Medical progress is transforming the way we live, recover, and relate. From the emergence of new medical technologies to revolutionary strategies in patient care, the sector is experiencing a change as rapid as it is deep. The healthcare sector goes beyond conventional diagnosis and treatment processes to future-oriented development for global patient enhancement. And in the MENA region, among such pioneers is Dr. Amer Al-Mokbel.
As Managing Partner and Co-founder of PhenoMEd Co., Dr. Amer Al-Mokbel has been a pioneer of this change. At the helm, PhenoMEd is not only a healthcare company but also a revolutionary force that introduces cutting-edge medical technologies and sustainable healthcare solutions to improve lives. His dedication to quality-driven healthcare delivery and access for patients has led Dr. Amer Al-Mokbel to create purpose-led innovative solutions that are human-needs-centric.
Dr. Amer's entry into healthcare was a direct response to the basic desire to make significant difference in individuals' lives. His leadership is a fusion of strategic vision and human touch to healthcare, such that every choice is made in the patient's best interest. PhenoMEd's vision to transform healthcare in Jordan and the rest of the MENA region encapsulates his own vision of a future where innovation and compassion converge, and technology is used to create bridges and not further divide.
Let's get to know Dr. Amer's leadership philosophy, PhenoMEd's milestones, and his vision for the future of healthcare in the fast-evolving world!
The Inspiration Behind PhenoMEd
Being firmly rooted in the healthcare sector, Dr. Amer Al-Mokbel witnessed firsthand the challenges and opportunities available in the market. His decision to co-found PhenoMEd was driven by a realization that there was a significant gap in the healthcare sector, particularly in the pharmaceutical and medical technology industries across the Middle East. “As a serial entrepreneur who is deeply immersed in the healthcare sector, I could identify several opportunities in both the pharmaceutical and medical sectors all over the Middle East market,” he says.
But it was not merely a question of identifying the gap; it was a matter of filling it. Dr. Amer Al-Mokbel and his team recognized a challenge to not only market sophisticated medical technologies but also build the market, capitalize on the expertise of medical practitioners, and bring in state-of-the-art technologies. Jordan's status as a regional medical hub with world-class hospitals, highly trained professionals, and a strong regulatory environment has made it the perfect springboard for innovation," he explains. This was the ideal ground to develop a company that would act as a bridge between the newest global medical technologies and the increasing needs of the MENA region.
The power that propels PhenoMEd's vision can be summarized through Dr. Amer's motivational quote: "The greatest healthcare innovators combined relentless curiosity with unwavering compassion. The legacy won't be measured in patents or profits, but in lives improved, systems transformed, and hope restored."
Leadership Philosophy in a Dynamic Healthcare Landscape
With his background as the Managing Partner of PhenoMEd, Dr. Amer Al-Mokbel applies a distinct leadership philosophy to the company, one that is specific to the changing and ever-constant landscape of the healthcare sector. "I was taught to lead by example and mostly followed a situational approach to leadership," he says. The situational leadership style is especially necessary in the healthcare sector, where change is a constant and each decision affects not only the company itself but the patients and healthcare professionals that the company interacts with.
His leadership is a combination of assertiveness and flexibility, control and delegation, passion and commitment. It's this combination that has helped him navigate the organization through quiet and rough times. His extensive knowledge of the healthcare industry helps him blend opposing styles effortlessly. As he states, "I aim to blend conflicting styles, balancing firmness with flexibility, control with delegation, adaptability with resilience, and passion with commitment, ensuring that business objectives serve humanity and profit obligations."
Dr. Amer's leadership voyage has been accompanied by his academic lifecycle. "Later in my life, I obtained an MBA from Lancaster University in the United Kingdom," he explains. This exposure enabled him to sharpen his critical thinking and learn to see the business world through various lenses. Dr. Amer's scientific background was also instrumental in defining his career. He has a BSc in Pharmacy, which provided him with the experience to be exposed to the medical and pharmaceutical business since 1997. Adding to his credentials further, Dr. Amer Al-Mokbel is currently studying for a PhD in "International Relations & Business Diplomacy" at CEDS University in France, where he is completing his dissertation.
Core Offerings and Impact on Healthcare in MENA
PhenoMEd's portfolio speaks volumes about its dedication to delivering highest quality medical technologies and products throughout the MENA region. The diversified offerings of the company cover a wide base of specialties, ranging from general surgery and orthopedic surgeries to interventional cardiology, neurosurgery, urology, and pain management. He calls their work "covering the whole high-end technologies and basic products including implantable, capital equipment, medical devices, and consumables that can cover the healthcare sector demands.
The organization's position as the exclusive distributor of many well-known medical manufacturers also strengthens its hold in the marketplace. He describes, "We are the exclusive distributor/representative for vast well-known medical manufacturers not only in Jordan but throughout the MENA region for many." This exclusive representation enables the organization to offer innovative technologies in such areas as laparoscopic surgery, wound care, diagnostic systems, and gynecology.
The advent of new technologies in the healthcare industry is nothing less than revolutionary. He opines, "The introduction of many technologies was revolutionary to the healthcare industry and the life of patients.". Since we were the first in the MENA region to do this, we were able to dramatically change the usual practice and disprove the traditional methods supported in the medical community." Yet, it is not without its own set of problems, as he cites. "This initiative was supported by notable limitations that had to be addressed with major investments across the domains of awareness creation, utilization of skills, technology introduction, clinical assessment, specification advancement, overcoming price sensitivity, and patient health and wellness improvement.
Technology and Innovation
PhenoMEd's approach is one of embracing new medical technologies to enhance patient outcomes at affordable costs. According to Dr. Amer Al-Mokbel, "The medical sector is marked by a high speed of innovation that radically changes traditional procedures and upsets ways of diagnosing and treating patients." This emphasis on innovation has seen them venture into technologies such as robotic surgery, AI diagnostics, and telemedicine, all of which are attracting increasing global attention.
In spite of the hefty prices of these innovations, PhenoMEd has been able to contain expenses through shared market approaches. He explains, "We are always under immense pressure to provide the newest technologies at very competitive prices. We were able to overcome this by adopting a holistic approach and strategies to package the requirements of multiple markets in the MENA as a collective one, making the volumes very high and enticing and thus balance the prices."
Creating a Legacy
Since its launch, PhenoMEd has marked significant achievements that reflect its position as a market leader in the health sector. Dr. Amer Al-Mokbel identifies a number of important achievements, including "SALES NEWCOMER OF THE YEAR 2018 (ARTHREX)," "OVERALL SALES COUNTRY OF THE YEAR 2019 (ARTHREX)," "EXCEPTIONAL PARTNERSHIP IN 2023 (EMS)" and the World Business Confederation's BIZZ AWARD 2023. These awards are a reflection of PhenoMEd's commitment to excellence and its focus on patient care.
PhenoMEd's potential to forge robust alliances with its suppliers, healthcare providers, and governments has played an essential role in its success. "We are committed to expanding our business horizons in terms of geographical locations and operational scope since this is essential in maintaining our competitive edge and driving growth," he maintains. Through these partnerships, the organization has been able to roll out new technologies across different MENA markets, further establishing itself as a reliable partner in the healthcare arena.
Overcoming Obstacles in the Health Care Industry
In spite of all the successes, Dr. Amer Al-Mokbel concedes that challenges exist in working within the health care industry. From sudden technological leaps to fierce competition from newcomers, PhenoMEd has encountered a multitude of obstacles. Dr. Amer Al-Mokbel, nonetheless, persists in believing that success is found in staying agile and resilient. "It is important to embrace a very agile and resilient approach.". This strategy should concentrate on maximizing value propositions, emphasizing value rather than price, ensuring long-term alliances with suppliers and customers, actively pursuing business growth, responding to customer requirements, adopting a customer-focused culture, questioning the status quo of the organization and the market," he says.
Emerging Trends in Healthcare Post-2025
Looking to the future, Dr. Amer Al-Mokbel thinks that healthcare firms within the MENA region need to remain responsive to international trends which will determine the healthcare future. As he describes, "Healthcare services are a basic human necessity, and the lessons of the COVID-19 pandemic have brought transformative experiences to all participants in this industry." Specifically, he identifies the disruptive technologies, including AI, robotic operations, and telemedicine, that will redefine the practice of patient care.
"Regional healthcare firms need to keep track and follow worldwide trends surrounding innovations in medicine and pharmaceuticals to keep the latest technologies being introduced into the region," he adds. The MENA region is gearing up to be a very promising market for multinationals, and PhenoMEd is in the forefront of this expansion.
Long-Term Vision and Future Initiatives
PhenoMEd's long-term vision is growth, innovation, and a wider geographical presence. Dr. Amer Al-Mokbel's dream is not only for the company to expand in the MENA region but also to penetrate new markets in East Africa, including Kenya, Ethiopia, and Tanzania. In addition, the organization has been undertaking the local manufacturing of medical devices and technology transfer to cater to both local markets and export markets. This revolutionary model will see the company take its operations to new levels.
"Our strategy is to transfer technology and domestic production of different products for export to the close-by markets while responding to the local needs," he says. This new program is set to redefine the future of the company, ushering in a revolution that will add value, partnerships, and capital appreciation.
Advice for Aspiring Entrepreneurs
Finally, Dr. Amer Al-Mokbel offers some valuable advice to young entrepreneurs who aspire to make a meaningful impact in the healthcare sector. “The healthcare industry is one of the most impactful yet challenging sectors to disrupt. To build a lasting legacy, you’ll need to combine innovation with empathy, resilience with adaptability, and ambition with ethical rigor,” he says.
He ends with a "playbook" for future healthcare entrepreneurs: "Start with Purpose, Not Just Profit; Master the Regulatory Maze; Collaborate Relentlessly; Embrace the Long Game; Think Globally, Act Locally; Prioritize Ethical Guardrails; Leverage Data as a Superpower; Scale Impact, Not Just Revenue; Stay Resilient and Humble.
PhenoMEd's tale is one of purpose, determination, and ingenuity. With a clear vision for the future, Dr. Amer Al-Mokbel is driving his company to reimagine healthcare in the MENA region, patient by patient.
PhenoMEd's Key Offerings By Specialties
General Surgery: Drapes, gowns, gloves, procedure packs, consumables. (Mölnlycke Healthcare)
Orthopedic & Arthroscopic Surgeries: Implants, surgical instruments, imaging. (Arthrex)
Laparoscopic Surgery: Laparoscopic towers, 4K technology, ICG. (Arthrex)
Interventional Cardiology: Drug eluting stents, Coronary Bioadaptor System, specialty catheters, IVUS, FFR, closed system injectors. (Elixir Medical, ACIST & Teleflex Medical)
Cardiac Surgery: Intra-aortic balloon pump. (Teleflex Medical)
Urology: Thulium fiber laser system, pneumatic/ultrasonic lithotripter, cystoscope, ureteroscope, consumables. (EMS, OUT & YigaoMed)
Neurosurgery: Intra-cranial pressure (ICP), extra-ventricular drainage (EVD) catheter. (Spiegelberg GmbH & Co. KG)
Wound Management: Advanced wound dressings. (Mölnlycke Healthcare)
Pain Management: Spinal cord stimulation (SCS), peripheral nerve stimulation (PNS). (Curonix)
Gynecology Surgery: Endometrial ablation system, fluid management system, hysteroscopy system, tissue removal system. (Hologic)
Diagnostic Systems: Advanced cytology, molecular diagnostic systems. (Hologic)
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