A huge number of studies and works in drug delivery literature are focused on understanding and modeling transport phenomena, the pivotal point for a good device design. The rationalization of all phenomena involved is fundamental, but several concerns arise leaving many issues unsolved. In order to change point of view we decided to focus our attention on parallelisms between two fields that seem to be very far each other: chromatography and drug release. Taking advantages on the studies conducted by many researchers with chromatographic columns we decided to explain all the phenomena involved in drug delivery considering sodium ibuprofen molecules (IP) as analytes and hydrogel as stationary phase. In particular we considered not only diffusion, but also drug-polymer interactions as adsorption on the stationary phase and drug-drug interactions as analytes aggregation. Hydrogel investigated is a promising formulation made of agarose and carbomer 974p (AC) loaded with IP, a non-steroidal common anti-inflammatory drugs. The self-diffusion coefficient of IP in AC formulations was measured by using an innovative method based on Magic Angle Spinning NMR spectroscopic technique to produce High Resolution (liquid-like) spectra.This method (HR-MAS NMR) is used in combination with pulsed field gradient spin echo (PGSE) liquid-state techniques. The model predictions satisfactorily match with experimental data obtained in water and the gel environment, indicating that the model presented here, despite its simplicity, is able to describe the key phenomena governing the device behavior and could be used to rationalize the experimental activity.!