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The purpose of this paper is to discuss how a political driven transition of a large company, Apoteket AB in Sweden with 12,000 employees - the pharmacy state monopoly - can be designed and managed to become a free market competitive player. The reregulation process, with a great variety of stakeholders involved, has since 2006 been followed, documented and analyzed. In the domain of pharmacy products and services - essential for health and well-being - a design and innovation process must be handled with care for balancing pharmaceutical and business strategies. The research contribution and expected learning outcome of this paper are to give insights; first on processes and methods for organizational designs and transformation; second to get experience from designing and implementing a management strategy to lead the reregulation to success; and third to get knowledge on how traditional professional roles can be changed and developed by designing a process with clear goals, conscious learning and a communicative strategy. Copyright © 2002-2012 The Design Society. All rights reserved.