EIC showcases health innovation at MEDICA 2024

Between 11 and 14 November 2024 the European Innovation Council presented 18 EIC-backed companies at MEDICA in Düsseldorf. MEDICA is widely regarded as the leading global B2B trade fair for medical technologies. This edition drew more than 5,000 exhibitors from 72 countries and around 80,000 visitors. The cohort included companies working on diagnostics, digital health, ophthalmology and cancer research among other areas.

How EIC structured its presence

The EIC Pavilion at MEDICA brought together the 18 selected companies and provided a programme of pre-arranged meetings, presentations and interactive sessions on the pavilion stage. The presence combined on-site visibility with the EIC Business Acceleration Services. Fifteen companies were selected through the EIC International Trade Fairs Programme 3.0. Three companies were supported through the EIC Tech to Market Entrepreneurship and Venture Building Programme often referred to as T2M.

On-stage moments and partnerships

The pavilion was officially opened by Andreas Lymberis, Head of the EIC Accelerator, together with Christian Grosser, director of MEDICA. Lymberis delivered a keynote at the MEDICA TechForum stage titled European Innovation Council - How the Programme Supports the Ecosystem, from Deep Tech to Business Acceleration. Two participant companies pitched as part of a panel called Journey Towards Entrepreneurship and Venture Building. Other sessions at the pavilion included two workshops hosted by the European American Chamber of Commerce on market access and life science ecosystems in the United States. Presenters included Carolinas Fernanda Ceva, Samuel Konduros and Norbert Sporbeck. Representatives from EIT Health introduced their programmes to pavilion participants and visitors.

The EIC arranged pre-booked meetings and matchmaking to connect startups with potential investors, corporate partners and buyers. The presence of EIC senior staff helped raise the profile of the pavilion and signalled institutional backing for the selected companies.

Support services provided to participants

Selected companies benefited from training, coaching and matchmaking arranged by the ITF 3.0. Typical services offered by the programme are market briefings, cultural and intellectual property training, mentor coaching and on-site custom services designed to maximise visibility and lead generation during the fair. The EIC also provides robust follow-up mechanisms intended to translate contacts from fairs into partnerships.

Quick note on measurable impact

Trade fairs generate visibility and can create high quality leads. However converting leads into contracts, investments or regulatory approvals is a longer process that depends on clinical data, regulatory compliance, reimbursement pathways and effective business development. The EIC points to success stories from earlier fairs such as deals closed after CES and sales doubled after MWC participation. These are useful indicators but they do not replace systematic evaluation of medium term outcomes for cohorts.

Why MEDICA matters and the limits of trade fair strategies

MEDICA is among the largest gatherings for biomedical and medical technology professionals. For early stage and scaling MedTech companies the event offers a concentrated opportunity to meet distributors, hospital buyers, regulatory consultants and investors from multiple markets. Attendance can accelerate market discovery and validate product positioning.

Implications for companies and for the EIC

For participating startups the immediate priorities after a trade fair should be structured follow up with leads, targeted validation activities and planning for regulatory and reimbursement pathways. Investors and corporate partners will expect early evidence of clinical performance, a clear regulatory path and realistic commercial timelines.

For the EIC the challenge is to ensure that pavilion participation is part of a broader, measurable internationalisation pathway. That means tracking metrics beyond meetings held such as contracts signed, pilot agreements, regulatory milestones reached and capital raised over 12 to 24 months. The EIC programmes offer coaching and matchmaking but long term impact will depend on linking these short term interventions to sustained business acceleration and to ecosystem support such as clinical partners and payers.

Practical details, next steps and contact

The EIC ITF 3.0 runs to 2026 and will support awardees at a series of trade fairs. Upcoming events listed by the programme include CES 2026, MWC 2026, GITEX Africa, BIO International Convention Boston, GITEX Europe and MEDICA 2026 among others. Companies interested in the ITF 3.0 must be EIC beneficiaries and apply through open calls that are typically published about six months before each fair. Selection is based on alignment with the trade fair objectives and on readiness to commercialise.

For questions about participation or services choose the EIC International Trade Fairs Programme category in the EIC Community helpdesk. For T2M related queries there are separate contact options for the Entrepreneurship and Venture Building tracks. The EIC provides a disclaimer that published information is for knowledge sharing and does not necessarily represent the official view of the European Commission.

Final assessment

The EIC Pavilion at MEDICA 2024 was a visible demonstration of institutional support for European MedTech innovators. The curated mix of pitching, matchmaking and external partner sessions is valuable. That value is conditional on disciplined follow up by companies and by the EIC to turn connections into pilots, regulatory progress and revenue. Measuring that conversion over the medium term will be the real test of whether trade fair participation delivers sustainable impact for deep tech health startups.