Culture is a combination of many different factors, such as our origins, traditions and religious beliefs. Local culture influences our perception of what it means to be “healthy,” and also the apprehensions we may have about medical treatments. In this respect, our culture is not necessarily a sign of national unity. A huge diversity of opinions may exist within any given country. For example, Jehovah’s Witnesses categorically refuse blood transfusions,

Emerging markets are experiencing unprecedented population growth that has quickly outpaced the current offer of their healthcare delivery infrastructures. The so-called BRICS countries (Brazil, Russia, India, China and South Africa) are the most rapidly developing countries in the world. Demand for healthcare technology will be skyrocketing in the near future in these markets, and the need for adjustments is already being felt. Healthcare product sales nearly doubled between 2006 and