Integrum is implementing a strategic shift to accelerate market penetration of the OPRA® Implant System, concentrating on the US and prioritized European countries. The strategy includes a focus on selected Centers of Excellence, a strengthened aftermarket approach, and an optimization of operations that is expected to generate cost savings of up to SEK 20 million annually when fully implemented in early 2026.

Martin Hillsten, born in 1978, holds a Bachelor of Business Administration from the University of Lincoln, UK, and has 20 years of experience in the life sciences industry with an emphasis on implant products and diagnostic imaging. He most recently served as CEO of Integration Diagnostics, a company that develops, manufactures and markets products to measure the stability of an implant and its ability to integrate with bone tissue (osseointegration). Approximately 70% of Integration Diagnostics' revenues are derived from the US market. In addition, Martin Hillsten has held senior sales and marketing positions at Bracco Diagnostics. He currently owns 42,000 shares in Integrum. 

"Scott Flora, in his role as acting CEO, has established an efficient and well-functioning structure to accelerate the market penetration of the OPRA® Implant System. With the appointment of Martin Hillsten as new CEO, we ensure that Integrum can fully leverage the strategic shift initiated by the Board earlier this year Martin's extensive experience in sales and marketing of advanced medical devices, both in the US and abroad, along with his dedication to creating value for patients and shareholders, will constitute huge assets as we continue to establish Integrum as a world leader in bone-anchored implant systems," says Beng Sjöholm, Integrum's Chairman of the Board.

Scott Flora will continue to support the implementation of Integrum's marketing strategy in the US in an advisory role and will remain on the company's Board of Directors.

"I have followed Integrum's development for a long time and have been impressed by the company's revolutionary implant system. The strategic shift now being implemented, focusing on optimizing sales and marketing efforts, has good potential to create significant shareholder value by offering OPRA® Implant System to enhance the mobility of an increasing number of amputees. I am now taking over the baton to ensure sales growth while we continue implementing cost efficiencies that will contribute to significantly improved operating margins," comments Martin Hillsten, incoming CEO of Integrum.