Dr. Max Group and Dr. Max Serbia are leaders in providing comprehensive and timely services to patients, with highly ambitious plans for the company’s growth and development over the next three years, says CEO Miloš Jauković
We have a great deal of work ahead to further strengthen both our people and our company’s capacities. Particular focus will be placed on gaining a deeper understanding of our patients’ and clients’ needs, ensuring their satisfaction, and enhancing the impression they take away after visiting our pharmacies, says the head of Dr. Max Serbia.
Dr. Max has experienced significant expansion in Serbia, becoming one of the leading investors in the retail sector. Looking at the company’s development so far, what would you highlight as key milestones that have shaped your business and laid the foundations for future growth?
— Dr. Max Group has invested approximately €120 million in Serbia to date. These funds have been used for more than 20 pharmacy chain acquisitions, the opening of 12 Super Dr. Max pharmacies, the launch of the most advanced galenic laboratory, and the establishment of dozens of entirely new pharmacies. Each of these steps has played a crucial role in shaping Dr. Max Serbia into the company it is today.
You assumed the role of CEO of Dr. Max Serbia after serving as Operations Director. How has your previous experience contributed to this new position, and what key changes do you plan to implement?
— Yes, almost a year ago, I took on the role of CEO at Dr. Max Serbia. We have highly ambitious plans for the company’s growth and development over the next three years, and there is much to be done in further strengthening both our people and our company’s capacities. The key areas of focus for us at Dr. Max Serbia include supply chain management, digitalisation and enhancing operational efficiency, as well as refining our marketing and brand strategy.
How do you build your team and motivate pharmaceutical professionals to develop their careers within the company?
— At Dr. Max Serbia, we believe that a strong team is the foundation of any successful organisation. Our employee development approach begins with students through the Dr. Max Academy, but it certainly doesn’t stop there. Within the company, we have established a robust system of professional training programmes that enable employees to continuously deepen their expertise, stay up to date with the latest trends in pharmacy, and actively contribute to the advancement of the profession.
The culture at Dr. Max is based on trust, open communication, and mutual respect. Our goal is for every employee to see a clear career path within the company while also feeling that their contribution is both valued and recognised.
Super Dr. Max introduces an innovative pharmacy concept that goes beyond standard pharmacies. Do you see an opportunity to become a leader in new segments of healthcare in Serbia?
— Super Dr. Max is indeed an innovative concept that has proven highly successful in Serbia. We believe this is primarily because people in Serbia are becoming increasingly proactive about their health, and Super Dr. Max meets all the needs of a family striving for a healthy lifestyle.
Given the strong interest in this concept wherever we open new locations—whether in large cities or mid-sized towns—and considering its uniqueness, I believe our ambition should be to achieve a leadership position. And when I say leadership, I don’t just mean in terms of market share, but also in associating the Dr. Max brand with health and providing a truly relevant offering.
Your loyalty programme has proven to be a powerful tool for attracting and retaining customers. What are your plans for its further development, as well as for expanding online sales?
— More than half of Serbian households currently hold our loyalty card, and we expect this number to reach two-thirds by the end of the year. Our goal is to digitalise the programme and enhance personalisation by making better use of the data we have.
Our goal is to digitalise our loyalty programme and enhance personalisation by making better use of the data we have
Dr. Max currently operates an online store, though we haven’t made significant improvements to it in the past few years. Before expanding our e-commerce presence, our priority is to implement the latest logistics solutions to ensure a seamless experience before embarking on aggressive online expansion.
Acquisitions have been a key part of your growth strategy. Do you still see potential for further acquisitions in the Serbian market, and what criteria do you use when selecting new partners?
— Serbia’s pharmacy sector remains highly fragmented, and further consolidation can be expected. For example, pharmacy businesses with fewer than 10 outlets make up more than a third of all pharmacies in the country. We see significant potential for further acquisitions and are actively working on this.
Contrary to the common perception that acquisitions involve businesses facing challenges, we focus on pharmacy chains that have demonstrated excellence across all aspects of their operations, particularly in building and maintaining customer trust. Our goal is to expand accessibility for as many citizens as possible, which is why the geographical positioning of individual pharmacies is also an important factor in our expansion strategy.
As the boundaries between retail, pharmacy, and drugstore sectors continue to blur, how do you see the future of the market? Do you believe traditional business models will change, and what role does Dr. Max aim to play in this transformation?
— Modern trends highlight the transformation of pharmacies into comprehensive healthcare destinations. Some of the most visible changes, already evident in our region, include:
Personalised and preventive care – Pharmacies are increasingly offering personalised services such as adherence programmes, preventive health check-ups, and tailored health advice to enhance patient wellbeing.
Digital integration and telehealth services – Pharmacies are adopting telehealth platforms, enabling virtual consultations and improving accessibility to pharmaceutical services, particularly in areas with limited access to primary healthcare.
Expansion of on-demand delivery services – More pharmacies are integrating fast and reliable delivery services for medicines, dietary supplements, and medical aids, using digital platforms to ensure patients receive their prescriptions—often within just a few hours.
As part of Dr. Max Group, we in Serbia see ourselves as pioneers and drivers of these changes, leading the way in delivering comprehensive and timely healthcare services to our patients. Of course, to fully realise this vision, regulatory changes in Serbia and broader preparations within the healthcare system will be necessary to accommodate new trends and advanced technologies.