Getting Market Research Right in the Middle East A Land of Diversity, Opportunities and Unique Challenges
Middle East mapThis is the second in a series of three articles highlighting points made by Kantar Health executives in a recent webinar titled “Getting It Right in the Emerging Markets: Identifying the opportunities and avoiding the pitfalls in conducting market research in new geographies.”

If the Middle East was a single country, it would be the fifth largest market in the world in terms of GDP. The sales of pharmaceuticals in the Middle East surpasses $20 billion per year. That’s about equal to the UK Pharma market but unlike the UK, the Middle East is growing by 10 to 15% per year.

The Middle East is not only a land of demographic diversity, but also a land of diversity of health systems and also a land of opportunities. To succeed in this market, pharmaceutical companies must get the best possible market data, which is often difficult to do. In this article, Sherif Shafick, General Manager, Middle East and Africa for Kantar Health, provides some insights on the nature of pharmaceutical market in the Middle East and a case study on how these insights can help launch products.

Topic headings include:

  • Importance of Emerging Markets
  • The Middle East – A Land Of Diversity
  • Individual Markets in the Middle East
  • The Middle East – A Land Of Opportunities
  • Unique Challenges
  • Case Study: Bonding Emotionally with Physicians

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Issue: Vol. 9, No. 9: November 2010
Word Count: 1760

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