Roche Diagnostics’ new Gulf lead on building sustainable healthcare partnerships

The Gulf region is undergoing a rapid transformation in healthcare, with major investments in infrastructure and a growing demand for accessible, innovative diagnostic solutions. Across eight cluster markets — Bahrain, Iraq, Maldives, Oman, Qatar, Palestine, Syria, and Yemen — healthcare systems face diverse challenges, from early detection to decentralised care. To support this growth, Roche Diagnostics Middle East is expanding its leadership team, with Sylvie Demirdjian taking on the role of Gulf & Channel Partner Network Lead, effective August 1.

For Demirdjian, who has been with Roche since 2004, the appointment represents both a personal milestone and a strategic investment by the company in local leadership.

“I feel truly inspired to work at Roche and very proud of my journey here,” she said. “Since joining in 2004, I’ve been given the opportunity to grow, to take on new challenges, and to lead diverse teams across different markets, from Lebanon to France, and now across a group of markets as Gulf & Channel Partner Network Lead. Each step has prepared me with new perspectives, greater resilience, and a deeper understanding of how to build teams and partnerships that make a real impact.”

Strengthening presence in growth markets

The Gulf is a pivotal growth region for Roche Diagnostics, supported by large-scale healthcare transformation programmes, investments in medical infrastructure, and national strategies that emphasise early detection and preventative healthcare.

“The Gulf and Partner markets are an exciting growth area for Roche, with a growing demand for high-quality, accessible diagnostic solutions,” Demirdjian noted. “My goal is to ensure people across the region have fast, fair access to high-quality, innovative diagnostics.”

Her immediate priorities include engaging with stakeholders across the eight cluster countries, forging stronger local partnerships, and developing local talent. “It is only through strong local engagement that we are able to deliver in such a diverse and dynamic environment,” she added.

As part of Roche’s regional leadership team, Demirdjian will also represent these markets in broader forums such as EMEA-LATAM, ensuring that local needs are included in global strategy.

A long-term vision rooted in partnerships

Roche’s long-term vision for the Gulf focuses on building sustainable and agile partner networks that can respond to evolving healthcare challenges.

“At Roche we focus on ‘doing now what patients need next’; this means that our strategy will always be rooted in building trusted sustainable partnerships that can grow and adapt to the changing needs of the country’s healthcare systems,” she said.

Demirdjian emphasised that Roche’s approach goes beyond short-term transactions. “We are not just looking at short-term transactions; we are committed to creating long-term value by investing in our partners’ capabilities, aligning closely with the market’s priorities, and ensuring that together we can respond quickly to what patients need next.”

By deepening collaboration with governments, healthcare leaders, and pharma partners, Roche aims to strengthen health systems so they can deliver lasting access to diagnostics.

Innovation at the core of healthcare delivery

The Gulf markets are poised to benefit from an unprecedented wave of innovation. Roche is preparing to launch its highest-ever number of new products in the Middle East in 2025.

“2025 will see the launch of the highest number of innovative product launches in the Middle East, a clear signal of our commitment to advancing healthcare in the Gulf,” Demirdjian said.

A major focus is decentralising diagnostics through near-patient care solutions, which reduce reliance on central laboratories and bring testing closer to patients. The integration of LumiraDx into Roche’s portfolio has been a significant milestone, expanding rapid testing capabilities across conditions ranging from infectious diseases to non-communicable illnesses.

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“This means faster, evidence-based clinical decisions that reach more patients, and improve efficiency across healthcare systems,” Demirdjian explained.

Such solutions align with national strategies. In Qatar, for example, Roche has worked with health authorities under Qatar National Vision 2030 and the National Health Strategy to integrate evidence-based diagnostics into healthcare systems.

Addressing unique challenges in Iraq

In Iraq, where healthcare infrastructure faces particular strain, Roche has renewed its strategic partnership with the Ministry of Health to expand access to diagnostics.

“The healthcare system in Iraq faces a unique set of challenges, including limited access to services for those in more rural locations,” Demirdjian noted.

Projects under this partnership include digital transformation initiatives, enhanced diagnostic capabilities, and public health education campaigns on early detection. “Agreements like these emphasise the continuation of educational initiatives to raise awareness of the importance of early disease detection — which is crucial for improving treatment outcomes,” she added.

Partnerships as a driver of resilience

“Partnership is in Roche’s DNA — in the Middle East, Roche is building on 60+ years of partnership legacy of bringing innovation to the region,” Demirdjian said.

Public-private partnerships (PPPs) remain central to Roche’s approach. By aligning with national healthcare strategies and working directly with ministries, Roche is co-developing programmes in early detection, digital transformation, and laboratory infrastructure improvement.

“These collaborations also make healthcare systems more resilient and adaptable. When we work with both public and private sector innovators, we can pilot new technologies, share best practice, and scale up quickly when something proves effective,” Demirdjian explained.

Diagnostics as the foundation of prevention

Across the Gulf, preventive care is a key national priority, and diagnostics play a foundational role.

“Diagnostics are the foundation of preventative healthcare — you can’t intervene early if you don’t detect early,” Demirdjian stressed.

One notable example is Roche’s collaboration in Qatar, where its Accu-Chek devices are integrated into school health clinics and connected to health centers. This supports the Primary Health Care Corporation (PHCC) in managing diabetes among schoolchildren.

“This initiative supports the PHCC in managing diabetes among schoolchildren by facilitating screening and continuous monitoring of diagnosed students. It provides authorities with a comprehensive overview and equips caregivers with the necessary tools to proactively manage the condition,” she explained.

Building capacity through partner training

For Roche, the success of innovation depends on the readiness of its partner network.

“We see our partners as an extension of Roche, so equipping them to deliver innovation is a priority,” Demirdjian said.

Training programmes cover not only technical expertise for lab technicians and healthcare professionals, but also capacity building across marketing, regulatory, and market access functions. “By strengthening technical knowledge and practice skills, we help ensure that when new solutions are introduced, they can be implemented effectively and delivered from day one,” she said.

Looking to the future: purpose and progress

Demirdjian sees the Gulf as one of the most ambitious healthcare markets globally, with strong government investment in transformation and innovation.

“The Gulf region is an ambitious market, one that is actively investing in healthcare transformation — and Roche is well positioned to be a catalyst in that change,” she said.

Looking ahead, Roche aims to scale decentralised testing, expand early detection for chronic and infectious diseases, and integrate AI-driven diagnostics into workflows.

“What excites me most is the opportunity to combine our innovation pipeline and our commitment to facilitating equitable healthcare access for patients in our partner network, to deliver real, measurable improvements in patient care,” Demirdjian said.

For her, the essence of the role is clear: “Our collective focus remains where it matters most: delivering lasting value and better outcomes for patients.”