The European Union (EU) is rich in diversity and, as such, provides an opportunity for economic trading on an equal basis for all of its member states. The EU has made significant advances in ensuring that its basic principles have been achieved. The health of its peoples is, and should be, an integral part of the European ideal. Yet, this is one area where individual government states retain control, which leads to a significant diversity in healthcare systems. The impact of all of this cannot be underestimated, particularly from the point of view of the pharmaceutical industry. However, the EU is not a single market, particularly when it comes to drug pricing and reimbursement, so a pharmaceutical company planning the launch of one of its products in the EU still has to go through a maze of regulation in each country within this single market. This complexity adds hugely to the cost of launching a drug in the EU, which cannot be good for the EU, and should be on the top of its agenda for change.