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8th March 2024

Mastering MedTech exhibitions: Optimising your event presence

Are you juggling the advantages and disadvantages of exhibiting at an upcoming MedTech conference or roadshow? Or, do you find yourself with a calendar full of events but uncertain about their true value to your company?

Here are a few insights to help you figure out whether exhibiting is the right step for you, and if so, how to do it right.

Why should I exhibit and how to do it right?

Imagine a bustling warehouse filled with your potential clients, partners, and industry leaders for a couple of days. Do you want to miss this chance to make a memorable impression, stand out, and forge lasting connections that could elevate your startup or secure crucial partnerships?

While summit exhibitions offer visibility, attracting attendees demands investment in staff training, booth design, and captivating presentations. Traditionally, exhibitions dominate B2B marketing budgets. However, they should complement broader digital marketing strategies.

In MedTech, companies allocate around 31.6% of their marketing budgets to trade show participation, according to a 2023 study. 

Many companies struggle to justify the expense of trade show marketing, considering it boils down to a costly table and chair in a warehouse. This is particularly challenging for startups and other first-timers. 

What’s more concerning is that many companies aren’t optimising their strategies. A study revealed that 76% of exhibitors lack specific objectives for attending conferences, with 80% neglecting targeted pre-show marketing. Even more alarming, 86% of exhibit staffers lack professional skills training for trade show engagement.

To shine at conferences like JPM, Arab Health, or MedTech Malta, it’s crucial to prioritise effective pre-show marketing and staff training.


Pre-event marketing transforms your event strategy, bridging the gap between online and offline interactions. 

For instance, with targeted LinkedIn ads, you engage potential attendees, offering a sneak peek of what’s in store at your booth. Beyond stress balls, consider meaningful incentives to draw visitors and deepen conversations. 

Geo-targeted Facebook ads are great for capturing the attention of those nearby, maximising exposure and interest. By priming prospects beforehand, you set the stage for meaningful connections and fruitful conversations during the event. 

Pre-event marketing isn’t just about attendance—it’s about setting the stage to crafting memorable experiences and forging lasting relationships.


Your booth, your people

Booths and product attention go hand in hand. If your booth isn’t grabbing eyes or if anything else steals the spotlight from your tech, it’s a red flag. Your marketing team should strategize to draw traffic to your device. Two key factors influence this: booth design and staffing.

Ensure your tech is easily accessible, avoiding a setup that forces viewers into the spotlight. Your display should allow both viewers and staff to engage comfortably. Omar M. Khateeb, host of the State of MedTech podcast, suggests drawing inspiration from public spaces for booth design insights.

When it comes to your team, they should exude warmth and avoid off-putting behaviours like being glued to their phones or folding their arms defensively. These seemingly minor details can make a big impact. A gentle nudge in the right direction, supported by professional training, goes a long way.

Steer clear of neediness, aggression, or overly complicated designs. Opt for simplicity and accessibility in booth layout, accompanied by a lively and attentive team. Ensure they guide visitors without overshadowing your tech, especially during peak hours.

And remember, unless you’re showcasing literal “water of life,” your booth isn’t a bar!

The Exhibitor + Speaker package

While scoring a talk as part of your booth package might seem like a sales tactic, it’s genuinely valuable.

Prioritise speaking engagements over booth presence. Why? Talks draw larger crowds, letting you share expertise with many at once, making a bigger impact and attracting more during unopposed hours.

If speaking is part of a package, go for it! Even if it means paying extra for visibility, it’s an investment in spreading your message.

You may be camera-shy, but try filming your talk and capturing general footage for post-event content. It’s invaluable for your strategy, allowing you to syndicate talks and snippets, amplifying your reach.

Remember, talks establish you as a thought leader and foster deeper engagement.


Let’s explore the post-event phase, where digital marketing truly shines in event strategies. After the event wraps, your generated content becomes your golden opportunity. For instance, that photo from your pitch presentation? It snagged 100 likes and over 4000 impressions on LinkedIn, subtly building your brand.

But the real magic? Content syndication. Turning your talk into a video podcast and snippets for social media broadens your reach, engaging your entire target audience. This strategy goes beyond event attendees, reaching those who couldn’t make it in person.

Conferences also boost credibility, positioning your company as an industry leader. By bridging the offline and online worlds, your message resonates, maximising exposure.

Strategic pre-event and post-event activities are game-changers. Without them, your presence might have gone unnoticed. Embrace digital marketing in your event strategy to create a buzz that extends far beyond the event itself.

Excited about exhibiting?

If our advice on maximising your exhibition and event experience has sparked your enthusiasm, then MedTech Malta is the perfect destination for you this November. But why take our word for it? Here are some glowing testimonials from a few of our past exhibitors:

“Med-Tech World is special. It is the only event that has featured a head of state, investors from around the world focused on medtech and serious entrepreneurs. The conveners have produced a delightful and immersive experience in a setting that invites expansive conversations. I believe this formula will drive the success of medtech companies and move their solutions towards expanded patient access.”

– Kwame Ulmer, ManagingPartner atMedTech Impact Partners Venture Partner at Wavemaker Three-Sixty Health

“Med-Tech World is the best investor conference that I have ever attended. The investors were consistently present at the event and were generally approachable. I enjoyed the interactions with fellow CEOs. I also found the panel discussions to be informative. Lastly, it was nice to have the prime minister of Malta attend the event to deliver a keynote speech. I’d go back to this event again.”

– Sanjay Shrivastava, CEO at Innova Vascular, Inc.

“MedTech Malta brings together the leading MedTech entrepreneurs, investors, and strategics at one of the most unique venues in the world. This is a mustattend event for you everyone in MedTech, and I will be there every year.”

– Amir Soltanianzadeh, Managing Partner & Founder Solardis Health Ventures

Mark your calendars for the rest of the Roadshow series:

  • Berlin: 8th April 2024 | RCKT Office, 10785, Lützowstraße 106, 10785 Berlin
  • Barcelona: 16th May 2024 | Recinte Modernista de Sant Pau – Barcelona
  • London: 29th May 2024 | Perrin Lecture Theatre, Blizard Building, Whitechapel campus, 4 Newark St, London E1 2AT, United Kingdom
  • Singapore: 21st August 2024 | The Great Room Centennial Tower

Be sure to check out what we have in store for our upcoming Berlin roadshow, including our barrier-breaking partnership with renowned innovation partner 5-HT Chemistry & Health!

Register now: MedTech Roadshows