Statement by Horst Giesen, Global Portfolio Director for Health & Medical Technologies at Messe Düsseldorf GmbH, regarding MEDICA 2018 in Düsseldorf (12 – 15 November)

Horst Giesen

For years, almost no other industry has been shaped so much by sustainable growth as the medical technology industry and its suppliers. Furthermore, there are practically no other industries in which it is so imperative to remain at the cutting edge of progress and gain information on new products, trends and technology, which are presented at the MEDICA in particular, a world-leading industry platform in this area. The structure of the market is changing constantly. Even within specific regions of the world, the market situation can be radically different, depending on the nation in question, and the approval processes for medical technology systems and products can also differ from each other dramatically.

Taking a look at Europe proves this remarkably well. In Spain, Ireland and Romania, the sales curve for medical technology is on the up, thanks to widespread economic recovery and a need for investment that built up during the years of the credit crunch. Demand is also high in the Netherlands, Austria and Switzerland. However, in Germany, Italy and France, progress is slower than it could be - the key word here is “investment slowdown”. While austerity is creating obstacles within the healthcare systems here, the current political developments and subsequent currency deprecations in some places put the brakes on access to the market and businesses in Turkey and Russia. The upcoming Brexit also produces more obvious limitations.

One challenge that is faced across regions is increasingly strict regulation for product approval. This concerns both manufacturers and their suppliers equally, although smaller and middle-sized companies also have to put up a good fight against the obligation to fill out increasingly complex and comprehensive documents and create reports, which results from a multitude of EU directives and guidelines, for example the Medical Device Regulation or the REACH (Registration Evaluation, Authorisation and Restriction of Chemicals).

A market-influencing factor such as this throws up many questions for visitors and exhibitors at our internationally organized MEDICAlliance specialist trade fairs. They need to know how to set their own businesses on the right track internationally and come together with the right partners. We also offer you the communication and information platforms, which have been tailored to meet specific needs.

In addition, the innovation cycle demands that we consistently remain up to date. For medical technology and products, this cycle is incredibly short. To give an example of its effects, German manufacturers gain a third of their turnover from products that are less than three years old. This means that MEDICA in Düsseldorf, the top international event, is a hotspot for the latest products and developments for service providers every year, all within the scope of current trends.

Digital transformation is also shaping the world of medicine

Currently, digital transformation is the primary force shaping the health economy and radically changing processes and business models worldwide. Our programme of events for MEDICA 2018 (12 - 15 November) takes this into consideration, both in presenting product ranges from over 5,000 exhibitors from 70 countries once again, and in the spectrum of topics covered at the accompanying conferences and forums. We stay on the ball for these high priority topics and illuminate them from different perspectives, ensuring that we consider the different target groups carefully. The communication and information platforms, MEDICA HEALTH IT FORUM and MEDICA CONNECTEF HEALTHCARE FORUM (including the MEDICA App Competition), organized within the scope of MEDICA, drew over 8,000 visitors on their own last year, and will definitely constitute another of the people-magnets in the Düsseldorf trade fair halls this year.

The discussions, presentations and speeches in these forums will focus on essential digitalization and IT trends such as opportunities to implement artificial intelligence, big data analysis via algorithms or cyber security measures. Equally, innovative products and technology will be presented, from the wearable technologies, telehealth and robotics and apps sectors, to name a few.

The main strength of MEDICA is that it does not limit itself solely to clinical and practice IT and the fairly rigid framework of the national telematics infrastructure. It shows us digital trends and best practices for connecting from stakeholders in the health industry that have swept across many nations. Already, it has become apparent that the theme of “Patient Empowerment”, i.e. the management of healthcare data being considered the responsibility of the patient, is becoming more significant this year.

You are your own doctor: E-Files are coming soon...

Following the enactment of the E-Health Act, applications for electronic patient files are being planned in Germany, in conjunction with an electronic health card; however, the first solutions developed by health insurance agencies, namely the electronic health records (eGA) for use on smartphones or PC, are already ready to be launched and tested out, and are slated to be rolled out for all members who hold the appropriate insurance. At the same time, leading technology and software groups in the smartphone sector are chomping at the bit. They want to expand the health apps in their operating systems by adding health record applications (for example, the Health Records app in iOS).

At MEDICA 2018, lively discussions will be had on topics, and this should result in an answer to the question of how available the service providers in the health industry will make these types of digital solutions to patients. Aspects which are linked to this, such as the new HL7 FHIR - the standard for mobile communication in healthcare, or the economy platform’s attack on healthcare data, will thus be dealt with in the MEDICA HEALTH IT FORUM, for example.

AI for optimal cooperation between humans and machines

Another concept on everyone’s tongue is artificial intelligence (AI). The long-held fear concerning AI, namely the suspicion that doctors and healthcare staff would be replaced by learning, automated working systems and robots in the future, has long been refuted. MEDICA exhibitors are proving that this fear is unfounded with their innovations. Instead of replacing workers, these modern working methods are best described instead as „advanced intelligence“. Here, humans and machines work hand in hand to ensure that the best of both worlds is merged together. Examples of this are seen in diagnostic imaging. Here, AI ensures that the radiation zone in CT scans can be delimited optimally, or that data recorded in MRI or CT systems can be pre-analysed before the actual findings are determined by the radiologist, no matter whether the subject studied is a fracture, tumour or an infection point. AI acts similarly in fully automated calculation of care cases, which means that the human workforce can concentrate primarily on following up abnormalities and more complex cases.

MEDICA START-UP PARK – A platform for creatives

The premier of the MEDICA START-UP PARK met with approval from our professional audience in 2017, and this is why this new platform for the creative start-up scene has been made a firm fixture in MEDICA’s program. Here (in Hall 15), young companies can present their ideas, primarily those for the digital health sector, and meet potential business partners. Magnosco from Berlin will be among the attendees this year. The development team will present an application for early detection of skin cancer which uses a combination of laser technology and artificial intelligence.

NUVOAIR from Stockholm has also registered as a participant at the MEDICA START-UP PARK. They want to use their presence to introduce their Air Smart Spirometer. Last year, they laid excellent foundations at MEDICA by participating in the MEDICA App COMPETITION, and coming away with a respectable second place. The “Air Smart Spirometer” enables lung capacity to be measured easily at home, using a combination of hardware and an app, for asthmatic or COPD patients. 

Blockbuster themes in medical practices

The MEDICA ACADEMY sets its course for blockbuster topics in medical practice once more. Following its premier in 2017, it will be held again this year, as a certified further education event for doctors from various specialities. In addition to practical courses “on devices” (e.g. ultrasound) and updates on general medical diagnostics and therapeutic issues, digital topics are also on the program, in the form of best practices for telemedicine. Given the backdrop, that the telemedicine prohibition is set to be relaxed in Germany, this session should definitely be followed with close attention.

Other program highlights at MEDICA 2018 include the DiMiMED conference for disaster and military medicine and the MEDICA MEDICINE + SPORTS CONFERENCE (respectively on 13 and 14 November 2018 / Congress Center Düsseldorf South) that will be focusing on prevention and sports medical treatment concepts. The conferences will be held in English and are geared towards an international audience.

The 41st German Hospital Conference (12 - 15 November), a leading communication platform for decision makers from hospitals, specifically seeks to address a German specialist audience, as does the MEDICA PHYSIO CONFERENCE. With its treatment-oriented presentations, it is directed towards the professional scene of physiotherapists, sports medicine specialists and orthopaedists and is taking place this year on 14 and 15 November (Congress Center Düsseldorf South).

Other forums that are integrated into the MEDICA trade fair include the MEDICA LABMED FORUM (trends from the medical laboratory sector), the MEDICA ECON FORUM for discussions on healthcare policy between industry, political entities, insurance bodies and patient representatives, and the MEDICA TECH FORUM for market-relevant topics ranging from the medical industry to science and legal conditions. 

The whole diagnostic and therapeutic workflow in one place

The MEDICA specialist trade fair is oriented around a broad diagnostic and therapeutic workflow in medical care, and has the following clearly defined focal points: Electromedicine / medical technology (approx. 2,500 exhibitors), laboratory technology / diagnostics, physiotherapy / orthopaedic technology, commodities and consumables, information and communication technology, medical furniture and specialist furnishings for hospitals and practices.

COMPAMED 2018 will also take place alongside MEDICA 2018, on all four days (12 to 15 November) in Halls 8a and 8b. With around 800 exhibitors, COMPAMED is the leading international market platform for suppliers of the medical technology industry.

The German Federal Minister of Health, Jens Spahn, will attend the opening

Last year's MEDICA and COMPAMED counted a total 123,500 trade visitors from 130 countries.

The German Federal Minister of Health, Jens Spahn, will be among the top decision makers travelling to Düsseldorf this November. He will open MEDICA 2018 and the German Hospital Conference on 12 November.