Tailored Strategies Required For Expansion In A Complex Pharmaceutical Market

BMI View: Drugmakers cannot afford to ignore the impressive long-term potential of Brazil's pharmaceutical industry. However, innovative drugmakers are likely to face significant challenges given that pharmaceutical sales will see double-digit growth, primarily in the generic drug segment. Drugmakers wishing to penetrate Brazil's pharmaceutical market must be aware of several factors, including: the lack of reimbursement policies leading to high price sensitivity; the high degree of stratification in the generic drug sector; and the increasing protectionism of the domestic

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