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The BRIC/MIST Playbook: Flexibility And Sticking It Out

 
• By Anju Ghangurde

Innovator firms will need more than just sharp business strategies to tap into the high potential but fluid pharmaceutical markets in the BRIC/MIST countries (Brazil, Russia, India, China, Mexico, Indonesia, South Korea, and Turkey). Flexibility well beyond pricing and the ability to wait it out till the rewards creep in are vital in these markets.

The BRIC/MIST countries (Brazil, Russia, India, China, Mexico, Indonesia, South Korea, and Turkey), worth an aggregate of around $200bn and growing at double-digit rates, represent an attractive growth opportunity.

Unlocking that potential in these predominantly out-of-pocket (OOP) markets with large underserved patient populations, though, will require more than just tailored

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