A groundbreaking PhD study by a Bahraini researcher is proposing an unexpected but potentially powerful alliance between the pharmaceutical and film industries. Farah Abdelaal, a PhD candidate in Innovation Management at the Arabian G
TDT | Manama
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A groundbreaking PhD study by a Bahraini researcher is proposing an unexpected but potentially powerful alliance between the pharmaceutical and film industries.
Farah Abdelaal, a PhD candidate in Innovation Management at the Arabian Gulf University, has developed a firstof-its-kind business model and digital platform to unite the two sectors.
Her dissertation offers a qualitative framework that aims to revolutionise how medical content is communicated and financed.
Health Meets Storytelling
The platform concept, still in prototype stage, envisions using cinematic storytelling to disseminate critical health information, raise awareness of conditions like neurological disorders, and even influence public behaviour.
“Films have the ability to reach hearts and minds,” her research notes, adding that blending narrative power with scientific insight can make complex medical issues more relatable and actionable.
AI and Neuro-Medicine
The study draws from innovation theory, artificial intelligence, business modelling, and neuro-medicine to argue that merging these fields can benefit not just patient education but also pharmaceutical companies seeking sustainable, socially impactful ways to engage with the public.
Abdelaal’s model also outlines a revenue-sharing mechanism to make such collaborations financially viable for both industries.
The research is part of a growing trend that views cross-sector innovation as essential to tackling modern challenges.
Her work adds to the region’s growing contribution to global discussions around digital health, creative industries, and the evolving role of AI in medicine.
