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Truth-Driven Growth

We bring healthcare technology into Egypt and the Gulf — and stay until it is adopted.

EXVERINA is commercial enablement for MedTech SMEs. Two routes: we take your technology to market under your name, or we represent it as our own. Same method, same standard.

Start a conversation See how EX³ works
Loay Badr, founder of EXVERINA

Why we exist

Technology already exists. Getting it adopted is the work.

Vision

A Middle East where every patient is treated by a system working at the standard technology already allows.

Mission

To bring the technologies that modernise healthcare into Egypt and the Gulf, and stay until they are adopted — working alongside the companies behind them, from first entry to lasting presence.

Who we are

We are the team that does the work with you.

EXVERINA is commercial enablement for MedTech SMEs entering and growing in Egypt, Saudi Arabia and the Gulf. Not a report, not a recommendation, not a handover at the point where it gets difficult.

We do not hand over a plan and leave. We walk the journey with you — market, registration, channel, team and execution — until the market is yours.

  • Skin in the journeyWe stay through execution, not just the plan. The measure is what happens in the market, not what was delivered on paper.
  • Built by an operatorNearly three decades of doing this work inside the region, not observing it from outside.
  • A straight readIf the market or the timing does not support entry, that is what you will hear — before anyone signs anything.

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 runs through both of our verticals.

Expand

Unlock opportunity and take back control of the market.

  • Market entry and growth strategy
  • Go-to-market design
  • Customer and market intelligence
  • Channel assessment and optimisation
  • Recruitment of a dedicated local team
  • Outsourced market and channel capability

Establish

Build the foundations for a direct presence and channel management.

  • Legal entity incorporation
  • Scientific office establishment
  • Regulatory strategy and management
  • Product registration
  • Product localisation and local content
  • 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

What we do

Two verticals. One method.

Two routes to the same end: technology that reaches the institutions and patients who need it. EX³ runs through both — what changes is whose market we are building.

Go-to-Market Evolution

For your market, under your name

Whether this is a first entry or a re-entry to unlock growth that has stalled, we take the whole journey with you — from opportunity to a presence that holds.

  • First entry into Egypt, Saudi Arabia or the Gulf
  • Re-entry where the current structure is holding growth back
  • Registration, channel, team and execution
Explore Go-to-Market Evolution

Distribution

For brands we represent and build

We represent technologies and solutions that enable digital transformation, optimise resources and drive efficiency — carried by our own team as our own business.

  • Selected categories, carried with focus
  • Our own clinical, commercial and service team
  • Full accountability for the market we build
Explore Distribution

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.

See the full track record on LinkedIn

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

Tell us where growth is stuck.

A short note about the product line and the market is enough to start. You will get a straight read on what is realistic.

Start a conversation