Emerging countries are experiencing continuous population growth that has quickly outpaced the quality of their stagnant healthcare delivery infrastructures.

The so-called BRICS countries (Brazil, Russia, India, China, and South Africa) are the most rapidly developing countries. Demand for healthcare technology will be skyrocketing in the near future in these markets, and the need for adjustments is already being felt.

Worldwide, 80 percent of deaths due to chronic illness occur in emerging countries, illustrating an enormous gap in required healthcare. Between 2006 and 2011, sales in the pharmaceutical industry nearly doubled in these countries. According to the WHO, emerging markets will account for one-third of healthcare expenditures by 2022.

The characteristics of these new players are much different from those of more mature markets. It is essential to adapt both healthcare delivery and communication/marketing methods well in advance.