From Startup to International Success: Njord Medtech Expands Globally with Mercell Bidding
From a hospital room in Sweden to medical facilities across Europe – Njord Medtech demonstrates how innovation, courage, and a smart public sales strategy can transform an entire industry. With Mercell as a partner, the company has found a way to grow rapidly and sustainably within the public sector.
An Idea Born from Everyday Healthcare
It all started with a familiar problem. Barbro Cagner, innovator and principal owner of Njord Medtech, had seen over many years in radiology how colleagues suffered from strain injuries. Backs, shoulders, and necks took the hit every time patients had to be moved between the bed and the examination table.
“She said, ‘This can’t go on,’” recalls Håkan Hansson, Business Development Manager at Njord Medtech. “So she took matters into her own hands and developed a machine to do the heavy lifting for the staff.”
The result was Atle 180, an innovative patient transfer device that automates heavy movements and reduces the risk of work-related injuries. It frees up healthcare staff’s time, creates a safer work environment, and makes patient handling both smoother and more efficient.
From Startup to CE-Marked Growth Company
The company was formally registered in its current form in 2019, but it was when Atle 180 received CE certification in early 2022 that things truly took off.
“After that, things moved fast. We started introducing the product at radiology departments across Sweden, and it was very well received,” says Håkan.
Since then, Njord Medtech has grown significantly. From its first Swedish clinics, the company has now expanded across the Nordics and entered markets in Germany, the Netherlands, and the UK. Behind this success lies both technical innovation and a clear understanding of how public procurement can be used as a strategic growth tool.
How Njord Medtech Grew Through Public Procurement
During the first few years, sales relied mainly on trade fairs, demonstrations, and personal meetings. Direct dialogue with hospitals was invaluable, but to scale up operations, a more data-driven way of finding new business opportunities was needed.
When the market started to saturate, we realized we needed to monitor more tenders and participate in more RFIs. That’s when we started using Mercell,” Håkan explains.
With Mercell’s help, the company now monitors tenders within lifting aids, patient transfer, and radiology equipment. The platform makes it possible to see what’s coming up, identify the right tenders in time, and establish new contacts already at the RFI stage.
“It’s really important for us to be involved early. It allows us to raise awareness of our product and show how we can contribute to better working environments,” he says.
Where Relationships Meet Data
Even though monitoring happens digitally, personal contact remains essential. “We often grab the phone as soon as we see a relevant tender,” says Håkan with a smile. “But we also rely on our clinical contacts. That’s often where the deal comes together.”
Once the Swedish market was established, Njord Medtech began looking abroad – and Mercell became an important part of that international expansion too.
“Since it worked so well in Sweden, we expanded it across our entire geographical area. In the Netherlands and other countries, the tender environment looks a bit different, but we still see great potential.”
With experience from both direct sales and public procurement, the company has developed a model that combines the best of both worlds: personal relationships and data-driven insights.
AI Drives the Next Stage of Expansion
When the conversation turns to Mercell Bidding, Mercell’s next-generation platform for finding, assessing and analyzing tender, it becomes clear that Njord Medtech already uses it as a central part of their operations. The platform gathers all public tenders in a single environment and offers several AI-powered features that make monitoring and bid management faster and more precise.
“We already use Mercell Bidding, and it works really well for us,” says Håkan. “It’s become an important part of our procurement strategy, especially as we expand into new markets.”
The platform includes, among other things:
- AI summaries that make extensive tender documents easy to overview.
- Better Matching, suggesting more relevant tenders based on the company’s profile.
- AI Profile optimization, where users can describe their business in their own words and receive suggestions for new monitoring areas.
For Njord Medtech, still a small but growing organization, user-friendliness and time efficiency are crucial.
We’re a startup, so everything needs to be simple, fast, and cost-effective. Mercell has really delivered on that,” he says.
Advice for Other Companies Wanting to Grow in the Public Sector
Håkan has clear advice for other companies looking to enter the public market.
“Get a monitoring service. Not just to submit bids, but to understand what’s going on, where the needs are, and what trends are shaping your industry.”
And when the right opportunities appear, speed is everything.
“Contact the buyer, ask questions, and use your networks. It’s often in the dialogue that opportunities arise.”
With several years of experience in public sector business development, Håkan knows how important it is to combine strategy with relationships.
For us, public procurement isn’t just about winning contracts – it’s about understanding the market and building long-term partnerships.”
Looking Ahead
With more markets in sight and a growing need for safer healthcare environments, Njord Medtech continues to expand. The combination of innovation, business acumen, and a smart procurement strategy has made them a model for how small companies can grow in a complex industry.
About Njord Medtech
Njord Medtech develops and manufactures medical devices that simplify patient transfers and improve workplace safety in healthcare. Their main product, Atle 180, is used in radiology departments throughout the Nordics and helps reduce strain injuries among healthcare professionals.
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