With slow growth for pharmaceutical sales in developed markets, multinational companies (MNCs) have placed substantial organic and inorganic investments into emerging markets in recent years.
The revenue driver at almost all MNCs remains the innovative medicines portfolio, despite some companies’ diversification into generics, consumer medicines, diagnostics and other related healthcare markets. However, generics account for half the sales and more than half of the growth in emerging markets. The wide range of potential for generics and originals, and the differences in healthcare and business environments across the countries, make it a challenge to prioritize those investments and build the product portfolios to succeed. In this paper we characterize more precisely the areas of greatest opportunity for multinational companies in these markets and describe strategies for profitable growth.Ver publicación