Pharma giants might be disappointed if they treat an emerging market like a satellite U.S. territory with big growth prospects. Says Dr. Tachi Yamada, chief medical and scientific officer of Takeda Pharmaceutical: "In emerging markets there are issues that we must comprehend better in order to succeed. We can't just treat emerging markets like the U.S., the U.K. or Japan. We have to be part of the solution to their very pressing health problems as well as launching new innovative products in those countries. Because if we're not, we're not going to be around to sell our products. That's exactly what is happening in India."