Pharmaceutical Health care organizations expanding into emerging markets such as the BRICs (Brazil, Russia, India and China) are realizing there are no shortcuts. This is proving particularly challenging, considering the current health care environment, especially in the USA. Companies must change the dialogue around BRIC, as it is now more about establishing value, customizing to local needs, and building regional partnerships to build a sustainable business, according to market research group Frost & Sullivan. 24 May 2013