Big Pharma companies have been dropping. Most of them are fixated on developing a new, revolutionary, life-prolonging medicine. I try to persuade them that the next big boost in world life expectancy (and their profits) will probably come not from a pharmacological breakthrough but from a business model breakthrough. Big Pharma is currently failing to reach huge markets in countries on Levels 2 and 3, where hundreds of millions of people, like the diabetes patient we met in Kerala, need drugs that have already been discovered, but at more reasonable prices. If the pharmaceutical companies were
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