“…Most major market analysis agencies have recognised this development (17) and thus have urged multinational healthcare companies based in the West to focus on emerging markets, and BRICs in particular, if they want to survive. Moreover, emerging markets will remain the key to sustainability and long-term profits for pharmaceutical firms and medical equipment manufacturers across the globe for many years to come (18). Note that this forewarning applies not only to pharmaceutical companies but also to firms involved in laboratory assays, diagnostic imaging, implants, surgical equipment, orthopaedics and dental products (19).…”