One is related to the previously mentioned generation-driven approach. The health awareness of adults born in the 70s and 80s is robust on most measurement scales. This age group is doing a lot more to maintain their health than any other generation before. We want to be healthier and we want to stay that way. If we consider that the rest of the world is catching up to the habits and level of the US pharmaceutical and health spending, it is understandable that we decided to concentrate our attention on this investment field.

In the US, the amount of medical consumption per capita reaches $900, compared to just $400 in the five most advanced member states of the European Union. In the rest of Europe, this figure is close to $100. It can also be observed that there is no such difference between the two continents in terms of health-conscious and health-promoting products and services available on the market. The only major difference is that the US is able to offer a more unified market compared to European markets that are linguistically and culturally diverse in practice.

The other trend is related to the development trends of the health industry. Commercially and therapeutically effective products no longer come exclusively from high-value pharma companies that invest heavily in research and development. Over 100 companies on the American stock market compete with the big pharmaceutical companies in medical development, mostly in the field of cancer treatment and prevention.