The challenge: breaking through risk-averse giants

For YSDS, a Swedish specialist in temperature-controlled pharmaceutical logistics, the challenge was existential: how do you convince established pharmaceutical companies to trust a newcomer with their most critical shipments?

“Breaking through with medium and larger life science companies is central to our growth strategy,” explains Johan Skaar, YSDS Group CEO. “Our competitors have built relationships over many years. These companies are inherently risk-averse – they won’t choose a newcomer for such an important service without the right introduction.”

The stakes were high. To reach its revenue targets, YSDS needed to increase its share of mid-to-large life science companies. Yet without local presence in key Asian markets or established relationships with procurement decision-makers, the door remained firmly closed.

 

26 pharma and biotech companies strategically mapped and contacted
4 senior-level meetings secured within a three-week sprint
2 global pharmaceutical leaders engaged
 
A strategic partnership takes shape 

YSDS, along with its Country Manager in Singapore, partnered with Business Sweden's local team. The approach was methodical: comprehensive market research identified 26 target companies, followed by strategic stakeholder mapping and coordinated outreach aligned with Skaar's visit schedule.

"We have a small and experienced team in Singapore, but having Business Sweden as an extra resource that learned our business quickly became a major asset," says Skaar. 


The complexity couldn't be understated. Cold-chain logistics for pharmaceuticals sits at the intersection of regulatory compliance, scientific understanding, and operational precision. The Business Sweden team immersed itself in YSDS's offering to understand the pitch, utilise existing connections, and even joined pre-meetings in person. 

 

“
We have a small and experienced team in Singapore, but having Business Sweden as an extra resource that learned our business quickly became a major asset. Johan Skaar, CEO, YSDS Group
”
 
Opening doors to global players

The results validated the approach. Business Sweden secured meetings with senior supply chain leaders at two Fortune 500 pharmaceutical giants – meetings that wouldn’t have happened otherwise.

“We wouldn’t have had those meetings without Business Sweden Singapore,” Skaar confirms.

With one major biopharmaceutical company, the breakthrough came through identifying the right stakeholder. “We’re now working with their Poland division, supporting niche logistics for the European office,” Skaar explains. “We’re in the mix for projects and part of their global procurement process.”

 

Working with local partners

A key success factor was the collaboration with YSDS’s Singapore Country Manager. Rather than operating independently, Business Sweden worked closely with local teams to ensure alignment and effective outreach.

“Business Sweden did a fantastic job,” says the Country Manager. “Very forthcoming, good with client outreach – exactly the kind of support we needed to develop more business for YSDS. The service delivery was excellent.

” Beyond securing strategic meetings with two Fortune 500 pharmaceutical giants, Business Sweden also connected YSDS with pharmaceutical manufacturers, research institutions, and molecular diagnostics companies, building a strong and diverse local pipeline.

 

“
Very forthcoming, good with client outreach – exactly the kind of support we needed to develop more business for YSDS. The service delivery was excellent. Johan Skaar, CEO, YSDS Group
”

 

Challenge

YSDS needed to break into Asia’s pharmaceutical market, where established competitors had decades-long relationships and target companies were risk-averse about switching logistics partners. Without local presence, resources, or senior-level access, market entry seemed impossible.

Solution

Business Sweden Singapore conducted strategic market research, identified and mapped 26 companies, and secured senior-level meetings with decision-makers. Acting as an extension of YSDS’s team, Business Sweden mastered the complex cold-chain logistics value proposition and represented YSDS professionally in the market.

Result

Secured strategic meetings with a global diabetes care leader and a major biopharmaceutical company, leading to concrete opportunities. YSDS is now part of the company’s global procurement process. The model was successfully replicated in other markets, building a strong local pipeline.

Value impact

Business Sweden provided a market entry solution without the risk and cost of hiring full-time local sales resources. The partnership opened doors to global pharma giants that would not have been accessible otherwise, accelerating YSDS’s goal of expanding its mid-to-large life science customer base.

 
Scaling the model

The success in Singapore provided a blueprint for future market entries. YSDS has since engaged Business Sweden in other markets, replicating the same approach.

“The Singapore team brought their colleagues in other markets up to speed on our value proposition,” Skaar explains. “This has been a very smooth set-up for us – we saved enormous time and resources by entering markets this way.”

For companies like YSDS, sophisticated in their technical offering but resource-constrained in market expansion, the partnership model offers a compelling alternative to traditional market entry.

“Business Sweden acted as an extension of our team,” Skaar concludes. “In markets where we don’t have full-time resources, having knowledgeable local experts who can open doors and represent us professionally is invaluable.”

 

Project team:
  • Lina Balsyte, Healthcare & Life Science Lead, Southeast Asia
  • Eric Tan, Consultant
  • Andrea Staxberg, Regional Manager Business Development APAC