George, who has taken the role of corporate comms manager, said privately owned Ferring wanted a 'higher profile' and to forge a more 'distinct identity'.
He said: 'The company has been relatively unknown but we are looking to do things in a new way and will be putting a new PR strategy in place.'
George replaces Sharmi Albrechtsen, who was unavailable for comment.
Ferring is in the throes of moving to new offices near Saint-Prex, outside Lausanne, which will house a production facility and around 100 senior staff.
It will have a three-strong core comms team at the site. Anka Vogel continues as corporate services manager, handling design and web activity, while a further corporate comms manager is to join 'later this year', said George.
Ferring uses agencies including Ruder Finn, hired last year to promote prostate cancer treatment Degarelix, currently in trials.
Tonic Life Communications promotes infertility treatment Menapur. Gavin Anderson & Co handles corporate PR.
In recent years, Ferring, which established a presence in Switzerland in 2000, has expanded beyond Europe, with operating subsidiaries in more than 40 countries.
During his three-year stint at Serono, George was corporate comms manager and helped to promote last year's launch of psoriasis treatment Raptiva.
He has not yet been replaced.
He previously worked drugs giant Bayer and the Royal Mail.