Big Pharma’s newfound interest in so-called emerging markets is not a smokescreen to divert investors’ attention from clinical failures and expiring patents. To the contrary, there’s serious money to be made in emerging markets—especially in the six BRIC-MT* countries, which have a growing middle class that wants prescription drugs and has the means to pay for them. The growth potential is obvious: BRIC-MT countries comprise 45% of the world’s population but only 10% of worldwide expenditures on prescription drugs.