Playing Brazil

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...