By 2020, the BRIC economies alone will account for 33% of the world’s GDP. Are growth markets a solution to the harsher conditions of the mature ones?
Expenditure on medicines is rising far faster in the growth economies than it is elsewhere (see chart below). But serving the growth markets is very difficult, both because of their intrinsic problems and because they vary so much. That means the industry can’t rely on its usual methods for making a profit in mature countries. It has to adopt a totally different strategy – or, rather, different strategies for each market.