Trade shows: necessary evils or essential marketing tools?
Some consider trade shows to be a necessary evil — be seen or be gone. Others see them as a great tool in their marketing kit. They are a really a combination of both. As we re-enter a more customary world of MedTech tradeshows and events, it may be useful to look at why we attend them in the first place.
Commercially run shows, such as MD&M and MEDBIOdevice, focus on the products themselves. At these shows it is the contract manufacturers and their products who are on display. These shows are often located in regions where is a lot of MedTech activity, such as the east and west coasts and the upper Midwest. These shows include:
Informa Markets Shows, including: MD&M East, West and Midwest, BIOMED and Medtec Europe (defunct)
Other smaller and regional shows in select markets such as the Design 4 Part shows
Specific interest shows, such as medical packaging PACKEXPO.
A second type of show is an industry trade association sponsored show such as AAOS or NASS. These shows include
American Academy of Orthopaedic Surgeons (AAOS or “the academy”)
National Teaching Institute & Critical Care Exposition (American Association of Critical Care Nurses)
Other smaller, regional get togethers of similar doctors. For example, the German Spine Society (DWG) / Euro Spine runs a good show every year from rotating cities within Germany — this year is Munster.
There are a handful of international shows. These have been reduced significantly in number in the past few years as consolidations across borders continue and budgets shrink. Most significant among these is Medica. Billed as the largest medical trade show in the world, it is the largest show we have ever attended. There is something here for everyone — but you must make a plan. Be prepared for some high travel expenses, especially hotels.
Other shows include:
Medtec China & MedTech Japan — Informa Markets shows, China has a good reputation.
At Middle Branch Partners we are committed to attending shows of interest to our clients. For us that means being at the key US and international shows that focus on MedTech contract manufacturers and OEM. Some of these include:
MD&M East, West and Minneapolis
MEDBIOdevice West and East
And others.
Keep a sharp lookout for Middle Branch Partners at shows in 2021/2.
