Central and Eastern Europe: Opportunity Abounds
The size of the drug market in those Central and Eastern European countries set to join the European Union in May 2004 is no bigger than that of Canada and is smaller than any of the top five EU markets, for now. But growth in the region will continue to outstrip that in the West over the coming five years at least, according to IMS Global Consulting. The likely convergence of drug usage patterns with those in the West-particularly the increased use of innovative products-will add to the region's attractiveness. Many Big Pharma and mid-sized Europeans are already well placed to tap into the opportunity, but there's plenty of room for newcomers to join-particularly through acquisition.
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