I will give kudos when they are due. Glaxo-Smith Klein hatched a radical idea on marketing its new anti-rotavirus vaccine. (Rotavirus is responsible for the deaths of thousands of newborns and infants due to diarrhea and dehydration). Instead of launching the drug to the more prosperous markets of North America and Europe - they focused their efforts on markets where the virus was taking it's largest toll. Developing countries and countries with limited financial resources.

The vaccine was launched and paid for with grants from The Gates Foundation and pre-orders from the countries where the drug was to be launched. The price was kept down so the margin is low - but since the volume would be high it would cover the cost.

90% of newborns in countries such as Mexico are vaccinated now.
GSK gets a good story to tell and more importantly children are saved.

It is a shame that stories like this are hard to come by. I think that when businesses start thinking about how they can improve their models to consider more than just short-term economic gains we can see real change.