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Meeting highlights:
- Discussing Olympus' Portfolio in the Middle East: Olympus' wide portfolio, highlights its market leadership in GI and endoscopy in general, as well as its coverage in surgical areas namely urology and respiratory.
- Introducing AI in Endoscopy: The expected launch of the first cloud-based Artificial Intelligence (AI) technology, OLYSENSE, designed to assist gastroenterologists in detecting suspected colorectal polyps during colonoscopy procedures, the CADDIE™ computer-aided detection (CADe) device.
- Working with the right Partner in distributor markets: a new partnership with Gulf Medical in the Saudi Arabian market.
- Saudi Market Development: The Opening of a Regional Headquarters, setting up a local service center, and ensuring the availability of Olympus' latest products and technologies.
- Localizing Therapy Focus: Key therapy areas translated to the Saudi market.
- Public Health Campaigns Aligned with Vision 2030: Olympus' initiatives to increase life expectancy are in alignment with Saudi Vision 2030, including partnering with the Ministry of Health on campaigns for colorectal cancer awareness.
- Advice for future leaders: Emphasizing the importance of drive and passion in everything we do, understanding the region's peculiarities and dynamics, and focusing on people.
- Commitment to Saudi: Olympus' plans for sustainable growth in Saudi Arabia.
EF: Could you provide more insight into Olympus’s presence in the Middle East market and share the current priorities in the region?
RB: Looking at the Middle East, Türkiye and Africa, it is important to acknowledge the region’s dynamics and diversity with each market having different healthcare economics, population demographics, regulatory environments, health challenges and disease burden. The Middle East, and particularly the Gulf region have developed a well-established healthcare infrastructure, strong healthcare spending, and solid market access capabilities. In this region, Olympus is well-positioned with dedicated and fully established and trusted partners representing us in each country, which allows us to maintain a strong and consistent presence and ensure we continue to bring the best service and support to our customers while enhancing patient care.
I am very much pleased with the progress we have made in the Middle East region in the last couple of years as we remain committed to improving lives across the region, ensuring we have a strong local representation, collaborating closely with local healthcare Professionals, offering medical educational programs through the Olympus continuum, and introducing Olympus’s latest medical technologies to these markets.
One of the most significant milestones has been the establishment of our new partnership in KSA with Gulf Medical, a leading player in Saudi Arabia’s healthcare sector. This transition marked an important step forward for Olympus and our stakeholders in the kingdom. Another key milestone was the launch of our RHQ office in Saudi Arabia. This development reflects our long-term commitment to strengthening our presence in the country and the META region.
In addition, we have established a local Service Center in Saudi Arabia—an Olympus-certified workshop with the right infrastructure and capabilities to perform repairs locally in the kingdom. This investment significantly enhances our ability to support customers, improve turnaround times, and sustain long-term market growth from within. We recently inaugurated this facility and plan to open a second one later in the year.
EF: What are the key therapy areas you see experiencing the most growth in Saudi Arabia?
RB: In Saudi Arabia, we see strong growth potential in several key therapeutic areas—particularly gastroenterology, including endotherapy, as well as respiratory care and urology. These are the segments where we play a leading role globally, supported by a strong portfolio and advanced technology. Soon we will be introducing our latest innovation, the new intelligent endoscopy ecosystem, OLYSENSE. OLYSENSE CAD/AI: AI-Powered Endoscopy
Designed to aid the early diagnosis of lower and upper gastrointestinal (GI) diseases, including colorectal cancer, ulcerative colitis and dysplasia within Barrett’s esophagus, Olympus introduces the OLYSENSE platform, a cloud-based, integrated and adaptable digital endoscopy suite of seamlessly connected apps and solutions that create a sophisticated, simple and scalable Intelligent Endoscopy Ecosystem. We are very excited to see how this innovation will transform endoscopic procedures and contribute to better patient outcomes across the region.
We are focusing our efforts and investments in these areas, not just in Saudi Arabia but also across other key markets. This includes allocating resources, strengthening our marketing activities, and enhancing professional education to ensure we continue supporting healthcare professionals and drive growth in these fields.
EF: You mentioned that the partnership with Gulf Medical has been a key driver of growth. Could you share how you approached building and fostering the success of that partnership?
RB: In any market where a company operates through a distributor, success ultimately hinges on the strength and capabilities of that partner and not just on how strong your portfolio is or your brand offering. This holds true for Olympus as well. No matter how advanced your technology might be, without the right partner and the needed infrastructure and local capabilities, there’s a real risk of underrepresentation in the market. That’s why we place great importance on selecting, supporting, and driving our business with partners who share our vision, values, and commitment to delivering high-quality healthcare solutions. This was critical for us not only in Saudi Arabia but across all the markets in META.
The success of our partnership with Gulf Medical came from a shared vision of the market's growth potential and a mutual commitment to a win-win approach. I see it more that we complement each other. As a manufacturer, we bring in the technology, know-how, and marketing expertise, but we cannot do it on our own. In the case of Saudi Arabia, Gulf Medical brought in their local expertise and skill sets, investment capabilities, and a deep understanding of the market, which helped in bridging the needed success. Another key factor in our successful collaboration is our shared commitment to offering best-in-class professional education programs to healthcare professionals. We understand that the future of healthcare relies on professionals who are not only familiar with the latest technologies but are also continuously advancing their skills. That's why we place a strong emphasis on professional education, hands-on training, and knowledge-sharing initiatives, helping healthcare professionals (HCPs) stay ahead in an ever-evolving field and ultimately enhancing and elevating patient care.
EF: Given that Japan has one of the highest life expectancies in the world, how do you see Olympus, as a Japanese company, contributing to initiatives aimed at increasing life expectancy in alignment with Saudi Arabia's Vision 2030?
RB: As a Japanese company renowned for its advanced medical technologies, Olympus is well-positioned to support Saudi Arabia's Vision 2030, which aims to enhance healthcare services and increase life expectancy. Japan's remarkable life expectancy can be attributed to a combination of factors, such as advanced medical technology, universal healthcare coverage, and a strong focus on preventive care—all elements that align with Saudi Arabia's healthcare objectives.
At Olympus, we are committed to early detection and treatment, particularly in the gastrointestinal (GI) field, with a strong emphasis on cancer prevention. A significant initiative in this area is our partnership with the Saudi Ministry of Health to support colorectal cancer (CRC) awareness campaigns. This collaboration aims to complement the Ministry's efforts by raising public awareness and providing education on CRC prevention and early detection.
EF: Given your extensive career in the Medtech sector and your current role at Olympus, what advice would you offer to other CEOs or professionals in the Medtech industry who are looking to build a successful career in this field?
RB: Great question and it touches on a lot of what makes such a high-stakes, high-impact industry. A few core principles to highlight:
- Patient-centered obsession: At the end of the day, it’s all about outcomes. Our decisions should be focused towards improving patient outcomes, improving patient safety, and improving patients’ lives.
- Building the right team and fast…: All lies with the people and the team of individuals you build around you. That will make it or break it. Talent is key!
- Partnership is power: As I highlighted above, you need to build the right support system in the region and that comes from strategic alliances and partnerships with local distributors who can be your execution arm for any strategy built in place.
- Last but not least, culture: can become a major differentiator if you do it right. A good culture is one built on resilience, humility and adaptability. This will help your team weather the setbacks and move faster when things are right.
Prioritize people, foster collaboration, and remain focused on long-term objectives to drive meaningful impact in healthcare.
EF: Do you have a final message for our readers?
RB: Success in Medtech and in this part of the world is not a given and is not easy. It’s not only about building or delivering a strong technology but more about navigating complexities and coming up with solutions, focusing on positive outcomes for patients and stakeholders. Our recent initiatives underscore our commitment to Saudi Arabia’s growth and the broader development of the region. Our strategic focus remains on sustainable growth, and we are dedicated to continuous improvement rather than resting on our current achievements. This dedication aligns with our refreshed core values—Patient Focus, Integrity, Innovation, Impact, and Empathy—and our goal to make people's lives healthier, safer, and more fulfilling.
Through these efforts, we aim to contribute meaningfully to the advancement of healthcare in Saudi Arabia and the wider META region, reinforcing our role as a trusted partner in medical technology.
