How to Shine at MEDICA with Smart Marketing Strategies

This year, I attended MEDICA 2024, representing The MedTech Marketing and our customers R.S NESS Group - Solutions For Life Science Companies. Overall, it was a super productive and rewarding event, with impressive results: 13 high-quality meetings, translating into potential business opportunities, numerous innovative companies met, and valuable new connections fostered.

So, why was MEDICA 2024 such a success for us?

As the curtains fall on this amazing tradeshow, I want to take a moment to reflect on my experience and learnings and share some best practices and actionable insights on how to maximize the MEDICA experience:

1. Don’t Leave It to Chance. Preparation and strategy make all the difference.

MEDICA is an overwhelming event, with tens of thousands of visitors and exhibitors showcasing their innovations. To make the most of this dynamic environment, preparation is key.

At MedTech Marketing, we started by identifying our target audience criteria—a critical step that allowed us to filter through tens of thousands of exhibitors and focus on 500 companies that aligned with our goals. This strategy saved us time and ensured we prioritized the right opportunities.

Takeaway: Set your intentions early, research diligently, use smart data solutions, and narrow your focus to maximize impact.

2. Pre-Schedule Your Meetings

Spontaneous encounters are great, but a strong pre-scheduling effort is indispensable. At MedTech Marketing, we launched a targeted LinkedIn and email outreach campaign, allowing us to connect with the right people in advance.

This proactive approach resulted in 13 pre-scheduled meetings with high-quality leads, enabling us to dive into meaningful discussions without the stress of navigating the event’s crowded environment.

In the photo: a super fruitful meeting with Adrian Liljefors , CEO of NOSA .

Takeaway: Use digital tools and outreach campaigns to lock in opportunities before stepping into the exhibition hall.

3. Plan Your Meetings Map

MEDICA’s sprawling layout can be both exciting and challenging. Without careful planning, you could lose valuable time simply moving between halls.

I mapped out all my meetings and accounted for travel time between locations—sometimes up to 30 minutes from hall to hall. This strategic scheduling ensured smooth transitions and maximized productivity throughout the day.

Takeaway: Create a clear schedule that aligns meeting times and locations for optimal efficiency.

4. Offer a Unique Value Proposition

A striking observation from this year’s MEDICA was the underrepresentation of marketing-focused vendors. While clinical, regulatory, and translational services were prominently showcased, marketing service providers were rarely seen on the tradeshow floor.

This underscored a significant insight: many companies (and vendors) continue to undervalue the importance of creating demand in the market and the pivotal role of robust marketing strategies for thriving medtech companies.

At MedTech Marketing, we understand the critical role marketing plays in bridging the gap between groundbreaking products and their target audience. By attending MEDICA, we positioned ourselves as one of the few marketing vendors directly offering strategic services to exhibiting companies, filling a much-needed gap in the industry.

In the photo- the talented Natalia Romanova from e-Process Med with whom, we discussed the MedTech Marketing gap

Takeaway: Investing in marketing isn’t optional; it’s essential for driving awareness, engagement, and adoption of medtech innovations.

5. Remember That Opportunities Are Everywhere

Beyond the exhibition halls, every interaction can be a gateway to meaningful connections. For instance, on my way to MEDICA, I had the pleasure of sharing a train ride with the brilliant team from Elcam Medical . This unexpected encounter turned into a valuable opportunity to discuss potential collaborations.

In the picture- some of my valuable connections fostered at the show and beyond

Takeaway: Stay open to networking beyond formal settings—you never know where a connection might lead.

MEDICA is more than just an event—it’s a hub for innovation, collaboration, and growth. With the right strategy, it’s possible to turn the event into a powerful business catalyst.

By defining your target audience, pre-scheduling meetings, planning effectively, and embracing every networking opportunity, you can make the most of MEDICA—or any major industry event.