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 2011, illustrating just how rapidly these important new players have developed on the international scene. Over this same period, sales doubled in these countries, confirming the current trend. According to IMS Health, emerging markets will account for one-third of healthcare expenditures by 2022.

The characteristics of these emerging markets are much different from those of their northern counterparts, and it is essential to adapt both healthcare delivery and communication/marketing methods well in advance.