In the past, med-tech firms have had the luxury of ignoring emerging markets and thereby negating the risk associated with penetrating these markets. Now companies can ill afford to continue this practice since these areas are starting to offer tremendous benefits over existing and established markets. A new report co-sponsored by PriceWaterhouse Coopers (PwC, New York) and published by Axendia (Yardley, Pennsylvania) points out the key concerns and issues that med-tech companies face when investing in these markets. Additional sponsors of the study include, Camstar Systems (Charlotte) and iGATE (Fremont, California).