Ulf Ericsson Email & Phone Number

Malmö, Se

Flemingsberg, Stockholm County, Se

Inhalation Sciences is a focused CRO devoted to inhalation drug development success, offering preclinical research and development services to successfully develop orally inhaled and intra-nasal drug products. Developing respiratory therapies presents specific challenges that Inhalation Sciences has addressed with proprietary and unique approaches to de-risk clinical trials.

Södertälje, Stockholm, Se

Leading Business Development, New Product Planning and Commercialization of a novel drug delivery technology platform (N.A.P) with focus on applications in Biologics and Rare Diseases. Member of the corporate management team.Key achievements so far; developed and implemented a new focused strategy with a new direction for the business area focusing on where the technology has its highest potential, balancing unmet needs, business opportunity and risks. To deliver on the strategy most effectively I have developed a road map clearly describing the way forward to clinic. I have also developed multiple brand strategies (including TPP, positioning, value proposition, business case etc.) for potential opportunities to assess product potentials and make priorities.

Cambridge, Cambridgeshire, Gb

Led the Global Inhaled Device strategy for AstraZeneca’s inhaled portfolio, as well as the commercial part in the development of future inhalation devices, formulations, and platforms. Developed a Digital pharma launch strategy and defined business models as well as developed a ROI model to assess suitable markets for Digital pharma launch. Appointed to lead several Workstreams in the Global Therapeutic Area and Disease Strategy.As member of the Core Global Project Team (cGPT) for Established Respiratory Brands and Nebulisation I was engaged as subject matter expert with regards to the established brands portfolio. Commercial lead in all Business Development evaluations in the inhaled space. Member of the Global Sustainability team, deeply involved in all matters regarding the environmental aspects of AstraZeneca’s inhaled drug products cross the respiratory portfolio.

Cambridge, Cambridgeshire, Gb

Global lead for a portfolio of six Respiratory brands, worth $1.5bn annual sales combined. The biggest brand, Pulmicort®, grew under my leadership from flat $850mn to $1.2bn with double digit growth in three years by developing and implementing a new business model for Nebulised treatment. Led a cross-functional Global Project Team (GPT) for the portfolio and member of the Respiratory Core Global Project Team (cGPT). Commercial lead in all Business Development evaluations and New Product Planning in the inhaled space.Led the Global Inhaled Device strategy for AstraZeneca’s inhaled portfolio. Commercial lead for all inhaler devices and formulations cross AZ commercialized portfolio as well as leading the commercial part for development of future inhalation devices, formulations, and platforms.

Tokyo, Jp

Led Commercial Assessments of Global and Regional Business opportunities in Global Marketing by combining my Strategic Marketing and Business Development skill set.Responsible for developing Brand Strategy, Brand Positioning and Target Product Profiles based on Customer- and Market Insights. Also responsible for leading cross-functional teams (5-20 people) in full commercial strategic evaluations, including development of solid fact based and agreed business cases for licensing and product acquisitions - from early R&D to late phase (on market). This work spanned across various Therapeutic areas. Delivered 10-15 assessments per annum.

Tokyo, Jp

Responsible for evaluation of potential Business opportunities, developed business cases (including competitive landscaping, order of entry analysis, peak share analysis, sales uptake, resource allocation etc.) as well as deal structures for licensing and product acquisitions. Held responsibility for developing Brand Strategies and Target Product Profiles as a base for commercial and R&D licensing evaluations. I was leading cross-functional teams to ensure a solid and agreed evaluation of potential business opportunities in various Therapeutic Areas. Also developed financial modeling of deal structures including valuation of multiple options. This was a combined marketing and business development role in the Business development organization.

Zurich, Ch

I prepared early assets for launch. Turning Products into Brands. Developing brand strategies and brand plans before handling over to brand team for tactical implementation 12 months pre-launch. My main responsibility was to drive a cross-functional pre-launch commercial Brand team in brand strategy development, launch sequence development, market access strategy, Life Cycle Management strategy and more. I was also responsible for developing and driving launch feasibility (with area management and local affiliates). I prepared and handed over two brand assets in the year.

Zurich, Ch

I worked with a very successful launch in severe Osteoporosis (Preotact®). The Brand reached European market leadership in less than three years, with a second to market order of entry and limited clinical data compared to the competition. This success was driven by a very robust and well implemented strategy, not by product attributes (“me-too” product) or power (we had less resources). My main responsibilities were Brand strategy development and implementation, as well as customer and market insights. I was leading people in cross-functional teams (including local brand management) and developed novel launch feasibility-, launch readiness-, and launch tracking systems not previously available in the company. I also developed and implemented a novel Medical Marketing process for the company, aimed to increase ROI in clinical trials as well as empower cross-functional collaboration, globally and locally.

Cambridge, Cambridgeshire, Gb

First year responsible for the repositioning of Oxis Turbuhaler to optimise brand position opportunity for Symbicort to be launched. Successfully launched Symbicort® on the Swedish market, the brand’s first global launch. Symbicort was taken from launch in year 2000, as second to market order of entry, via market leadership in 2004 to be the highest valued pharmaceutical product in Sweden in 2005, all categories. When I left AstraZeneca in 2006 Symbicort® had a market share of 67% and growing. Responsible for brand strategy including preparations of the successful launch of Symbicort SMART™. Successfully took the Brand through many stages, such as pre-launch, launch, variation launches, market- and segment- expansion and navigated it with regards to the market access challenges on the Swedish market. Leading the Swedish part of a Global AstraZeneca Marketing Excellence Project.

Cambridge, Cambridgeshire, Gb

Sales representative for the Respiratory portfolio (Pulmicort®, Bricanyl® and Oxis® and Devices) in the most successful Region in Sweden. Successfully launched Oxis Turbuhaler® in southern Sweden with 70% MS in the LABA-class when I handed over to my successor 18 months post launch. I was closely involved in the Pre-Launch work for Symbicort®. All Brands in my portfolio became market leaders in my region, in respective segment.

Leading Enterprise Transformation Programme

M.Sc. (Marketing Management) And B.Sc. (Business Economics), Marketing/Marketing Management, General

Certified Board Member