According to the patients, at the beginning, it was exclusively the ADIVA Plus health magazine, which was published twice a month in partner pharmacies that joined the program. Over the years, loyal relationships between patients and pharmacies were created, but only in 2015 did the ADIVA loyalty program offer the possibility of obtaining special benefits. At the same time, the implementation of numerous public health campaigns in cooperation with industry partners contributed to the development of additional pharmacy services and better patient counselling. This additionally indicated the need for stronger visibility and branding for pharmacies, which is why ADIVA pharmacies are marked with the label “ADIVA Pharmacy”. Then came further development and the launch of the ADIVA mobile application, which made it easier to understand and use the loyalty program and ensured closer contact with the users. The high-quality and extremely respected health portal adiva.hr, strategically positioned as a pharmacy portal, has become one of the main sources of information for numerous users when it comes to health topics. The portal provides daily clear, up-to-date, simple and easy-to-understand information related to the preservation of health and the prevention of unwanted health conditions.