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Pharma Company Becomes the Vanguard of Change NewBridge has made a name for itself throughout the Middle East and North Africa (MENA) by creating its speciality niche in licencing innovation from biopharmaceutical companies that desire regional access to MENA countries through partnering with a strong local expertise across the region. NewBridge spearheaded a different path against a prevailing backdrop in the region. It pioneered a unique business model and how to go about it. Not a family business and not a public corporation but built as a company that is institutionally financed by western and regional equities. It also sets its mission on in-licencing innovations only, hence partnering with western companies to commercialize their innovative products across the whole region in MENA.
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We have a one stop solution for a wide geography with complex regulations and access hurdles. Joe Henein – President and CEO of the company has over 35 years’ industry experience in MENA, US and Europe, including executive roles at Wyeth Pharmaceuticals. As a highly articulate industry advocate, he has earned respect as a top-level business leader in the industry and a subject matter expert for the Middle East and Africa pharmaceutical business. Henein recalls the start-up days “it was difficult, recruiting people, garnering attention from the regulators, and create a company from scratch. It was an idea and a power point presentation that I took and built a company around, with real IP assets and business, supported by over 135 talented NewBridgers working in it now.” We only focus on innovative products and treatment advancements within a few but critical therapeutic areas like immunology, rare diseases, oncology, central nervous system and metabolic diseases. In these areas we have a razor-sharp focus in creating value to the assets we licence, to our partners, and shareholders, 2020 | PUBLICATION
and provide new options to the patients of the region.” He added “We have a one stop solution for a wide geography with complex regulations and access hurdles, and we built all the expertise around the disciplines that our partners may need to be successful in commercializing their brands.” The company has been growing steadily since it started commercialization at the end of 2012 and last year ended up with a robust growth year-on-year and now look to continue this growth trajectory in 2020 and beyond. Henein points out that getting to NewBridge’s current position was challenging: “it was a marathon and not a sprint, NewBridgeas any start up passed through the usual growing pains, and in this difficult journey you go through the pressure of cash burning cycles, to the lengthy process of building business around new products, and finally getting the regulators to recognize who we are and what we do.” It took a while to appreciate the NewBridge
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We only focus on innovative products and treatment advancements within a few but critical therapeutic areas model but eventually warmed up after they recognized that the company helps the region to bring serious innovations and therapeutics that address unmet medical needs in very difficult disease areas; like epilepsy, parkinsonism, psychosis, rheumatoid arthritis, breast and other cancers, and a number of rare diseases prevalent to the region. The healthcare professionals were also quick to adapt to the idea and the model of
NewBridge. Joe added “NewBridge attracted their attention when we were able to bring to the region a genomic testing for breast cancer.
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Ensuring that you protect your reputation and that of your partner is of paramount importance. A revolutionary testing that has put us on the map and highlighted our ability to tap into much needed innovation and disruptive technologies. Doctors saw in us a breath of fresh air and they helped advise and guide the company on the innovation they think is needed in the region.” When Henein was asked about the critical ingredients of success in this model, he stressed on a number of points; “First you must remember that we partner on the most innovative products and brands that are critical to these companies. Being cognizant of this important fact there are 3 critical pivots you need to pay attention to; Attract talents and empower the operation engine that will build these brands. Invest in marketing and medical education to create strong understanding and advocacy to these new treatment algorithms, and finally compliance & integrity in all you do. Ensuring that you protect your reputation and that of your partner is of paramount importance.” Headquartered in Dubai, United Arab Emirates, NewBridge benefited from the progressive business environment encouraged by the country rulers, who are strong advocates for technological advancement and innovation, and actively supporting SMEs. Things are positively changing, and NewBridge is at the pharmaceutical vanguard of this change.
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