Central and Eastern Europe is proving very attractive to pharma and biotech companies for clinical trials. Highly motivated patients, well-qualified investigators, speed of trials and quality of data as well as lower costs are frequently listed attractions. All together, the population of Central and Eastern Europe represents greater number of people than that of either the United States or the five largest Western European markets combined. Besides, the region also offers a convenient location—at the heart of Europe—for drug and device industries to carry out clinical trials. This article explores in many details the reasons that make the life science industry come back over and over again to these territories. As they have gained their reputation through a combination of rigour, high education levels and historic legacy.