Winning in Emerging Markets: What Big Pharma Companies Must Do

December 31, 2019

Introduction 

Emerging markets such as Brazil, India, and China offer immense opportunities for big pharma companies. With rapidly growing populations, increased healthcare spending, and the rise of chronic diseases, these regions are becoming a focal point for pharmaceutical growth strategies. However, despite these promising opportunities, penetrating these markets can be complex, often presenting challenges that deter even well-established companies. To thrive in these markets, pharma companies must develop tailored strategies that address local regulatory requirements, customer needs, and logistics constraints. 

In this article, we will explore the most effective strategies that big pharma companies must adopt to gain a competitive edge in emerging markets. 

Why Emerging Markets are Important for Big Pharma 

Emerging markets are highly attractive for big pharma companies due to several factors: 

  • Population Growth: Countries like India and China have massive and growing populations. This means an increased demand for pharmaceuticals, particularly in addressing chronic diseases and aging populations. 
  • Rising Income Levels: As incomes rise, so does spending on healthcare, enabling more people to afford essential and specialized medicines. 
  • Healthcare Reforms: Governments in emerging markets are increasing healthcare investments, providing new opportunities for pharma companies to collaborate in healthcare infrastructure development. 

However, these benefits come with unique challenges that need to be addressed through smart strategies. 

Key Challenges for Pharma Companies in Emerging Markets 

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    Regulatory Complexities
    Regulatory environments in emerging markets are often evolving and can be complex. Different countries may have unique regulations concerning drug approval, pricing, and market access.
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    Logistics and Supply Chain Constraints
    Operating across vast geographic regions with underdeveloped infrastructure can pose significant challenges in ensuring the timely and efficient distribution of pharmaceuticals.
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    Talent Management
    Recruiting and retaining skilled professionals in emerging markets can be difficult, especially in technical roles like research and development or specialized manufacturing.
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    Pricing and Reimbursement Issues
    Dynamic pricing and reimbursement models in these markets often make it difficult to establish consistent pricing strategies, directly affecting profitability.

Despite these challenges, big pharma companies can succeed with the right strategies. 

Winning Strategies for Big Pharma in Emerging Markets 

1. Group Customers into Clusters 

One of the first steps big pharma companies must take is identifying and grouping consumers based on common health needs within regional or national markets. By creating customer clusters, pharma companies can tailor their product offerings to meet the specific needs of distinct groups, thereby improving the relevance and effectiveness of their solutions. 

For example: 

  • In India, different regions face different health challenges. Rural areas might need more access to basic medications, while urban areas demand specialized treatments for chronic diseases like diabetes or cardiovascular conditions. 
  • Pharma companies can segment these regions into clusters and focus on providing customized solutions to each group, ensuring better market penetration. 

2. Identify Cross-Border Commonalities 

Focusing too much on national boundaries can limit the scope of big pharma companies’ strategies. Instead, pharma companies should identify cross-border commonalities that enable them to leverage similar healthcare needs across multiple regions. 

For instance: 

  • Southeast Asia and South Asia may share common healthcare challenges such as tropical diseases or rising diabetes rates. Pharma companies can leverage cross-border insights to create solutions that work across countries like Thailand, Indonesia, and India. 

This approach not only saves time and resources but also allows companies to scale solutions efficiently across multiple markets. 

3. Timely and Cost-Effective Execution 

Many life sciences companies operate in functional silos, making it difficult to execute strategies quickly and efficiently across markets. Big pharma companies need to focus on creating a single, unified strategy that can be rolled out across multiple regions rather than managing separate strategies for each market. 

Two essential capabilities are crucial for this: 

  • Customer-Centric Approach: Understanding local customer preferences and needs is vital for ensuring the adoption and success of pharma products. 
  • Enhanced Risk Management: Given the unpredictable nature of emerging markets, improving risk management capabilities is critical. This involves proactively assessing regulatory changes, supply chain risks, and talent management issues. 

Future Opportunities in Pharma Emerging Markets 

Emerging markets are expected to continue growing and evolving, offering new opportunities for pharma companies to expand their reach. Some areas of future growth include: 

Biosimilars and Generic Drugs

As patent cliffs approach for many big-name drugs, emerging markets offer a prime opportunity for companies to introduce cost-effective biosimilars and generic alternatives.

Telemedicine and Digital Health

Emerging markets are also embracing digital health solutions and telemedicine, creating opportunities for pharma companies to integrate technology into their offerings and provide improved patient care.

Collaborations with Local Governments

Partnering with governments to build local manufacturing units or enhance healthcare infrastructure could provide pharma companies with unique advantages in these markets.

Case Study: How Infiniti Research Supported a Pharma Giant’s Expansion into Brazil 

A leading global pharmaceutical company approached Infiniti Research to assist with their market expansion into Brazil, one of the most promising emerging markets. Despite their success in established markets, they struggled to gain traction in Brazil due to regulatory hurdles, supply chain complexities, and understanding local customer preferences. 

Challenges Faced: 

  1. Regulatory Barriers: Brazil’s complex and evolving regulatory landscape made it difficult for the company to secure timely product approvals. 
  1. Logistics and Distribution: The company faced challenges in efficiently distributing products across Brazil’s vast geography, particularly in rural regions. 
  1. Understanding Customer Needs: The client lacked deep insights into the unique healthcare needs of various consumer segments in the Brazilian market. 

Infiniti Research’s Approach: 

Infiniti Research employed a multi-step approach to help the client overcome these challenges: 

  • Regulatory Analysis: Infiniti’s experts conducted a detailed analysis of Brazil’s regulatory environment, helping the client navigate the approval process more efficiently. 
  • Market Segmentation: Using customer data, Infiniti helped the company group customers into clusters based on health needs and demographics, allowing for targeted marketing and product development. 
  • Optimizing the Supply Chain: Infiniti recommended several improvements to the client’s logistics network, including partnering with local distributors to streamline product delivery in remote areas. 

Results: 

  • Faster Market Entry: By streamlining the regulatory approval process, the client was able to launch its products in Brazil six months ahead of schedule. 
  • Improved Market Penetration: Customer segmentation helped the client increase its market share by 20% in the first year, particularly in underserved regions. 
  • Enhanced Efficiency: With optimized logistics, the client reduced distribution costs by 15% while improving the timely delivery of products. 

Conclusion 

Winning in emerging markets requires big pharma companies to adopt a multifaceted approach that focuses on understanding local markets, creating tailored solutions, and executing strategies in a timely and cost-effective manner. By identifying customer clusters, leveraging cross-border commonalities, and unifying execution strategies, big pharma can effectively navigate the complexities of emerging markets and secure long-term growth. 

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FAQs

Emerging markets offer significant growth opportunities due to rising populations, increasing healthcare spending, and the prevalence of chronic diseases.

Grouping customers into clusters, identifying cross-border commonalities, and ensuring timely and cost-effective execution are key strategies for success in these regions.

The primary challenges include complex regulatory environments, logistics constraints, pricing and reimbursement issues, and talent management difficulties.

Companies can mitigate risks by improving risk management capabilities, staying close to customer needs, and developing adaptable supply chain strategies.

Opportunities include the expansion of biosimilars, adoption of digital health solutions, and increased collaboration with local governments for healthcare infrastructure development.
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