William Cronin to Serve as Chief Executive Officer of Dignitana Inc. in
the
United States

Dallas-Based Dignitana Inc. Adds James McKinney as COO,
Melissa Bourestom as VP
Marketing,
and Registered Nurse Josephine Divers as VP
Clinical Oncology Services
Lund, Sweden and Dallas, TX – November 8,
2016—Nearing the one-year anniversary
of FDA clearance for its DigniCap®
system, Dignitana AB, a world leader in
medical scalp cooling technology,
announced today the appointments of Johan
Ericsson as Chief Executive Officer
and William Cronin as Chief Executive
Officer of Dignitana, Inc. in United
States.

After shepherding the DigniCap® system through its inaugural year of
growth in
the United States, current CEO Jan Richardsson will now hand over the
reins to a
development and operational CEO.

Johan Ericsson brings more than 25
years of global engineering and product
development experience to Dignitana,
holding leadership positions at Flex Design
(formerly Flextronics), Sony
Ericsson, Assa Abloy, CellaVision, and Axis
Communications. He has initiated,
implemented, and launched product platforms
across a variety of health and
technology sectors, including radar and infrared
systems, mechanics,
electronics, optics and software/firmware. Ericsson’s
experience also includes
guiding products through FDA approval and clearance and
introducing supply
chain and scalability innovations in addition to developing
quality competence
measures at all points along the product development
continuum.

“Under Jan
Richardsson’s leadership, we have built relationships in the U.S. and
around
the world, that have allowed Dignitana to successfully enter the U.S.
market
and quickly expand following FDA clearance of the DigniCap® system. We
thank
him for his invaluable contributions to the company. As Johan takes the
helm,
emphasis will shift slightly to technological refinements aimed at
ensuring an
even more precise and effective patient experience that can be used
with more
treatments and drug combinations.” says Semmy Rülf, chairman of the
board at
Dignitana AB.

“I see this appointment as a great opportunity to bring my
experience to a
successful company and to move it to the next level of product
development and
operations. Together with the strong U.S. organization I am
confident that we
will grow both the business and the company.” says Johan
Ericsson.

Newly appointed CEO of Dignitana’s American operations, Bill Cronin,
led the
business through the final stages of FDA clearance in December of 2015
and
brought the DigniCap® scalp cooling system to more than 35 medical
centers
across 16 U.S. states in its first year of production.

“We are excited
to expand the number of treatment centers across the US that are
making the
DigniCap® system available to their patients. Dignitana now has the
proper
infrastructure in place, both in the US and in Sweden, to fully execute
on our
plan of making this valuable therapy option available to as many
patients
across the US as possible,” says William Cronin.

As leadership in
Sweden focuses on advancing the next phase of innovation,
design and production
of the medical device, patient experience measures will be
top priority in the
United States. James McKinney has stepped in as Chief
Operating Officer,
Melissa Bourestom has taken on the role of Vice President of
Marketing and
Josephine Divers, R.N., rounds out the U.S. executive team as Vice
President of
Clinical Oncology Services for Dignitana Inc in Dallas. These new
hires will
allow the company to build brand recognition, and support patients
and clinical
staff as the device expands to more medical centers nationwide.

As COO of
Dignitana, Inc., James McKinney brings extensive experience and a
proven track
record in leadership and operations including physician relations
and
partnership, program design and implementation, financial performance
and
system integration. Recent leadership roles include Division CEO of
Anesthesia
for EmCare, Division President of Iasis, President and COO of Leland
Medical,
and President and CEO of Brim Healthcare. He also serves as a
healthcare
consultant to Catholic Charities.

Prior to joining Dignitana as
Vice President of Marketing, Melissa Bourestom led
strategic partnership
efforts as Executive Director of the American Advertising
Federation Dallas and
previously directed marketing and sales initiatives for
myFootpath, an
education technology start-up focused on integrating product
usage with
e-business objectives. She brings to the Dignitana team a passion for
science
and healthcare and more than 20 years’ experience in marketing,
communications,
event planning and sales with expertise in achieving sales and
marketing
objectives and building strong customer relationships via
traditional
marketing, social media and digital strategies.

As the newly
appointed Vice President of Clinical Oncology Services, Josephine
Divers brings
extensive clinical oncology nursing experience to j the Dignitana
team with
experience. She is a licensed registered nurse with 25 years’
experience in
professional and collaborative patient care. Divers spent 20 years
dedicated to
oncology nursing with a specialization in breast cancer for the
past 15 years.
Prior to joining Dignitana, Divers served as a Registered
Clinical Oncology
Nurse for seven years at Baylor/Sammons Cancer Center, an
institution of U.S
Oncology. Divers possesses the educational background,
clinical experience, and
genuine enthusiasm for effective and efficient breast
cancer treatment as part
of a larger, interdisciplinary health care team. Her
research and clinical
trial experience includes published literature in Cancer
Medicine, Journal of
Oncology Nursing, as well as various findings presented at
National Oncology
Nursing Conference.

“As awareness and demand for the product continue to grow,
we are thrilled to be
able to add these talented and experienced healthcare
professionals to our team.
Our commitment to support our patients and partner
treatment sites has made the
addition of a specialized leadership team
essential. We are excited to introduce
expanded distribution and training
channels led by James McKinney, targeted
marketing efforts headed up by Melissa
Bourestom, and clinical experience in
breast oncology led by Josie Divers,”
says William Cronin.

“Providing personalized clinical expertise and guidance
for patients throughout
their breast cancer experience is an unwavering
commitment for the Dignitana
leadership team,” Cronin adds. “We are thrilled to
have Jim, Melissa and Josie
on board, and look forward to expanding operations,
brand awareness and patient
support in the coming year. I am confident that our
shared passion and expertise
will strengthen our patient-centered
mission.”

Media Contacts:

USA
   Sweden

Caren
Browning                                                            
Semmy
Rülf

King
+
Company                                                            Chairman
of
the board, Dignitana AB

00 1 212
561-7464                                                        0046
(0)709
312730

Caren.Browning@kingcompr.com                              
semmy.rulf@gmail.com

###

The information in this press release is such that
Dignitana AB must disclose it
in accordance with the EU market abuse
regulation. The information was
submitted, by the above contact, for
publication at 9.00 (CET), November 8,
2016.
About Dignitana
Dignitana AB is a
Swedish public company, based in Lund, and manufacturer of the
medical cooling
device DigniCap®. Dignitana AB is listed on the OMX Nasdaq First
North stock
exchange and has appointed Erik Penser Bank as Certified Advisor.
Headquartered
in Dallas, Texas, Dignitana, Inc. is the U.S.
subsidiary of Dignitana AB. For
more information visit www.dignitana.com.

 About the scalp cooling system
DigniCap®
Dignitana’s core product - DigniCap® - is a patented scalp-cooling
system that
offers cancer patients the ability to keep their hair during
chemotherapy.
DigniCap® is developed to provide continuous cooling with high
efficacy, safety
and acceptable patient comfort.