Get ready for Medica 2025
Medica 2025: Turning Trade Show Presence into Real European Growth
The Exportia Lab returned this October with a practical and energising session: “Get Ready for Medica 2025.” Hosted by Christelle Damiens, Managing Director of Exportia, and joined by Carmen Schneider, Exportia’s Head of Lead Generation, the Lab focused on helping medical device exporters maximise their results at the world’s leading medical trade fair — Medica, held each November in Düsseldorf, Germany.
After a short break from live Labs, Christelle opened the session with her signature energy:
“It’s a joy to be back. Medica is coming up again, and we want to help you prepare strategically so your participation really delivers results.”
Why Medica Matters
Medica is more than a trade show — it’s where global partnerships are born. With 80,000 visitors from 165 countries, and over 65% of attendees coming from Europe, it remains the most important meeting point for the medical device, diagnostics, and health technology sectors.
Christelle reminded participants that Medica is primarily a distributor and buyer trade show, not a clinical one.
“You won’t meet many clinicians, but you will meet distributors, hospital buying groups, and procurement officers — the people who make purchasing decisions.”
For exporters, Medica offers access to key European markets such as Germany, the Netherlands, Italy, France, and the UK — the heart of the EU MedTech ecosystem.
Preparing for Medica: Digital Presence First
One of Christelle’s strongest recommendations was to optimise your Medica online exhibitor profile well before the show.
“In November alone, over 200,000 people use the Medica portal to look for products. Make sure your company page includes the right keywords, product categories, links to your website and LinkedIn, and downloadable brochures.”
She urged participants to treat their online visibility as an extension of their booth, emphasising how first impressions start weeks before arriving in Düsseldorf.
On the Booth: Engage, Collect, and Comply
Once on-site, the focus shifts to lead generation and GDPR compliance.
“Collect names, contact details, and always obtain consent to follow up,” Christelle explained. “Even a simple question like, ‘Can I stay in touch with you from time to time?’ helps you stay compliant under EU data protection rules.”
Downloadable brochures, QR codes, and translated materials were highlighted as small but impactful ways to improve booth engagement.
“Visitors don’t want to carry paper anymore,” she said. “Be ready with digital options and videos — especially if your product is large or complex to transport.”
Targeting Healthcare Professionals: Persistence and Respect
Carmen joined the session to share her team’s strategies for reaching healthcare professionals — from clinicians to lab managers and pharma researchers.
“Clinicians and labs are open to innovation,” she said. “But respect their time. Call outside their consultation hours, keep your message clear, and always be persistent.”
She explained how Exportia’s lead generation campaigns segment four key groups — clinicians, labs, pharma, and distributors — each requiring tailored messaging and timing to build interest effectively.
Sales Channels and Distributors: Avoiding Common Mistakes
Christelle then shifted the discussion to sales channel strategy, outlining the five most common mistakes small exporters make:
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Appointing the first distributor that shows interest.
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Granting exclusivity too early.
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Signing too many distributors without proper focus.
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Assuming large distributors are always best.
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Failing to activate distributors post-signing.
Instead, she introduced Exportia’s proven five-step framework — Profile, Select, Engage, Activate, and Manage.
“Activation is where most exporters fail,” Christelle stressed. “Signing a distributor is not enough — you need to train them, generate leads for them, and manage performance regularly.”
Best Practices: Follow-Up Fast and Plan Ahead
The session concluded with practical post-show advice.
“The biggest mistake we see,” Christelle said, “is waiting too long to follow up after Medica.”
She and Carmen recommended a structured follow-up plan:
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Send a thank-you email within one week of returning from Medica.
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Follow up with personalised responses and meeting proposals by week two.
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Schedule debrief sessions internally to review what worked, what didn’t, and how to improve next year.
“Plan your follow-up before you even go,” Christelle advised. “Have your email drafts ready and your CRM set up so you can hit send as soon as you’re back.”
If you need help in making the most out of trade shows, feel free to contact us: Exportia
Start Your Medica Preparation Today!
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