Patrick, back in 2007, you were tasked with establishing Promega’s presence in Sweden. Can you share some of the major milestones you’ve achieved since then?

Absolutely. When we started, we were initially Promega Sweden, but over the years, we expanded to cover the entire Nordic region, including Norway, Denmark, Finland, Iceland, and even the Faroe Islands and Estonia. We have managed to establish Promega’s portfolio throughout the region and build a highly engaged and committed team. One of our successes has been the specialization of team members in specific areas for the Nordic territory while also maintaining a general role in customer relationship building. This interdependency and organizational learning effect have contributed to our overall success as a team.

What makes Sweden an attractive market for Promega?

Sweden, along with the other Nordic countries, has a strong government collaboration in research and development, with a high percentage of GDP allocated to this area. Sweden’s history as a pioneer in protein science and its renowned research institutions, such as the Karolinska Institute, create an attractive environment for Promega. While Promega may be a relatively small player globally, we have a strong market share in our core competence technologies.

Could you introduce Promega and its flagship service areas in Sweden?

Promega’s technology has its roots in genomics, but we have specialized business units and applications for different stages of the technology lifecycle. In addition to genomics, we have a strong focus on genetic identity, developing tools for cancer diagnostics using microsatellite instability analysis. Our second core technology is bioluminescence, which has become an important tool for fundamental research and drug discovery. Promega’s continued research in this area has led to improved versions of luciferase, such as NanoLuc, which offers smaller size, increased stability, and brightness. We are constantly engaged in creative scientific innovation.

How have Promega’s operational areas developed in recent years?

Since joining Promega, we have witnessed significant developments. For example, in genetic identity, we have grown from nearly zero to become a market leader in the Nordics. We have also expanded into new areas, such as cosmetics, where our bioluminescence technology is used to modify skin cells and eliminate animal skin testing. Promega is rolling out a suite of applied products and applications for GMO testing, pathogen testing, and microbial condition testing. Our more stable and sensitive luciferases can detect indicators of microbial conditions based on adenosine triphosphate (ATP) levels. We also offer our own internal suite of GloMax instruments for laboratory needs and collaborate with Hach Applitek for industrial applications requiring inline analyzers.

What is Promega’s partnership approach in the Swedish ecosystem?

Partnership plays a significant role for Promega, and as the general manager, my task involves creating contacts and collaborating with various stakeholders in the country. While it’s not always easy to find mutually satisfying partnerships, we are proud of the progress we have made in the Nordic region.

With many players in the biotechnology field in Sweden, how do you find the right talent for Promega?

Finding the right talent is always a challenge, and at Promega, we look for more than just previous professional or academic experience. Cultural fit is crucial for us, and being one of the largest privately-owned life science companies, we differ from publicly traded biotech firms. We have a longer-term perspective, which allows projects to mature and fosters innovative thinking. We spend a significant amount of time in the recruitment process to ensure the right individuals align with our culture.

What do you see as Promega’s competitive advantage in the Nordics?

Our narrow portfolio compared to competitors makes us highly specialized and knowledgeable in our focus areas. Our customer-focused service, with over 99 percent delivery efficiency, sets us apart. Our sales representatives are trained as service technicians as well, ensuring continuity for our clients. They can either fix the product themselves or ship a replacement promptly, establishing a special connection with our customers.

Looking ahead, what is your vision for Promega in the Nordics over the next five years?

We have the potential to double our revenue in the next 5 to 10 years by integrating workflows and providing superior service to our customers. As our genomics segment reaches the peak of its product cycle, we are focusing on new niches like genetic identity and bioluminescence. Promega aims to provide solutions rather than just products, meeting the evolving needs of customers beyond basic science. We are excited to serve this demand successfully and expand the lifespan of technology by emphasizing its utility for our customers’ processes.