In the modern world, every country is investing great effort to develop and improve its health system. Because of that there is a growing emphasis on pharmacies in the health system, furthermore pharmacist is oftentimes the first person whom patients talk to regarding their health issues. In this master’s thesis it’s presented the entire health value chain of the Republic of Croatia with a greater focus on the Croatian pharmacy sector. The secondary research stress out pharmacy retail business in general, but also appearance of new pharmacy trends, the primary research is more focused on analyzing pharmacist sales-advisory role in their relationship with patients but also their knowledge and skills during the process. The main part of this master’s thesis is dedicated to the role and importance of sales education for pharmacists in Croatian pharmacy practice. The primary research was conducted through questionnaires which were filled in by pharmacy employees, i.e. masters of pharmacy and pharmacy technicians. The sampling was intentional and appropriate and 34 respondents participated in the survey. The survey was distributed in two ways, by personal delivery to pharmacies and by posts on the social networks. Even though the analysis of the answers to the survey questions shows that some pharmacists have resistance to the sales education, most of them are aware of the importance of sales-advisory skills, meaning there is enough interested pharmacists to get involved in that kind of education. Furthermore, that means that there is a significant scope for improvement, i.e. not all educational options are fully utilized in the Croatian pharmacy segment. Besides pharmacy owners, as employers, which provides sales-advisory education to pharmacists there is a great opportunity and a chance for the manufacturers of pharmaceutical products and/or wholesalers to provide various types of educations to pharmacists, that kind of approach can provide added value towards overall relationship between pharmacists and their suppliers, therefore the productivity and efficiency of the pharmacists will increase and that will consequently bring mutual business benefits.