten al of thermotherapy for over a decade. He has more than 30 years of experience in various roles in High Tech Industry. He co-founded Sensius in 2015 and has performed the role of CEO since then. Prior to that Paul was an Execu ve at Nucletron. Paul has a MSc degree in Electrical Engineering. About the Author June 2024 22 www.thecareworld.com
he Greek philosopher Parmenides (ca. 540 – ca. 470 TB.C.) was deeply convinced of the effectiveness of hyperthermia as evidenced by the words: “Give me the power to produce fever and I will cure all diseases”. This view was shared by Hippocrates (460 – 370 B.C.), a Greek philosopher and scientist who is considered the “father of medicine”. He claimed that the disease must be incurable, if it cannot be cured by using heat. Moreover, Hippocrates successfully used heat to treat breast tumors. Over the last 4 decades important advances are made in clinical research to add mild heating, also known as “hyperthermia,” as an additional treatment method to the spectrum available to an oncologist. The beneficial effect of addition of hyperthermia to radiotherapy while treating cancer of various types has already been known for some time. Several publications describe the rationale of hyperthermia to be a potent radioand chemo-sensitizer. One of the key aspects is the fact that heat limits the cell’s ability to repair DNA damage induced by radio- and/or chemotherapy. Summarizing the outcome of 38 clinical studies for different tumor areas like breast, cervix, head & neck, rectum, urinary bladder, esophagus, cutaneous melanoma and choroidal melanomas and others, shows a significant improvement in clinical outcome with more than 10%points. A second highly relevant finding was that a significant increase in acute or late toxicity with addition of hyperthermia to radiotherapy was not evident from these studies. The Failure of Hyperthermia A reasonable conclusion from these studies so far is that the addition of hyperthermia to radio(/chemo-) therapy will have a benefit in patient outcome without a penalty on additional toxicity. Yet, wide scale adoption of hyperthermia has not been observed. Researchers and clinicians came together at the Kadota Forum to analyze the failure mode. A number of obstacles were identified: • Level 1 evidence • Importance of adequate local heating techniques • Cost of Treatment: toxicy and economic aspects A set of challenges were given to the clinical (research) community as well as to the industry: 1. Quality of published results: perform more and larger studies. 2. Lack of Knowledge: Improve results in a scientifically accepted format, share them in the right fora and include teaching of hyperthermia in basic training programs 3. Heating technique and thermometry: improve technology to make a real time planning system and a computer-controlled feedback system. 4. Lack of Quality Control and staff training: develop Quality Assurance guidelines 5. Perception of unfavorable economic cost-benefit ratio: information regarding the real cost of hyperthermia should be made public The VALUE of HEAT June 2024 23 www.thecareworld.com
6. Lacking or insufficient reimbursement: share information with the health system payers regarding the positive cost-benefit ratio. 7. Lack of funding in general: build relations to larger incumbent global oncology market players (radiotherapy and pharmaceutics) as well as charitable foundations. The clinical community responded to a number of topics. The best example is the large multicenter phase III study on complex sarcomas. A number of meta studies were produced. A group of German oncologists and medical physicists started the Atzelberg community and developed Quality Assurance guidelines. International conferences now include training days which show high attendance. Reimbursement is present in the Netherlands, Germany, Switzerland, the USA and an increasing number of countries are considering it. Technology Needs to Step Up Despite the progress from a clinical perspective, industry has not brought a lot of innovation to the market over the last few decades. The hyperthermia industry needs to break out of its stall situation by improving its understanding of not only the needs for clinical evidence, but also the context in which modern oncology clinics are operating with consideration of limitations in staff, space, capital and other aspects. Healthcare payers are confronted with increasing costs of healthcare. Particularly the oncology space has a tendency to accept more and more expensive solutions, like proton therapy and immunotherapy, which is in direct conflict with the policies to manage costs. In an aging population, patient numbers rise while healthcare staff are becoming more and more scarce. With the use of the most modern technologies, oncologists are getting more used to pin-point accuracy of their treatments. They are vitally aware of the need to be accurate, since their current therapies have high risks of negative side-effects if not sufficiently focused on the tumor. Radio- and chemotherapy are inherently toxic, and they have a significant impact on the quality of life of patients. A patient surviving their cancer still needs to survive their treatment. To live up to the great promise of hyperthermia with better clinical results and thus the ability to reduce the toxic effects of radio- and chemotherapy, only companies who provide technologies that live up to these challenges can be successful. There is an obvious need to elevate the current technology th concepts to a new level of quality in order to be a 4 pillar in treatment, next to radio-, chemo- and immunotherapy. For sake of the argument, let us call this level thermotherapy, rather than hyperthermia. Key aspects of thermotherapy would have to include: • Non-invasive treatment • Alignment with established clinical workflows • Personalized treatment plans • Built-in quality assurance procedures • Versatility to use the technology on many tumors sites • Integration of treatment data with existing oncology information solutions • Attractive pricing models Society Needs to Invest in Thermotherapy Once such thermotherapy solution becomes available, society needs to act quickly on this. Patients will benefit from improved quality of life and faster reintegration in society, addressing also the financial toxicity of cancer. Clinics will need a limited investment and will be capable of breaking even or generating a profit considering the multitude of cancer types that can be treated. Healthcare payers will recognize the reduced economic burden of cancer treatment because of lower recurrence rates and lower cost of treating the toxic effects of radio- and chemotherapy. Adoption of thermotherapy will take a small investment in clinical confirmation studies and awarding of adequate reimbursement. Patients with cancer and society will see th the relevant benefits of thermotherapy as the 4 pillar in cancer treatment. June 2024 24 www.thecareworld.com
Strategies for Success June 2024 26 www.thecareworld.com Strategies for Success
he Middle East is a significant market for medical Tdevices, with a growing demand for innovative and culturally sensitive solutions. However, the region’s unique cultural, linguistic, and religious diversity poses significant challenges for medical device manufacturers seeking to succeed in this market. To overcome these challenges, it is essential for manufacturers to adapt their devices to the specific needs of Middle Eastern patients. This article outlines key strategies for achieving success in this market. Understanding the Middle Eastern Market The Middle East is a vast and diverse region, comprising 18 countries with distinct cultural, linguistic, and religious backgrounds. The region is home to a significant and growing population, with an estimated 450 million people, and is expected to continue growing at a phenomenal rate by 2025. The region’s healthcare system is also rapidly expanding, driven by government initiatives and private investment. This growth presents significant opportunities for medical device manufacturers, but it also poses unique challenges. Cultural and Linguistic Barriers One of the primary challenges for medical device manufacturers in the Middle East is navigating cultural and linguistic barriers. The region is home to a diverse array of Adapting Medical Devices to the Unique Needs of Middle Eastern Patients June 2024 27 www.thecareworld.com
languages, including Arabic, Persian, Turkish, and English, which can create significant communication challenges. Additionally, cultural norms and customs can vary significantly between countries and even within countries, making it essential for manufacturers to understand and respect local customs and traditions. Adapting Devices to Local Needs To succeed in the Middle Eastern market, medical device manufacturers must adapt their devices to the unique needs of local patients. This includes considering factors such as: 1. Language and User Interface: Devices should be designed with user-friendly interfaces and labeling that cater to local languages and cultural preferences. 2. Power and Energy: Devices should be designed to operate efficiently in the region’s hot and humid climate, with consideration given to power outages and limited access to electricity. 3. Religious and Cultural Sensitivities: Devices should be designed to respect local religious and cultural sensitivities, such as avoiding the use of pork-derived materials or ensuring that devices are halal. 4. Local Regulations and Standards: Devices should comply with local regulations and standards, such as those related to sterilization, packaging, and labeling. Regulatory Framework The regulatory framework for medical devices in the Middle East is complex and varied, with different countries having their own set of regulations and standards. Manufacturers must ensure that their devices comply with local regulations, which can include obtaining local certifications and approvals. Strategies for Success To succeed in the Middle Eastern market, medical device manufacturers should adopt the following strategies: 1. Local Partnerships: Forming partnerships with local companies can help manufacturers navigate the complex regulatory environment and gain a deeper understanding of local needs and preferences. 2. Cultural Competence: Manufacturers should prioritize cultural competence by understanding and respecting local customs, traditions, and religious beliefs. 3. Language Support: Providing language support for devices and customer service can help ensure that patients and healthcare professionals can effectively use and understand the devices. 4. Training and Education: Providing training and education to healthcare professionals can help ensure that they are equipped to effectively use and maintain the devices. 5. Continuous Improvement: Manufacturers should prioritize continuous improvement, gathering feedback from local customers and healthcare professionals to refine and adapt their devices to meet local needs. Conclusion The Middle Eastern market presents significant opportunities for medical device manufacturers, but it also poses unique challenges. To succeed in this market, manufacturers must adapt their devices to the specific needs of local patients, navigate cultural and linguistic barriers, and comply with local regulations and standards. By adopting strategies such as local partnerships, cultural competence, language support, training and education, and continuous improvement, manufacturers can achieve success in this rapidly growing market. - Natalie May June 2024 28 www.thecareworld.com
Jordan Pollack CEO VeinWay Ltd. June 2024 30 www.thecareworld.com
I nnovation meets necessity in the constantly evolving sector of the Middle East’s medical device industry, where Jordan Pollack, CEO of VeinWay Ltd., emerges as a paradigm in the healthcare world. Originating from Chicago, Jordan’s journey spans continents, driven by a deep passion for biomedical engineering and a commitment to revolutionizing patient care. VeinWay, under Jordan’s insightful leadership, stands at the forefront of addressing critical unmet needs in interventional radiology, particularly in chronic venous diseases. With roots deeply embedded in Israel’s thriving medical technology, VeinWay’s mission beats with urgency – to improve access to healthcare for patients struggling with chronic vein obstructions, a consequence of Post-Thrombotic Syndrome. At the core of VeinWay’s innovation lies Traversa, a pioneering solution specifically to address the complex challenges of chronic vein blockages swiftly and safely. This transformative technology not only streamlines procedures but also serves as hope for physicians and patients alike, heralding a new era of medical advancement in the Middle East. Jordan Pollack’s visionary leadership transcends traditional boundaries, embodying a commitment to regional collaboration and sustainability. With an eye toward the future, VeinWay not only drives technological breakthroughs but also cultivates partnerships to deal with regulatory landscapes and adapt business models for sustained competitiveness. As the Middle East embraces digital health and medical technology, VeinWay’s Traversa emerges as a catalyst for change, propelling vein disease into the spotlight and reshaping the discourse on healthcare delivery. Let’s dive into the insights and understand how Jordan Pollack’s journey serves as an inspiration to aspiring innovators, illustrating the potential for impactful change in the ever-evolving landscape of the region’s medical device industry! Can you please briefly introduce yourself and your organization? What is your role and how does your company contribute to the medical device industry in the Middle East? I’m incredibly passionate about medical devices and healthcare. I grew up in Chicago, IL in the United States. After receiving two degrees in biomedical engineering from the University of Michigan, I moved to Minneapolis, MN, also in the United States to work at Boston Scientific Corp., developing drug-eluting products for peripheral arterial disease. After four years, with incredible experience in multiple engineering roles, I moved to Israel. Under the umbrella of MEDX Xelerator, I started VeinWay to help physicians overcome the challenges posed by chronic venous occlusions resulting from Post-Thrombotic Syndrome. VeinWay’s mission is to improve access to healthcare for patients suffering from chronic venous diseases. VeinWay is addressing the largest clinical unmet need facing interventional radiology – chronic venous blockages. Current vein crossing procedures are challenging, time consuming, and failure prone. Even successful procedures typically require multiple tools resulting in high costs for hospitals. VeinWay’s Traversa was developed specifically to enable physicians to cross these chronic blockages safely, easily, and quickly in the veins. Jordan Pollack Transforming Middle East Healthcare with Innova ve Medical Solu ons Middle East’s Most Influen al Leaders in Medical Device Industry June 2024 31 www.thecareworld.com
Traversa has already helped physicians achieve success in seven compassionate use cases and a clinical trial is currently being planned to begin in August 2024. The company is currently engaged in fundraising a series A round. VeinWay is effectively helping to show what the Middle East has to offer healthcare systems worldwide. In addition, we are supporting our local economy, as we are working in close cooperation with area medical centers, suppliers, and manufacturers. Sheba/Tel Hashomer Medical Center in Ramat Gan, Israel and Sha’are Tzedek Medical Center in Jerusalem, Israel are two examples. What are the key trends and innovations shaping the medical device industry in the Middle East region? One of the trends is more regional cooperation, a direct result of The Abraham Accords. We’ll have VeinWay news on regional cooperation soon. What are the main regulatory and policy considerations that medical device companies needing to navigate in the Middle East markets? Many of the Middle Eastern countries recognize US FDA or EU CE mark approvals. Therefore, once those are received, it is possible to get approval in other countries. How are leading medical device companies in the region adapting their business models and strategies to stay competitive? We utilize a global sales force and multi-national team to address each region, and foster collaboration with strategic partners to better understand each regional market. We plan to present at regional meetings including EVSS in Dubai next year. What are the biggest challenges and opportunities for attracting and retaining top talent in the Middle East medical device industry? The challenge is establishing stability, peace, and free trade in the region to enable the free movement of talent. In what ways are sustainability and environmental considerations becoming more important in the medical device sector in the Middle East? I can only speak for VeinWay. Sustainability and environmental considerations are extremely important to VeinWay. We make it a priority to save lives and to do so in a way that respects the environment. For example, we try to use more sustainable plastics and materials in our manufacturing that will not harm the environment. Nor do we use any materials that can be toxic to humanity. How are advancements in digital health and medical technologies transforming the delivery of healthcare in the region? Traversa is propelling venous disease to the forefront of medical discussions. Before Traversa, venous disease was relegated to the back room of many conferences with fewer than five attendees. We are already seeing a shift. Now the venous talks take the second stage with 50 attendees. In five more years, we’ll see venous disease at center stage with Traversa being the highlight. This means that we are helping more patients and improving more lives by improving the delivery of healthcare across the region. What advice would you give to aspiring entrepreneurs looking to launch a successful medical device startup in the Middle East? If you have a great idea to improve the world, seek some like-minded people and start advancing it. If you need money, investors will come. If you need engineers, they too will come. People want to feel a part of something bigger than themselves. Give them that reason to feel inspired. I started VeinWay to help physicians overcome the challenges posed by chronic venous occlusions resulting from Post-Thrombotic Syndrome. VeinWay’s mission is to improve access to healthcare for patients suffering from chronic venous diseases. "" T June 2024 32 www.thecareworld.com
The Growing Importance ofGreen MedTech in the Middle East s the world struggles with the pressing challenges of Aclimate change and environmental degradation, the healthcare industry is increasingly recognizing its significant ecological footprint. From the energy-intensive manufacturing processes of medical devices to the hazardous waste generated during their use and disposal, the medical technology (MedTech) sector contributes substantially to greenhouse gas emissions and resource depletion. However, the Middle East is emerging as a frontrunner in adopting sustainable practices across various sectors, including healthcare, driving the rise of “Green MedTech.” The Ecological Burden of MedTech The production of medical devices and equipment often relies on non-renewable energy sources, such as fossil fuels, contributing to greenhouse gas emissions and depleting natural resources. The healthcare industry accounts for a substantial percentage of global greenhouse gas emissions, with medical devices and equipment being a significant contributor. Moreover, the disposal of these devices poses a grave environmental risk if not managed properly. Many medical devices contain hazardous materials, such as heavy metals, chemicals, and radioactive substances, which can leach into the soil and water sources, causing severe environmental pollution and health risks for both humans and wildlife. The Need for Green MedTech In response to these environmental challenges, the MedTech industry is embracing green initiatives, collectively known as “Green MedTech.” This approach encompasses a range of strategies aimed at reducing the environmental impact of June 2024 34 www.thecareworld.com
Sustainability and Environmental Impact June 2024 35 www.thecareworld.com
medical devices and equipment throughout their lifecycle, from design and manufacturing to use and disposal. Key aspects of Green MedTech include: 1. Sustainable Design: Developing medical devices and equipment with a focus on minimizing resource consumption, reducing waste generation, and enabling easy disassembly and recycling at the end of their useful life. 2. Renewable Energy: Incorporating renewable energy sources, such as solar and wind power, into the manufacturing processes and operations of MedTech companies, reducing their reliance on fossil fuels and lowering their carbon footprint. 3. Waste Reduction: Implementing strategies to reduce, reuse, and recycle materials, minimizing the amount of waste sent to landfills or incinerators, and promoting a circular economy approach within the industry. 4. Responsible Disposal: Establishing proper waste management systems to ensure the safe and environmentally friendly disposal of medical devices and equipment at the end of their useful life, preventing the release of hazardous materials into the environment. The Middle East’s Pioneering Role The Middle East is well-positioned to play a pivotal role in the development and adoption of Green MedTech. With a growing healthcare sector and a strong commitment to innovation and sustainability, the region offers a fertile ground for companies and governments to collaborate on green initiatives. Several countries in the region have already taken significant steps towards embracing sustainable practices in the healthcare sector: 1. Saudi Arabia’s National Transformation Project: This ambitious initiative aims to diversify the country’s economy and reduce its reliance on oil, with a strong emphasis on promoting sustainable healthcare practices. This includes the development of green hospitals, the use of renewable energy sources, and the implementation of waste reduction strategies. 2. Dubai’s Green Healthcare Initiative: Dubai has launched a comprehensive program to reduce the environmental impact of healthcare facilities through the use of solar power, rainwater harvesting, and waste reduction and recycling strategies. This initiative aims to make Dubai a global leader in sustainable healthcare practices. 3. UAE’s Medical Device Recycling Program: The United Arab Emirates has implemented a nationwide medical device recycling program to ensure the proper disposal and recycling of end-of-life medical equipment. This program not only reduces waste generation but also promotes the responsible management of hazardous materials, preventing environmental pollution and health risks. Challenges and Opportunities While the adoption of Green MedTech presents challenges, such as the need for standardized regulatory frameworks, adequate investment and funding, and public awareness and education, the opportunities are vast and far-reaching. 1. Economic Benefits: Embracing sustainable practices can lead to long-term cost savings through improved resource efficiency, reduced waste management costs, and increased competitiveness in the global market. Companies that prioritize sustainability can also attract socially conscious investors and consumers, gaining a competitive advantage. 2. Healthcare Quality: Green MedTech can contribute to improved healthcare quality by promoting the development of innovative and environmentally friendly medical devices and technologies. These products can enhance patient experiences and outcomes while minimizing their environmental impact. 3. Environmental Stewardship: By reducing their environmental footprint, MedTech companies can contribute to the overall sustainability goals of the region and demonstrate their commitment to environmental responsibility, positioning themselves as leaders in sustainable healthcare practices. 4. Reputation and Branding: Companies that prioritize sustainable practices can enhance their brand reputation and attract socially conscious consumers and investors, gaining a competitive advantage in the market and positioning themselves as responsible corporate citizens. Conclusion As the healthcare industry continues to grow and evolve, the adoption of Green MedTech practices is becoming increasingly essential. The Middle East, with its strong focus on innovation and sustainability, is well-positioned to lead the way in developing and implementing sustainable solutions in the MedTech sector. By embracing Green MedTech, the region can not only reduce its environmental impact but also foster economic growth, improve healthcare quality, and establish itself as a global leader in sustainable healthcare practices. With collaborative efforts between governments, companies, and stakeholders, the Middle East can pave the way for a greener and more sustainable future in the healthcare industry. - Natalie May June 2024 36 www.thecareworld.com
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