ADIVA is a unique marketing and business concept intended for pharmacies that was launched by PHOENIX Farmacija in 2009, which helps pharmacies be more competitive and is a unique program to support pharmacy operations in Croatia. From the very beginning, the ADIVA Program has promoted pharmacy care, strengthened the role of pharmacists in preventive action related to citizens’ health, and at the same time strengthens patients’ trust in pharmacists. The goal of the ADIVA Program is to raise citizens’ awareness of how pharmacists are the most accessible healthcare workers and to encourage them not to hesitate to ask for expert advice on the correct use of medicines, preventing the development of diseases and preserving health.

Today, the network of ADIVA pharmacies includes approximately 180 pharmacies throughout Croatia. Additional services and new tools are continuously being developed every year to help pharmacies respond to the demands of an increasingly dynamic market environment. ADIVA is a sure way to gain patients’ trust and loyalty, especially at a time of increasingly pronounced competition and high patient expectations when it comes to pharmacy services.

By carrying out various activities in ADIVA pharmacies or digitally through ADIVA media, we are able to ensure the promotion, positioning and visibility of products and high-quality, verified and relevant information delivered to end-users or patients in an understandable and attractive way. Depending on the type of product/range, the overall strategy and proposal of promotional activities are adjusted with the aim of highlighting the specifics of a certain health condition, the possibility of support, treatment or adequate therapy, as well as products that provide relief or provide the necessary help. We achieve this through a number of key activities:

1. THE SEASONAL PRODUCT DISPLAY IN A STAND ON THE COUNTER – promotion through monthly display of products, well-known and established on the market, with a higher turnover with a special commercial campaign for ADIVA Pharmacies; the implementation of advisory programs for patients.
2. PRODUCT DISPLAY IN THE PRODUCT OF THE MONTH STAND – promotion through monthly display of products with special commercial campaign for ADIVA Pharmacies; possible discounts and/or gifts for patients; the implementation of advisory programs for patients.
3. ADIVA LOYALTY PROGRAM – promotion through the half-yearly edition of the loyalty program catalogue and visibility to more than 170,000 users included in the program through the printed edition of the catalogue and digitally through the mobile application and additional promotional activities.
4. PROMOTION THROUGH THE ADIVA PROGRAM MEDIA – advertising activities through ADIVA digital media; the health portal hr, ADIVA mobile application, and ADIVA Facebook and Instagram profiles, which enable a large reach of over half a million readers.

The cooperation of PHOENIX Farmacija with partners from the pharmaceutical industry in the ADIVA Program has been extremely successful from the very beginning and is one of the important prerequisites for its maintenance and development.