Enter
“We have the product. We don’t have the market.”
For a portfolio going into Egypt or Saudi Arabia for the first time. Opportunity assessment, entry model, regulatory pathway, channel selection and the launch plan behind them.
Expand
Truth-Driven Growth
Grow in Egypt, Saudi Arabia and the Gulf without giving up control of your market.
EXVERINA is an independent consultancy, marketing and commercial enablement firm for MedTech SMEs. We build the commercial plan, sort out market access, and develop the team that delivers it — in Egypt, Saudi Arabia and the Gulf.
Independence
Egypt is growing. What limits most MedTech companies here isn’t demand — it’s the structure they entered with.
Most entry models hand the product licence to the distributor. It rarely feels like a constraint on day one — it becomes one the moment growth depends on changing something.
What that costs you
Performance slips and there is no practical way to move. Re-registering under a new partner takes time and stalls market penetration while it runs, so renegotiation only runs one way. Market feedback arrives filtered through the party it reflects on, forecasts drift from what is happening in hospitals, and the regional plan gets written against a channel you cannot change.
How we work instead
EXVERINA structures market access so the registration no longer sits with the party selling your products. We are independent by default: paid for the advisory and regulatory work, never on your sales. Commercial representation happens only where you ask for it and only as a separate, explicitly agreed engagement. That means our read on a partner is never a read on our own revenue. Keep your distributor, replace one, split the territory or go direct — the decision stays yours, and it stays reversible.
- Independent by defaultAdvisory and regulatory engagements are paid for the work, not on your sales.*Except for certain product categories, agreed separately with you.
- Licence under your authorised representativeRegistration is structured so marketing, promotion and channel management authorisation stays with you, under the model we agree together as the best route to adoption of your technology.
- A straight readIf the market or the timing does not support entry, that is what you will hear.
How we help
Four situations. Start wherever you actually are.
Most conversations begin with one of these. Each draws on the same framework, at a different stage.
Fix
“Our distributor isn’t delivering.”
For a channel that has stalled and can’t easily be moved. Distributor assessment against evidence, a market-access structure that restores your options, channel redesign and the governance to hold the new arrangement to account.
Expand into Establish
Build
“We need our own presence.”
For companies moving from distributor-led to direct. Entity incorporation, scientific office, compliance and operational readiness, first hires, and the commercial operating model they run on.
Establish
Scale
“We are in the market. It has stopped growing.”
For a presence that has plateaued. Portfolio and segment priorities, commercial operations and pipeline discipline, capability building, and expansion across the Gulf.
Enable
The framework
The EX³ Growth Framework
Growth in this region is sequential. Opportunity comes before presence, and presence comes before organisation. EX³ maps that order, and it is also how we tell a client which stage they are in rather than the one they had planned to be in.
Expand
Unlock opportunity and take back control of the market.
- Market entry and growth strategy
- Go-to-market design
- Customer and market intelligence
- Distributor assessment and optimisation
- Recruitment of a dedicated local team
- Outsourced market and channel management capability
Establish
Build the foundations for a direct presence and channel management.
- Legal entity incorporation
- Scientific office establishment
- Regulatory strategy and consultancy
- Product registration
- Regulatory intelligence
- Product localisation and local content requirements
- Compliance and operational readiness
Enable
Develop the people who keep it running.
- Leadership development
- Regulatory leadership
- Global engagement
- Strategic communication
- Stakeholder management
- Training and certification
Markets
Three markets, three different problems and opportunities.
Egypt, Saudi Arabia and the Gulf are usually treated as one regional line in a plan. They behave nothing alike, and the stage of EX³ that matters differs in each.
| Market | What it takes | Where EX³ starts |
|---|---|---|
| Egypt | Our home market. Registration, channel structure and the commercial plan are decided here, and this is where control of the licence changes what is possible. | Expand-led |
| Saudi Arabia | The high-value growth market, and the one that rewards being properly set up. Entity structure, regional headquarters requirements and the SFDA pathway set the commercial ceiling. Product localisation lifts it: meeting local content requirements turns a supplier into a preferred one, and that is where the real growth in the Kingdom now sits. | Establish-led, with Enable in parallel |
| Rest of the Gulf | The UAE, Kuwait, Qatar, Bahrain and Oman. Where teams and partners are based, where capability building pays back fastest, and where one commercial structure can cover several smaller tender-driven markets at once. | Expand and Enable together |
About Us
Built on nearly three decades inside the region, not a view of it.
EXVERINA is led by Loay Badr, who has spent nearly three decades in Middle East MedTech across commercial leadership, go-to-market and commercial excellence, from strategy development through to execution. That has included strategic projects spanning partnerships, localisation, and the creation and growth of new technology categories.
The work has covered pharmacy automation — automated dispensing cabinets, pharmacy robotics and pharmacy management systems — alongside operating-room digital solutions and turnkey hospital projects, from first technology acquisition, registration and tender shaping through to the team that has to carry the number afterwards. It is also where the pattern behind EXVERINA came from: the constraint on growth is rarely the product; it is usually the structure the product was launched into.
EXVERINA is being established in Egypt, with a plan to extend into Saudi Arabia as a full-service landing platform for companies entering the Kingdom, and as a regional headquarters serving the wider region.
Core competencies
Commercial
- Strategic planning
- Go-to-market design
- Commercial excellence
- Channel and distributor management
- Market access and regulatory strategy
- Business unit leadership
- Category creation
- Localisation and partnerships
Leadership
- Strategic thinking
- Challenging the status quo
- Innovation and quality
- Team building and empowerment
- Trust and accountability
- Developing others
*Validated by Korn Ferry 360 assessment
Credentials
- Certificate of Specialization in StrategyHarvard Business School Online, 2023
- Certificate of Specialization in Leadership and ManagementHarvard Business School Online, 2024
Contact Us
Tell us where growth is stuck.
If you are entering Egypt or the Gulf, or your current channel has stopped delivering, send a short note about the product line and the market. You will get a straight read on what is realistic before anyone talks about a proposal.
All fields required
Your first conversation is free
- Egypt+20 106 600 2222
- Saudi Arabia+966 54 141 8118