The good news is that the use of innovative therapies in Croatia is increasing. In this regard, AstraZeneca’s portfolio has seen remarkable growth over the last several years, transforming the company into one of the global leaders in biopharmaceutical innovation. The expansion has been driven by a strong focus on oncology, cardiovascular, renal and metabolic diseases, respiratory conditions and rare diseases, for Diplomacy&Commerce says Lovro Bojanić, Governmental Affairs and Market Access Lead at AstraZeneca, says for Diplomacy&Commerce. AstraZeneca Balkans is strongly expanding its market influence.
1. You recently became the Head of the Market Access and Government Affairs Department in Croatia. How important is a detailed market approach and what does it entail from your position? How would you assess the Croatian market?
A detailed market approach is absolutely fundamental, particularly when it comes to expanding influence and driving access in a dynamic environment like Croatia. A thorough market strategy is not just about knowing numbers or reimbursement processes—it’s about understanding the deep interconnections among patient needs, healthcare stakeholders, economic pressures, and government priorities. A comprehensive approach starts with detailed market analysis: mapping disease burdens, understanding local epidemiological trends, and identifying unmet medical needs. It extends to the external environment and reimbursement mechanisms. Effective stakeholder engagement is critical: building trusting relationships with governmental institutions, key opinion leaders and medical societies, and patient groups to ensure that innovative therapies are recognized as healthcare priorities. Additionally, our local strategy anticipates potential challenges, such as budget limitations and evolving pharmaceutical legislation. This allows us to proactively develop tailored solutions, educational campaigns, facilitate scientific exchange, and support early patient access to innovative medicines. Pharmaceutical market is competitive and promising, driven by ongoing healthcare modernization and a strong focus on quality and improved patient care. Although there are challenges, such as limited public budgets and slower uptake of new reimbursements and innovations, these can be overcome through active stakeholder collaboration. There are clear opportunities for innovation, particularly in oncology, cardiovascular diseases, and rare diseases. Advancements in digital health, diagnostics, and novel therapies can help raise standards of care and improve patient outcomes. By building strong partnerships with healthcare professionals, public institutions, and patient groups, the market is well-positioned to adopt new solutions and innovation despite existing constraints.
2. Government relations, the placement of innovative medicines, patient care are one of the most important segments of the company’s development. To what extent are innovative therapies used in Croatia today compared to other EU countries and to what extent compared to other Balkan markets?
The good news is that the use of innovative therapies in Croatia is increasing. However, Progressremains slower than in many Western EU countries. This gap is influenced by a complex and lengthy reimbursement process, significant administrative burden, and restrictive budgets. As a result, access to innovative biologics and novel oncology agents in Croatia remains slower compared to majority of the EU countries. Nevertheless, Croatia is ahead of other Balkan markets in adopting innovation, driven by its stronger awareness of the importance of innovation for improving patient outcomes, and closer alignment with EU standards. However, regional disparities continue to persist. I can outline that Croatia has made notable progress in securing patient access to several innovative therapies across various therapeutic areas in recent years. In oncology, for example, the introduction of immunotherapies—such as checkpoint inhibitors for lung cancer and melanom —along with PARP inhibitors for ovarian cancer and antibody-drug conjugates (ADCs) for metastatic breast cancer, has significantly transformed treatment paradigms and enhanced patient outcomes. Nevertheless, considerable gaps remain. Therefore, ongoing collaboration among policymakers, clinical community, and medical societies is essential to further improve timely access for Croatian patients and continue narrowing these differences.
“ACCESS TO INNOVATIVE TREATMENTS IN CROATIA IS IMPROVING BUT STILL NEEDS TO BE ACCELERATED WHEN COMPARED WITH EU MARKETS”
3. You have extensive global experience in the fields of oncology, hematology, immunology and rare diseases. What does AstraZeneca offer the market when it comes to the most difficult patients today? How do you stand out from the competition?
In oncology, breakthrough medicines such as targeted therapies and immuno-oncology agents—including innovative drugs for lung, breast, ovarian, and prostate cancers—have significantly improved patient outcomes and earned widespread adoption across international markets. The introduction of next-generation therapies for heart failure, chronic kidney disease, and diabetes highlights AstraZeneca’s commitment to addressing pressing public health challenges and improving quality of life. In respiratory medicine, biologics for severe asthma and new inhaled therapies have provided options for patients who do not respond to conventional treatments. AstraZeneca’s expertise in rare diseases is also growing, underscored by strategic acquisitions. Looking ahead, AstraZeneca’s pipeline is very promising and in parallel the company is also investing heavily in digital healthcare and artificial intelligence, with new solutions designed to personalize treatment and support more efficient clinical development. What we are focused on a local level is the highly engaged collaboration with relevant partners in ensuring equitable access, education, and patient centric approach.
4. In what direction do you see the development of the pharmaceutical industry, what is being increasingly paid attention to what extent are conventional therapies a thing of the past, and is that the case?
The pharmaceutical industry is rapidly evolving towards more personalized and value-focused care. Today, there is increased attention on digital health integration, early disease detection, and the development of targeted biologics. Conventional therapies, while still crucial in many areas, are gradually being supplemented—and, in some cases, replaced—by innovative and individualized treatments offering improved efficacy and safety. Artificial intelligence is having a transformative impact, there’s no doubt about that and we are all witnessing it. AI is accelerating drug discovery, optimizing clinical development, and enhancing production efficiency. It enables predictive modeling, automation of routine processes, and more rapid analysis of complex data sets. These advances are significantly changing how new medicines are developed and brought to market. All of this facilitates more effective, individualized care and supports better health outcomes.
“AI IS ACCELERATING DRUG DISCOVERY, OPTIMIZING CLINICAL DEVELOPMENT, AND ENHANCING PRODUCTION EFFICIENCY”
5. Outside the professional sphere, you love sports and gastronomy.How would you connect your hobbies with what you do and how much do sports and cooking help you in your work?
My passion for cooking, pizza making, and gastronomy, along with playing sports like tennis, deeply influences my approach to professional life. Cooking challenges me to think creatively, pay attention to detail, and solve problems— all skills that are invaluable at work. Tennis, meanwhile, reinforces discipline, focus, and strategic thinking, helping me stay resilient and adaptable when faced with demanding tasks or tight deadlines. Both activities provide opportunities for ongoing learning and growth, keeping me open to new ideas and experiences that I
can apply professionally. Sharing these hobbies with family or friends also emphasizes the value of teamwork and communication. Collaborating in the kitchen or on the tennis court builds trust and strengthens relationships, reflecting the cooperative spirit I aim to foster at work. These moments offer balance and a chance to recharge, motivating me to bring fresh energy, creativity, and a strong sense of collaboration to my professional responsibilities.