Communicating Locally When Marketing Globally
in DIA Global Forum, October 2009
The global pharmaceutical industry is currently worth in excess of $550 billion . As the population grows, ages and is faced with more disease, there will be a substantial increase in the demand for pharmaceutical products. By 2020, PricewaterhouseCoopers estimates that the global pharmaceutical market will be worth $1.3 trillion . In order to successfully take advantage of future growth opportunities in foreign markets, pharmaceutical companies must ensure that all communication materials are culturally customised. Failure to do so could result in unsuccessful product launches Link to full article ...
