EU Drug Pricing: The Only Way Is Down

Pricing pressure in Europe is hardly new, but it became a much bigger concern in 2010. The last 18 months have seen some of the most severe and certainly the most numerous, price cuts across the region. Although individual European countries represent only a small share of Big Pharma revenues, the EU as a whole is the world's second-largest market in sales terms, only slightly smaller than the U.S.