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Eastern Europeans are living longer and better, and sales of pharmaceuticals are rising with the increases in living standards and healthcare, reports the Economist Intelligence Unit. Yet, pharmaceutical companies are up against stiff competition from generic drugs and what they consider to be over-regulation by the authorities.
It remains to be seen whether EU legislation restricting the production of generic copies will be effectively enforced. In any case it will be difficult for drug makers to get the EU's cash-poor new members to stop pushing the cheaper generics.
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