Adrian van den Hoven, Director General, Medicines for Europe Adrian van den Hoven joined Medicines for Europe as a Director General in September 2013. His priorities at Medicines for Europe are to stimulate competition in off-patent medicine markets, foster access to medicine, support policy measures for sustainable pricing, promote efficient regulatory standards and develop a coherent EU industrial strategy to support the long-term viability of the generic, biosimilar and value added medicines industries. Adrian is the former President (and current Member of the Board) of the European Medicines Verification Organisation (EMVO) for the implementation of serialisation against falsified medicines. Prior to joining Medicines for Europe, Adrian van den Hoven was Deputy-Director General of BUSINESSEUROPE where he was responsible for the International Relations Industry departments. He previously worked as a researcher in Italy (EUI), France (Nice) and Canada (Windsor). He obtained his doctorate in Political Science from the University of Nice, France in 2000.