The Rising Burden of Medication in KSA: A Pragmatic Approach to Minimize It


As the Kingdom’s largest healthcare insurance provider, Bupa Arabia has an important role to play with its life-touching healthcare solutions, tailored specifically for the Saudi market. The company delivers health cooperative insurance to international standards for individuals, families and the largest companies and establishments in the Kingdom. Always on the forefront of anticipating and meeting local market needs, Bupa Arabia’s research identified that the Implementation of a Generic Medicine Framework in KSA can Save SR10 BN Annually.  The company released a Whitepaper entitled “The Rising Burden of Medication in KSA: A Pragmatic Approach to Minimize It”.


The authoritative Whitepaper is considered the first-of-its-kind to explore generic medicine legislations in the Kingdom.  At the heart of our communication strategy was the message of Bupa Arabia’s knowledge and understanding of the local market.  We leveraged the report and its findings, condensing them into powerful key messages.  The objective was to demonstrate the company’s positive contribution to Vision 2030 and Saudi Arabia’s healthcare and local manufacturing ambitionsBupa Arabia identified in its newly released Whitepaper, the importance of implementing a generic medicine framework (legislation) for the development of the healthcare sector in Saudi Arabia, as part of Saudi Vision 2030.


The key benefits of a Generic Medicine Framework for Saudi Arabia set out were as follows:

  • Meets Vision 2030 healthcare objectives
  • Annual savings of SR10 billion on medication spending
  • Improved healthcare services
  • Boosts local manufacturing of drugs
  • New employment opportunities in the local pharmaceutical industry

The concept of the campaign focused on positioning Bupa Arabia as a local company that proactively contributes to and supports Saudi Arabia’s economic, social and healthcare goals.

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