FINN Partners has launched a strategic communications playbook, "Metabolic and Lifestyle Health in the GCC: Innovation, Access & Behavioural Change", to help organisations move from reactive messaging to responsible narrative stewardship on how metabolic health innovation is being framed and contested in the GCC.
The report offers a six-pillar framework, based on proprietary research conducted by FINN Partners Global Intelligence Lab across the UAE and Saudi Arabia from January to December 2025.
It found a steady rise in media and social mentions of metabolic health and GLP-1 therapies in the GCC, ranging from approximately 5,000 to over 8,000 per month, with a sharp uptick in the final quarter of the year. The report suggests that this volume growth signals that metabolic health has moved beyond specialist clinical discourse into the mainstream, increasing both opportunity and scrutiny.
In examining the media and social coverage, the report identified four narratives:
Pharmaceutical companies
The research found that pharmaceutical companies lead innovation narratives in terms of visibility, but they don’t consistently shape how those stories are interpreted. Much earned coverage is reactive - driven by global headlines, supply issues, or competitor moves, rather than sustained, proactive positioning.
Healthcare professionals
Healthcare professionals came out as the most trusted stabilising voices in the narrative, with clinician-led coverage focusing on appropriate use, patient selection, side-effect management, and combining medication with nutrition, exercise, and behavioural support. The report said their presence rises during controversies, helping restore clinical context and caution in media coverage.
Policymakers and regulators
Policymakers and regulators were found to increasingly shaping the narrative through guidance, warnings, and access frameworks. Coverage tied to health ministries, national strategies, and international guidance reinforces a consistent message as medication alone is not enough, and metabolic innovation must support prevention, sustainability, and long-term system value.
Media and social platforms
The research identified media and social platforms as amplifiers of both enthusiasm and concern. Social and lifestyle coverage drives before-and-after stories, aesthetic demand, and consumer framing, while mainstream media shifts between breakthrough claims and caution over misuse, side effects, and access gaps. The study highlighted that although the digital landscape boosts interest and consumer engagement, it also underscores the need for balanced oversight.
While the report described narrative tension is a normal result of innovation, it identified a greater risk is the rise of shadow narratives driven by misinformation and disinformation. It emphasised that in this environment, health communication serves as a frontline defence, shifting the focus from promoting innovation to protecting patient safety, public trust, and system integrity.
The study also found that third-party voices, especially clinicians and journalists, influence interpretation more than brand messaging. This increases reputational risk during scrutiny, but also reveals narrative gaps that brands have yet to address.
Furthermore, the research indicated that the most durable narratives are grounded in clinical credibility, policy alignment, and system value. Messages focused mainly on innovation or consumer access are more exposed to backlash, while those tied to evidence, governance, and equity build stronger long-term trust.
The playbook outlines six priorities for building trust:
- Evidence and transparency: Use registries, clear safety communication, and accessible data to anchor claims. Regional clinicians should help interpret evidence.
- Prevention-first framing: Position metabolic innovation as supporting, not replacing, prevention, which is in line with national agendas such as UAE Wellbeing 2031 and Saudi Vision 2030.
- Local and data generation: Work with academic and health authorities to produce GCC-specific evidence and show long-term commitment.
- Multistakeholder partnerships: Collaborate with ministries, insurers, professional bodies, and employers to demonstrate system-wide value beyond products.
- Access and affordability storytelling: Address equity early and explain long-term economic and health benefits, reflecting regional socioeconomic diversity.
- Rapid-response safety messaging: Prepare protocols, trained spokespeople, and myth-busting content to respond quickly and limit misinformation.
