ADOC

What ADOC does

ADOC D.O.O. Beograd is a privately held pharmaceutical and diagnostics distribution company headquartered in Belgrade, Serbia, founded in 1990 and operating for over 30 years. The company functions as the exclusive regional distributor for Roche Diagnostics (cobas laboratory platform covering clinical chemistry, immunoassay, molecular diagnostics, and point-of-care testing) and Roche Diabetes Care (Accu-Chek Active, Instant, and Guide blood glucose meters, Safe-T-Pro Plus lancets, and Softclix lancing devices) across Serbia and Montenegro. Beyond Roche, ADOC represents seven international pharmaceutical principals including AstraZeneca, Merck, Swixx BioPharma, Vitabiotics, Capricorn Life Sciences, and Difass, distributing prescription pharmaceuticals, OTC products, medical devices, and consumer health supplements. The company also manufactures and commercializes four own-brand pharmaceuticals—Corasp 100mg (cardiovascular), Argifen 400mg (pain/inflammation), Fluente (gastrointestinal), and Reveticon (GERD)—under its own regulatory cover.

ADOC operates through an enterprise field sales model with two offices: its Belgrade headquarters (Milorada Jovanovića 11) housing management, contact centre, and regulatory/medical affairs teams, and a regional office in Podgorica, Montenegro (Bul. Sv. Petra Cetinjskog 62). Revenue is generated through transaction-based distribution margins on pharmaceutical and diagnostic products, hardware sales of diabetes care devices, and own-brand pharmaceutical sales. The company provides end-to-end services including import/export, regulatory affairs and registration, pharmacovigilance, cold-chain logistics, and post-sale patient support through a dedicated Diabetes Care user support centre. Customers include clinical laboratories, healthcare professionals, diabetes patients, and pharmacy/retail channels across Serbia, Montenegro, and the broader Southeast European region including Zagreb, Sarajevo, Sofia, Bucharest, Skopje, and Tirana. Leadership consists of a small senior team (Aleksandar Obradović, Mladen Tomić, Dragana Janičić, Ana Jokšić) with no disclosed external investment, parent entity, or public listing.

Name

ADOC

Legal name

ADOC D.O.O. Beograd

Website

https://adoc-pharma.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

ADOC is a privately held Belgrade-based pharmaceutical and diagnostics distributor, founded in 1990, that exclusively represents Roche Diagnostics and Diabetes Care and six other international principals across Serbia and Montenegro, providing regulated distribution, regulatory affairs, and pharmacovigilance services to laboratories, healthcare professionals, and patients.

Ownership category

akta.pro rank

Product category

Pharmaceutical Distribution

SIC

Pharmaceutical Preparations (2834)

akta.pro primary industry

OTC & Consumer Health Distributors (HLAIAJAC)

akta.pro secondary industry

Gastrointestinal & Digestive Health (HLAIADAD)

Keywords

• Pharmaceutical distribution
• Diagnostics distribution
• Diabetes care products
• Pharmaceutical logistics
• Regulatory affairs services

Headquarters

HQ city

Belgrade

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Diagnostics Distribution: As exclusive regional distributor for Roche diagnostics and diabetes care products, ADOC generates revenue through import, distribution, and after-sales support of laboratory equipment, reagents, and diabetes monitoring devices across Serbia and Montenegro.
2. Pharmaceutical Distribution: Distribution of pharmaceutical portfolios from seven international principals including AstraZeneca, Merck, Swixx BioPharma, Vitabiotics, and ADOC's own-brand pharmaceuticals. Revenue comes from distribution margins on prescription, OTC, medical devices and supplements.
3. Own-Brand Pharmaceuticals: ADOC develops and commercializes its own branded medicines including Corasp 100mg (cardiovascular), Argifen 400mg (pain/inflammation), Fluente (gastrointestinal), and Reveticon (GERD). Manufactured and distributed under ADOC's regulatory cover.
4. Diabetes Care Products: Marketing authorization holder in Serbia and Montenegro for Accu-Chek blood glucose meters, test strips and lancing devices. Revenue from product sales with dedicated user support center and patient education services.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

ADOC is a privately held pharmaceutical and diagnostics distribution company that imports, registers, and distributes portfolios of international principals across Serbia and Montenegro. Its core offering consists of two disciplines: exclusive regional distribution of Roche Diagnostics (cobas laboratory platform) and Roche Diabetes Care (Accu-Chek products), combined with distribution of ADOC's own-brand pharmaceuticals and Vitabiotics/partner supplements. The company also provides regulatory affairs, pharmacovigilance, cold-chain logistics, and end-to-end commercialization support for its principals.

Product overview

ADOC operates as a diagnostics-led pharmaceutical infrastructure company with two core operating disciplines. The primary discipline is diagnostics and diabetes care, anchored by an exclusive regional distribution partnership with Roche for the cobas laboratory diagnostics platform and Accu-Chek diabetes care products (Active, Instant, Guide meters, Safe-T-Pro Plus lancets, and Softclix lancing device). The secondary discipline is innovative medicines, which encompasses three brand families: four ADOC own-brand pharmaceuticals (Corasp 100 mg, Argifen 400 mg, Fluente, Reveticon) covering cardiovascular, pain/inflammation, and gastrointestinal therapeutic areas; specialist products from Capricorn Life Sciences and Difass (Nuronorm, Arterinorm, Dibuzin) distributed under ADOC's regulatory cover; and seventeen Vitabiotics formulations spanning iron and vitality, pregnancy and motherhood, immunity and vitamin D, bones and joints, vision, and cognitive and women's health categories. Services include import and distribution, regulatory affairs, pharmacovigilance, cold-chain logistics, business development, and end-to-end product commercialization support.

Differentiator

Problem solved

Functional benefit

Products and services

• ADOC own-brand pharmaceuticals (Corasp, Argifen, Fluente, Reveticon)

Quantifiable outcome

• #1 position in diagnostics and diabetes care regionally
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, key and supporting.

• RochecoreChannel Partner/ Reseller/ DistributorRoche is a global healthcare company and leader in in-vitro diagnostics. ADOC serves as its exclusive regional distributor for diagnostics and diabetes care, including the cobas laboratory platform and Accu-Chek diabetes care products. This partnership anchors ADOC's laboratory and point-of-care business and represents over two decades of collaboration.
• AstraZenecakeyChannel Partner/ Reseller/ DistributorAstraZeneca is a British-Swedish biopharmaceutical company headquartered in Cambridge, UK, spanning major therapeutic areas including oncology and cardiovascular, renal and respiratory medicine. ADOC represents selected products from its portfolio in the region.
• MerckkeyChannel Partner/ Reseller/ DistributorMerck KGaA, based in Darmstadt, Germany, is the world's oldest pharmaceutical and chemical company operating since 1668. ADOC works with Merck to bring elements of its pharmaceutical portfolio to regional healthcare providers.
• Swixx BioPharmasupportingChannel Partner/ Reseller/ DistributorSwixx BioPharma is a Swiss-based commercialization partner representing international biopharmaceutical, OTC and medical-device companies across Central and Southeast Europe, with particular depth in rare diseases, oncology and specialty care. Through this partnership ADOC extends access to innovative therapies in focused therapeutic areas.
• VitabioticskeyChannel Partner/ Reseller/ DistributorFounded in London in 1971, Vitabiotics is the UK's leading vitamin company known for clinically formulated supplement ranges developed for specific life stages and needs. ADOC represents Vitabiotics across the region, covering OTC and consumer-health products including 17 formulations.
• Capricorn Life SciencessupportingChannel Partner/ Reseller/ DistributorSpecialist pharmaceutical company providing targeted therapeutic and dietetic products. ADOC distributes Nuronorm, Arterinorm and other products under its regulatory and medical-affairs cover across Serbia and Montenegro.
• DifasssupportingChannel Partner/ Reseller/ DistributorDifass is a dietetic products company providing specialized nutritional supplements. ADOC distributes Difass products including Dibuzin (food for special medical purposes) across the regional market.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Swixx BioPharma: Swiss-headquartered commercialization partner for international biopharma, OTC, and medical-device companies across Central and Southeast Europe, focused on rare diseases, oncology and specialty care. Directly comparable business model: in-country regulatory affairs, pharmacovigilance, and distribution on behalf of international principals. ADOC is actually a partner, but Swixx is the most direct model-peer in the region.
• PharmaS: Croatian pharmaceutical company operating in prescription, OTC, and consumer health across the former Yugoslav and SEE markets. Comparable as a regional distributor with own-brand pharmaceutical portfolio and cross-border SEE reach.

Broad incumbents

• Hemofarm (STADA Group): Serbian pharmaceutical manufacturer and distributor owned by STADA, with deep presence across Serbia, Montenegro and SEE. Comparable as a regional pharma infrastructure player combining local manufacturing, distribution, and regulatory capabilities, but at materially larger scale and with owned product IP.
• Krka: Slovenian-headquartered generic pharma manufacturer with strong distribution across Central and Southeast Europe including Serbia and Montenegro. Comparable as a vertically integrated regional pharma player with own-brand generics, regulatory infrastructure, and broad country footprint.
• Richter Gedeon: Hungarian-headquartered pharmaceutical company with significant CEE/SEE commercial presence including branded generics and women's health portfolio. Comparable as a regional pharma distributor/manufacturer with multi-country infrastructure and own-brand pharma model.
• Medochemie: Cyprus-headquartered pharma company with broad generic portfolio and strong distribution across CEE and SEE. Comparable vertical model: own-brand manufacturing plus regional distribution with regulatory infrastructure in smaller European markets.
• Alvogen: US-headquartered but with significant CEE/SEE operations, distributing generics, brands, and biosimilars across the region. Comparable business model of partnering with international principals for regional distribution and commercialization.
• Lupin (SEE operations): India-headquartered global pharma with active distribution in Serbia and SEE markets through local partnerships. Comparable as a principal using regional distribution partners, providing context for the type of international principal ADOC serves.

Regional players

• Bosnalijek: Bosnian pharmaceutical manufacturer and distributor with portfolio across prescription, OTC and consumer health products in the SEE/Western Balkans region. Comparable as a regional pharma infrastructure player, though primarily Bosnia-anchored rather than Serbia/Montenegro.

Others

• Novo Nordisk (SEE distributor network): Global diabetes care leader that, like Roche, relies on regional distribution partners for diabetes therapy and devices across SEE. Comparable as the type of global principal that anchors regional distributors like ADOC, and as a diabetes-care peer in the broader category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/adoc-d-o-o-

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ADOC