When Lisa Miksell took over as CEO of Add Health Media in the spring of 2024, it was not only a natural step in her career, it also marked the beginning of a new phase for the fast-growing media company. With a background in commercial roles at Mylan and Orifarm, she brings both business acumen and industry knowledge to the role.
Add Health Media currently operates some of Sweden’s most popular health platforms. Under Miksell’s leadership, the company has accelerated its growth, moved into the life science hub in Forskaren in Hagastaden, and positioned itself more and more clearly as a partner for both healthcare providers and pharmaceutical companies.
We meet a CEO with a strong belief in the future, strategic acuity and a clear vision that the company has only just begun its journey. At a time when health information, technology and trust are in focus, Lisa Miksell guides her organization with both curiosity and direction.
A leader shaped by constant development
For Lisa Miksell, the journey to the CEO position has not been about single decisive moments, but rather about a constant drive to develop and dare to try new things.
“I am driven to constantly develop and learn new things, which means I am never afraid to try out new ideas. Feedback from coworkers, managers and partners over the years has also shaped me into the leader I am today.” she says.
Building knowledge and experience has been a common thread throughout her career. From Mylan and later Orifarm, she brings experiences that are valuable in her role at Add Health Media.
At Mylan, she gained insight into how common takeovers and mergers are in the pharmaceutical industry. When she joined ScandPharm and left Mylan – all during the same period of employment – it became clear to her how quickly markets can change.
At Orifarm, she was tasked with starting up the OTC business in Sweden after the fall of the pharmacy monopoly. “I had to start everything from scratch – distribution, listings, sales, organization, marketing concepts and media buying. Intense years, but so much fun. I use that breadth of knowledge every day in my job at Add Health Media,” says Lisa.
An agile company in constant motion
Add Health Media is a company with a strong entrepreneurial spirit. Leading such a fast-moving company requires both courage and flexibility, something Miksell thrives on.
“It is truly inspiring to work at Add Health Media! I am often struck by the breadth of skills our team possesses. There is a genuine drive to constantly develop and learn new things to meet our customers’ needs. Every new project teaches me a lot.”
The company has grown through a combination of organic development and strategic acquisitions. Pharma Industry Publishing and Health Amplify have been integrated into the business in 2023 and in September 2025 the Danish company BestPractice Nordic was acquired. This makes Add Health Media the largest in medical communication to doctors in the Nordic region.
“Acquiring companies run by strong entrepreneurs is a bit challenging. That’s why we have worked hard to define Add Health Media as a company – our culture, our processes and systems – so that new acquisitions can be integrated more smoothly.”
Strategic steps forward
One of the most concrete changes under her leadership is the move to Forskaren in Hagastaden – a hub for Swedish life science and innovation.
“Now we sit where many of our customers sit, making spontaneous conversations and collaborations more natural.”
The move is a symbol of the company’s strategy: to be close to customers, at the heart of the ecosystem.
And there are more steps to come. Add Health Media is very active in the acquisition market. “We are constantly looking for new acquisitions that either strengthen our existing segments or open up completely new ones,” says Lisa Miksell enthusiastically.
Game-changing technology
The media landscape is changing rapidly, driven by AI, data and personalized communication. Here, Miksell wants Add Health Media to be one step ahead.
“Developments are moving incredibly fast, especially in AI. We have great partners who help us develop exciting new services. And our customers are often the ones who drive us forward, by constantly demanding that we develop to meet their needs.”
The vision ahead
Looking ahead three years, Lisa Miksell sees two parallel goals: to grow the business and to maintain the culture that has made Add Health Media unique.
“Culturally, I hope we retain our warm, caring and incredibly driven company culture, even as we grow through acquisitions. Business-wise, I want us to be seen as the fast-moving, entrepreneurial company that is the partner of choice for healthcare companies.”
A CEO with business drive and care
With a background characterized by both fierce entrepreneurship and strategic thinking, Lisa Miksell is a leader who combines business acumen with a strong sense of culture and people.
Her journey shows that the CEO of the future needs to be not only a strategist, but also a culture bearer and change leader. Add Health Media is facing an expansive phase – and with Miksell at the helm, the direction is clear: a company journey that is driven as much by people as by innovation.
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