As part of its strategic investment in the Swedish market, Heidelberg Engineering is proud to announce its new direct representation in Sweden as of July 2025. We sat down with Henrik Martinsson, the newly appointed Sales Manager for Sweden, to discuss what this change means for customers and ophthalmic care in the region.
Henrik, can you briefly tell us about your background and what brought you to Heidelberg Engineering?
I’ve worked more than 20 years in the medtech and life science sector, much of it focused on ophthalmology, including surgical, refractive, and diagnostic equipment. I’ve also spent time working in the Swedish public health sector, which has given me a solid understanding of how our healthcare system operates, and of the vital role that new technologies play in diagnosing and treating diseases to improve patients’ quality of life. When the opportunity to join Heidelberg Engineering came up, I didn’t hesitate. It’s a well-known brand with high standards, innovative technology, and a strong global presence. I’m excited to be part of this next step in Sweden.
What makes this direct representation a valuable move for Swedish customers?
Taking a direct approach in Sweden is both a challenging and exciting opportunity. I see it as a chance to build something long-term, to strengthen the brand, but also to serve our customers more closely and more consistently. Until now, Swedish customers have been supported through a distributor who naturally had to divide their focus. Now 100% of my time goes into Heidelberg Engineering and its customers here in Sweden which improves direct communication and a deeper understanding of individual customer needs.
What will your responsibilities include in this new role?
I’ll be responsible for sales in Sweden, of course, but I’ll also be handling some technical support and immediate maintenance. From day one, I’m here to support customers with whatever they need and build a strong network with customers and Key Opinion Leaders.
Why do you think the Swedish market is a good fit for Heidelberg Engineering?
Sweden is a very high-end healthcare market, with a strong focus on quality and innovation. That aligns perfectly with Heidelberg Engineering’s product portfolio, especially solutions like SPECTRALIS®, ANTERION®, and HEYEX. There’s also a lot of exciting research being conducted at our university clinics, and I believe we can contribute to that by supporting clinicians and researchers with the right technology and tools.
How will customers be able to meet or connect with you in the coming months?
I’ll be attending ESCRS in Copenhagen this fall, as well as the Swedish Ophthalmology Congress in Sundsvall from October 8–10. In parallel, I’ll start visiting existing customers across Sweden to introduce myself personally and better understand their needs. I’m looking forward to those conversations.
“I’m proud to lead this transition for Heidelberg Engineering in this high-end market, to strengthen our presence and make sure our Swedish customers feel supported, heard, and valued. We’re here – directly – and we’re committed.”
