The Middle East is seeing disease patterns evolve towards complex chronic disorders, due to factors such as an aging population and change in lifestyle, resulting in a shift away from traditional diets. The Middle East region currently has the world's highest prevalence of diabetes (1), a major risk factor for heart disease. The region is also showing the fastest growth in the occurrence of cardiovascular disease (2).

"Healthcare in the Middle East is under pressure to fulfill the growing demand for diagnostics and care," said Louis Hakim, Vice President and CEO Philips Middle East "We understand that today’s healthcare needs to extend beyond one-off treatment and traditional care settings. Our solutions thus focus on both the hospital and the home, addressing prevention, diagnosis, treatment and monitoring."

Philips helps simplify the provision of cardiac care
Over the next twenty years, treatment demand in the states of the Gulf Cooperation Council will rise by 240 percent. In particular, cardiovascular disease will experience a steep increase of 419 percent (3). At Arab Health 2010, Philips showcases its critical care solution Discovery to Treatment that can help to reduce the time taken for treating a patient who has suffered a heart attack to the recommended 90 minutes from the moment it is discovered.

In remote and thinly-populated areas of the Middle East, healthcare facilities may be limited, as hospitals tend to be smaller and medical equipment more scarce. At Arab Health 2010, Philips introduces the Philips Allura FC, a multi-purpose Cath lab which is an attractive solution for such hospitals to extend their cardiac care treatment programs. The Philips Allura FC is also well-suited to be used as a backup lab for mainstream cardiovascular applications.

Philips customizes women's health solutions to requirements of the Middle East
Philips, in partnership with Smit Mobile Equipment, presents a mobile breast cancer screening vehicle specifically adapted to the requirements of patients and healthcare providers in the Middle East. This innovative mobile screening vehicle is designed to take into account the desired level of privacy and the often severe weather conditions in the region. It also features the Mammo Diagnost DR, Philips’ digital solution for mammography, designed for efficient high-volume screening.

Philips supports healthcare providers with home healthcare solutions
The number of people suffering from Obstructive Sleep Apnea (OSA) (4) is also increasing in the Middle East, partly as a result of the increased occurrence of obesity. A leader in the treatment of obstructive sleep apnea, Philips Respironics presents its intelligent System One sleep therapy platform to treat OSA in the region. Using intelligent technology, this new portfolio of CPAP (5) and bi-level systems simplifies patient management by monitoring patients and recognizing when therapy needs are changing, while offering greater patient comfort.

More information on Philips Healthcare at Arab Health 2010 can be found at www.philips.com/arabhealth

You can also visit us at Arab Health 2010 at Booth 3E30 in Hall 3 at the Dubai International Exhibition and Convention Centre.

The Mobile Mammography Screening Unit developed in partnership with Smit Mobile equipment will be displayed at Arab Health 2010, outside the Plaza, stand OS01.

1. As research by the International Diabetes Federation shows, four out of the top five countries with the highest diabetes prevalence are from the Middle East
2. McKinsey & Company, Gulf Cooperation Council Healthcare: Challenges and Opportunities, 2007, chapter 2.1
3. McKinsey & Company, Gulf Cooperation Council Healthcare: Challenges and Opportunities, 2007, chapter 2.1
4. Obstructive Sleep Apnea (OSA), one of the most common sleep disorders worldwide is characterized by the repeated cessation of breathing during sleep
5. CPAP (Continuous Positive Air Pressure) therapy provides a gentle flow of air pressure through the nasal passage using a mask, preventing airway collapse and allowing an OSA patient to breathe freely during sleep

About Royal Philips Electronics
Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified Health and Well-being company, focused on improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of “sense and simplicity”. Headquartered in the Netherlands, Philips employs approximately 116,000 employees in more than 60 countries worldwide. With sales of EUR 23 billion in 2009, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in flat TV, male shaving and grooming, portable entertainment and oral healthcare. News from Philips is located at www.philips.com/newscenter.