Bringing Medicines to Low-Income Markets – A guide to creating inclusive business models for pharmaceutical companies

The practitioners’ guide was written for representatives from the pharmaceutical industry. Health-related NGOs, insurance providers, microfinance institutions and other organizations from health-related sectors that operate in low-income markets may also benefit from the insights provided. The guide aims to support practitioners in developing business models that serve low-income patients with quality medicines. It focuses on the customer-interface - the typical marketing functions within the pharmaceutical value chain: market research and product development, marketing, communication, sales and pricing.

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Within the report, you will find:

• An introduction to the business case for venturing into low-income markets
• Information on the characteristics of the pharmaceutical market at the BoP
• A tool called “4As+1” that helps you understand key challenges of this market environment – and how to address them with promising approaches
• Case studies that illustrate these promising approaches
• Practical guidance on how to get started with inclusive business, including tips on creating a vision and strategy, securing financial resources, setting up of internal organization and finding the right partners
• A Support Directory with a list of relevant organizational contacts and pointers to further reading

The Bringing Medicines to Low-Income Markets report is based on:

• A database of over 110 existing business models or business model components in the sector
• Over 30 interviews with experts from pharmaceutical companies, health-related NGOs, international organizations and others, who shared their expertise on bringing medicines to low-income patients and provided feedback

The report was commissioned by GIZ on behalf of the BMZ. It was co-financed by BMZ and Sanofi.