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    MEDICA reinforces internationalization of Brazilian medical devices industry

    03/12/2013 at 16h48
    1. Trade showis the world’s largest international event for the medical sector
    1.        Good international business contacts are becoming increasingly important for manufacturers of medical technology and medical products. Only those that are well-positioned at the international level are able to balance weaknesses in individual markets and profit in the long run from a market that, seen globally, is growing. That is the key message after four days of MEDICA trade fair, the world’s largest event for medical sector, held between 20th and 23rd November.
    2.          According to the organizers of the event, more than half of the approximately 130,000 trade visitors came from abroad, totaling 120 countries. Of the 4,641 exhibitors, representing 66 countries, visitors obtained information on new technologies in the health care sector and medical releases of high quality products.
    3. Held in Düsseldorf, Germany, this edition once again, was the global showcase of launches in health care sector.
    4.         For the 12th year, Brazil was present and assured high visibility at MEDICA, with the largest participation since it started his international exposure at the fair. The 612 sqm Brazilian pavilion, organized by the Brazilian Health Devices Project (BHD), a partnership with Apex-Brasil, featured 52 companies.
    5.         "We had a wonderful participation of Brazil in the last decade. In this edition of MEDICA, we have more than 50 Brazilian companies participating in the trade show and we are honored with this presence. If we had more space we would have more participation from Brazil”, says the CEO of Messe Düssedorf, Joachim Schäfer.
    6. Besides the main pavilion at Hall 17, for the first time Brazil was represented by four companies in the area  exclusively dedicated to Diagnostic and Laboratories in hall 3. The goal, besides strengthening the image of Brazil as a supplier of laboratory products was to establish more effective business for companies in this sector since, this pavilion is where the world's major players in the diagnostic chain are. "The new location was very good strategically”, says commercial manager of Wama Diagnóstica , João Carlos Montagnini.
    7.            "MEDICA is a reference event with great institutional value, market trends, and also helps to evaluate the competition," explains Baumer exports supervisor, Marcelo Cunha. "Participate in this trade show is essential in the internationalization process”.
    8.             The search for new markets is always a goal to be achieved by the companies participating in MEDICA. For CBEMED commercial director, Renato Rigoni, being an exhibitor is really important: "We get customers from all over the world and it is arguably the best opportunity to know and be known on the international scene", he says.
    9. ACTIVITIES
    10.             For this year’s edition keeping the tradition was held at the Brazilian pavilion the Brazilian Happy Hour on the second day of exhibition. The goal of the Happy Hour event is to provide a pleasant and informal space for Brazilian companies to have an opportunity to strengthen their relationship with international clients. Moreover, with Brazilian music and food, international partners can experience a little piece of Brazil. "We had over 500 people attending", celebrates Clara Porto, Trade Promotion Coordinator of ABIMO. "The Happy Hour is already expected by the visitors"
    11.          Besides the Brazilian Happy Hour, the Brazilian Health Devices has awarded some entrepreneurs with a trip to Brazil during the FIFA World Cup 2014. Those drawn clients will fulfill a business schedule with Brazilian companies and visit the country during this important international sports event. The winners were a Spanish buyer client of the Brazilian company called Traumec and a Russian buyer, client of the company Baumer.
    12.       "The most important is to take each year, in addition to the technological innovations of products, different attractions to the Brazilian pavilion” said Clara "MEDICA is certainly one of the main tools of the project to achieve the goal of $ 1 billion in exports by 2015."
    13. LAUNCHES
    14.         Since it was decided by the positioning in the international market, HPBIO has undergone profound changes fostered by high investments. Since the production process, supplier development to the design of products and packaging processes of HPBIO were impacted by improvements in the name of competitiveness and positioning. The current investment is in new products seeking the latest technology to better serve health. This year they had two launches in MEDICA: The External Drainage System in its economic version and a kit for percutaneous gastrostomy. "MEDICA always met the expectations regarding the attendance and exposure of HPBIO brand”, says Flavia Carvalho Rodrigues, from the international sales department of the company.
    15.        "Magnamed began exporting effectively in 2011 and with the participation at MEDICA trade show we achieved even at small steps important markets like South Africa which is now our largest client and all this thanks to our participation in this event", says the exports manager of the company, Reginaldo Damião.
    16.         Since their first appearance at the trade show, Sismatec has developed good contacts and achieved great opportunities worldwide. This was its tenth participation and company took to Germany its Led Focus made of 100% Brazilian technology. "To celebrate the good work, the company enjoyed the status of company invited by the Danish government for business round in Copenhagen", says Vanessa Machado, supervisor of the company's sales. "The event happened after the show for a select group of Brazilian companies.”
    17.         The MMO launched a new product at MEDICA. LYNX, equipment for diagnosis and treatment of skin cancer by optical fluorescence and photodynamic therapy was accompanied by the entire product line of phototherapy in search of specialized distributors. The company has been investing within the scope of their expertise in developing innovative technologies, design and international certifications beyond customer prospecting and participation in international events. According to Luciano Bagnato, marketing manager, in 2014 MMO expects to reactivate the overseas market with several new launches in Healthcare market.
    18.         Instramed is working on a strategy to achieve markets in Eastern Europe and to increase international sales, the company is investing in more employees in exports department in order to have focus on the analysis and opening new markets. "Instramed’s participation at MEDICA has been very profitable to meet new clients and also to prospect new markets," says Marcia Kruse, export supervisor. "It is also very important the relationship with the visitors, which always has some information or important need, which leads us to rethink and plan our product launches."
    19.         International trade shows also have great importance in the development of Olidef that always achieves good results in these events, especially at MEDICA. The company is investing in new equipment and technology  with the introduction of new products on the market until the end of the year and brought to the trade show  the new transport incubator RWT-Plus.
    20.        Neoortho plans to intensify business prospecting in Europe as well as exhibit new products. Therefore the newly launched products in the domestic market for trochanteric femoral fractures treatments and cervical spine are part of international products line in 2014. "All editions of MEDICA brought good results in general to create a brand identity worldwide" says Augusto Mayton Chacon from exports department.
    21.        In addition to the companies on the Brazilian Pavilion three participants in the Brazilian Health Devices project took part at the exhibition with their own stands, in specific halls at the trade show : Carci, Fanem and Labtest.
    22. "Fanem’s participation is strategic and aims to increase the visibility of the brand and showcase the company's products as an innovative and excellent cost / benefit ratio alternative," explains Djalma Rodrigues, CEO of Fanem.
    23.        The highlights of this year were the products launched at the show, especially the Unity Hybrid Duetto 2386 and centrifuges Excelsa i 2206 and Excelsa Flex 3400. Also there was the presentation of the monitoring software of Fanem’s conservation chambers, controlled by local or internet network, Softchamber . "The software has brought a new face to the visitors of the stand of Fanem that is aligned with the best international competitors", Rodrigues celebrates .
    24.        For the analyst of product marketing of Labtest, Joana Moretzsohn, exhibit in a trade show like MEDICA acts as a reinforcement of a position that has been adopted by the company to be present worldwide. The company is a leader in the segment in Brazil and has been following the trends and growth of the domestic and foreign markets establishing partnerships with international institutions and expanding its operations. "Our presence was institutional to receive customers and partners and prospect new business" she says .
    25.       "Carci’s expectations were to strengthen the contact with the clients, as well as be able to open new markets", says the supervisor of foreign trade, Persio Carleto. The company exhibits at Medica since 1996 and seeks with its participation, the position of worldwide supplier of products for physical therapy. "This year we showcased an upgrade quality and functions in existing products" he explains.
    26. MEETINGS
    27.       The executive president of ABIMO Paulo Fraccaro , exports manager Paula Portugal and project manager at Apex-Brasil André Limp met with some representatives of key organizations throughout the trade show.
    28.         Representatives held meetings with delegations of Quebec and Ontario - both states of Canada, with Germany Trade & Invest, the economic development agency of Germany which was in search of Brazilian companies with interests in the country, with Norgenta similar association to ABIMO for the northern region of Germany, and partners from the UK and Spain, among others .
    29.        The staff of the Brazilian Health Devices at Medica also met with the president of the Texas Medical Center, the largest medical center in the world, with sets of clinical facilities, hospitals, universities and research institutes. Brazilian companies were invited to meet the Texas Medical Center, which is located in Houston, USA .
    30. PARTNERSHIP WITH HOSPITALAR
    31.        In its most important action for international dissemination and strengthening relationships with buyers, distributors, suppliers, exhibitors, professionals and leaders, HOSPITALAR participated at MEDICA with two stands - one individual and another in the Brazilian pavilion, organized by ABIMO. The leaders of the trade show  took the opportunity to strengthen relationships with key players in the supply chain of the sector and attended meetings with government leaders and international health leaders. "We are present at MEDICA for over twenty years and every edition we strengthen the HOSPITALAR position as a great time for business not only for Brazil and Latin America, but for the entire health care sector worldwide. With half of its foreign exhibitors (representing 37 countries), HOSPITALAR trade show offers in the first half of the year an additional alternative to supply the global market", says the president of HOSPITALAR Trade Show, Waleska Santos .
    32.         For HOSPITALAR sales coordinator, Fábio Stringhini the stand in ABIMO group allowed moments of relationship with Brazilian manufacturers. "Some companies reported they are already preparing for the 21st HOSPITALAR with news and product launches”, he said.
    33. RESULTS
    34.          As a result of the Brazilian participation, 2600, meetings were held with potential clients and partners from more than 100 countries, reaching a total of US$ 2 million in sales during the trade show  with 39 countries, and the main buyers came from Germany, South Africa, Turkey, Portugal and the Middle East. The prospect for 12 months as a result of contacts made at the trade show reaches more than US$ 15 million.

    Source: Brazilian Health Devices

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