The pharmaceutical industry in Brazil: Is innovation the next step for the domestic industry?

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.