Karim Smaira: The man behind Notia Medcare, the pioneering longevity clinic on the Athens Riviera
In Glyfada, the place where he grew up, Karim Smaira created Notia Medcare: a state-of-the-art, multidisciplinary medical center that combines conventional and functional medicine. The vision of Notia Medcare is to change the healthcare landscape by delivering a high-quality service and a seamless patient journey, while placing the emphasis on prevention and personalized medical longevity treatments.
- 18/02/2026 12:43
Karim Smaira has spent decades at the heart of the international pharmaceutical and biotechnology scene. He has managed markets in more than 80 countries, held top executive positions at multinationals such as Serono and Merck, and co-signed strategic decisions that influenced patient access to innovative therapies worldwide. For 13 years, he was co-founder of Genpharm, a company dedicated to rare and genetic diseases, leading it to a successful acquisition by an international group in 2025.
And yet, his next step was not taken in another global business hub, but in Glyfada-the neighborhood where he grew up. That is where Notia Medcare was born: a cutting-edge, multidisciplinary medical center redefining the concept of health, with an emphasis on prevention, personalization, and longevity. By combining conventional and functional medicine, scientifically validated protocols, and advanced diagnostic tools, Notia Medcare does not simply aspire to treat-it aims to change the way we perceive healthcare: shifting from reactive intervention to a conscious, preventive, and sustainable approach to life.
Born in Lebanon, with international experience and a multicultural background. How was your relationship with the concept of health shaped, and what ultimately led you to create Notia Medcare?
I came to Greece at the age of 12. My entire professional journey has been connected to the healthcare sector. I deeply admire it and feel fortunate to be part of it, contributing to something greater than myself. I firmly believe that advances in research and science have created tremendous opportunities to improve people’s lives worldwide, as well as to cure diseases that in the past were debilitating or fatal, such as hepatitis C or some of the most devastating rare pediatric genetic diseases, such as SMA.
I began my career in the pharmaceutical industry immediately after university, in 1998. I held various senior international executive positions at Serono and Merck, with responsibility for emerging markets, and I was fortunate to advance quickly within the corporate hierarchy. The last position I held before leaving the corporate world, in 2011, was Vice President for the Intercontinental Region (82 countries, nearly €800 million in revenue and 1,200 employees). In 2012, I founded Genpharm together with my long-time partner, Kamel Ghammachi. After our successful executive careers, we committed to turning to entrepreneurship through ventures with social impact. That was Genpharm, a company specializing in access to therapies for rare and genetic diseases. We steadily developed the organization for 13 years and completed a successful exit in 2025 through its acquisition by a major Saudi group.
While planning our next entrepreneurial step, we identified a unique opportunity in creating Notia Medcare. As people become increasingly health-conscious, this state-of-the-art interdisciplinary medical unit offers unique services and some of the most advanced diagnostic and therapeutic protocols to those interested in their longevity, comprehensive prevention, and chronic disease management. Our purpose is to contribute to the longevity and health revolution by raising awareness around lifestyle and health protocols that can help people live longer, healthier lives with greater purpose.
Why Glyfada? What did you see on the Athens Riviera that made you believe a longevity center could flourish here?
This is a classic case of everything aligning. Glyfada is both a personal choice and an excellent market fit for Notia Medcare. When I came to Greece as a child from war-torn Lebanon, Glyfada was the place where I found my home. That is where I grew up with my family and built lifelong friendships. I walked daily through its neighborhood streets, spent time on its famous beaches and in its cafés, and played for the local basketball club.
Fast forward to 2024, Greece’s improved economic conditions after the difficult years of the financial crisis, the growth of real estate and hospitality along the Athens Riviera-including The Ellinikon development-as well as the increasing presence of tourists and affluent expats settling permanently, have created all the favorable market conditions.
At the same time, the lack of medical and specialized units serving the needs of the 400,000 people living in this geographic area, combined with the fact that Greece is internationally recognized as one of the five Blue Zones, make Glyfada-with the highest population density-the obvious choice for a longevity clinic.
Notia Medcare is not “just another” medical center. When did you realize that prevention and longevity must become a way of life rather than simply a medical service?
That is precisely what differentiates Notia. Many follow the longevity trend, claiming to offer longevity treatments through dermato-cosmetic services or basic IV drips. We are particularly proud of the fact that we operate in a nearly 3,000 sq.m. facility in a highly accessible location. We are a medical center providing longevity services-not a longevity center offering a few medical services. The difference is enormous and lies at the core of our mission.
Everything we do is grounded in scientific evidence and medical documentation. We have a clear therapeutic pathway and have designed a comprehensive patient journey from the moment someone enters the center. We begin with an in-depth medical evaluation and an exhaustive diagnostic panel covering the entire body, including genetic and epigenetic testing. Based on these findings, personalized health protocols are developed for optimal clinical outcomes.
Particularly in the field of preventive medicine, the individual must take an active role in managing their health. Lifestyle choices such as sleep, nutrition, exercise, and social environment are key components of therapeutic protocols and are addressed scientifically in collaboration with our specialized doctors and nurses. Notia Medcare offers one of the most comprehensive diagnostic and therapeutic ecosystems, covering broad areas such as genetics, epigenetics, biological age testing, microbiome and gut assessments, full cardiometabolic and neurocognitive evaluations, hormonal optimization for men and women, sleep and stress management, nutrition and weight protocols, clinical dermatology and aesthetics, as well as a full range of regenerative therapies and cutting-edge technologies such as HBOT (hyperbaric oxygen therapy), intravenous infusions, infrared therapy, PEMF, sauna and cold-water immersion, and many others.
Do you believe that in Greece we have learned to care for our health preventively, or are we still mainly reactive?
Globally, prevention is gaining ground; however, there is still much work to be done in terms of awareness. Healthcare remains more about treatment than prevention. Everything we do is evidence-based and guided by best medical practices. However, the more educated a population is about health matters, and the more it ages, the more aware it becomes.
Insurance companies also have a significant role to play. It is well known that preventing a disease is less costly than treating it, as lifestyle interventions are easier and less expensive than therapeutic protocols and pharmaceutical regimens. Nevertheless, insurance companies still hesitate to cover preventive and diagnostic procedures unless there is already suspicion of a condition. This, however, is being recognized and is changing in many countries. This shift will further strengthen the spread of prevention within the general population.
Notia Medcare is built on interdisciplinary protocols and personalization. Why do you believe this is the future of medicine?
Notia Medcare uniquely combines conventional and functional medicine. And it could not be otherwise, as conventional medicine forms the solid foundation upon which all new knowledge evolves. Functional medicine, as a relatively new approach, runs across modern specialties and enhances many diagnostic and therapeutic protocols. Classic examples of the collaboration between conventional and functional medicine include preventive gut health through endoscopic examinations combined with microbiome testing, as well as cardiological screening with ECG, heart ultrasound, and stress testing combined with VO2 max (the most important indicator of aerobic endurance and cardiorespiratory fitness) and RMR (Resting Metabolic Rate). Similarly, on the therapeutic side, we combine conventional treatments with IV drips (intravenous vitamin therapies), infrared light therapies, hyperbaric oxygen, and much more. Our philosophy integrates all useful knowledge-old and new-through scientifically validated protocols, with one single purpose: to offer our visitors the best available examinations and treatments.
What essentially differentiates Notia Medcare from a traditional medical or wellness center?
We are not a spa or a wellness center, but a medical and wellbeing center operating with an interdisciplinary approach. Up to 15 medical specialties intervene and collaborate to create a holistic diagnostic and therapeutic plan for our patients and visitors. We continuously monitor progress against the initial baseline and adjust protocols accordingly to ensure sustainable results and optimal clinical outcomes.
How do conventional and functional medicine “converse” within the center?
Medical knowledge evolves rapidly across many different fields, and it is impossible for one physician to keep up with all developments. That is why the need for interdisciplinary teams is critical. Interdisciplinary and personalized medicine represent the future, as they allow us to understand each person as a complete biological system rather than a collection of isolated symptoms.
When specialists from different fields collaborate, we can detect imbalances earlier, combine multiple data points, and design safer and more effective treatments. Through advanced diagnostics, genetics, and lifestyle analysis, personalized protocols deliver treatments tailored to each individual’s real needs-not general “one size fits all” solutions. This leads to faster improvement, better long-term results, and true prevention instead of reaction. Ultimately, this model adds precision, clarity, and longevity, helping people live healthier, longer lives with greater energy.
Who is Notia Medcare truly for?
The center is literally open to anyone interested in taking control of their health. More specifically: a woman in perimenopause or menopause seeking to manage hormonal imbalances and bone density health; an executive with a demanding schedule dealing with sleep issues, brain fog, or metabolic concerns; an athlete aiming for performance optimization and faster recovery; a young couple planning a family and interested in understanding their genetic profile; a biohacker wanting to reverse biological age or monitor health markers daily through wearable devices; an individual trying to manage a chronic condition such as diabetes or hypertension; or a middle-aged person wishing to preserve the health and radiance of their skin through minimally invasive aesthetic procedures.
We have developed personalized diagnostic and therapeutic protocols for a wide range of needs, always based on science and the most advanced medical equipment, with integrated AI algorithms supporting both the medical team and patients. Typically, these profiles concern individuals aged 35–55 and above.
We live in an era of intense stress and constant pressure. Do you believe longevity is ultimately also a matter of mental balance?
Mental health and brain health are fundamental pillars of longevity science. The human mind and body are not designed for the constant pressure and chronic stress of modern life. This is reflected in the increased incidence of chronic depression, anxiety, sleep disorders, mood fluctuations, and chronic fatigue, which are root causes of more serious conditions.
We cannot disconnect brain health from the emergence of serious diseases and complications. For this reason, we have integrated medical equipment and protocols for measuring and imaging brain function and activity, and we will soon introduce bioresonance therapy to support the balance of body and mind.
If, in 10 years, someone talks about Notia Medcare, what would you like them to say changed in their life?
We would like people to remember that Notia helped them realize their inner strength and unlock their health potential, preventing premature aging of body and mind. That from the moment they became part of Notia, they found or strengthened their purpose in life, performed better, thought more clearly, enjoyed their interests more, felt greater energy in their daily lives, and spent less time and money managing health problems.
If you had to summarize the philosophy of Notia Medcare in one sentence, what would it be?
Our goal is to add years to life. But our aim is not simply to help people live longer; it is to help them live healthier years, so that they can enjoy their longer lives with vitality, energy, and purpose.