WHX 2026: ELPEN MEA’s GM on why value, not volume, will shape UAE’s pharma growth
Mohammad Allakany, GM for MEA, at ELPEN, shares how innovation, sustainability, and pharmacoeconomics are redefining what success looks like for the UAE’s healthcare sector in 2026
10 February, 2026
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As the UAE sharpens its focus on value-based healthcare, pharmaceutical players are being challenged to deliver innovation that balances quality, cost, and sustainability.
In this interview with Gulf Business, Mohammad Allakany, GM for Middle East and Africa at ELPEN, outlines the company’s regional investment strategy, its priorities for 2026, and why pharmacoeconomics and patient impact are becoming central to the next phase of healthcare growth in the Gulf.
What is the investment that ELPEN is bringing to the country?
To understand our investment, you have to look at our timeline. After our home base in Greece, we opened ELPEN Germany in 2012, and now, with the establishment of ELPEN MEA in the UAE, we have launched our third global hub.
But for me, the real investment isn’t just the office or the infrastructure, it’s the value we bring to the patient and the healthcare system. We are bringing European manufacturing quality, but we are doing it with a keen eye on pharmacoeconomics. Our investment is about proving that you don’t have to compromise on quality to get sustainability.
And sustainability is not a slogan; it’s built into the science. In respiratory care, for example, we are working on next-generation inhaled therapies that use green propellants with lower global warming potential, which reduces environmental impact while keeping treatment quality at the highest level
We are here to offer the UAE healthcare system a partner that understands the need for premium, effective treatments that are also economically viable for the long term.
Read: WHX 2026: Emirates Drug Establishment launches key pharma initiative
What are ELPEN’s plans for 2026?
For 2026, our focus is clear: to ensure that innovation translates into real patient impact across the region. We are prioritising high-burden disease areas where the clinical need is significant, and the value for healthcare systems is measurable, including cardiometabolic, CNS, oncology, and respiratory care.
In respiratory specifically, we are advancing our patented ELPENHALER platform for asthma and COPD. This is where patient-centric design meets health economics. By improving ease of use and supporting correct inhalation technique, we can strengthen adherence, reduce exacerbations, and ultimately help prevent avoidable hospitalisations.
And while ELPENHALER addresses the day-to-day reality of better inhalation, we are also preparing for the next chapter of respiratory care, including inhaled therapies developed with green propellants that have lower global warming potential, ensuring our innovation remains future-ready and sustainable.
The goal is simple: better outcomes for patients and greater efficiency for healthcare systems. In 2026, we are focused on scaling that impact across the region.
How is the UAE pharmaceutical industry set to grow in 2026?
The UAE is moving towards a very sophisticated model of growth. It’s no longer just about access; it’s about ‘value-based healthcare’. The regulators and payers are looking for solutions that offer the best outcome per dollar spent.
This is where ELPEN MEA fits in. As the market evolves in 2026, we expect quality and pharmacoeconomics to become even more closely connected. Patients are more informed and more demanding about the standards of care, while healthcare systems are focused on sustainability and long-term efficiency.
We are well-positioned in that space, bringing quality and credibility of a European R&D driven company, with a portfolio designed to support both access and sustainable value for the local population.
What are some key trends to look out for in this sector?
The dominant trend today is the growing focus on pharmacoeconomics. Across the Gulf, governments are looking for ways to manage the rising costs of chronic diseases, particularly cardiometabolic and CNS conditions, while maintaining a high standard of care.
We are seeing a clear shift from a ‘lowest price’ mindset to a ‘best value’ approach. This is exactly why value-added medicines are becoming increasingly important.
When a solution improves adherence, reduces complications and helps prevent avoidable hospitalisations, as with our respiratory treatments supported by the ELPENHALER, it delivers a real economic benefit for the healthcare system. Looking ahead, success in this sector will belong to partners who can demonstrate that quality is an investment in outcomes and system efficiency, not simply an added cost.

















