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Companies struggle to get new medicines adopted across Europe

By Ben Hirschler LONDON (Reuters) – Pharmaceutical companies, currently enjoying a bumper wave of new drug launches, are struggling to get recently introduced products adopted in key European markets as governments bear down on costs. While a number countries have pledged in recent years to encourage the use of innovative medicines, Europe remains a much tougher market than the United States, prompting many companies to offer significant price discounts.