LYCOS RETRIEVER 
Ernesto Bertarelli: U.S
built 627 days ago
Bertarelli is the second generation in his family to head Geneva-based Serono. He took the helm after the death of his father, returning from the U.S., where he graduated from Babson College and earned an MBA from Harvard University. Determined to broaden Serono's product range beyond fertility treatments, he boosted research spending on drugs to combat diseases such as rheumatoid arthritis and multiple sclerosis. Using recombinant DNA production technologies, Serono developed Rebif, an MS treatment. Then it took the unusual step of conducting clinical trials comparing Rebif to U.S. rival Biogen's MS drug, Avonex. In March, 2002, the U.S. Food & Drug Administration made the unprecedented decision to overturn Avonex' marketing exclusivity, approving Rebif on the grounds that it was more effective.
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At the helm of Serono today is 36-year-old Ernesto Bertarelli, who replaced his father as CEO in 1996. An avid yachtsman who is well known on the European social circuit, the younger Bertarelli brings more than just glamour to the job. He has established a modern, centralized management structure organized into therapeutic areas. And he has built up Serono's brand in 45 different countries--with a special emphasis on the most competitive market of all, the U.S.
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"We are delighted to work with Pfizer as our marketing partner for Rebif(R) in the U.S.," said Ernesto Bertarelli, Chief Executive Officer of Serono. "The combined strengths of our companies will enable us to build on the strong momentum Rebif(R) has achieved since its launch, and to accelerate the market penetration of Rebif(R) in the U.S."
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