Emerging markets are taking an increasing share of global pharmaceutical market growth. Primary care products are giving way to those aimed at specialists. Thanks to the Internet, the informed patient is coming of age. And all of this change is taking place in an environment dominated by cost containment and cutting. IMS Canada’s Ian Therriault thinks it’s time for a new way of looking at the pharmaceutical market, through a new set of metrics. He outlined his views in a recent issue of Canadian Pharmaceutical Marketing magazine.

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