Belgium continues along the path of recovery. It is a European hub for clinical trials, new drug development and niche research, which attracts the attention of multinational firms. Even though per capita spending on pharmaceuticals is relatively high, it is subjected to continual downward pressure - creating opportunities for growth for manufacturers of generic drugs. In other words, economic agendas mean that the government will have little choice but to promote the use of generic drugs via methods other than patient information campaigns that have been launched in the past, if it is to comply with the fiscal deficit target imposed by the EU. Thus, there is not only room for the increased uptake of generic drugs following patent expiry but it will also become swifter. This trend will reduce costs for governments, out-of-pocket payers and insurance companies, which is increasingly important as developed states reform their healthcare systems over the medium term. Key obstacles include prescribers' brand loyalty, pay-to-delay deals, the near-universal unpopularity of commodity generics and a lack of perfect competition in the pharmaceutical sector.