Au Dr. Max (Serbia)

Au Dr. Max is a private healthcare institution that operates within the Dr. Max Srbija pharmacy network, part of the wider Dr. Max Group present across Central and Eastern Europe. The company's core business segment is pharmacy retail, including the dispensing of prescription medicines, over the counter pharmaceuticals, medical devices, dermocosmetic products, dietary supplements and other health and wellness items, complemented by pharmaceutical counseling and basic health services in its pharmacies. From its base in Belgrade, Au Dr. Max participates in the management and operation of a wide network of Dr. Max branded pharmacies across Serbia, supported by centralized procurement, logistics and marketing. The main brand asset is Dr. Max, which is used consistently on physical pharmacies and the online sales platform, supported by loyalty programs and promotional campaigns. Strategically, Au Dr. Max contributes to positioning Dr. Max as a leading pharmacy chain in Serbia by expanding geographic coverage, enhancing assortment and professional services, developing e commerce and click and collect options via the drmax.rs portal, and aligning operations with group standards for quality, affordability and patient oriented pharmaceutical care.