Global industry...
By 2016, the global pharmaceutical market, including pharmacy and hospital sales, is forecast to be worth around US$1.6 trillion at retail prices. High growth in emerging markets will leverage slow growth in developed markets. Cost-containment policies will be offset against market demands for more effective products. Health access will expand, due to increasing generic penetration.

Localisation
The local market is the operating environment in which companies have to work. Domestic priorities set the agenda that affects a company’s operations, therefore the prevailing macroenvironment needs to be both understood and planned for. In this way, pharmaceutical companies have strengthened their capabilities to increase sales in local and international markets.

Beyond BRIC markets
The USA will continue to be the first worldwide economy, but other emerging markets will perform well, led by China, India, Russia and Brazil. However, a second wave of emerging markets will arise, namely South Korea, Mexico, Turkey, Indonesia and Poland. In an environment that is becoming more regulated, pharmaceutical producers are re-aligning their global strategies.

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