Ulf Persson, PhD, is Professor in Health Economics at the Institute of Economic Research, School of Economics and Management, Lund University and Chief Executive Officer at the Swedish Institute for Health Economics (IHE). Ulf Persson has more than 25 years research experience in the development and application of economic evaluation methods in health care, with particular regard to the introduction and utilization of medical technologies.  His main research areas are health economics, pharmaceutical economics, economic evaluations, and transport economics. Projects and publications include cost-effectiveness studies, cost-of-illness studies, willingness-to-pay studies in the health care and transport sectors. He has published more than 200 articals and reports in health economics and economics of transport safety. Ulf Persson is a member of the board of the Swedish pricing and reimbursement authority, the Pharmaceutical Benefit Board (former LFN) and at the Swedish Dental Benefit Board, both included in the Dental and Pharmaceutical Benefits Agency (TLV).