Welcome to the 2nd issue of Voices of MENAT

Enjoy the FY21 news and events of BD across MENAT

Table of Contents

Business News

MENA MMS team in Arab Health 2021

BD MMS participation at Arab Health 2021(virtual for the first time) was exceptional and impactful this year. Arab Health 2021 is the leading healthcare exhibition and congress in the Middle East for the last 45 years and it aims to bring together a wide band of health care professionals and healthcare manufacturers under one roof in order to highlight the latest transformations and accomplishments in the healthcare field which will help build a stronger community. The event was overall well attended and is still generating qualified leads to be followed-up closely by the EMA MMS team and local partners in the region.

The broad marketing objective was to establish BD as the leader in Connected Medication management and demonstrating how BD is reinventing medication management by closing the gaps in the medication use process through integrated technologies with support at every step. The AH21 Taskforce has successfully put an omni-channel campaign around Arab Health 2021 that included clinical publications, editorials, BD MMS solution adverts, welcome videos by BD Leadership on different social media channels, medical magazines, Arab Health TV and AH21 landing page to collect leads data.

BD MMS has put a rich schedule on the critical care focus day which was CME accredited for HCP’s attending including Alarm Fatigue Webinar, an interactive round table about technologies to improve Covid-19 patients outcomes in critical care.

Also, MMS has participated in the IT, medical furniture and Oncology focus days with a virtual discovery tour for MMS solutions featuring connected medication management.

Big thanks goes to Arab health 2021 Taskforce who made that happen and got it Veeva Vault approved; James Waterson, Rania Raad; Naima Aradour; Berfu Durukan, Richard John Rees-Davies, Larry Neal; Tarek Kassab; Mathieu Cohen; Doris Schild-Meerfeld. Led by Aseel Al-sagarat. Thanks for the overall ONE BD spirit!

MENA IDS team participates in MedLab 2021

The last two years have changed our personal and professional life. With new changes, at BD IDS MENA, we continue to advance the world of healthcare with our solutions. The IDS Team participated in MEDLAB 2021 from June 21st -June 24th at World Trade Centre, Dubai. It gave us an opportunity to meet and discuss our common goals, with different stakeholders in healthcare. We showcased our solutions of lab automations with InoculA and IdentifA at the booth; along with BD MAX, BD BACTEC FX, BD Phoenix M50, BD Veritor, and BD Specimen management solutions. We had a great successful MedLab conference, along with unprecedented participation.

We had participation from BD Colleagues from EMA; especially Lab automation experts, CIS team along with overwhelming interaction with our channel partners from MENA region. There were several meetings organized with our channel partners; to meet, discuss our common goals, challenges, and actions for a bright future.

We were able to showcase our solutions to many customers in the booth, especially the demo of Lab automations; SM, Biotyper; generating more than 50 enquiries. For the first time, we at IDS MENA; were engaged in communicating to audience through various platforms. The google search page was directly linked to BD Landing page; where users can register themselves for interactive sessions at booth and enquire about BD solutions.

During our 4 day conference, our activities were published in local newspapers and highlighted in LinkedIn posts.

Special thanks to Rania Raad, Berfu Durukan, EMA Lab automation team (Anton Pristalov, Stephanie Penaud), Abhishek Kumar for their support.

Strategic Win for BD AlarisTM System CMC Hospital in Saudi Arabia

The Clemenceau Medical Center (CMC) in Riyadh, KSA is regarded as a model hospital, providing excellent primary, secondary and tertiary care services and integrating its programs with those of other health care organizations.

Since 2018, the KSA team was closely following up with the CMC to include BD solutions in the planning process and advance the likelihood of a partnership. Faced by tough competition, BD associates spent relentless efforts, demonstrated a true team spirit, and comprehensively journeyed along with the stakeholders from commercial, technical and clinical aspects until the prize was awarded and the project went live in April 2021. The value of the project stands at SAR3.15M ($840K) worth of BD Alaris™ System infusion products and solutions with future extensions into PCA and Epidural.

​​ The implementation of the plan began in Jan 2021. The clinical approach started with a kick-off meeting with the nursing and pharmacy committees aimed at implementing BD Alaris™ System and devising the training plan.

As for the Pharmacy Department, the work covered building the Drug Library, demonstrating the AlarisTM System software features, defining patient care area profiles, and signing off the drug library for the go-live.

Basic training sessions and educational courses were conducted for 100 end-users in parallel to focused training sessions for 30 super-users within the Nursing Department.

Moreover, a dedicated anesthesia training was provided for the Operative Theatre healthcare professionals.

​In conclusion, BD Alaris™ System is now operating on-site at the CMC with LVP, Syringe, PCA and PK deployed in various settings with an installation of 140 units and plans to install an additional 130 units shortly in alignment with the Biomedical Engineering department as per the hospital profile device configurations.

KSA BDI team displays Endovascular AVF technology during Pan Arab Radiology Society (PAIRS)

The excitement surrounding the novel technology of endovascular arteriovenous fistulae (AVF) was in full display in the latest Pan Arab Radiology Society (PAIRS) webinar ‘‘EndoAVF Creation’’. The event hosted 387 attendees from all over the region.

An end-stage kidney disease (ESKD) patient needs to undergo dialysis to survive. One of the key factors that dictate the success and quality of a dialysis session is the type of dialysis access used. Until recently, the clear winner was a surgical arteriovenous anastomosis that creates an AV fistula. BD’s WavelinQ device provides an additional option for these patients that has been called “the most revolutionary device in ESKD patient since the first surgical fistula was created in the late 1960s”.

A webinar was held with a detailed clinical break down of the EndoAVF concept, the patient screening procedure, and patient eligibility criteria, then it delved into the WavelinQ procedure and the tips and tricks.

The event continued with a presentation from King Abdulaziz Medical City - National Guard where they presented the organizational side of the WavelinQ Program and shared clinical experience. The Presentation closed with the Nephrology perspective by KAMC’s Dr. Mahfouz Farouqi, who explained the significance of having a fistula for ESKD patients whose dialysis access is considered their lifeline and shared success rate data of surgical and endovascular fistulae from several regions, showing that endoAVF is the better option for the patient and the healthcare organization.

BD Biosciences MENA Team Had a High Level Audience in a Scientific Day in Libya

BD Biosciences MENA team participated in a scientific day in Libya, organized by our local partner Raya Lab, and attended by the Minister of Health and the head of the Organ Transplant Center. The talks highlighted the role of flow cytometry in the diagnosis of hematological disease and Stem Cell related applications. More than 60 medical professionals from across the country attended both in person and virtually.

The event was moderated by Dr. Khaled Sdaa, head of Raya Lab. The program started with introductory remarks by His Excellency, Minister of Health, Ali Zinati and the head of the Organ Transplant Center. The scientific program included presentations about the principles and applications of flow cytometry in the clinical laboratory. BD Biosciences MENA Clinical Affairs Manager Mohamad Kurdi presented the application of flow cytrometry in hematological malignancies, including the most recent guidelines from the World Health Organization on the diagnosis and classification of lymphoma and leukemia. BD Biosciences MENA Business Leader Hatim Al Jarrah presented on the standardization of flow cytometry in the hematology laboratory. He highlighted the importance of standardization of procedures and panels for the reproducibility of diagnosis of hematological malignancies.

BD MENA also invited a regionally prominent hemato-pathologist Professor Emna Guider, head of the hematological laboratory of Aziza Othmana University Hospital in Tunis, to present on her experience of transitioning from a five-color instrument to BD FACSLyric eight-color instrument by using a multi-color standardization approach.

MENA DC team in DUPHAT Congress

The DC MENA Team participated in the DUPHAT congress, the largest pharmaceutical exhibition in the region organized by Dubai Health Authority from April 5-7.

MENA DC teams activities during Ramadan

During Ramadan, the DC MENA Team launched a campaign in UAE’s retail/pharmacy sector to activate retail channel and win at the store level with pharmacist and patients. They also launched the BD&ME digital educational platform to help educate the patients on the BD products and how to use them.

2 Webinars were conducted during Ramadan:

First in English targeting HCP’s in Arab Pen, ELS and part of Levant Clusters and involved top speakers from Kuwait( Head of Diabetes Society in Kuwait ), UAE & Egypt.

Webinar attended by 100 HCP’s

Second in French targeting HCP’s in Lebanon and Maghreb Cluster and involved speakers form Lebanon ( Head of Diabetes Society in Lebanon) Webinar attended by 56 HCP’s

3 ROWA^TM projects go live in 3 major hospitals in KSA

For the first time, BD is going to have a Go-live for 3 ROWATM projects in 3 Big hospitals!

• KFCH in Jizan for the 1st MOH hospital in the South and key opening for the MOH world.
• Almouwasat Aljubail by 2 machines as the second Almouwasat branch after Alkhobar and Almadinah branch to be followed on September.
• Almousa Private Hospital as the first private hospital in Ihsaa and for another 2 branches!

MENA MDS create KOL Development Plan

Considering the increasing complexity of the healthcare environment and of medical device companies, it is essential to plan and organize the interactions with Key Opinion Leaders (KOLs). MDS has worked together to create an innovative, yet robust KOL plan that supports critical success factors to fulfill the corresponding strategic imperatives of the business unit. Since inception, we have defined our ideal advisors, identified a potential list and prioritized it and then confirmed interest. This is a first of a long-term plan to strengthen market shaping activities across the MENA region, engaging at total of 20 KOLs the region.

MENA MDS introduces Standardized Clinical Training Proposal to customers

As we know, BD offers training resources to help improve customer’s clinical practices for safe and efficient use of BD products. As part of our goal of advancing the world of health and to demonstrate how BD technology and educational solutions can address identified gaps and improve performance, we have created a standardized training proposal to highlight our solution offerings. Leveraging our systems to simplify and improve our understanding of customers, the tool will aim to allow us to meet those customer’s demands more effectively and bring awareness to the various clinical operating models, reaching hundreds of new and existing BD customers.

BD Turkey IDS Team’s IVD collaboration in changing procurement model

As the current situation, lab market in Turkey is a tender-based driven model. More than 80% of lab tender is service tender model (It’s a fee per test result procurement model where laboratory operations and employee requirement responsibilities is included), which means that the company that won the tender should supply all pre-analytic and analytic products. This means IVD companies (and/or their distributors) that win service tenders should provide tubes and needles with their own instruments. Since this tender model is based on value-based procurement (price per result), IVD companies has a tendency to collaborate with the most suitable solution partner for pre-analytical parts instead of low cost, non-efficient partners.

With the changing dynamics in Turkey, centralization of purchases for lab consumables, which is managed by government agency DMO, became one of the biggest challenges for the future. Our experiences from other businesses show that this new procurement model primarily focused on decreasing initial cost instead of focusing efficient workflow and laboratory outputs. The BD Turkey IDS team worked meticulously on what we can do by positioning ourselves differently with our products and services that shape the changing market needs and changing purchasing models in increasing competition. We arranged meetings to discuss the advantages and benefits of our SM portfolio, values and after sales support to IVD companies like Beckman Coulter, Abbott and Roche. We expressed the scientific data for the right product choices, importance of value-added services like PAQC, trainings and how they increase the performance of laboratory systems, the increased customer satisfaction and how this affect costs. It is of utmost importance that centralized purchase of lab consumables increase low quality/ low-cost products usage which will thereby affect HCPs, nurses and most importantly, patients. We also had a webinar with Turkish Biochemistry Association with 30 HC’s in attendance. Our meetings with IVD companies (Abbott, Roche, Beckman Coulter) and Biochemistry Association were fruitful in order to increase awareness and was a great opportunity for BD to lead the market shaping journey for changing dynamics. One of our main goals is to continue these meetings and to reach the stakeholders of the Ministry of Health through the Association of Research Based Medical Technologies Manufacturers (ARTED), where MedTech companies in Turkey discuss sector problems together.

Turkey BDI team awarded Intensive Care Heroes

The UCC team awarded intensive care unit’s secret heroes, stakeholders who have delivered TMM treatment by providing care service 24/7. At the award ceremony which was held online with the participation of Turkey General Manager Ayşe Şanlıoğlu, our appreciation and gratification were offered to our stakeholders who worked devotedly before, during and after the pandemic.

Turkey named the future: Meet Avatar Nurse Selma

In the education of healthcare professionals, digital transformation continues at full speed. To the solutions created in this sense in BD, TTM-U platform included a new one. Arctic Sun™, which is an online education platform, aims to educate and support temperature management system users.

The healthcare professionals which use BD TTM solutions will be educated by Nurse Selma all over the world!

Saudi RA team successfully complete BARD LEI project

Bard Legal Entity Integration Project has been a very important project in Saudi Arabia, to complete the integration of C.R. Bard Legacy to BD Saudi.

The regulatory affairs team has completed the project with successful outcomes, where all licenses and Authorized representative agreements are now held under BD Saudi account and all products and legal manufacturers are in full compliance with Saudi FDA regulations. It is worth to mention, during the project the RA team ensured to eliminate any risks on business by implementing each phase at the most appropriate timeline with the alignment of the project team members.

The completion of this project consolidates the business ability to continue with sales activities for BDI in Saudi Arabia.

Saudi RA team react to new regulations from Saudi FDA

In May 2021 Saudi FDA published the new regulation regarding advertising and marketing materials. The highlight in the new regulation is that the promotional materials are now reviewed and approved by Saudi FDA with fees estimated to be:

• $800 per brand name for marketing materials targeting end users/consumers.
• $1600 per brand name for marketing materials targeting HCP.

RA Saudi team has suggested to prepare advertisement and marketing materials to be prepared in advance to submit it with MDMA requests to ease the process and increase the efficiency of the Advertisement and Marketing Materials costs and approval validity. Nevertheless, all business units associates where encouraged to use Veeva Vault system to submit the advertisement and marketing materials.

Saudi RA team in the process of obtaining approval for VR Covid-19 test

Saudi Team is prioritizing the process of obtaining Saudi FDA approval for VR covid-19 test. The product will make great impact for the end users, and to the business since Saudi Arabian health care providers and other ministries has expressed their interests on such a product. RA team will keep you updated once the approval is granted from Saudi FDA.

MENA TS team runs new initiative to enhance customer experience across the region

As per BD strategy of Simplification, an initiative Technical Service Back – office team undertook, was to own and handle the Instrumentation orders related to RRP & Demo. Starting with MENA region , team increased the scope to Saudi Arabia and lastly Turkey. This has helped in increasing collaboration and efficiency for the commercial organization, but also ensured timely documentation updates into the Service Management System (Service Max), which further ensures delivering and improving Install Base management & in turn the Customer Experience. The team expects to continue the geographical expansion by starting with whole of Africa in Q4FY21.

Celebrating Grow, Simplify, Empower & The BD Way

Operations & Distribution Excellence MENA conducts first AAR with partners

During the month of May, Operations & Distribution Excellence MENA have conducted their first AAR with one of the PEP partner – KEMET in Egypt, led by of Loay Badr, Egypt Country Manager and LENA Hub Leader. This would set precedent as the first AAR to take place externally to improve the operational efficiency, in terms of communication and understanding the E2E order fulfillment process by both parties.

With Egypt being a strategic focus for BD, Our outlook is a positive one in the coming few months, expecting revision and implementation of SLA (service level agreement). This would allow us to set milestones, breaking down the timeframe required to release shipments and receive documents, and highlighting the pitfalls and shortcomings that delay and negatively impact customer experience.

BDI Quality Relabeling Integration Acceleration and Simplification in Turkey

In Turkey, an additional relabeling process for BARD legacy products is mandatory to be able to place the products in the Turkish market aligning with TR MOH requirements and this activity was managed via a local BARD legacy 3rd party, in a different warehouse (DHL TR) and with less Quality control.

Initially the move to one BDX local forwarder was expected for FY22 with multiple short term solutions and duplication of QA documentation and controls, but as soon as an opportunity was identified in Q2 FY21 with OPS, Business, RA and Legal, all the Turkish team showed high level of Reactiveness and Coordination with the Quality GTM organization represented by Simay Ozlem Surucu who prepared in a timely manner a Quality Plan approved by Ayse Sanlioglu (TR CGM) to identify the needs, roles and responsibilities, internal and external communications and track the milestones and prioritization of the shipments.

From May 2021, BDI shipments started to arrive and to be relabeled, as planned, by BD Turkey partner of choice (EKOL TR) and that we can see the SIMPLIFICATION benefits;

• ONE Quality / OPS approved Partner (audited / managed under BD TR quality ASL)
• ONE OPS / Logistic local circuit and approach
• ONE Quality Agreement
• ONE Compliant & Controlled Process (BD approved CRAF protocols and Traceability proofs) _ SIMPLIFIED as possible according to LM & product families
• Decreased Postmarket Compliance Risk
• Acceleration of BDI integration

Thanks again to all involved stakeholders and counting on all the Turkish team to pursue the journey with same motivation and accountability (LEI / Future new relabeling changes due to EU MDR harmonization -> TBC with your new Temp TR QA Specialist “Oyku Zaloglu”) and counting on all our MENAT associates to still vigilant for any local Relabeling requirement to escalate in a timely manner to your Quality GTM partner in order to avoid any risk to regional business continuity.

Bringing Our Brand To Life

Innovative

Our BD Brand has 9 attributes: Dependable. Human. Smart. Trusted. Agile. Global Citizen. Collaborative. Leading. Innovative. Today we shed light on what it means to be Innovative

Lifestyle/Health & Wellness

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Others

Book review on “leadership is Language”

Leadership Is Language The Hidden Power of What You Say – and What You Don’t
By: L. David Marquet

This book focuses on how the language leaders use has evolved over the years. And that there should be no set “roles” between people who “decide” on decisions and those who “do” and carry out those decisions.

A good leader: collaborates to build trust, asks for commitments instead of demanding compliance, simplifies big complex task by setting small goals.

Someone with a “problem-solving” mindset should be allowed to explore and be curios without fear of repercussions. Building an environment of trust help promote creativity and can yield better results.

Organizations need to adapt to the new world processes, the “Industrial Age Playbook” is no longer the recipe for a successful business.

E-MErge talent development kicks off in MENAT

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Don’t miss the Ethics & Compliance resources available on Maxwell

The EMEA E&C Maxwell is now available to ease the accessibility to ALL necessary and updated information, resources, references as well as News to our BD EMEA Associates.

Credits :

• Abdelkader Gharsallah
• Abdullah AlSubaie
• Ahmed Alawi
• Alshaymaa Alharthi
• Amer Sidani
• Areej Al-Humsi
• Arwa Khafagy
• Aseel Al-Sagarat
• Dewanand Mahto
• Gozde Barut

• Itir Yesin Yuksel
• Marya Badran
• Merve Deniz Apaydin
• Mirna Haram
• Mohamad Kurdi
• Noor Abdelmegid
• Omar Khammash
• Ramya Sundar
• Rania Raad
• Tugba Ladikli