Integrated online and offline media platform: ADIVA Savjetom do Zdravlja

Challenge: turning a brand into a multimedia source of user content

PHOENIX Pharmacy, the biggest distributor of pharmaceutical products in Europe, hired LOGIC MARKETING agency to build an interlinked media platform for ADIVA pharmacies that will fortify its position as the leading brand for advisory publishing in the domain of health and pharmaceutical products. Our marketing agency faced a challenge of gathering and organizing editorial staff specialized in content marketing, health publishing, digital marketing, and social media advertising. We had to create and establish an ADIVA multichannel media platform, striving to help it become the leader in the segment of pharmaceutical advisory services. Our aim was to attract a vast audience built on a modest number of followers, which would turn ADIVA into a relevant and independent media conglomerate. Hopefully, this would become an excellent example for other markets where PHOENIX Group is present to follow.

Solution and results

Web portal adiva.hr launched by LOGIC MARKETING agency is the first health portal in Croatia dedicated solely to the pharmaceutical industry. It has been only a few years since the launch of the web page that has already reached around 500.000 unique users, with the number still growing. The average reading time for an article on adiva.hr is far above the industry average, resulting from the quality of the content published on the web page. The web portal features more than 1.200 health-related articles published under the watchful eye of an editorial team which consists of health specialists ensuring editorial quality on a daily basis.

In order for ADIVA to develop fully into a multimedia project, the agency has started to publish ADIVA Plus magazine with more than 280 print issues and a circulation of around 25.000. The magazine has been recognized by ADIVA pharmacists as one the most successful ADIVA products. Alongside the magazine and the web portal, we have created the “ADIVA – Savjetom do Zdravlja” Facebook page which has 25.000 followers, as well as the ADIVA mobile application which is integrated into all other ADIVA media content.