The necessity to develop new markets is urgent. The latest forecasts from IMS Health, the consultancy, suggest that global sales in the pharmaceuticals industry will grow by just 2.5-3.5 per cent this year, the lowest expansion it has yet recorded. The US – which still accounts for two-fifths of all revenues – will decline by 1-2 per cent. 
But the figures also highlight one source of optimism. The seven countries IMS Health dubs “pharmemerging markets” – China, Brazil, Mexico, Turkey, India, South Korea and Russia – will expand by 13-14 per cent in 2009, accounting for half of all global growth. IMS forecasts similar growth over the coming five years, as rising incomes and expanding health insurance cover combine with a growing desire to seek treatments for an ever broader range of chronic as well as infectious diseases.
“We’re starting to see the emergence of a new world order,” says David Campbell, senior principal at IMS.
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