Case Study Dr.Max

Who is Dr.Max?

Founded in 2006, Dr. Max has quickly grown into a major force in Europe's pharmaceutical and medical supply market. With more than 3,000 pharmacies spanning 17 countries, including over 340 locations in Slovakia, Dr. Max combines a powerful physical presence with a thriving online platform. As one of the largest employers in the sector, the company provides over 20,000 jobs across Europe, making it a major player in the pharmaceutical retail industry.

Development of a Customized Online Pharmacy

In early 2014, Dr.Max approached us to create a modern online pharmacy that would expand their services and provide customers with a more convenient way to purchase medications and medical products.

Within an impressive four-month timeframe we successfully designed and developed an ecommerce platform that streamlined the ordering process and significantly enhanced the accessibility of Dr.Max’s offerings. After its initial launch, the solution underwent continuous optimization and a complete redesign in 2017, further strengthening Dr.Max’s position in the Slovak market, driving revenue growth, and streamlining operational processes.

Data-Driven Growth

Leveraging a wealth of data, we continually fine-tune and enhance the Dr.Max online store, ensuring it evolves with the needs of both the market and its customers. Key data sources include:

• Loyalty Program Data: We track customer purchasing behavior and provide these insights to the marketing agency, enabling more precise targeting of campaigns and personalized offers.
• Google Analytics: This tool helps us analyze traffic and user behavior, allowing us to better understand visitor needs and optimize content accordingly.
• Customer Surveys and Feedback: Internal and external surveys provide valuable insights for further service and user experience improvements.
• Reviews and Ratings: Feedback from platforms like Heureka.sk provides immediate insights into customer satisfaction with products and services, enabling us to respond quickly to their needs.
• User Behavior Tracking Tools: Tools like Inspectlet and UX analyses help us identify roadblocks in the user journey, allowing us to optimize interactions on the site.

Key Performance Indicators (KPIs)

The performance of the Dr.Max project is regularly measured through various KPIs, which track the online store’s performance, customer satisfaction, and market share:

• Customer purchase ratings – sourced from reviews on Heureka and internal surveys
• Order fulfillment time – measured through internal order processing systems
• Website traffic – monitored via Google Analytics
• Revenue and order volume – tracked through internal order processing systems
• Average order value – obtained from the order database
• Conversion rate – monitored using Google Analytics and CRM systems
• Market share and gross profit – analyzed through internal and external market sources
• Cost-per-order percentage – calculated from marketing campaigns
• Top product categories and items – sourced from sales and customer preference data
• Assortment breadth and lines per order – from internal warehouse and order systems
• Repeat purchases and customer loyalty – data from the loyalty program and customer behavior analysis

Competitive Advantages of Dr.Max

Compared to competing platforms, Dr.Max offers several key advantages:

• A wide range of products: A vast selection of medications, supplements, and medical devices
• Strong brand and customer trust: With physical pharmacies across Slovakia, Dr.Max has a solid presence and a high level of consumer trust
• Loyalty program: Customers enjoy attractive discounts and benefits that encourage repeat purchases
• User-friendly and intuitive website: The 2017 redesign enhanced navigation and the user experience, contributing to higher customer satisfaction

Conclusion

The Dr.Max project has seen remarkable growth since its debut in the online space. The initial four-month development of the first online store version laid a strong foundation, which we have continually enhanced through ongoing optimizations, redesigns, and user experience improvements. These efforts have empowered Dr.Max to remain a leader in the market and secure long-term success.

This success is further highlighted by Dr.Max's recognition as a finalist for the ShopRoku Quality Award in the Health category for three consecutive years—2018, 2019, and 2020—reinforcing its reputation as a top online pharmacy with exceptional customer satisfaction.

How does the client perceive the collaboration?

We chose bart as a partner due to their experience and understanding of our customers’ needs. Our priority was ensuring the technical capability to integrate the online store with all our internal systems, including inventory, accounting, and the loyalty program, which bart handled exceptionally well.

Together, we’ve designed our second online store version. Penetration tests revealed some vulnerabilities, but they had no significant impact on our business model and were resolved before the shop went live. Throughout the collaboration, I’ve appreciated the timely delivery of work and adherence to agreed budgets. The online store runs smoothly, and we haven’t experienced any outages that would affect our business model.

Ing. Tomáš Schuchmann, PhD.

eCommerce director