Dr. Amer Al-Mokbel: Pioneering Healthcare Innovations in the Middle East


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The healthcare industry has emerged as one of the most resilient and prosperous businesses globally. It experienced an unprecedented boom during and after the COVID pandemic. The pharmaceutical and medical sectors have attracted significant attention from governments and private organizations worldwide, resulting in remarkable revenue growth and sustainable expansion. Among the most promising regions for healthcare market growth is the Middle East, which boasts a rapidly advancing healthcare sector and enormous budgets dedicated to the industry. Key players in the Middle East markets include countries such as KSA, UAE, Iraq, Algeria, and more.

To provide reliable healthcare solutions in these growing markets, Dr. Amer Al-Mokbel, founded PhenoMEd Co. and MMDS Co. He has a focus on providing medical and pharmaceutical services through these companies. Let us begin with his journey and the challenges that made him a notable player in this industry.

Dr. Amer Al-Mokbel’s Career Path

Dr. Amer began his journey in the industry by graduating with a BSc degree in Pharmacy from ASU/Jordan in 1997. He quickly began working as a Medical Representative at a drug store in Jordan, gaining valuable experience in the field. Two years later, he joined a pharmaceutical company that specializes in cardiovascular medications, where he was exposed to the cardiology business and introduced to prominent cardiologists and the interventional cardiology industry.

In 2000, Dr. Amer began his own company at the age of 24 with his friend and classmate, Aws. He collaborated with a US startup to bring innovative technology with competitive benefits to the market. The start-up proved to be a great success, gaining the attention of all key customers. Soon after, Boston Scientific, one of the most reliable companies in the world, acquired this startup. As their exclusive distributor in Jordan, he gained vast experience through exposure to a professional working environment, gigantic suppliers, international conferences, and face-to-face contact with consumers, healthcare professionals, government officials, and others.

To further sharpen his knowledge and skills, Dr. Amer joined the MBA program at Lancaster University/UK and graduated with an MBA degree in 2012. In 2010, he established his second company, MMDS, which exclusively deals with and promotes pharmaceutical products and medications. This educational and professional journey has helped him become a successful healthcare leader, with a wealth of experience and knowledge to draw from in his current role.

Innovative Healthcare Businesses

Dr. Amer established PhenoMEd Co. and MMDS Co. with the aim of becoming a preferred distributor for well-known global medical and pharmaceutical manufacturers in the Middle East markets.

By providing cutting-edge and high-quality products, they want to consistently achieve the objectives of their founders while addressing the escalating needs of patients and healthcare professionals. His businesses support a range of commercial formats, including master distribution, licensing, and toll manufacturing, and they serve the whole Middle East and African markets. Furthermore, it strives to strengthen the healthcare sector by emphasizing the highest levels of professionalism and ethics.

Administration to Succeed

As the Managing Partner/CEO of his organization, Dr. Amer is responsible for driving and managing all daily business aspects. He is a coach, mentor, and director to his subordinates. He ensures that he collaborates with key customers, participates in congresses and meetings, and pays great attention to business development and expansion strategies.

Over the years, he has cultivated resilient and agile leadership styles that prioritize the holistic interests of all stakeholders, including the organization, staff, customers, and community.

He strongly supports ethical and professional standards and applies standard operating procedures (SOPs) to ensure the best practices are always observed and followed.  In order to accomplish this, both PhenoMEd and MMDS were granted ISO 9001 certification in 2022. He also supports staff empowerment, which he regards as a crucial factor in encouraging, energizing, and motivating employees.

Dr. Amer denounces and avoids micromanagement, as it kills motivation and confronts the accountability of the persons in charge. He knows that with his leadership style, his company can achieve its goals and vision while satisfying the growing demands and meeting the aspirations of its principal under the highest ethical and professional manners.

Diversified Range of Healthcare Treatment and Services

PhenoMEd Co. and MMDS Co. offer a range of treatments and services. They cater to the diverse needs of the healthcare sector, including medical and pharmaceutical segments. Their portfolio features a diverse selection of products and services from renowned global suppliers, ensuring high quality and excellence. Here is a list of the services they offer:

  • Interventional Cardiology products (Elixir Medical, ACIST, Teleflex Medical)
  • Orthopedic surgery (Arthrex, Microport)
  • General and Laparoscopic surgery (Molnlycke Healthcare)
  • Advanced wound dressings. (Molnlycke Healthcare)
  • Pain Management. (Curinox, Epimed) They are the first company to introduce wireless neuromodulation systems to the Middle East markets.
  • Advanced Urology Solutions (EMS)
  • Neurology products. (Spiegelberg) They are the Master distributor all over the ME & managed to launch these sensitive & high-demand products in key markets.
  • Laboratory Diagnostic Solutions (Beckman Coulter)
  • Injectable antibiotics: They are the Marketing Authorization Holder for a full line of injectable antibiotics produced under a toll manufacturing agreement in collaboration with ACS Dobfar/Italy commercialized in the MEA region, and expanding their presence to new markets in Asia like Vietnam and Myanmar.
  • Food supplements: They struck a license agreement with Solvotrin Therapeutics/Ireland to commercialize ACTIVEIRON in the Middle East and Africa. The deal allows them to endorse various models, like secondary packaging or full manufacturing.
  • Medications for special needs (Karo Pharma, Bioplax Pharma)
  • Cosmeceuticals

Milestones Accomplished

Dr. Amer’s notable contributions and achievements in the healthcare sector have earned him widespread recognition and accolade both professionally and personally. His leadership has resulted in several trophies and awards for the company’s outstanding performance and accomplishments in the industry.

The staff and team members at PhenoMEd and MMDS are also recognized for their exceptional knowledge and performance in international meetings and training sessions organized by their suppliers. He attributes his success to the appreciation received from all stakeholders, especially due to the fact that their services have improved or saved the lives of many patients.

Dr. Amer has won several awards and received letters of appreciation from partners, customers, and the healthcare communities. He has been named President of the Lancaster University Philanthropic Chapter in Jordan. He is appointed as the Honorary Consul of the Republic of Malawi in Jordan, highlighting his dedication to philanthropic and community service.

On May 8, 2023, PhenoMEd added THE BIZZ AWARDS to its list of accomplishments. The World Confederation of Businesses (WorldCOB) bestows the most prestigious business excellence award in the world. WorldCOB mentions Dr. Amer again, saying, “Your company has been selected for consistently exceeding the evaluation criteria noted in our Business Excellence Questionnaires: Business Leadership, Quality of Products and Services, Management Systems, Innovation and Creativity, Corporate Social Responsibility, and Results Achieved. For this reason, we would like to extend our congratulations once more in recognition of this outstanding achievement.”

Approach to Building a Team of Specialists

Dr. Amer understands that a great team is crucial to any successful organization. He places a high value on his team and works tirelessly to create a positive and professional work environment. To encourage his team to think creatively and adapt to changes in the healthcare landscape, he takes a multifaceted approach. He adopts a situational leadership style that blends participative, delegation, transactional, transformational, and democratic leadership styles. By doing so, he empowers his team members and encourages them to take on new challenges.

He also provides his team with access to all available resources, including professional development opportunities, to enhance their knowledge and advance their careers. He believes that empowering team members with self-autonomy and self-driven character is essential. It encourages creativity and dedication while fostering accountability and responsibility.

Overall, Dr. Amer recognizes that building a great team requires nurturing individual strengths and encouraging teamwork. He values the contributions of each team member. Thus, he continually strives to create an environment that ensures every member is well-oriented, continuously motivated & rightly awarded.

Staying Ahead of the Curve

Dr. Amer understands the importance of staying informed about the latest healthcare regulations and compliances in the APAC region. He acknowledges the dynamic nature of the healthcare industry. It is heavily regulated by various regulatory and governmental organizations, such as the FDA and CE, as well as local bodies in each market.

To stay up-to-date with these regulations, he has put together a dedicated team within the organization. It is well-trained and oriented on registration and regulatory aspects. The team relentlessly follows up on all the regulations and updates from different organizations to ensure compliance. In addition to the internal team, Dr. Amer relies on their international partners to keep them informed of any updates related to their portfolios.

Finding Joy and Purpose in Work

Dr. Amer knows that maintaining a work-life balance in the fast-paced healthcare industry can be challenging. However, he considers his work a passion that gives him a sense of fulfillment and keeps him motivated to tackle challenges and achieve success. He enjoys waking up every day with energy and enthusiasm to do more. He acknowledges that his work is not like a vacation, but he finds joy in his job and strives to maintain a healthy work-life balance.

Dr. Amer considers his work in the healthcare industry a blessing, as someone who underscores the opportunity to add value to patients’ lives. He also takes advantage of his business travels to enjoy sightseeing and tourism. Furthermore, he takes summer vacations with his family to spend quality time together. During these vacations, they indulge in family talks, delicious food, nice journeys, and good sleep. Overall, Dr. Amer recognizes the importance of work-life balance and makes a conscious effort to enjoy his personal life while excelling in his professional responsibilities.

Talk on Future Trends

The healthcare industry is evolving at an unprecedented rate, with new technologies and innovations emerging every day. As a passionate healthcare leader, Dr. Amer recognizes the importance of staying up-to-date with these advancements.

Dr. Amer is excited about the emergence of breakthrough products and technologies, such as robotic surgery and artificial pancreas. These are expected to transform the healthcare landscape in the APAC region. These innovations have the potential to shift the paradigm and bring about significant improvements in patient care. He foresees a future where the use of robots and artificial intelligence will become commonplace in the healthcare industry.

Dr. Amer feels lucky to have his son Omar (a Medical Engineering graduate from Cardiff University and currently pursuing his higher studies in Healthcare Management at the City University of London), who has great exposure to innovative technologies and keeps an eye on the new breakthrough medical technologies.

Dr. Amer is also aware of the critical part that governments play in advancing healthcare. He is particularly optimistic about the eager vision and generously allocated budgets of governments in the Middle East, such as KSA, UAE, Qatar, Jordan, and Iraq. These governments are investing heavily in healthcare and creating an environment that fosters innovation and growth.

To adapt to these future trends, Dr. Amer remains committed to staying at the forefront of the industry. He is continuously seeking out new knowledge, exploring new technologies, and collaborating with industry experts to drive innovation and progress. With his passion and dedication, he is confident that he and his team will be able to navigate the challenges and opportunities that lie ahead.

Shower of Praises

“This is wonderful! Congratulations, Amer, to you and your team! I am not surprised that you get such recognition and much more. You are one of the most thoughtful and strategic market creators I know.”– Motasim Sirhan/CEO (Elixir Medical)

“Dear Amer, congratulations to you and the entire Phenomed team! A fantastic recognition of the customer-centric, value-creating organization that you have nurtured over the years!” – Vinayak Bhat/President & COO (Elixir Medical)

“It is good to know that we have chosen the right partner for the Middle East region. All the best to you and the whole PhenoMed team.” – Bodo Hardt/Director of Global Sales & Marketing (Spiegelberg)

“Congratulations on this big award! You and your team should be very proud!”– Aure Bruneau/CEO (Curonix)

“Congratulations on this great achievement; it’s well-deserved recognition. Wish you, your team, and your respected organization more success to come with lots of accomplishments.” – Salah Ghanem/General Manager ME (Molnlycke Healthcare)

“Congratulations, Amer and Aws, on this remarkable achievement. Having worked with both of you for the past 20 years, I am not surprised that you would receive such recognition!” – Lara Diab/ Sr. Business Consultant (Teleflex Medical)

“Congratulations to you and your entire team for this well-deserved prestigious award. We are proud to have you as our partner in the Middle East!”– Geert Hertecant/Vice President International Sales & Operations (Curonix)


“My work is not merely a job for me; it’s a passion where I attain my self-esteem, enjoys every moment, tackle challenges, and stay hungry for success.”

“It’s a blessing to be in the healthcare industry, as I can do business and, in parallel, have the chance to add value to patients’ lives, which is very satisfactory.”

ALSO READ: Prominent Personalities in Healthcare, 2023



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West has been driving the business world owing to its developed economies. The leading part of the world is straining to sustain its dominance. However, the other parts of the world, especially Asia Pacific region have been displaying escalating growth in terms of business and technological advancements.

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