The US home healthcare has resulted in the development of several point-of-care devices. Such devices have relevance in rural areas of emerging markets. Rural contexts in many emerging countries present a challenge for healthcare services delivery. Doctor-focused and hospital-centric healthcare is not available to rural citizens. Rural residents spend a huge amount of money and time for availing healthcare services. Moreover, suspect healthcare quality requires an alternative for rural healthcare. Home healthcare devices can be useful for disease detection, treatment, monitoring and control. However, device-makers cannot directly transfer them to emerging markets. This paper aims to detail medical device-makers about the opportunity in emerging markets highlighting the commonalities with developed markets. It cautions home healthcare device marketers on challenges they could face in this endeavour. Copyright © 2011 Inderscience Enterprises Ltd.