MEDICA 2024: a practical guide for innovators, investors and partners

MEDICA returns to Düsseldorf from 11 to 14 November as one of the largest global B2B trade fairs for the healthcare industry. The show is designed to map the entire care value chain and this year places special emphasis on digital transformation, applied artificial intelligence and robotics, point of care diagnostics and treatment, and workforce challenges across healthcare settings. For European startups and scaleups the event is an important commercial and partnership marketplace. The European Innovation Council will once again run an EIC Pavilion in Hall 14 to present EIC-backed companies and to provide matchmaking and coaching support.

What to expect on the exhibition floor

Beyond the product categories, MEDICA has positioned several thematic hubs and forums to surface specific trends. Two named programmes are the MEDICA HEALTH IT FORUM which covers big data, artificial intelligence and cybersecurity, and the newly upgraded MEDICA INNOVATION FORUM which broadens from connected healthcare to the digital transformation of the whole sector. The innovation forum integrates start-up competitions on the first two days of the event to showcase early stage teams.

The headline topics shaping exhibitor and visitor interest

Interviewed by organisers, MEDICA press spokesman Martin Koch flagged a few themes likely to dominate conversations. First is the practical application of artificial intelligence and robotics in everyday clinical workflows. Second is the increasing networking of care delivery across settings. This includes point of care solutions that bring diagnostics and treatment closer to patients and telemedicine tools that aim to improve cross-sector collaboration. Third is the human factor. Many companies are actively seeking products and systems that mitigate the effects of persistent shortages of skilled healthcare workers.

EIC presence and the Pavilion in Hall 14

The European Innovation Council is deploying an EIC Pavilion to give its awardees exposure to global industry players, distributors and potential investors. MEDICA has long positioned itself as a marketplace where suppliers, manufacturers and healthcare providers meet and negotiate partnerships. The co-located COMPAMED sector for component and supplier companies is useful for medical manufacturers looking for contract manufacturing, distribution arrangements or product development partners.

Which EIC-backed companies are presenting

Organisers and EIC communications name a delegation of companies that will be at the EIC Pavilion. The EIC has referenced 18 participating companies in programme materials and in a pre-departure workshop announcement. In one public list the EIC enumerated 15 named awardees. The divergence in counts is material for logistics and expectations and should be clarified with the EIC Community helpdesk before attending.

The list above combines the companies named by EIC communications and the three additional beneficiaries from the EIC Tech to Market Entrepreneurship and Venture Building Programme that will have a dedicated space at the pavilion. The communication mix suggests 18 organisations will be present physically or through the Pavilion programme but attendees should confirm stands and schedules ahead of travel.

Preparation, matchmaking and data capture tools

The EIC ran a pre-departure workshop on 19 September to brief participating companies. The session brought together market experts, EIC staff and MEDICA organisers to explain the trade fair opportunities and the Pavilion services. Exhibitors will receive coaching and participate in matchmaking activities that include reverse pitch sessions and one-to-one meetings with potential investors and business partners.

Opportunities and practical implications for European innovators

MEDICA's international reach is a stated strength. Organisers say roughly three quarters of visitors come from outside Germany representing more than 150 nations. That provides access to growth markets in Asia and the large North American medical market. For companies that need distribution agreements, clinical partners or manufacturing contracts, MEDICA is a concentrated environment to test propositions and negotiate terms.

At the same time exhibitors should avoid overpromising. Securing distribution or regulatory approvals often requires longer timelines and deeper due diligence than a trade fair can provide. Startups should use MEDICA to validate commercial interest, gather technical and regulatory feedback from practitioners and to identify priority geographies for follow up.

Practical advice for exhibitors and visitors

Plan a mix of planned meetings and exploratory time to walk the halls. Use the app to set meetings in advance. Prepare concise technical and regulatory materials because medical partners will want to know clinical evidence and conformity routes. For AI and digital health products, be ready to explain data governance approaches and cybersecurity safeguards. For device makers, have a clear manufacturing and quality management pitch. Use lead capture consistently and schedule immediate post-fair follow up actions.

For investors and procurement teams, MEDICA is a place to spot near-market opportunities but assessment should include clinical validation, reimbursement strategy and supply chain resilience. The EIC Pavilion is a useful filtering mechanism for investors wanting to meet EIC-vetted teams but investors should still conduct independent technical and commercial due diligence.

Final notes and how to verify details

If you plan to attend or meet Pavilion companies verify stand numbers, company attendance and the exact schedule through the EIC Community helpdesk or the MEDICA organiser. The EIC materials include a disclaimer that public announcements are for knowledge sharing and are not to be interpreted as official positions of the European Commission. Given the minor inconsistencies in public lists it is prudent to confirm logistics and company presence ahead of travel.