Emerging healthcare markets: study of Medtech in China and pharmaceuticals in India

Institutional and regulatory contexts play a decisive role in shaping business strategies in emerging healthcare markets, with China’s MedTech industry and India’s pharmaceutical sector as two emblematic examples. The analysis combines the PESTEL framework with case studies of Siemens Healthineers and AstraZeneca. Findings show that the Chinese MedTech sector is marked by strong state influence, making localization and institutional partnerships crucial for market access. By contrast, the Indian pharmaceutical market follows a hybrid model: generics are supported through strict patent rules and price controls, while innovative drugs benefit from collaborations between government, academia, and industry. The case studies highlight how Siemens builds its strategy around government relations within China’s state-driven environment, whereas AstraZeneca focuses on community engagement and flexible distribution in India. From a managerial perspective, the evidence suggests that multinational healthcare companies must look beyond technological capabilities and competitive dynamics, anchoring their strategies within wider institutional and social ecosystems. The interaction between regulation, innovation, and social responsibility emerges as a key factor for ensuring both the sustainability and the legitimacy of corporate strategies in these markets.