Unfortunately, for this year, we were not allowed, or at least we have no budget, to do some activation in Latin America

We really need to focus on isolators, because we haven't got that much of a budget

… sometimes it's difficult to sell such niche and high-end products in this territory

To be honest, it's always going to be about price. However convincing you are, sometimes people just have to look at the price

The product we're launching is not so much state of the art … We are just, I would say, catching it

And I mean, that is always a key issue. Is it tested enough and tested in the field? It's always important that whatever we release to the market is of the highest quality – the quality level that the customers expect

So they want to buy – they want to buy a Ferrari for the price of a Visual or small car. So that's it, typically. And then we have to make it really sexy to them to have higher success

We have this template that we are supposed to fill in … What we want to do, what we want to localize

Basically, they have to learn how to make it look sexier than it costs in developing markets

Well, usually, for example, you have events where you can promote your campaign. For life science in the Benelux, we have one event – and that's an event for people working in animal labs

So for machines or equipment, there is focus for the BioPharm side. If there is a new product launch, or if there is an improvement in a specific product, I will know about it. We will do more reactive selling, but we will not be focusing our marketing efforts or launch efforts on those products – yeah, because the target market is small

And just out of curiosity, the messages that tend to resonate better in the Nordics are more like, I don't know, rash or non-emotional (…)

(…) and you cannot just copy-paste a global message and use it in Brazil

We have to convince them – okay, with our equipment, the first thing is that you've got safety, that we minimize any risks which can happen. I will say this: this elimination of the risk of a mistake in production is the primary aspect – at least for the big branded manufacturers

From the factory in Sweden to our sales and service unit in France, it's quite easy. It's much more difficult, for example, in Brazil–in Latin America in general – because of the taxes, because of different Incoterms and the legal and compliance aspects. When we want to sell in Latin America, we have to be very careful with our distributors or customers

(…) It's not a problem if it's Europe. If it's Europe, it's fine

You just need to present your European standard – CE, basically. CE mark – anything. Whatever is CE marked, you can sell in any European country. You have to have a user manual in the local language. That's kind of the rule in Europe

Sometimes it takes a while because we have to go through all the compliance, legal and regulatory steps for each country

There have been times when I've gotten information that is not US-ready, per se, and has to go through the approval process. And by the time Global is ready to launch, the US isn't ready. So we have to launch at a separate time

In Russia, regardless of the current situation, Russia is very specific – it requires a local registration or product certification, which is very different from the EU and very different from the US. So regardless of whether you have CE certificates or US FDA certificates, you have to register – specifically for medical device products – with local national authorities. And this process requires a lot of paperwork, a lot of waiting time and it can take several years, basically

Well, today we don't plan any launch in Russia, of course. There's not much to plan because you don't know which sanctions will apply tomorrow, and you don't know if you'll be able to get paid for the product