Vantage Point

Share this article:
Yikes! A report recently came across my desk that served for me, as it should for every pharmaceutical marketing researcher, as a clear indicator that our business is going to be changing rather significantly in the next few years—and that we better get ready for those changes now.

The report, from PricewaterhouseCoopers, predicted that the global pharmaceutical market would double by 2020, but that much of this business will come from the “E7” countries (Brazil, China, India, Indonesia, Mexico, Russia and Turkey), up by 60% since 2004. Moreover, while the patient conditions being treated in these countries will largely parallel those in countries we have historically focused on, i.e., the US and the G5 countries, the report predicted that the business models that have made the industry prosper in these countries will simply not work in emerging markets. In particular, the report noted that marketing efforts would require streamlining in these emerging countries, since we will not be able to charge the premium drug prices that have historically been able to fund them.

Regular readers of this column and my other writings and rantings will know what I am going to say next. As pharma marketing researchers, we'd better start to get ready for these new opportunities. At the very least, we had best develop a robust body of knowledge of the healthcare delivery systems and pharma marketing practices in these countries, and begin to scenario plan and test ways that our business models can be adopted, or perhaps entirely new ones developed, to permit us to capitalize on these new opportunities. It is astoundingly important that we have the chance to double the size of our global market in the next few years, and we must be totally ready to take full advantage of this potential growth.

Richard Vanderveer is group CEO, GfK US Healthcare Companies

Share this article:
You must be a registered member of MMM to post a comment.

Next Article in Vantage Point

Email Newsletters

MM&M Future Leaders

Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Vantage Point

Vantage Point: Payers—the "experts" in healthcare research

Vantage Point: Payers—the "experts" in healthcare research

Access to payers is about knowledge, about understanding what they do in their jobs

Vantage Point: Determining "fair market value"

Vantage Point: Determining "fair market value"

Should pharma formulate a super matrix to determine the FMV of research incentives?

Vantage Point: Marketing Support for Clinical Trials

Vantage Point: Marketing Support for Clinical Trials

Pharmaceutical companies must provide robust marketing support for their clinical trials