MEDICA
is the largest medical device exhibition in the world (number of visitors: 137,000,
number of exhibitors: 4,300). If you want to sell a device, MEDICA is the place
to be.
Each year, Trendlines staff is "on the ground at MEDICA." This year's
show (November 14-17) was no exception. Andi
Chai (Senior Consultant, Trendlines International), D.
Todd Dollinger (CEO, T.I.F. Ventures), Mark Dollinger (President,
Trendlines America), and Steve Rhodes (CEO, Misgav Venture Accelerator), all traveled to Düsseldorf for this year's show.
Mark
Dollinger filed
this report.
You Do ... What?
Todd called in with this observation while walking the aisles of MEDICA
2007: "I've
noticed something interesting this year. In a number of cases, I
do not have a clear idea from the booth signage, text, and materials
what the company is doing or selling. I need to go into the booth to find
out. Due to the tremendous scope of the show, I don't often have time.
So I just walk right by. Because of unclear messages or ideas, the
companies may be missing opportunities."
The
medical industry, like many industries worldwide, is undergoing a period of rapid
consolidation. Large companies are gobbling up medium-sized companies (Cardinal
Healthcare acquisition of Viasys) and medium-sized companies are buying up smaller
ones (Teleflex acquisition of Arrow).
This trend creates both problems and opportunities for small and emerging
companies.
Problems
There are fewer companies with whom to potentially cooperate, so companies
need to know who the industry players and leaders are.
Some of the merged companies will have broader mandates (and therefore
be less focused) and perhaps less expertise in specific sectors.
More concepts being seen by consolidated, over-worked business development
teams.
Opportunities
The consolidation of creative small- and medium-sized companies
creates a greater need for innovation in the large companies to
fuel growth and stay ahead.
Looking outside the company for new technology is becoming more common
and accepted within the corporate culture.
With large companies competing in each sector, the movement to commoditization
occurs more quickly than before. There is a compelling need
for "newness" to drive improved operating margins.
Walking through MEDICA, I saw wonderful
cooperation opportunities available for small and emerging companies. Companies
must understand the playing field and create targeted,
focused presentations that address real problems and issues to their potential
partner.
MEDICA
is the largest medical device exhibition in the world (number of visitors: 137,000,
number of exhibitors: 4,300). If you want to sell a device, MEDICA is the place
to be. 
