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Medical products and device companies have focused considerable attention in recent years on emerging markets. It’s easy to see why: The tremendous opportunities inherent in these markets—with large patient populations and unmet medical needs—make them enormously attractive to medical device manufacturers.
However, the particular sales and marketing challenges in places like BRIC (Brazil, Russia, India and China) nations may diminish companies’ chances of success. The potential of emerging markets makes them too large for medical products and device manufacturers to ignore, but the size of the markets alone does not guarantee success.
ZS Associates recently held a wide-ranging roundtable discussion with several of its medical device sales and marketing experts to analyze the opportunities in emerging markets, and the ways companies have capitalized on those opportunities.
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