Brazil is often mentioned as a
major emerging market for biopharmaceutical companies, with annual
pharmaceutical growth rates forecast to be 7-10% in the coming years. But most
drug sales come from generics - including copies of on-patent drugs. The
question is thus how to sell innovator drugs into this kind of market when
government reimbursement and insurance only covers a fraction of the total.
Like other emerging markets -
Russia, India, and China, and to a lesser extent, Mexico and Turkey - Brazil
has a growing middle class with rising consumer power, an aging population,
growing healthcare expenditures, and large unmet medical needs.