The document highlights the transformative phase of the medical device industry in the Middle East, driven by innovation and visionary leaders like David Rainis and Almog Aley-Raz. It emphasizes the emergence of groundbreaking technologies such as the GIXAM device for early detection of gastrointestinal disorders and the artificial cornea developed by Corneat Vision to combat corneal blindness. This issue also discusses the importance of sustainability, regulatory considerations, and the role of digital health in improving healthcare delivery in the region.

1. 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
MiddleEast’s
Most Influential
Leaders
inMedical
Device Industry
David
RainisPioneering the Future of
Preventive Healthcare
Strategies for Success
Adap ng Medical Devices
to the Unique Needs of
Middle Eastern Pa ents

4. Editor’s
Note

5. 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!
NatalieMay
Natalie May
Marvels of the Middle East

6. Cover
Story
David
Rainis
Pioneering the Future of Preventive Healthcare

7. 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

8. 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
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sales@thecareworld.com
Contact Us:
Email: info@thecareworld.com
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

9. 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

10. David Rainis
Founder and CEO
Jubaan Ltd

11. David
Rainis
Pioneering the Future of Preventive Healthcare
JUBAAN’S PRODUCT IS
UNDERGOING RIGOROUS
CLINICAL TRIALS AT
RENOWNED MEDICAL
CENTERS SUCH AS NYU AND
COLUMBIA UNIVERSITY.
COVER STORY

12. 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 , he leads the development of
Jubaan Ltd
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

13. 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.

14. 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.

15. 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

16. 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

17. Medicineis a
science of
uncertainty and
the art of
probability.

19. SUCCESS IS NOT FINAL.
FAILURE IS NOT FATAL.
IT IS THE COURAGE
TO CONTINUE
THAT COUNTS.
- Winston Churchill

20. A
Almog Aley-Raz
CEO, VP R&D
CorNeat Vision
18
June 2024 www.thecareworld.com

21. 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
19
June 2024 www.thecareworld.com

22. 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.
20
June 2024 www.thecareworld.com

24. 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
22
June 2024 www.thecareworld.com

25. 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 radio-
and 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
23
June 2024 www.thecareworld.com

26. 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.
24
June 2024 www.thecareworld.com

28. Strategies for Success
26
June 2024 www.thecareworld.com
Strategies for Success

29. 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 manufac-
turers 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
27
June 2024 www.thecareworld.com

30. languages, including Arabic, Persian, Turkish, and English,
which can create significant communication challenges.
Additionally, cultural norms and customs can vary signifi-
cantly 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. Manufac-
turers 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 opportuni-
ties 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
28
June 2024 www.thecareworld.com

32. Jordan Pollack
CEO
VeinWay Ltd.
30
June 2024 www.thecareworld.com

33. Innovation 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
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34. 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
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36. The Growing
Importance of Green
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
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37. Sustainability and Environmental Impact
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June 2024 www.thecareworld.com

38. 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 consump-
tion, reducing waste generation, and enabling easy disas-
sembly and recycling at the end of their useful life.
2. Renewable Energy: Incorporating renewable energy
sources, such as solar and wind power, into the manufactur-
ing 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 environmen-
tally 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 signifi-
cant 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 environ-
mental impact.
3. Environmental Stewardship: By reducing their environ-
mental footprint, MedTech companies can contribute to the
overall sustainability goals of the region and demonstrate
their commitment to environmental responsibility, position-
ing themselves as leaders in sustainable healthcare prac-
tices.
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
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June 2024 www.thecareworld.com

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