PHOENIX Farmacija Croatia: Built On Continuity
As the feature topic of this PHOENIXprint is “International”, we turn our attention to our neighbor Croatia — an Adriatic gem with a rich healthcare tradition and more than 1,200 pharmacies serving its population. PHOENIX Farmacija, one of the country’s leading pharmaceutical wholesalers and a proud member of the PHOENIX group, exemplifies continuity, partnership, and healthcare excellence. “Business is a marathon, not a sprint — it’s all about continuity,” says Dr. Barbara Boko, Head of Strategic Purchasing.
Could you please provide a brief overview of PHOENIX Farmacija, including its size, locations, and other relevant details?
Barbara Boko: PHOENIX Farmacija is a member of the PHOENIX group and is one of Croatia’s leading pharmaceutical wholesalers. The company ensures the supply of drugs and medical products to relevant stakeholders, including pharmacies, hospitals, health centres and veterinary clinics. Originally founded in 1949 as Farmacija, we merged with PHOENIX in 2004 and are currently operating with five distribution centres in Zagreb, Velika Gorica (a prewholesale logistics centre), Osijek, Rijeka and Solin. Just nine months ago, we opened our modern warehouse in Zagreb, which operates in accordance with the highest GDP requirements. Our product range includes next to medicinal products and food supplements a variety of cosmetics, diagnostic products and lab kits. Most important, however, is our continual focus on additional services for pharmaceutical manufacturers and pharmacies to support their business operations. We have 400 employees, and we do business with more than 400 suppliers and more than 1,600 customers.
What kinds of additional services do you offer?
Boko: Well, aside from logistics, we provide a wide range of other services, such as telemarketing, webinars, business intelligence and representation services. In the hospital segment, our partners have benefitted from both our tender management services and KAM support. We are also very proud to have established the ADIVA pharmacy partnership programme in 2009. Its aim is to enhance pharmacies’ competitiveness by boosting their commercial and marketing activities. By outsourcing these activities, pharmacies can focus more intensively on client relationships and thus are more successful in their daily business.
How would you describe PHOENIX Farmacija’s market share and market position in the healthcare sector in Croatia?
Boko: We are one of the country’s largest wholesalers. However, we have been noticing some consolidation in the pharma market. This is why we are concentrating not only on ADIVA but also on other services to support our customers and suppliers in these challenging times. In a sense, we are a pioneer in providing these services.
What are the main tasks, opportunities and challenges in strategic purchasing?
Boko: Undoubtedly, the main task in strategic purchasing is to stay firmly focused on strategic suppliers and enhance cooperation. Many of our partners are currently challenging their business models and seeking ways to optimise their processes. This can be both a threat and an opportunity at the same time. The healthcare sector, too, is undergoing tremendous changes in the sense that more expensive therapies and treatments, such as oncology and immunotherapy drugs, have been launched. In this environment, it is a challenge not only to keep our current partners but also to increase their number by offering a tailored approach.
What significance do digital developments have for Croatian pharmacies?
Boko: The digital wave has not yet overrun our pharmacies. Rather, digitalization is still widely understood as launching a social media profile. However, some pharmacies have launched web shops to sell primarily cosmetics and food supplements, because selling OTC or prescribed drugs online is currently prohibited by law. Within ADVIA, we are launching digital awareness campaigns. In terms of automatisation, pharmacies are still exploring it. Currently, only a few of the 1,200 pharmacies in Croatia have robots in use.
Dr. Barbara Boko
Dr. Barbara Boko studied pharmacy in Croatia and holds a doctoral degree in pharmaceutical sciences. She began her career at PHOENIX Farmacija as a sales representative in 2002, following her experience as a pharmacist in Dalmatia. After successfully completing the leadership programme “PHOENIX group LIFT”, she assumed the newly created position of “Head of Strategic Purchasing” in 2024.
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