In this review, case studies focused on syntheses of active pharmaceutical ingredients, intermediates and lead compounds are reported employing micro reactors and continuous flow technology in areas such as medicinal chemistry, chemical development and manufacturing. The advantages of flow technology are currently very clear as opposed to conventional batch methods. Most strikingly and relevant for pharmaceutical’s time-to-market needs, flow processing has the important advantage of the ease with which reaction conditions can be scaled. As this technology is new and has major full-process scale implications, we also wanted to point out that this cannot be applied and released to all chemistries yet, thereby also critically mirroring disadvantages and advantages of the step-change technology. However, the positive impact has been dominating and thus pharmaceutical and fine-chemical industries have increased their awareness and interest in flow chemistry applications. Beyond pharmaceutical syntheses, this review aims to conclude with the special needs of pharmacy on flow and micro reactor chemistry, which is not the same as for the fine-chemical industry. Here, the needs of Brazil are considered, as the mirroring of micro reactor and flow chemistry was done from a European – academic and business – perspective. The hope is to stimulate and promote flow developments in emerging developing nations.