Bayer Drives Self-Care, Equity, and Sustainable Health in MENA.
Bayer Advances Self-Care, Equity, and Sustainable Health in MENA
As the Middle East and North Africa (MENA) region experiences robust economic growth and social transformation, Bayer’s Consumer Health business is strategically aligned with the region’s goals of building healthier, more resilient communities. This alignment is anchored in prevention, self-care, and equitable access—three pillars that enhance quality of life while alleviating pressure on healthcare systems. By leveraging trusted over-the-counter (OTC) brands, digital companion tools, local partnerships, and talent development, Bayer is strengthening its position as a leader in self-care and a long-term partner in the MENA healthcare ecosystem.
At the heart of Bayer’s strategic vision is a portfolio designed to shift healthcare from a reactive model to a proactive, science-led self-care approach. By aligning with national health agendas across the region, Bayer supports healthcare system capacity and resilience through impactful public-private partnerships, local manufacturing initiatives, and digitally enabled innovation.
With rising chronic and lifestyle-related conditions across MENA, the need for preventive, accessible, and locally tailored solutions has never been greater. Bayer responds with user-friendly, culturally attuned offerings addressing the region’s most prevalent health needs. For example, in cardiovascular prevention, Aspirin supports heart health management, complemented by the Bayer Aspirin Heart Risk Assessment, developed with Huma Therapeutics to enhance awareness and adherence throughout the Middle East.
“MENA is at a pivotal moment in shaping healthier futures. My priority is to harness the region’s momentum by deepening partnerships, localising capabilities, and ensuring our science-backed self-care solutions reach more people—supporting national health goals while creating sustainable growth for our business and partners,” said Mohamed Galal, Cluster Head – MENA Consumer Health.
In allergy care, the newly launched Clarispray Nasal Spray offers significant value by providing instant, powerful, and long-lasting relief from congestion through its unique no-drip technology. The product combines targeted formulations with educational initiatives to encourage adherence, particularly during seasonal allergy peaks.
Bayer’s portfolio also promotes everyday wellbeing through skin and hair health solutions tailored to regional conditions and preferences. Bepanthen, a dexpanthenol-based skin moisturiser, helps treat dry skin common in arid climates and is endorsed by healthcare professionals, earning recognition as a trusted consumer brand of the year in 2025. Priorin Extra features a clinically proven formula enhanced with biotin and other key ingredients, supporting stronger, healthier hair in line with local lifestyle needs.
Together, these offerings demonstrate Bayer’s integrated approach to self-care—empowering individuals with practical, preventive solutions that enhance daily life while complementing the broader healthcare ecosystem.
Strategic alignment also means investing in the people and capabilities that make health outcomes scalable. Bayer cultivates high-performing teams by emphasising mission clarity, measurable results, and the development of local leadership through sustained talent investment. The company’s Dynamic Shared Ownership (DSO) principles guide this journey, fostering an enabling mindset, accelerating decision-making, strengthening collaboration, and embedding customer centricity into daily operations. By nurturing a culture of innovation and accountability, Bayer enhances operational agility and its ability to deliver solutions tailored to MENA’s diverse communities.
Equitable access and sustainability are central to Bayer’s Consumer Health strategy—core business commitments rather than peripheral initiatives. Regional programs align with global frameworks, including the UN Sustainable Development Goals, ensuring interventions are socially impactful and measurable. This includes expanding access to self-care solutions for 100 million people in underserved communities, while integrating gender intelligence across product development, clinical engagement, marketing, and distribution so that solutions are inclusive by design.
Over the years, Bayer has played a key role in the region’s healthcare growth. Partnerships translate these commitments into tangible outcomes. In Egypt, Bayer supports Albak Amanah – Your Heart is Precious, a public-private initiative with the government to expand cardiovascular awareness and screening into communities where early prevention can save lives and healthcare resources. Across Saudi Arabia, Bayer, in partnership with Al Dawa, mobilises large-scale engagement and screenings, ensuring evidence-based self-care products and education reach individuals at the point of care.
These combined initiatives have engaged over 2 million people across the region and provided training to more than 3,000 healthcare providers, raising awareness of cardiovascular disease (CVD) risk factors. Bayer’s Memorandum of Understanding to localise Aspirin manufacturing in Saudi Arabia further enhances supply security, builds local capability, and supports economic diversification through resilient, high-quality production.
Digitalisation is accelerating self-care adoption across MENA, and Bayer is driving this transformation through practical, data-enabled tools integrated with pharmacy networks and community initiatives. The Bayer Aspirin Heart Risk Assessment allows individuals to evaluate their cardiovascular risk, receive tailored guidance, and remain engaged over time—turning awareness into sustained behavioural change. By linking education, screening, self-management, and follow-up into a seamless continuum, digitally enabled journeys improve accessibility and personalisation while reducing pressure on healthcare systems.
Another hallmark of Bayer’s Consumer Health strategy is balancing global scientific expertise with local adaptation. Core research, regulatory standards, and quality frameworks come from a global pipeline, while packaging, communications, and distribution channels are tailored using human-centred design principles that reflect cultural preferences and practical realities. This dual approach—global science anchored in local relevance—ensures solutions are both clinically robust and widely embraced by communities.
Sustainability and equity are embedded in Bayer’s operational approach. The company sets measurable targets for expanding access and improving environmental performance, strengthens transparency in reporting, and aligns incentives so that commercial success drives social and environmental impact.
Together, preventive category leadership, ecosystem partnerships, digital enablement, local manufacturing, and disciplined ESG execution form a coherent regional model aligned with MENA’s broader economic transformation agendas. Healthier communities and sustained workforce productivity reinforce national visions, while inclusive self-care ensures that the benefits of growth extend across households and socioeconomic segments.
The result is a purpose-driven approach: empowering individuals with preventive, accessible, and culturally attuned self-care solutions; investing in talent and high-performing teams; and partnering across the ecosystem to scale measurable impact. Bayer’s Consumer Health business is enhancing quality of life while reducing the systemic burden on healthcare, positioning the company as a trusted partner advancing equitable and sustainable health outcomes across MENA.
