The so-called "pharmerging markets" have been the driving force behind the global growth of the pharmaceutical industry. Brazil is highlighted as one of the only countries with a population of more than 190m that has a universal health care system. After the regulation of the generic market, pharmaceutical groups have shown significant growth rates. However, the pressure surrounding competition among generics should incite a change in strategy by trying, to create market differentiation via innovative; products. Therefore, the present article examines the trajectory and behaviour of Brazilian pharmaceutical companies with regard to the threats and opportunities ahead.
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