About
Company Overview
Smartline is Australian owned, made and serviced. We manufacture innovative medical equipment and healthcare solutions that are used in hospitals and medical centres in every state and territory in Australia and are also distributed internationally.
Since being founded in 1996, Smartline Medical has sought to lead the healthcare industry nationally and internationally with the development of quality, innovative products. Our wide range currently includes hospital equipment, endoscopy storage, trolleys, height adjustable tables and sinks, and sterile storage.
Smartline Medical works hard with clients to develop and manufacture products to suit industry needs, while adhering to the latest standards in manufacture, hygiene and Workplace Health & Safety.
Leadership Team
Soeren Iversen
Managing Director
“I have been providing executive direction and business leadership in the medical, healthcare and pharmaceutical industries for more than 25 years. With deep expertise in GTM, sales and marketing, I provide organisations with the visionary leadership required to create unique sales and distribution models that establish, turnaround and grow businesses in highly competitive markets. Simply, I think ‘outside of the box’ to drive profitable growth.
With exposure across wholesale and retail (B2C and B2B) markets, I have held full EBITDA responsibility for start-ups, global subsidiaries, and mature operations in Australia, Japan, Switzerland, Sweden and Denmark. I take a ‘helicopter’ view to analyse what the competition are doing and find a way to do things differently. In a world in which businesses can flounder through indecision and hands-off leadership, I use the judgement and strategic agility of a seasoned entrepreneur to deliver on ambitious sales objectives, both at home and abroad.
Highlight achievements include leading a transformational strategy at Sonova Australia that reversed a period of legacy decline into 25% growth and leading the acquisition and integration of 31 hearing aid clinics at Audika part of Demant Group Denmark, exceeding business case by double digit %. More recently, I have established the Australian arm of TRI-Dental as CEO, defining a value proposition and route to market that secured substantial market share within Year 1 of start-up.”
William Smart
Founding Director
Will founded Smartline in 1995 as a medical equipment manufacturing company responding directly to market problems, creating innovative solutions for the sterile core. Over the following years Will became an expert in CSSD FFE and workflow design and create more efficient departments.
In 2008 Will began research and development of a new line of products for the endoscopy world, creating Australia’s first endoscopy storage cabinet. In the following decade, he and the Smartline team developed what is now a comprehensive line of endoscopy storage and drying cabinets, compliant to international standards and commanding a large market share in Australia. Will also worked closely with export partners to increase Smartline’s reach to the Asia Pacific.
Will now uses his extensive industry knowledge and engineering background to lead Smartline’s Research and Development, and Product Development teams.