But, over all, the leading drug makers are underperforming in emerging
markets. The top 15 pharmaceutical companies, including Pfizer, Merck
and Eli Lilly, together derive less than 10 percent of their sales from
emerging markets, IMS said.

To build profitable businesses in these countries, drug makers must
tailor their approaches to the specific dynamics and challenges of each
market, Murray Aitken, a senior vice president at IMS, said in an
interview Tuesday. Some emerging markets for pharmaceuticals have been
particularly hard hit by the worldwide economic crisis, he said.

http://nyti.ms/aNq2a3 (NY Times)

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