Abstract:

The threat of being permanently tagged as a model of social irresponsibility haunts the pharmaceutical industry in emerging markets like Brazil. For different reasons the conditions to put the performance of the industry at center-stage are gradually present in many emerging markets. For one, the Brazilian population is rapidly aging, Government has become more assertive when confronting healthcare-related topics as a result of the growing spending pressure of health problems (e.g. HIV) or plans to incentive a domestic pharmaceutical industry, media attention to healthcare issues and pharmaceutical behavior has skyrocketed, and a more attentive consumer public increasingly sensitive to companies actions or omissions for a better society has arisen.