Zentiva: Why Romania’s Pharma Market Lags Despite Its Size
With a 60-year legacy and two production facilities in Bucharest, Zentiva remains a company of systemic importance in Romania. However, while Romania ranks second in the region by market value, the local pharmaceutical landscape is struggling; data shows the number of new generic medicines launched in Romania is six times lower than in Germany. In this interview, Zentiva`s GM for Romania & Moldova, Simona Cocos, highlights how regulatory hurdles and fiscal pressures continue to keep the Romanian market well below its true industrial and healthcare potential.
Romania, a key market for Zentiva. Main strategic development directions for the coming period
We have a legacy of over 60 years in Romania, where we operate two production facilities in Bucharest. We are leaders in local drug manufacturing, producing essential medicines for the most common conditions at affordable prices. These elements position us as a key company of systemic importance to the Romanian healthcare sector. Strategically, our goals are to maintain financial health within a challenging regulatory environment, to launch new products that improve reach and accessibility for patients with major conditions, and to ensure a stable and continuous supply of essential medicines for the local market.
Main challenges for a multinational pharmaceutical company. How does Zentiva remain competitive?
On one hand, we face fiscal pressures such as the clawback tax, which deprives manufacturers of resources needed for development. On the other hand, from a regulatory standpoint, we advocate for accelerated measures to ease market entry for generics by incentivizing prescribing, improving access to tenders and streamlining reimbursement listings. Generic medicines, priced lower than originators, are vital—not only in Romania—for optimizing healthcare budgets and making health accessible to a larger number of patients. Unfortunately, given the difficult local context, our competitiveness is largely sustained through access to international markets, which allows us to maintain our financial stability.
We are also deeply committed to the development and well-being of our team, which is essential for both employee growth and the company’s evolution. However, we are noticing an increasingly acute shortage of specialized labor and hope to see authorities involve us more in supporting the training of future specialists in pharmaceutical production.
Evolution of the generic medicines market in Romania compared to other markets. Main local obstacles to growth
In terms of market value, we rank second in the region after Poland, but that is where the lead ends. We are not the only country with a tradition in pharmaceutical production; however, neighboring states acted early with a strategic vision that allowed their pharma industries to become strategic economic pillars. Slovenia, Hungary, and Poland are significant exporters, performing considerably better than Romania. According to the APMGR (Association of Generic Medicines Manufacturers in Romania), the number of generic medicines launched in Romania over the last five years is six times lower than in Germany and half that of the Czech market. As mentioned earlier, regulatory hurdles and the lack of consistent measures to promote local production keep us, as a country, below our industry’s true potential and competence.
Market dynamics in Romania in recent years
The market is growing and will continue to do so because patient needs are evolving. We are living longer but with more chronic conditions, which demands increasing resources from the healthcare system—not just here, but across Europe. Strategically, we monitor these effects: cardiovascular diseases remain the leading cause of mortality in Romania and Europe, diabetes is a continuous threat and oncology products are becoming more relevant as cancer cases increase in the elderly population. These are all priority areas for the Zentiva Group and reflect our long-term commitment to providing health and well-being.
The role of medical education projects and community partnerships in the company’s business strategy
Our business strategy is inseparable from our social impact. Our 2024 Sustainability Report (with the 2025 report currently in progress) emphasizes that investing in education and the community is vital for building a future where health is not a privilege, but a right accessible to all generations. We collaborate with over 30 patient associations and NGOs to help the most vulnerable groups gain access to essential resources for their health and well-being.
Inequalities in access to information and medical services vs. public health in Romania
Inequalities in access to information and healthcare services—notably between rural and urban areas—significantly impact public health through higher rates of avoidable mortality and poor management of chronic diseases. This barrier is heightened by social and financial factors, creating a direct link between income and the chance of receiving treatment. While nearly half of deaths are caused by behavioral factors that could be prevented through education, vulnerable populations forgo medical care more than twice as often as high-income groups. As an industry leader, we reaffirm our commitment to collaborating with authorities to bridge these gaps by expanding our portfolio of affordable treatments, ensuring every Romanian patient’s fundamental right to health. In parallel, we continuously support dozens of NGOs, reaching thousands of vulnerable beneficiaries by helping them access programs and services that would otherwise be unavailable or difficult to reach.
