Novo Nordisk and Connected Health Unite to Tackle Obesity in the UAE

Novo Nordisk has teamed up with UAE-based health-tech startup Connected Health, aiming to make life a bit easier for the many people in the Emirates living with obesity or excess weight. When I first read about it, it reminded me of countless chats I’ve had with founders across the MENA region who keep saying the same thing: the post-prescription phase is where patients often feel abandoned. And honestly, they’ve got a point.

The partnership brings together Novo Nordisk’s long-running research in obesity — 25 years of it, according to the company — and Connected Health’s digital tools, which already include its RxNow Pharmacy, personalised compounding services, and teleconsultation options. It’s meant to simplify that tricky period after a patient leaves the doctor’s office, when sticking to treatment can become, well… a bit of a faff.

Dr. Cecilia Radu, who heads Novo Nordisk in the UAE, described the agreement as an important step to better support people in the country affected by obesity or overweight. She emphasised the company’s commitment to meeting local health needs, especially through its semaglutide portfolio, and noted that Connected Health’s model complements their own by opening up new ways to reach patients.

On the startup side, Co-founder and CEO Walid Bahri called the collaboration a moment where “expertise meets innovation”, stressing that both organisations are trying to improve the same thing but with different tools. The goal, he said, is to optimise the patient journey, especially after prescriptions are issued — something he believes is a “gate opener” for the wider pharmaceutical industry. I reckon he might be spot on there, especially given how slowly healthcare systems usually move.

Co-founder Marwan Abdulaziz Janahi added that despite Novo Nordisk’s size, the company approaches problems with a startup mindset — something he clearly appreciates. He highlighted the importance of connecting doctors, pharma players and patients in one smooth ecosystem. And believe it or not, that’s often harder than it sounds; I’ve seen founders at Arageek events tearing their hair out over far less complicated integrations.

For patients, the practical benefits look straightforward enough: easier access to prescriptions, digital follow-ups, dependable delivery services and more personalised support. Nothing flashy, but these are exactly the details that can make or break someone’s adherence to long-term treatment. One in three people in the UAE live with obesity or overweight — a number that makes the scale of the issue painfully clear. With obesity tied to conditions like type 2 diabetes, hypertension and heart disease, tackling it is also high on the UAE’s national health agenda.

The partnership positions itself neatly within that mission. It’s early days, of course, and these initiatives don’t always go smoothly. But if both sides manage to stay agile — and avoid getting bogged down in bureaucratic messes — it could genuinely make the health journey a little simpler and more personal for patients who need it most. And I’m chuffed to bits to see more UAE-born tech startups stepping confidently into these big healthcare conversations, even if the path ahead is definately full of challenges.

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