Abstract: This study aims to explore the current marketing approaches adopted by healthcare supply firms in the Middle East, assessing their effectiveness in improving market share, customer engagement, and financial performance. The healthcare sector in the Middle East has witnessed substantial growth due to rising population levels, increasing chronic disease prevalence, and greater government investment in healthcare infrastructure. Within this context, healthcare supply firms are striving to optimize their profitability by deploying effective marketing strategies tailored to the region’s unique socio-economic and cultural dynamics.
The research focuses on key marketing elements such as market segmentation, branding, digital transformation, B2B relationship management, and pricing strategies. By examining case studies and market data from selected firms across GCC countries, the study identifies which strategic approaches yield the highest returns and operational efficiency. Special attention is given to the role of digital marketing and e-commerce platforms in enhancing the distribution and visibility of medical products, especially post-COVID-19, where digital adaptation has accelerated across the region.
Findings from this study provide valuable insights for healthcare supply firms aiming to expand or refine their marketing operations in the Middle East. The research concludes with strategic recommendations on how firms can leverage localized marketing efforts, partnerships with healthcare institutions, and regulatory alignment to improve profitability. These insights not only contribute to academic literature but also offer practical implications for business leaders and marketers in the healthcare supply domain.

Keywords: Marketing strategies, Profitability, Digital transformation, B2B marketing, Market segmentation, Healthcare industry, Strategic analysis.

| DOI: 10.17148/IARJSET.2025.124107