Please login to the form below

Not currently logged in
Email:
Password:

Five myths about emerging markets

From strategy to access and beyond, a new look at pharma's fast-growing markets

Mark Chataway1. You can have an 'emerging markets strategy'
Emerging markets are nothing like one another: an Argentinian or Brazilian denied an expensive new drug will usually just go and get a court to order his insurer or the state to pay for it; most Mexicans never really find out what's wrong.

2. You can decide whether you want to introduce 
Access to medicines is mostly about politics, not IP. No government in Europe or North America will do much to help you, whatever blustering they do in the media. Bayer discovered this to their cost in India.

3. You can let each subsidiary act independently
Anyone can find out anything about global price deals. For example, Roche has deep discounts for public reimbursement in Indonesia. It is on none of their global websites but easy to find in Bahasa Indonesia.

4. The growing private insurance market is good news for innovation
You will read a lot about the rapid rise of private insurance coverage in China and bullish reports about India. These policies often have low lifetime cash payout limits or act more as savings plans than as true insurance. In a lot of markets, the rate-limiting issue is not who will pay but who will diagnose or manage treatment.

5. The solution is local manufacture
Yes but you can't build plants everywhere, much less R&D centres. Anyway, you'll miss out on the real innovations in access that will come back to change business in Europe. Gilead's 90% discount to Egypt on hepatitis C treatment in return for very high volume, for example. Indians are delivering cancer care through telemedicine. 

Mark Chataway, director, Hyderus

For more information visit www.hyderus.com and follow @markcha on Twitter

In association with Hyderus

2nd November 2015

From: Sales, Marketing

Share

Tags

COVID-19 Updates and Daily News

Featured jobs

PMHub

Add my company
BOLDSCIENCE

We know what it takes to create brands, to start new conversations, to simply communicate complex science, to change lives…...

Latest intelligence

Top 10 ways that Medical Affairs teams can leverage the Impetus InSite Platform®
Some of the most popular and innovative ways of using our cutting-edge asynchronous and synchronous virtual tools for Medical Affairs teams....
The power of communication: Engaging diverse groups in healthcare
Humans are diverse and communications to engage us need to be inclusive. It’s no longer about talking to a group, a cohort or an imagined section of society - especially...
Building the hospital of the future
Senior Consultant Leah Carlisle explores the growing trend of virtual hospitals and what it takes to develop a holistic digital ecosystem centered on the ultimate patient experience....