Serbia is not often considered a promising investment destination within Europe, far less for its healthcare and life science industries. Sluggish economic growth and a regulatory system unconducive to the introduction of innovative pharmaceutical products has meant that the country has largely stayed out of the international limelight.

However, economic and political stability; the gradual alignment of procedures and standards along the path towards EU membership; a well-educated human resource base; changing attitudes at government level towards healthcare; and the realization that Serbia can act as a hub to serve over 20 million people across the Balkans are all contributing to a new and more positive image of the country.