Dr. Max is among the fastest-growing brands in search results
Dr. Max is the seventh fastest-growing brand in search for 2025. It recorded an absolute increase in search volume of over 298,000 searches (+7%) and is growing at a similar pace to the overall market.
You can explore the complete visualized study featuring over 90 brands across individual categories in detail on the website data.thinkbig.sk
The pharmacy segment grew by 8.08% year-on-year
The pharmacy market is an extremely concentrated market where Dr. Max holds a 77% share. Simply put, pharmacies = Dr. Max. However, a relevant market challenger is the pharmacy chain BENU (with a 14% share), which grew by 187,000 searches (+35%).
Dr. Max is growing primarily through TV JOJ
Dr. Max invested €2.91 million in TV in 2025 (66% of its budget), which was a 40% increase. Unlike other major brands (which split their budgets across multiple TV groups), Dr. Max invested almost its entire budget into the JOJ group to streamline media buying, allowing them to achieve their communication goals at a more favorable unit cost.
Expert insight from Jakub Straka (Strategy Director)
In addition to traditional TV and always-on online communication, Dr. Max does something special. They communicate with a segment that the pharmaceutical market mostly ignores—young people—thereby building a long-term relationship with a new type of customer.
Notable campaigns from recent years include collaborations with influencers and streamers, gamification, and an e-commerce-first approach, which resonates very well with a target audience for whom TV is not a relevant medium. This is a great example of a creative exercise in how a brand should enter niche communities and target audiences without using traditional media.
So far, they have managed to do it differently every year with new creative work. It will be interesting to see where they head in the coming years and whether they start reaching out to even younger audiences, such as Gen Z and Alpha, who are increasingly interacting with social media and AI tools.
You can explore the complete visualized study featuring over 90 brands across individual categories in detail on the website data.thinkbig.sk
