Korea Is a key market… will turn neuroscience innovation into reality”

First foreign head appointed… accelerating ‘focused innovation’ in Korea

Portfolio shift gains pace, from CNS to neuroscience and rare diseases

Brad Edwards, Managing Director of Lundbeck Korea

Lundbeck, a global pharmaceutical company specializing in central nervous system (CNS) drug development, has established a solid foothold in Korea's mental health treatment sector through antidepressants like ‘Brintellix (vortioxetine bromide)’ and ‘Lexapro (escitalopram oxalate)’.

Recently, it has expanded its portfolio beyond mental illness to include rare neurological disorders, further clarifying its identity as a neuroscience-focused company.

Amidst this transformation, Lundbeck Korea appointed its first foreign Managing Director in April, 23 years after the company's establishment in Korea. The new leader is Brad Edwards. He is an expert with nearly 30 years of experience at global pharmaceutical companies, including Pfizer, Shire, and Takeda, having led operations across Australia, New Zealand, and other emerging markets. Most recently, he was based in Singapore as Takeda's Head of Plasma-Derived Therapies, Growth and Emerging Markets.

Edwards stated, “While working in Singapore, I never anticipated I would be working in Korea, but Korea is an attractive market with scientific prestige and clinical capabilities. I am greatly inspired by the Korean Lundbeck team's efforts to make a tangible difference in patients' lives through brain health.”

“Introducing innovative products... strengthens patient-centric approach strategy”

Edwards assessed Korea as a key hub for realizing neuroscience innovation within Lundbeck's global strategy. He noted that Korea is one of Lundbeck's 12 designated core markets, possessing clinical trial capabilities, scientific infrastructure, a digital health environment, and progressively improving regulatory and reimbursement policies.

Edwards explained, “The Korean government has recently introduced various forms of regulatory flexibility to improve access to innovative medicines, including faster approval pathways, conditional approvals, and risk-sharing schemes. Policies aimed at reducing out-of-pocket costs for patients with rare and severe diseases, as well as improving diagnosis rates, are also positive developments.”

He noted that these environmental changes are laying the groundwork for Korean patients’ faster access to new innovative therapies.

Lundbeck Korea’s strategy goes beyond simply launching new drugs. The company envisions redesigning the entire patient access pathway, strengthening collaboration with patient advocacy groups and medical communities while addressing institutional factors such as regulatory approval, reimbursement, and pricing. Preparations for new product launches, pending domestic approval, are already underway.

Edwards stated, “Our top priority is introducing innovative new products to the Korean market and improving the lives of Korean patients with brain disorders. To achieve this, we plan to continuously strive to make not only the products themselves but also our approach to patients more efficient and truly patient-centric.”

From an organizational perspective, Lundbeck Korea is also built on a stable foundation. Within a culture that emphasizes employee engagement and diversity, the company has earned Great Place to Work certification for two consecutive years, while maintaining a balanced organizational structure across gender and generations.

Edwards stated, “This kind of organizational culture is a critical foundation for delivering sustainable, long-term performance. I hope to continue the successful operating practices that Lundbeck Korea has built over the years.”

Focus on Neuroscience and Rare Diseases… Accelerates Portfolio Transformation

Neuroscience and rare diseases are the most critical pillars of Lundbeck’s mid- to long-term strategy. Globally, the company is reshaping its portfolio around rare neurological diseases, with Korea positioned as a key part of this effort.

Edwards said, “Many patients with rare neurological diseases remain undiagnosed, resulting in significant unmet medical needs. By pursuing new scientific approaches and driving neuroscience innovation, we aim to improve patients’ quality of life. This aligns directly with Lundbeck’s goal of expanding an innovative and specialized portfolio in rare neurological diseases.”

He added, “Lundbeck is shifting its focus within neuroscience toward rare neurological disorders. Based on our extensive experience working in the rare disease field across multiple countries, we expect Lundbeck Korea to contribute to this transformation process.”

The antidepressant business continues to be an important pillar for Lundbeck Korea. Brintellix and Lexapro remain flagship products and have been widely used in Korea’s mental health treatment landscape for many years.

Edwards said, “Mental health is both a core business area and a long-term responsibility. We will continue to ensure stable supply, education, and digital support for antidepressant therapies through close collaboration with healthcare professionals and partners.”

From a global strategy perspective, Edwards emphasized that Korea plays a crucial role in connecting global R&D capabilities with local innovation.

He stated, “Korea has excellent clinical execution capabilities and strong scientific expertise, making it an ideal partner for advancing neuroscience innovation. The government’s willingness to improve regulatory and reimbursement systems is particularly meaningful.”

Edwards identified healthcare, digital, and policy (PA) as key areas for Lundbeck Korea to strengthen. He emphasized the importance of expanding real-world evidence (RWE) and data-driven insights, and leveraging new technologies like artificial intelligence (AI) to communicate more effectively with healthcare professionals. This aligns with Lundbeck's global ‘Focused Innovator’ strategy.

The new CEO's mid-to-long-term vision is clear: steadfastly realizing Lundbeck's mission in Korea—‘improving the lives of patients with brain disorders and growing into an agile, high-performing organization through focused innovation in neuroscience.’

Edwards stated, “Rather than pursuing abrupt internal changes, we will achieve natural evolution as our pipeline progresses toward commercialization. I hope Lundbeck Korea will grow into an agile, results-driven organization that contributes not only to Korea but also globally.”

He concluded, “Lundbeck’s achievements to date have been made possible through collaboration and feedback from many partners and stakeholders. All progress in neuroscience begins with listening to their experiences and insights, and we will continue to engage in close dialogue going forward.”