Serono
Former Swiss biotechnology and pharmaceutical company known for fertility medicines, multiple-sclerosis therapies and biologic drugs.
Last updated August 26, 2026
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Overview
Serono was a Swiss biotechnology and pharmaceutical company whose business was built around reproductive health, neurology, growth and metabolism, and dermatology. Although the company became associated with Geneva, its origins were in Rome, where Cesare Serono established the Serono Pharmacological Institute in 1906. The company later developed into an international life-sciences group with research, manufacturing and commercial operations across multiple countries. A decisive scientific and commercial chapter began with work on urinary gonadotropins. Dr. Piero Donini developed a method for extracting gonadotropins from urine, and collaboration with Professor Bruno Lunenfeld helped turn those hormones into a widely available infertility treatment. Serono marketed the resulting product as Pergonal. This business provided the foundation for the company's later strength in assisted reproduction and hormone therapies. The historical sourcing of biological material from the urine of Italian nuns, facilitated through a connection involving board member Giulio Pacelli, is part of the company's documented early development. During the 1980s, Serono shifted from products based mainly on natural extraction toward biotechnology. The transition began under chief executive Fabio Bertarelli and was accelerated by his son Ernesto Bertarelli, who later led the company's international expansion and public-market development. Serono built a portfolio of recombinant and biologic medicines in four principal areas. In reproductive health, recombinant follitropin alfa was marketed as Gonal-f, while other gonadotropin products supported ovulation induction and in-vitro fertilisation. In neurology, Rebif became a major treatment for relapsing forms of multiple sclerosis. The company also developed products for growth deficiencies and HIV-associated wasting, and introduced biologic treatments for moderate-to-severe psoriasis in Europe. Rebif was one of Serono's most important commercial achievements. Introduced in 1998 for relapsing-remitting multiple sclerosis, it initially faced restrictions in the United States because an orphan-drug designation held by Biogen's Avonex limited direct market entry. Serono funded a clinical study intended to demonstrate comparative clinical benefits, and the company subsequently entered the US market. By 2002, Rebif represented a substantial share of Serono's sales and had become the company's leading neurology product. Serono expanded its research capabilities through the 1997 acquisition of GBRI from GlaxoWellcome, which became the Serono Pharmaceutical Research Institute in Geneva. It also supported the development of predictive medicine and high-throughput sequencing through the Manteia Predictive Medicine spin-off. At the end of 2005, the company reported eight biotechnology products on the market and more than 25 preclinical and clinical development projects. It operated in 44 countries, sold products in more than 90 countries, and maintained manufacturing facilities in several European countries and Israel. Merck KGaA acquired Serono in 2006. The transaction combined Serono with Merck's ethical-pharmaceutical activities to form Merck Serono, while the American business adopted the EMD Serono name because of trademark differences involving Merck & Co. and MSD. Integration began in 2007. In 2011, Merck decided to close Serono's Geneva headquarters and transfer central operations to Darmstadt, Germany, resulting in significant job losses in Geneva. The Geneva campus was subsequently closed and sold to interests associated with the Bertarelli family and Hansjörg Wyss; it became Campus Biotech, a life-sciences hub rather than an operating Serono headquarters. Serono therefore survives primarily as a historical corporate and product identity within Merck's pharmaceutical organization rather than as an independent company.
History
Serono's history began in 1906, when Cesare Serono founded the Serono Pharmacological Institute in Rome. The enterprise later became a Swiss-centered pharmaceutical and biotechnology group, with Geneva serving as its principal corporate and research location. Its early growth was tied to reproductive medicine and the development of gonadotropin products. Dr. Piero Donini's work on extracting gonadotropins from urine provided an important technical foundation. A later collaboration with Professor Bruno Lunenfeld helped make these hormones available at commercial scale for infertility treatment. Serono marketed the resulting therapy as Pergonal, establishing a durable presence in fertility medicine. The biological source used in the early extraction process was urine collected from Italian nuns, a practice documented in accounts of the company's development. In the 1980s, Serono began a strategic move away from natural-extraction products and toward biotechnology. Fabio Bertarelli was associated with the beginning of this transition, while Ernesto Bertarelli accelerated the company's expansion and helped develop it into a publicly traded international group. Ares-Serono was incorporated in 1987, and its holding company adopted the name Serono S.A. in May 2000. Ernesto Bertarelli led a New York Stock Exchange listing in the same year. The biotechnology strategy produced medicines across reproductive health, neurology, growth and metabolism, and dermatology. Gonal-f represented the recombinant development of the company's fertility franchise. Rebif, introduced in 1998 for relapsing-remitting multiple sclerosis, became a major product. Serono's US launch of Rebif required extensive clinical work because the company initially faced a market-access barrier associated with orphan-drug exclusivity for Biogen's Avonex. After a successful comparative clinical program, Serono entered the US market; by 2002, Rebif accounted for 39 percent of company sales according to the cited company history. Serono broadened its research base through the 1997 acquisition of GBRI from GlaxoWellcome. The acquired organization became the Serono Pharmaceutical Research Institute in Geneva. The company also supported Manteia Predictive Medicine, a spin-off associated with the development of massive-parallel sequencing and predictive-medicine capabilities. By the end of 2005, Serono had eight biotechnology products on the market and more than 25 preclinical and clinical projects in development. It employed more than 4,750 people, operated in 44 countries, sold into more than 90 countries, and maintained manufacturing facilities in Switzerland, Italy, Spain, France and Israel, among other locations. The company's expansion was accompanied by regulatory and legal challenges. In 2005, Serono reached a $704 million settlement with the US Department of Justice over allegations involving off-label promotion of Serostim and illegal kickbacks. The matter became one of the largest pharmaceutical settlements in US history at the time. In September 2006, Merck KGaA acquired 36 percent of Serono for approximately €13.3 billion, paying CHF 1,100 per share according to the cited historical account. Serono was combined with Merck's ethical-pharmaceutical division under the Merck Serono name. The US business was later branded EMD Serono because of trademark conflicts involving Merck & Co. and MSD. Integration began in January 2007 after regulatory processes were completed. Merck's 2011 decision to close the Geneva headquarters and move headquarters functions to Darmstadt marked the end of Serono's independence as a Geneva-based operating group. The former Geneva headquarters and research campus was closed by 2013. The property was sold to a consortium associated with the Bertarelli family and Hansjörg Wyss and subsequently became Campus Biotech, preserving the site as a life-sciences center while ending its role as Serono's corporate home.
- 2013
Former Geneva campus closed
[1]The former Serono headquarters and research site was closed and later repurposed as Campus Biotech.
- 2011
Geneva headquarters closure announced
[1]Merck decided to transfer headquarters functions from Geneva to Darmstadt, Germany, with major employment consequences in Geneva.
- 2007
Merger integration begins
[1]The operational integration of Serono and Merck's pharmaceutical activities began after regulatory reviews and transaction procedures.
- 2006
Acquisition by Merck KGaA
[1]Merck KGaA acquired Serono and combined it with its ethical-pharmaceutical operations to create Merck Serono.
- 2005
Serostim settlement
[1]Serono agreed to a $704 million US Department of Justice settlement concerning alleged off-label promotion and kickbacks related to Serostim.
- 2000
Serono name adopted and NYSE listing completed
[1]Ares-Serono S.A. changed its name to Serono S.A., and Ernesto Bertarelli led a listing on the New York Stock Exchange.
- 1998
Rebif introduced for relapsing-remitting multiple sclerosis
[1]Serono introduced Rebif, an interferon beta therapy for relapsing-remitting multiple sclerosis.
- 1997
GBRI acquired from GlaxoWellcome
[1]Serono acquired GBRI and developed it into the Serono Pharmaceutical Research Institute in Geneva.
- 1987
Serono holding company incorporated
[1]The company was incorporated as part of its transformation into an international pharmaceutical and biotechnology group.
- 1906
Serono Pharmacological Institute founded
[1]Cesare Serono founded the Serono Pharmacological Institute in Rome, establishing the organization that later became Serono.
Products and positioning
A science-led biotechnology company positioned around reproductive medicine, neurologic disease, biologic therapies and specialized treatments for growth, metabolism and dermatology.
Reproductive health
Gonal-f
Gonal-f is Serono's recombinant follitropin alfa fertility product. It was developed as a biotechnology-based successor to the company's earlier gonadotropin franchise and used in assisted-reproduction protocols, including controlled ovarian stimulation for in-vitro fertilisation. The product became one of the company's most recognizable reproductive-health offerings.
Neurology · 1998
Rebif
Rebif is an interferon beta-1a medicine developed for relapsing forms of multiple sclerosis, including relapsing-remitting disease. Introduced in 1998, it became Serono's leading neurology product and required a substantial comparative clinical program before the company entered the US market. By 2002, the product represented 39 percent of Serono's sales according to the cited historical account.
Reproductive health
Ovidrel
Ovidrel is a fertility hormone product associated with Serono's reproductive-health portfolio. It was used in assisted-reproduction treatment protocols as part of the company's broader gonadotropin and ovulation-management offering.
Reproductive health
Pergonal
Pergonal was Serono's commercial gonadotropin treatment derived from urinary hormones. Its development followed Donini's extraction work and collaboration with Bruno Lunenfeld, and it helped make gonadotropin therapy broadly available for infertility treatment. The product formed the historical basis for Serono's later recombinant fertility franchise.
Growth and metabolism
Serostim
Serostim was a growth-hormone product marketed for conditions including HIV-associated wasting. It became the subject of a major US Department of Justice settlement in 2005 concerning allegations about off-label promotion and illegal kickbacks.
Patient support
Fertility LifeLines
Fertility LifeLines was a free and confidential information service provided by Serono for people seeking information about infertility and fertility treatment. It extended the company's reproductive-health presence beyond medicines into patient education and support.
Controversies
2005
Serostim off-label promotion and kickback allegations
Serono agreed to pay $704 million to resolve civil and criminal allegations brought by the US Department of Justice. The allegations concerned a scheme to promote Serostim for off-label uses and provide illegal kickbacks related to prescribing, in violation of US healthcare-fraud laws.
Brand decisions
2011
Transfer of headquarters from Geneva to DarmstadtStrategyBackground
After the Merck-Serono integration, Merck KGaA reviewed the location of central headquarters functions.
Action taken
Merck decided to close the Geneva headquarters and move headquarters operations to Darmstadt, Germany.
Aftermath
The decision led to significant job losses in Geneva and marked a further break with Serono's historical Swiss headquarters structure.
2006
Sale to Merck KGaAM&ABackground
Serono was an international biotechnology company but faced the strategic requirements of operating at greater scale in pharmaceuticals.
Action taken
Merck KGaA acquired a 36 percent stake and combined Serono with Merck's ethical-pharmaceutical division under the Merck Serono name.
Aftermath
Serono ceased to operate as an independent company. The US organization used the EMD Serono name, and headquarters functions were later moved from Geneva to Darmstadt.
Transaction value. Approximately EUR 13.3 billion (September 2006)
1998
Launch of RebifProduct launchBackground
Serono was developing a position in neurology and sought to compete in the market for treatments for relapsing multiple sclerosis.
Action taken
Serono introduced Rebif for relapsing-remitting multiple sclerosis and later funded comparative clinical research to support US market entry.
Aftermath
Rebif became a central commercial product and accounted for 39 percent of Serono's sales by 2002 according to the cited company history.
Share of company sales represented by Rebif. 39% (2002)
- Biogen — Biogen's Avonex held orphan-drug status that initially restricted Rebif's US market entry; no further competitor reaction is specified in the source.
1980
Shift from natural extraction to biotechnologyStrategyBackground
Serono sought to evolve beyond its historical urinary-gonadotropin business and build a portfolio based on biotechnology and recombinant medicines.
Action taken
The company began moving into biotechnology during the 1980s, expanding into reproductive health, neurology, growth and metabolism, and dermatology.
Aftermath
The shift produced products such as Gonal-f and Rebif and became the foundation of Serono's later identity as an international biotechnology company.
Recent events
- 2013
Geneva Serono campus becomes Campus Biotech[1]
Other
The former Serono headquarters and research campus in Geneva was closed by Merck KGaA and sold to a consortium linked to the Bertarelli family and Hansjörg Wyss. The site was subsequently developed as Campus Biotech.
- 2011
Merck announces closure of Serono's Geneva headquarters[1]
Leadership change
Merck decided to close the Geneva headquarters and move central headquarters functions to Darmstadt, Germany, causing substantial job losses in Geneva.
- 2007
Serono and Merck operations begin integration[1]
M&A
Following regulatory reviews and completion of the acquisition process, Serono and Merck KGaA began operating as the combined Merck Serono organization.
- 2006
Merck KGaA agrees to acquire Serono[1]
M&A
Merck KGaA agreed to acquire Serono in a transaction valued at approximately €13.3 billion, combining Serono with Merck's ethical-pharmaceutical business.
Sources1 sources
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