Laboratorija Dr Pavlovic

The Genuine Pavlovic’s ointment was created from the pure need to find the way to treat, care and protect children’s skin after the Second World War. Experiments were made with ingredients for this ointment for almost two years, until 1947. when the production of the ointment started based on the prescription made by Zivorad Pavlovic M.D., - a pediatrician of a state owned pharmacy located in Zvezdara. Very soon, beside this pharmacy, other state owned pharmacies in Belgrade accepted my father’s prescription and thanks to its obvious efficiency, the manufacturing of the ointment started. In those days, the ointment was considered standard medication and the Health Service paid for its production so it was distributed to mothers and parents of children on prescription. This situation remained until 1970 when the Health Service withdrew its standard medication status and from that moment on it had to be paid for! That was the situation in Serbia as well as in whole of Yugoslavia at the time. Zika Pavlovic M.D. did not patent his ointment during his life!!!
During the next 25 years, the demand for this ointment resulted in its production and distribution on the market, including different manufacturers from state owned pharmacies to small privately owned manufactures. Everybody was mixing something and was certain that only they knew how to make Pavlovic’s ointment thus undermining the genuine recipe. This diversity of supply of the same product resulted in the decline of the quality of the ingredients used because the good quality and proven top notch chemical and pharmacological substances were expensive. Cheaper components were used which changed the composition of final product. These products were cheaper but of poor quality! The differences were so great that the surrogates flooded the market and the original recipe was lost as well as the effects of ointment itself. Mistrust, resignation and even misconceptions appeared as to its efficiency in treating newborns, children and grownups. New domestic and foreign “more modern” and “reliable” products emerged but they had non desired effect which was evident in every day pediatrician and physician practice. It was very hard in such a situation to embark into the process of the production, patenting and trademark protection in our county, as well as in former Yugoslav republics and worldwide. To regain the trust, above all of parents and all of those who used it previously with success and who liked it was the main goal. The ointment was an integral part of every home, a part of Serbian traditional heritage which our people living abroad cherished on their shelves, handbags, in their hearts and thoughts, thousands of miles away from their homeland.
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This product had to be protected from all attempts to change and amend the quality of one or several of the components as the aim was not to improve its quality but to vulgarize and level it with vide variety of ointments that had minimal or no effect at all.

This was REAL INNOCENCE WITHOUT PROTECTION in the past and current period. Anyone showing interest can, by visiting our web site, see the developments in the past period and today. People of GOOD WILL can enjoy their favorite ointment which nourished generations and generations of children, young boys and girls living in our part of the region, as well as the elderly. It is an essential part of every home in the West Balkans, in Slovenia, Croatia, Bosnia, Republic of Srpska, Macedonia, Kosovo and Albania. The ointment also found its way to the markets of Canada, America and Australia. When someone from our part of the world undertakes a journey to a land far away, carrying a bag full of all necessary things, there is a place inside that bag for the Genuine Pavlovic’s Ointment, side by side with memories of home. It is part of their homeland, a part that remindes them of their childhood and the place they came from. Those with OTHER INTENTIONS, who are the reason why this thorough protection was undertaken, will understand the harshness of legal barriers and consequences they might encounter as a result of their thoughtless intentions.

Work had to be done quickly. The date when everything was put into motion was June 15th 1994, when the patent and trade mark protection was requested, when thorough research was undertaken to prepare the production process and to establish a company for the industrial production of the ointment.

Institutes, laboratories, ministries in the field of health care and pharmacy from all around Serbia and Yugoslavia gave their opinion about the ointment itself, its quality, effects, as well as the approval to start its production. The years went by and on December 19th 1997, all approvals were obtained. It finally started off! The continuity went on and this year the Genuine Pavlovic’s Ointment is celebrating its 60th anniversary.

Only a small number of products (medications, pharmacological preparations, traditional medications, as well as cosmetic products) in the world are able to celebrate such a jubilee!

Vojislav Pavlovic M.D., pediatrician, the son of Zika Pavlovic M.D.