11. 17. 2021 News

Trade Shows Coming Back to Life After Lockdown

Trade fairs and exhibitions that were shut down by the pandemic are now cautiously relaunching in Germany. One of the first to relaunch is this week’s MEDICA exhibition in Duesseldorf. ITMS is managing strategic marketing and media relations for Taiwan which is leading the charge at the world-leading medical trade fair.

MEDICA 2021 brought Germany’s trade fair sector back to life this week with innovations galore

Germany’s trade fair and exhibition sector was one of the hardest hit by the pandemic’s economic fallout. 380 international and national trade fairs had come to an almost continuous standstill since March 2020. The MEDICA in Duesseldorf is one of the first exhibitions in Germany to relaunch with an in-person format after the trade show was held entirely digitally last year due to the lockdown.


This week, decision makers and professional experts from the international healthcare industry once again made their way to Duesseldorf for the world-leading medical trade fair. And with the world’s focus on the COVID-19 pandemic, the fair has grabbed more attention than ever before.


Supported by ITMS, Taiwan innovators shine at MEDICA

MEDICA’s international prominence make it an attractive platform for medical services and products, and companies from all over the world use the fair to present their latest technologies and sell their products on the global market. Grabbing a lot of the attention at this year’s MEDICA are 18 innovative companies from Taiwan and the Taiwan External Trade Development Council (TAITRA) called on ITMS to handle its media and marketing arrangements for the trade show.

Taiwan Excellence is omnipresent in both analog and digital advertising in and around the fair grounds in Duesseldorf

Attracting attention on the commute to the trade fair

ITMS created, planned and executed an advertising campaign that includes digital ads on diverse health and medical sites, billboard advertising in and around the trade fair grounds, and transit advertising in Duesseldorf. The public transportation advertising is strategically placed on the buses and trains that transport visitors to the trade fair grounds.


In the run-up to MEDICA, ITMS also put on a virtual press conference to allow four of this year’s Taiwan Excellence Award winning companies to present innovative products from the fields of medical technology and e-health to the German and the international media. The attending journalists gained a detailed overview of some of the top medical trends coming from Taiwan.


Timing of press conference assures strong media coverage

The timing of the press conference proved ideal allowing the agency to secure strong coverage for the Taiwanese companies only days before the start of the trade fair. The media was provided with excellent material to use in their pre-show reporting. Preparations for the press conference had started weeks ahead with the agency assuring that all the participating companies were effectively presented in a series of press releases the agency put out. A final post-event press release distributed to the medical media, business media and the news media only minutes after the press conference ended, provided further information on the companies.

In line with a hybrid event concept, ITMS created media program features that can be followed either on-site or online via a live stream

From live streams to minimally invasive surgery

Taiwan is taking a pioneering role in the medical industry and companies from Taiwan are developing some of the most innovative products for the medical market. At the well-attended virtual press conference, Taiwan Main Orthopedic Biotechnology Co, AVer Information Europe B.V., EPED Inc. and AmCad BioMed Corporation offered insights into Taiwan’s ambitious research and development work. The products included the world’s first CE-marked augmented reality glasses and a stereotactic navigation system to reduce surgical complications. An automated ultrasound scanner that can detect sleep apnea for awake patients can create a detailed 3D reconstruction of the upper airway in only 10 minutes. These products and more were presented by the four company spokespersons at the press conference in the run-up to the medical trade fair.


“It is always impressive to see what research and development work is being done in Taiwan and how it is advancing medicine in the world. We are proud to give such outstanding companies the opportunity to present their innovative new products to the trade press and MEDICA visitors,” said Mark Wu, Executive Director of TAITRA’s Strategic Marketing Department.


TAITRA, a non-profit organization, honors particularly innovative products with the Taiwan Excellence Award every year. The worldwide Taiwan Excellence campaign supports Taiwanese companies in strengthening their international competitiveness. The Taiwan Excellence Award is the highest possible recognition for Taiwanese products that embody innovation. TAITRA has been an ITMS client for more than 10 years.