MEDICA 2025: What’s New, What Works, and What You Need to Know
MEDICA 2025
Every year, I hear the same comment: “MEDICA is declining.” And every year, my experience says - if you work in medical devices or digital health, MEDICA - Leading International Trade Fair remains the place you need to be. Innovative technologies, strategic partnerships, and meaningful collaborations - all that can be achieved at MEDICA, if you approach and plan your presence in the right way.
Here are my key takeaways, insights, and recommendations from MEDICA 2025:
1. Strategy First — It Makes All the Difference
MEDICA can feel chaotic if you just show up and walk the halls or wait for visitors to come to your stand. Having a clear plan determines whether you leave with real impact or just tired feet.
Here are the key takeaways from Talor Sax , Managing Partner at eHealthVentures - with whom we worked this year on a targeted outreach campaign that successfully secured meetings for eHealth and one of their key portfolio companies, QLOG:
Set your goals early — what you want to achieve and whom you need to meet.
Build a focused target list instead of trying to cover everything.
Tailor your message so every conversation has a purpose.
Track follow-ups so MEDICA becomes a starting point, not a one-off event.
A word from Talor Sax, Managing Partner, eHealth Ventures
“The result: we scheduled — and held — more high-quality meetings than would have been physically possible on-site.
In fact, we attracted more relevant organizations through our outreach than we met spontaneously during the conference. Thank you, Olga, for a super productive & professional project.”
2. The Rise of WellTech- New Technologies: Wearables, IoT, and a Lot More Than Devices
While medtech remains the backbone of MEDICA, this year highlighted how quickly digital health and connected care are growing. An entire hall was dedicated to wearables and IoT, bringing together global leaders and cutting-edge start-ups.
A few that stood out:
Huawei - showcasing a smartwatch capable of measuring blood pressure and other vital signs.Vodafone - demonstrating connectivity solutions that integrate seamlessly into medical devices.
.LUMEN - an innovative start-up offering a navigation solution empowering blind individuals to move independently
3. A Great Place to Meet, Catch Up, and Discover New Players
MEDICA is an unmatched place to discover technologies, reconnect with partners, meet new innovators, and stay close to what’s shaping the industry.
Here are some of the interesting companies I explored this year:
HoloRay - always a pleasure to meet this talented team, whom I initially met at Arab Health.
EXIAS Medical- it was very interesting to meet with Vincent Beuchon and Claudia Neureiter and learn about their impressive journey in the last year.
Elcam Medical- thank you as always- Igal Kohn and Amir Bohadana for hosting me in your booth and for our super interesting discussion on GoToMarket strategy.
DPE Medical- loved to meet again with Noam Sorek . Thank you for the introduction to Daniel Orgal and DPE Medical . It was valuable to learn about the latest innovations in rehabilitation.
Envomed Hagai Yehidi and Or Retzkin EyeControl -thank you for the valuable meetings- and for a glimpse into your fascinating technologies.
4. Beyond the Tech: Opportunities Don't Just Happen- We Create Them
This year, for the first time, I hosted a MedTech Marketing Clients Dinner - bringing together clients, partners, and friends from across the industry. It was a great opportunity to forge new connections and expand boundaries- values that I believe so much in.
MedTech Marketing Clients’ Dinner at MEDICA
Final Thoughts
There is no doubt, MEDICA is evolving. And if we want to succeed in this industry, so must we.
By strategizing, initiating collaborations, encouraging introductions, and building new connections, we turn a crowded conference week into a year’s worth of momentum. Being proactive - not reactive - is what transforms events like MEDICA into long-term value.
Already looking forward to MEDICA 2026 and everything it will bring.