serFarma is a Portuguese digital health start-up founded in 2014 by a group of pharmacists and IT engineers with the mission of “improving patients’ quality of life by using technology to support the adequate, effective and safe use of medicines”. Our primary business is the development of innovative digital solutions that support both healthcare professionals and patients in decisions regarding the use of medicines. Our core Project is MEDimprove, an online platform that supports both healthcare professionals and patients in the process of managing minor health problems. Using a proprietary algorithm and according to the patient’s profile, MEDimprove provides personalized self-care and self-medication recommendations.