FocusOn: Healthcare and Pharmacy by Diplomacy&Commerce magazine

Healthcare and Pharmacy FOCUS ON

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by Dragan Nikolić

INTERVIEW

Restoring Trust in the Personal Physician We must learn to protect our planet and live according to the laws of health

is underway. This is where various viruses and different strains mix. It is difficult always to tell which strain it is. There is indeed an increased number of positives. However, the number of seriously ill patients has increased significantly. We are monitoring the situation day by day. For now, our country is supplied with all necessary medicines and vaccines. I advise people to always listen to their chosen doctors’ recommendations and not seek advice on various websites that have nothing to do with medicine. The World Health Organization seems to haven’t managed the crisis and the pandemic quite well. Their decisions were often counterproductive, late, illogical, or confusing. We’ve seen that their influence on governments worldwide was far from effective, and it hasn’t produced any results – many countries just ignored the World Health Organization and followed their own rules.

DR. DANICA GRUJIČIĆ Minister of Health of Serbia

inister of Health Danica Grujičić tackled numerous challenges and set out to change the health system according to the vision of a doctor with many years of operational experience. See what she says

about it in an interview she gave us exclusively for our Healthcare And Pharmacy extra. It is impossible to start this interview without asking about the coronavirus. We are witnessing that it is coming back again and,

it seems, in a big way - different, more resistant and undetectable. Is it more dangerous, and does the existing vaccine work against it? At the moment, the so-called season of flu and respiratory diseases

EARLY DIAGNOSIS IS THE BASIS OF HEALTHCARE

I would avoid speaking in the name of the WHO, and I would pay no attention to them right now. The existence of the Coronavirus brought to the world something new, at least to the current generations. We’ve seen many people who have no education talk about the pandemic, while on the other hand, we had rushed reports by my colleagues from all over the world. Politics www.diplomacyandcommerce.rs

and economy would also join this mix, which allowed doubt to develop, hence the coming up of conspiracy theories as well. Of course, it’s easy to comment today on these things from a distance, but I want to believe that the pandemic made us smarter as a society. My words from the past have been confirmed at the very beginning of the pandemic, I said that this virus was an artificial one. This happens mostly when people want to “play god,” and a catastrophe ensues. We have to learn to keep our planet safe and to live according to the laws of health. You need to restore trust in your doctor, and that’s what we’re working on. We bring the entire health system down to the primary care physician and the socalled family doctor. Regarding trust, I have been saying for the last 10 years that we must preserve and restore Torlak as the largest domestic immunological house. We have managed to preserve it. We are investing a lot, and a big move is being made there. I believe Torlak will once again become what it once was - an Institute recognized by the world. Just as the army and the police are important for the country’s security, vaccine sovereignty is also strategically important. We must produce all vaccines for our fellow citizens, especially our youngest. In this way, we will not be envious of other countries, and we will achieve complete safety for parents when we talk about vaccination. There is constant talk about the cancer epidemic in Serbia. Where’s the truth? Is the bombing we went through in the past the main reason, or is our unhealthy lifestyle that characterizes society responsible? Serbia has about 41,000 malignant diagnoses per year. Various factors affect it. There are so-called historical pollutions, as in every country, and the number of patients is affected by hereditary factors and our lifestyle habits. We must be aware that the way we live entails certain consequences. What is definitely proven is that 95% of people who suffer from lung cancer are

smokers. What we can say with certainty is that smoking causes cancer. As a society, we have to make certain decisions. Sometimes, we must give up our habits to avoid as many potential risks as possible. We must decide what is more important, some superficial pleasures or health. When we talk about NATO aggression and its impact on the environment, I always point out, together with many of the biggest names in our science, that a nuclear and chemical war was waged against the then-Federal Republic of Yugoslavia. There is something called hazard maps; they are objects that can lead to a disaster for the wider environment in the event of an accident. During the aggression, all objects were targeted, affecting the pollution of the environment and, thus, people’s health. In addition to depleted uranium, which somehow got the most attention from the public and which we can say with certainty affects the occurrence of diseases, as proven by the courts in Italy, chemical pollution, refineries, weapons factories, transformer stations were targeted. All that went into the water, air,

healthcare recently, of course, with the completion of four clinical centers. It will be the most modern and largest regional Institute. Also, we are working on the analysis and entry into the reconstruction of all oncology departments throughout Serbia. The space where our patients receive therapy must be much larger and more refined. When they were formed, there were not so many patients. Today, the situation is different, and special attention must be paid to oncology patients. Does our country have a strategy for fighting cancer? Why are specialized institutes for researching this disease and clinics for treatment not being developed? Do oncology patients from the provinces have to flock to Belgrade, Novi Sad, and Nis to receive quality treatment? This process requires everyone to be involved, both the country and its citizens. We’ve done a lot of gathering the necessary equipment for diagnostics. Only in the last couple of years did we get 55 scanners and magnets.

JUST AS THE ARMY AND THE POLICE ARE IMPORTANT FOR THE COUNTRY’S SECURITY, VACCINE SOVEREIGNTY IS ALSO STRATEGICALLY IMPORTANT and earth. It must be investigated in detail. I am not a supporter of „tabloid” reporting on the consequences of the bombing, I believe that mathematics and science must work in the end. What’s most important to point out, and I’m speaking to the public in hopes that they support this, is the construction of the new building for the Institute of Oncology and Radiology of Serbia. This is absolutely necessary. With this number of patients in Serbia, the capacity and conditions in the old building are unsustainable. We are working on it rapidly. The PDR document has been prepared, which has passed the Government and all ministries, and we are waiting for it to be adopted by the Belgrade City Assembly. I consider the new Institute the biggest project in our

We continue to obtain even more diagnostic equipment, magnets, scanners, mammograms, and ultrasound machines. The goal is to equip every health institution with diagnostic equipment. With this, we can increase the number of preventive check-ups to stop or reveal the disease in its early stages so it can be treated more easily. In addition to procuring equipment, we are currently working on a project with 100 clinics that we will bring to all districts and fully equip them with diagnostic equipment. What I am advocating is the family doctor, that is, restoring trust in your doctor. That is why we are working on the formation of these clinics, where they will be stationary and where they will be mobile. The goal is to provide equal health care for all our citizens from Subotica to Prizren.

Also, another problem we are facing is the departure of our doctors from small communities. We must think of a way to get them interested in young colleagues to return to small communities. The goal of our call is to help those who need help. Thanks to the development of state-of-the-art equipment, medicine does not belong only to big cities, but it can also be in the countryside. Young doctors must understand that prevention and early diagnosis are the basis of health care, I say this today as someone who has spent 40 years in the operating room. We will continue to invest and work on organizing family medicine and early diagnostics. Serbia seems to fall behind neighboring countries in the region when we talk about therapies for many very serious and dangerous diseases. Why are there not more innovative and modern therapies for various types of cancer, multiple sclerosis, and many rare diseases? The Republic of Serbia has done a lot when it comes to rare diseases. Of course, it can always be better, but you can see consistent improvements, and we are working on every year being better than the last one. I’ll remind you that in 2012, Serbia’s budget for rare diseases has been 130 000 000 dinars. Today, it amounts to 7 200 000 000 dinars. In addition, additional funds were always provided, so in 2021, it amounted to 200 million dinars. In 2022, during the coronavirus crisis, it was 600 million dinars. In 2023, even 3 billion dinars went through rebalancing. This means that the state takes care of and thinks of those who need help the most. When we talked about the number of patients in 2012, 8 were treated. Today, up to this moment, that number is 680 patients. And that’s not the end. By the end of the year, there will be more. When treating diseases, in 2012, there were 2 diseases. Today it is over 30. Some will say that it is not enough. Of course, others may still need help, but you cannot do everything overnight. This is a huge shift, and I expect even more next year.

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NEWS

Six Ministries Sign a Memorandum of Understanding State invests additional effort into supporting the mental health of young people in Serbia

n Belgrade, on October 16, 2023, six government ministries signed a Memorandum of Understanding at the second International Conference dedicated to mental health and psychosocial support of young people called „Don’t leave us for later” to improve the mental health support system for children and young people in Serbia. The memorandum, which defines in more detail the distribution of resources, roles and responsibilities of the departments in mental health protection of children, adolescents and young people, was signed by the Ministry of Health, the Serbian Ministry of Education, the Ministry of Tourism and

Youth, the Ministry of Labour, Employment, Veteran and Social Affairs, the Ministry of Human and Minority Rights and Social Dialogue and the Ministry of Family Care and Demography. Deyana Kostadinova, director of UNICEF in Serbia, underlined that every child deserves the right to good mental health and well-being, especially if we take into account the findings of the U-Report survey from August this year, which show that about 47 percent of survey participants confirmed that young people do not ask for help, because they consider it a sign of weakness and are afraid of being judged. Al-

most half of the young people, 46 percent of them, use social media and the Internet as a source of information on how to take care of mental health, while only 5 and 7 percent see teachers and health workers respectively as someone they can talk to about their problems. „Six key government ministries today showed unity by signing a Memorandum of Understanding. In this way, they bolstered their commitment to improving the emotional well-being of children, adolescents and young people in Serbia. The collective commitment they made is more than an agreement; it means an

investment in our common future, but it is also proof that an investment in the mental health of an individual is an investment in the resilience of our community. Together we can build a more peaceful and prosperous society in which the well-being of our youth becomes the cornerstone of our strength,” said Deyana Kostadinova. Minister of Education, Professor Slavica Djukić Dejanović, MD, highlighted the importance of boosting the crisis response system and universal access to mental health care services for adolescents and young people across the country. www.diplomacyandcommerce.rs

„It is important that everyone in the system and society see young people because unrecognized mental health problems affect their interaction in the community, as well as the relationships they build with others. Therefore, it is of inestimable importance to strengthen intersectoral cooperation and coordinated action of all relevant institutions in order to recognize early and respond in a timely manner to situations, because we all need to work together to raise awareness about the preservation of mental health in the community. The conference participants unanimously agreed that interdepartmental cooperation and adequate coordination of resources are of vital importance for the mental health of children and young people,” said Professor Slavica Djukić Dejanović, MD, Minister of Education. „The mental health and well-being of children and young people deserves a key place in public health, as well as the prevention of mental disorders. In our country, it is still the most dominant medical model of providing support to young people with mental health problems and the world is increasingly talking about the ‚step by step’ approach, where services are provided in different sectors and levels in line with the psychosocial support principles. By signing the memorandum, it is possible to provide support to our youngest at all levels and in all systems where children and young people reside. With the use of a unique narrative and key pillar of support when working with young people, they should receive support where it is most feasible and available. Working with children and young people requires time, a motivated expert and conditions that would ensure that the provision of psychosocial interventions, which are promoted through UNICEF’s project Orygen and the Institute for Mental Health, whereby required and everyday support is provided to children and young people. Investing in children and young people is investing in the future of our society”, said Professor Milica Pejović Milovančević, MD, Director of the Institute for Mental Health. Professor Fabio Scano, MD, director of the World Health Organization in Serbia and special envoy

of the regional director of the WHO for the Western Balkans, pointed out the importance of innovative approaches to support the mental health and well-being of children and young people. „The latest WHO data shows that life satisfaction and self-rated health among young people in the European region decreased between 2018 and 2022. I can proudly say that the WHO in Serbia is already supporting the Ministry of Health in improving the capacity of mental health experts in health centres and schools so that they can develop and implement appropriate and sustainable programmes focusing on the needs of young people,” said Professor Fabio Scano, MD, Director of the WHO in Serbia.

young people develop their potential and build resilience. I am glad that UNICEF is part of this movement to reduce the stigma towards seeking psychological help. It is important for me to know that I have the right to help, as well as to have the support of professionals whose main goal is my well-being. The svejeok.rs platform is particularly important. There you can find really useful information about the pressing problems in the lives of our young people and how to solve them. And parents can also get information and an idea of how to talk to their children and how to help them”, believes Gabi Petković from UNICEF’s youth committee.

As a result of the programme for mental health and psychosocial support for young people in Ser-

The Ambassador of the Kingdom of Norway to Serbia, H.E. Kristin Melsom, pointed out the similarities between the problems of young people in Norway and Serbia when it comes to men-

bia, young people have been given access to reliable information and professional support through the interactive online platform called svejeok.rs, which has been visited by more than 90,000 people since 2021.

tal health. She said that Norway provides continuous support to the issues related to the mental health of young people in Serbia through cooperation with the Government of the Republic of Serbia and UNICEF.

„Given that mental health affects all aspects of life, as well as the further development of children and young people, I’m glad there are resources to help us safeguard wellbeing. Ultimately, mental health care helps us

In order to involve experts from different sectors in working with young people, UNICEF, in cooperation with the Ministry of Health, defined a minimum set of services for mental health and psychosocial support for young peo-

ple in Serbia, the so-called MZPP programme.

The programme results Forming an expert group from all sectors that will deal with mental health protection and a revision of the legislative framework are proposed to bolster the provision of services at the local level. UNICEF supported OPENS and a network of 15 non-governmental organizations and institutions from Novi Sad to provide continuous support to young people in Vojvodina and throughout Serbia via individual online and offline counselling, as well as group, chat and telephone sessions. Thanks to these services, 5,948 young people received support. Since 2021, via the svejeok.rs platform, which provides young people with relevant and safe information about mental health,

young people have had 350 individual and 4,690 phone sessions, as well as 2,538 chat sessions. In partnership with the Institute for Mental Health, 450 young people from Zrenjanin, Kragujevac and Subotica used innovative psychosocial support counselling services in schools, health centres and social welfare institutions given by 160 trained professionals. Telehealth services have also been tested in the Serbian healthcare sector.

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CORPORATE INTERVIEW

More than a million visits a year confirm that we are the patients’ first choice in private healthcare A healthcare system dedicated to people is a patient’s first choice in private healthcare

MARIJANA VASILESCU CEO MediGroup

n the past decade, the MediGroup system has become synonymous with top medical practice and quality of service, and by uniting prestigious healthcare institutions, this system today operates in more than 75 locations throughout Serbia. Marijana Vasilescu, MediGroup CEO, shares the key milestones and challenges of integration, emphasizes the importance of innovation, and reveals future strategies for maintaining a leading position in private healthcare in Serbia.

The MediGroup system has been a synonym for medical excellence and superior health services for ten years already. What are the key milestones and achievements that have marked this first decade? The entire process of creating the MediGroup system is based on strategic partnerships and the integration of reputable private institutions with a long tradition. During the last decade, we carried

out 11 acquisitions, and successful integrations have strengthened the system through the effects of synergy and turned it into a leader in the private healthcare market. There were numerous challenges, but our team was dedicated and ambitiously focused on achieving expansion, improving and increasing the availability of our services. With a 25% market share in private healthcare, we can proudly point

THE KEY TO SUCCESS IS SYNERGY AND JOINT ACTION, BECAUSE ONLY TOGETHER CAN WE ACHIEVE SIGNIFICANT AND LONG-TERM RESULTS

out that today we are the first choice for thousands of users, for whom we are present in more than 75 locations across Serbia. Last year we recorded more than one million visits, which clearly indicates that we have also built trust, and this encourages us to continue growing and to be one of the key links in Serbia’s healthcare system. You mentioned a significant expansion and a challenging integration. What was this journey like and what lessons have you learned as a system? For us, the path of development was much more than business www.diplomacyandcommerce.rs

expansion. It is a story of integration of values and expertise of prestigious private healthcare institutions into what we know today as MediGroup – a system that takes care of people in a unique and recognisable way. The institutions used different information systems, had different established ways of working and developed employee habits. And everything had to be harmonised and integrated into a single system, which is a really big challenge that requires commitment, expertise and patience of all our teams. We have learned hundreds of lessons from these processes and are ready to keep expanding our network. By teaming up with the Institute for Laboratory Diagnostics „Konzilium”, we have formed the largest network of laboratories in our country in which we combined our expertise and the most advanced technology, which is a truly great achievement considering the complexity, importance and size of both systems. We have learned that the key to success is synergy and joint action, because only together can we achieve significant and longterm results. Innovation and digitisation play a key role in the modernisation of the healthcare industry. How does the MediGroup system integrate new technologies into its operations in order to improve the patient experience and provide supreme-quality healthcare services?

MediGroup Hospital

We strive to keep up with technological developments, and the growth and expansion of our system further encourages us to improve our equipment, so that it remains the most advanced and, above all – available in all our institutions and laboratories. When it comes to diagnostics, the radiology departments at the General Hospital, the Slavija Diagnostic Centre and the Health Centre in Niš stand out. By using latest technology in diagnostics, with access to a large amount of data, our doctors can make a timely and more accurate diagnosis, which ensures earlier introduction of therapy and successful treatment.

Each of our health centres has modern equipment and allows our patients to do everything they need in one place. The Miloš Clinic is a pioneer in Serbia in the use of the advanced Femto laser for laser diopter removal, which ensures a clear vision and better quality of life. We are particularly proud of the central laboratory in Belgrade, where we have the Roche integrated solutions which, among other things, ensures a shorter turnaround time and reduces manual handling of samples, while patients receive the most accurate and reliable results.

RAISING THE STANDARDS OF MEDICAL PRACTICE, DIGITISING THE SYSTEM AND STRENGTHENING THE PATIENTS’ TRUST REMAIN OUR PRIORITIES

At the same time, we are committed to maintaining a superior user experience and strive to improve our communication with patients. We are working on a digital solution that will make it easier for users to access their medical history and manage appointments, and we have set up a unique Contact Centre phone number for all cities and locations that makes getting information and scheduling examinations throughout Serbia faster and easier. Your system is recognised as a leader in the field of private healthcare in our country. How do you see the next decade of your operations in terms of plans and strategies to help you stay at the forefront of healthcare innovation and quality? I am excited for what lies ahead in the coming years. Raising the standards of medical practice, digitising the system and strengthening the patients’ trust remain our priorities. We continue to be focused on strengthening the team that has the best experts in the field, and we will invest in the most advanced equipment, as before. We will remain focused on raising awareness of the importance of prevention because we are convinced that this is crucial for maintaining health, and we will try to be present where our fellow citizens need us most. We continue to expand our strategic partnerships and create a better health environment for all citizens. And above all, we remain available and ready for further cooperation with the public sector, which we believe will continue to bring real change in improving the availability of health services.

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TALKS

Where Diplomacy Meets Healthy Nutrition In today’s fast-paced world, where time is precious, taking care of health becomes essential nutrition and wellness, as a key tool for disease prevention and treatment. What is Health Coaching in the field of nutrition and wellness? Health coaching for nutrition and wellness is primarily a support and guide in achieving goals related to nutrition and physical and mental health. Health coaches are trained professionals who work with you to develop a personalised approach to your health. Their role is to help you set goals, develop strategies to achieve them, and maintain motivation. Whether it’s problems with weight, quality of nutrition, past illnesses or you simply want to change your habits.

Prevention is key

MAJA BABIĆ

expert in nutrition and health & wellness coaching

aja Babić, expert in nutrition and health & wellness coaching, and founder of the MajaMayo Centre, provides support and advice to help people improve their eating habits and emotional health. Her impressive academic background, with training at prestigious institutions such as the Mayo Clinic and Harvard, makes her a reliable source of information on healthy nutrition and its effects on the body.

Where does diplomacy healthy nutrition?

meet

The MajaMayo Centre (MMC) is a must-visit for impassioned participants in global business relations, diplomacy and economy. The MMC takes you on a journey focused on developing awareness

and skills that will enable you to better understand yourself, just like you understand global market trends. In today’s fast-paced world, where time is precious, taking care of health becomes essential. The Western world increasingly recognises the value of health coaching in the field of

YOUR HEALTH AND WELLBEING ARE IMPORTANT, AND WE ARE HERE TO HELP YOU ACHIEVE YOUR GOALS

Health is much more than the treatment of disease. Prevention is key to maintaining health. Health coaching, especially at the MajaMayo Centre, helps in identifying risk factors in diet and daily life, and then in developing strategies to reduce them. Regardless of the goal, whether it is to reduce the risk of heart disease, diabetes or other chronic conditions, a health coach provides support and guidance for healthy weight loss and proper nutrition adapted to age and lifestyle.

Individual approach Every person is unique, including our body. Health coaching provides a personalised approach, taking into account your goals, lifestyle, preferences and health condition. A healthy lifestyle has www.diplomacyandcommerce.rs

MajaMayo Centre The MMC is not just a nutrition centre; it is a place where you develop awareness and skills to help you better understand yourself and your body, just like you understand global market trends. As readers of Diplomacy and Commerce, you probably know the importance of understanding all aspects of the world we live in, including our own health. We invite you to visit us and explore our services. Your visit to the MMC can be a step towards a healthier and happier life, while staying abreast of the latest developments in the world of diplomacy and trade. At the MajaMayo Centre, we don’t just offer individual consultations. We also organise workshops, seminars and retreats for companies, aimed at developing healthy eating habits, reducing workplace stress and improving the emotional health of employees. These activities represent an investment in the wellbeing of employees, they encourage productivity and team harmony. The MMC also serves as a meeting place for diplomacy and trade professionals, enabling the exchange of ideas and building bridges between the fields of business and healthcare. a powerful therapeutic and preventive role for various diseases. A health coach helps you develop eating, physical activity and stress management habits that support your health. What are the most common reasons people can’t lose weight? The most common reasons for difficulty in losing weight include a lack of motivation and focus when changing habits. We often put off change until „next Monday” and resort to „cheat day” tactics after short-lived efforts. Setting unrealistic goals under the influence of the Internet, fast diets and marketing ploys is a common occurrence. Instead, you should set goals that are easily achievable. When we achieve several smaller goals, the motivation to continue increases. Diets often create a burden due to the constant feeling that we are „sticking to the diet”. I believe that it is better to make long-term life changes through adopting healthy habits and eliminating unhealthy ones, instead of temporary solutions. This is exactly what makes MajaMayo’s approach to losing weight different from others that are present in our region. Weight loss is achieved through motivating and supporting the client, and this is the key approach used in the world today, quite the opposite of the conservative approach of imposing authority and bullying the client, which ultimately leads to

affects all aspects of our lives. All elements are interconnected. A human being is a biological whole, therefore all factors are interrelated. Food affects the quality of sleep, and sleep has an effect on mood and physical activity level, which further affects productivity. Social relationships also play an important role. Factors such as the COVID-19 pandemic have a wide range of effects on individual health, including decreasing social interactions and increasing health risks. Why was there a need for LM in the first place? LM was founded in response to the reduction of life expectancy due to the neglect of key health factors and a fast-paced lifestyle, despite advances in medicine.

couraged experts from different fields to launch a completely new preventive direction, ie LM. How do you see the future of lifestyle medicine and its impact on global healthcare? You can already see the results of its application. In the last ten years, the number of obese people in the West has declined, which directly affects the reduction in cases of cardiovascular disease. Also, with the growing understanding that stress has a significant impact on the occurrence of thyroid disease, any advances in stress management will have a direct positive impact on healthcare. The healthcare system spends billions of dollars annually on the treatment of these diseases, while the application of LM can significantly reduce these costs.

Before the development of modern What services do you currently offer?

IN TODAY’S FAST-PACED WORLD, WHERE TIME IS PRECIOUS, TAKING CARE OF HEALTH BECOMES ESSENTIAL the yo-yo effect and dissatisfaction. This programme helps our clients to develop a positive attitude towards themselves AND food. The goal is to be happy in the process of change AND to love it. My desire is to see a satisfied client, not a broken one. What is LifeStyle Medicine or LM? LifeStyle Medicine (LM) is an innovative approach to disease prevention that has developed in the West in recent years. This approach focuses on six key aspects of health: nutrition, physical activity, mental health, sleep, withdrawal from risky substances, and their interconnectedness. This global trend is supported by plenty of research, including studies conducted at Harvard, which confirm its effectiveness. The MajaMayo Centre is dedicated to supporting people in adopting healthy habits, especially through nutrition, in order to reduce their need for medication and improve their overall health. It is often possible to reduce the consumption of medication used on a daily basis. What is the key element? Nutrition has a wide impact on health and is a key element that

medicine and pharmacy, life expectancy was about 50 years, and thanks to diagnostics, pharmacy and modern medicine, we have extended life expectancy to 80 years. Unfortunately, the neglect of key factors and a fast-paced lifestyle have led to the reduction of life expectancy to 66 years. This is precisely the reason that en-

Break for Yourself programme As part of the „Break for Yourself” programme, our team provides high-quality coaching and support, with an emphasis on flexibility and adaptability in order to support clients worldwide, communicating in Serbian and English according to their preferences. Our mission is to help clients overcome obstacles and achieve their goals. ‚Your success is our priority, and we look forward to being a part of your journey toward personal and professional growth’.

Our centre currently provides a wide range of services, including nutrition, health and wellness coaching, psychotherapy, and physical activities tailored to individual client needs. We also deal with metabolic health and a range of therapies aimed at improving mental health, such as stress management and sleep management. In addition to individual programmes, we develop group activities through the organisation of various events, workshops, counselling, education and socialising, including group support. But I have to single out the Mindful Eating programme.

Mindful Eating and overcoming emotional eating Mindful Eating is a conscious approach to nutrition that helps people better understand their food needs, reducing the risk of overeating and emotional eating. Emotional eating is a form of overeating caused by emotional stress, and Maja Babić provides support and advice for recognising and overcoming this problem. Her approach focuses on understanding the causes of emotional eating and developing healthy strategies for managing stress and emotions, unlike the old methods where we impose authority over the client which then leads to the yo-yo effect.

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EVENTS

The first symposium of the Pasteur Society in Novi Sad World Rabies Day observed in Novi Sad

Dušan Lalošević

he Pasteur Society in Novi Sad organised the World Rabies Day event in memory of Dr. Adolf Hempt, the founder of the Pasteur Institute in Novi Sad, the only active one in Serbia, in the Reformed Church in Novi Sad, where Dr. Hempt was baptised in 1886. Serbia is now free of rabies, but neighbouring countries Hungary and Romania have animal rabies, including cases of rabies in domestic animals, which are spreading from war-torn Ukraine. Dr. Adolf Hempt, born in Novi Sad in 1874, founded the Pasteur In-

stitute in 1921, and his inactivated vaccine against rabies was produced in many countries of Central and Eastern Europe for years. Germany, Austria, Czechoslovakia, Hungary, Bulgaria and the former Yugoslavia produced Hempt’s vaccine until the introduction of cell culture vaccines in the 1980s. The introduction and God’s blessing were given by the bishop of the Reformed Church of Novi Sad, Botoš Elemir, and archpriest-staurophore Branko Ćurčin. Welcoming speeches were given by Dr. Mikloš Fabri in front of the Reformed Church, Prof. Dr. Dragan Dankuc,

president of the Novi Sad branch of the Academy of Medical Sci-

ences, Dr. Zoran Vacić on behalf of the Serbian Medical Society, Petar Novica Nikolić, doyen of television, Prof. Dr. Milorad Žikić as president of the Pasteur Society and Prof. Dr. Edin Delić, mayor of Lukavac, where Dr. Hempt worked in his youth. The doyens of medicine from Novi Sad and Sombor held lectures for the public on the history and modern medicine, especially dedicated to the humanism and work of Dr. Adolf Hempt. The lecturers were Prim. Dr. Vladimir Jokanović (100 years of the Pasteur Institute in Paris, 1887-1987), Dr. Slavica Žižić-Borjanović (Followers of Pasteur in Serbia), Prof. Dr. Dušanka Dobanovački (Sanatoriums in Novi Sad), Prim. Dr. Đerđi Šarić (Humane approach to oncology patients), Prof. Dr. Milorad Žikić (On life in general, on Pasteur and Hempt) and Prof. Dr. Dušan Lalošević, former director of the Pasteur Institute (Biography of the founder of the Pasteur Institute, Dr. Adolf Hempt).

Dr Zoran Vacić

About the author of the photos

The author of the enclosed photos from the symposium is Anica Župunski, member of the section for humanity, art and culture of the Society of Doctors of Vojvodina – Serbian Medical Society, participant in numerous collective exhibitions of the section as part of the jubilee October Salon in Novi Sad, in the iconic Platoneum gallery, recipient of high awards for artistic photographs at many prestigious domestic and international exhibitions of artistic photography. She gifted photos that will preserve the memory of the First Symposium of the Pasteur Society in Novi Sad as part of the Society’s Archive. The Management of the Society and the organisers of the Symposium are grateful to her!

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CORPORATE NEWS

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Galenika Acquires Lifemedic and Further Expands its Portfolio

Galenika company is strategically committed to constant expansion of its product portfolio for the benefit of consumers

ith the acquisition of Lifemedic company, Galenika successfully continues to expand its product portfolio. Pharmaceutical company Galenika, one of the largest producers of pharmaceutical products in Serbia and the region, is expanding its business through the acquisition of Lifemedic d.o.o. from Belgrade. With this transaction, Galenika becomes the owner of the 100% Serbian-Slovenian company Lifemedic and takes over the exclusive distribution of the product program of the renowned Italian pharmaceutical company Pharmalife Research, for the markets of Serbia, Bosnia and Herzegovina, North Macedonia and Montenegro. The transaction will be completed after the approval process by the antimonopoly commissions, and is expected at the end of Q4 2023, after which the process of integration will begin. Brand recognition, quality, reliability and trust in Galenika’s products are what makes the company successful for decades. „Since becoming a part of the Brazilian NC Group, Galenika has achieved significant business growth and international expansion. The acquisition of the Lifemedic company and

the start of cooperation with the Italian manufacturer Pharmalife Research represents another step in the internationalization of Galenika’s business and confirms our full commitment to investments and innovations in accordance with the modern needs of consumers. Pharmalife Research has over 400 products in its portfolio and exports to 60 countries around the world. We are happy to have found a global partner who shares our values of commitment to product quality and health,’’ said Ricardo Vian Marques, CEO of Galenika. Lifemedic is a company with years of experience in distribution of dietary supplements and cosmetic products manufactured by a prominent biopharmaceutical company - Pharmalife Research from Italy, of which it is the exclusive importer and distributor for markets in the region. The company has a stable double digit growth partnering with over 5,000 pharmacies and retail chains in the whole region. Pharmalife Research has been a reliable pharmaceutical partner in the field of pediatrics, dietary supplements, dermocosmetics and phytotherapy

both in Italy and on international markets. „Quality, reliability, innovation, scientific approach and the entrepreneurial spirit of „Made in Italy” have led Pharmalife Research to position itself both on the national and international markets. Quality in the first place, common values and international ambition are something we recognized in Galenika and that is why we consider Galenika to be a true partner and a long-term support for cooperation in achieving common global goals,’’ said the owner of Pharmalife Research, dott. Anna Crupi. „After 14 years of Lifemedic successful business in Serbia and region and continuous growth and development of Pharmalife brand and products in general, I consider that this acquisition by Galenika will bring additional value and achieve further expansion of Pharmalife products in this region,” said Zoran Stanimirović, General Manager of Lifemedic. In addition to the countries in the region, Galenika company operates

BRAND RECOGNITION, QUALITY, RELIABILITY AND TRUST IN GALENIKA’S PRODUCTS ARE WHAT MAKES THE COMPANY SUCCESSFUL FOR DECADES

in 16 international markets on three continents. In the first half of 2023, Galenika increased exports to the EU market by 40%. The company has 37 brands in the leading positions in their categories in terms of market share in Serbia in the first half of year 2023. Earlier this year, the General Manager of Galenika, Ricardo Vian Marques spoke about the company jubilee and 78 years of company operations saying that the company is strongly focused on the future: „We integrate the most valuable from the past and the present, with full dedication to investments, innovation and sustainable growth. Quality is our first priority – both in products and everything we do. We are the holder of 15 domestic and international GMP and ISO certificates for the highest level of work and production standards. We are strategically committed to constantly expanding our product portfolio for the benefit of consumers. The recognition of the Galenika brand, in which consumers have confidence, is strongly transferred to new international markets.’’ Sustainable business and environmental protection are high on the agenda of Galenika, together with the community support through socially responsible projects and awareness raising initiatives.

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CORPORATE INTERVIEW

by AstraZeneca

Transforming the Future of Healthcare At AstraZeneca we are committed to transforming the future of healthcare, harnessing innovations in science to discover new medicines that will help people live better, healthier lives and address some of the most pressing public health challenges. A vision that translates into a global goal as ambitious as it is measurable: to deliver at least fifteen new medicines by the end of the decade

leksandar Tripković, Governmental Affairs and Market Access Manager, AstraZeneca, speaks about the future of healthcare, innovation and research and how the recent signing of a Memorandum of Understanding with the Government of Serbia supports deeper collaboration and external partnerships. How do we make healthcare more sustainable and resilient given the challenges it faces all over the world? I believe science is the key to help unlock answers. Pioneering science is accelerating our understanding of disease. Helping us better predict clinical success. And science can help make healthcare systems more sustainable and resilient. As the burden of disease grows and the population ages, the health needs of billions of people remain unmet. We struggle with equitable access to healthcare. Healthcare systems across the world face difficulties as they try to balance providing services with limited resources and an increasing demand from an ageing and growing population. In Europe we have over 50 million people living with two or more chronic diseases, but less than 3% of total health-

care expenditure is allocated to their prevention. Thus a paradigm shift is needed, seeking disease prevention and early intervention strategies that will protect future generations and reduce costs and inefficiencies. You recognized science as being the key part of the solution for a better tomorrow – what is the approach AstraZeneca takes when it comes to innovation and research and development? The pharmaceutical industry is historically known for investing a large portion of its revenue back into R&D, and AstraZeneca is slowly taking the lead in this area. Our approach to R&D and innovation aims to deliver the quickest and greatest impact possible on disease prevention and management. We’re using our distinctive scientific capabilities to deliver a pipeline of life-changing medicines, working towards more effective treatment and prevention and, ultimately, a cure for some of the world’s most complex diseases. In 2022, we invested $9.8 billion in

ALEKSANDAR TRIPKOVIĆ

Governmental Affairs and Market Access Manager, AstraZeneca our science which is nearly 22% of our Total Revenue. Our pipeline today forms a robust portfolio of investigational therapies in varied stages of clinical development, including 172 projects, with 14 new molecular entities in our late-stage pipeline and one new molecular entity under review. AstraZeneca is actively pursuing partnerships - could you share the philosophy behind this? We know we can’t achieve all we want to do alone, no matter how innovative our science is. We therefore collaborate with others to bring the best talent on the toughest problems. Since 2012, we have championed a uniquely open approach to working with academia and non-governmental organisations, completely shifting the nature of private-public collaborations. We are working closely with partners inside and outside our industry, we’re co-creating innovative solutions that address patients’ needs.

I BELIEVE SCIENCE IS THE KEY TO HELP UNLOCK ANSWERS

Joining the BIO4 Campus project of the Government of Serbia seems then as a natural step for your company? From the moment the Government of the Republic of Serbia presented the BIO4 Campus project to us, we recognized it as an umbrella project where we can work together with others and bring a myriad of benefits to the patients and the healthcare landscape in Serbia in general. We officially joined the project a month ago when an MoU was signed between the Government of the Republic of Serbia, the Ministry of Science, Technological Development and Innovation and AstraZeneca Serbia. The BIO4 Campus project is positioned to become a unique ecosystem in the south-east Europe for research and development of biomedicine, biotechnology, bioinformatics and biodiversity. Within this project, AstraZeneca will support the genetic testing for BRCA mutations in early breast cancer patients, as well as the use of AI in screening for early lung cancer detection. Part of this project is also ensuring that there are more clinical trials in Serbia. We are committed as a company to help achieve this, now and in the near future. www.diplomacyandcommerce.rs

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