MEDICA in Times of War or How to Create an Impactful Presence in One Week of Preparations.

Tradeshows are a complex matter in times of war. Plans are changing swiftly, including messaging, resources, and the attending team. How can we be resilient in the face of the challenges and deliver #nomatterwhat?

I have been preparing for months to exhibit at MEDICA - Leading International Trade Fair with MobileODT , where we were supposed to launch our latest product innovation. Unfortunately, due to the war in Israel, the company had to cancel its attendance at the show.

A week ahead of MEDICA I was approached by Rimed Ltd. , a long-standing pioneer in the #Transcranial #Dopplers for #neurology domain. The company's CEO, Mr. Joseph Adlin asked if I could help boost their presence at MEDICA 2023. While such a major tradeshow requires months of preparation I decided to take the opportunity and do as much as possible within a weektime.

How to prepare for a tradeshow under such tigh deadlines and what can be achieved by optimizing resources. Here are my 3 top recommendations:

1. Systematic Approach to Preparations: the 20%-80% Rule

Especially under super-pressing timelines, it is important to approach the task systematically. To maximize the results, I chose to focus on the 20% of the tasks that create 80% of the impact, and are achievable in a short period of time.

See below my 3 steps for success:

• Create an urgency to visit the booth and FOMO among those who miss it.
• Spark interest through compelling visuals.We upgraded the company's look and feel with a new creative design, that clearly communicated the company's values as an innovator in the neurology domain.

Launched a series of creatives that presented different perspectives, why to visit Rimed booth at MEDICA.

• Create a magnified impact through a multi-channel digital promotion campaign.

Leveraged the company's organic assets for a multi-channel promotion campaign:

2. Lead Magnet on the Tradeshow Floor.

Carefully plan your on-booth activities to attract prospects on the tradeshow floor. I used 3 tactics to appeal to different audiences:

• New product launch
• Live demo
• VIP Cocktail

3. Make the most of every lead. Swift response and timely follow-up

Tradeshows provide us with a unique opportunity, not only to capture leads, but to create a meaningful interaction and kick start business discussions. Swift response and timely follow-up play a crucial role here.

In the end of each day we reviewed the lead list and sent a follow-up email campaign, inviting relevant prospect to continue the discussion. This way, we managed to create a continuous engagement and translate the initial interest into a business interaction.

The results exceeded all expectations. We captured high quality leads, kick started business discussions, generated buzz and created interest around the company.

My work with Rimed Ltd. is just one example of Israeli #resillience spirit. More great examples were demonstrated in the Israeli pavilion, by the companies who chose to deliver #nomatterwhat.

I felt proud and privileged to be part of the Israel pavilion at MEDICA, alongside dear friends and colleagues : Carmeli Amir , MedCu Technologies Ltd. , Boaz Dovrin , Hezi Himelfarb ClearCut Medical Ltd. , Tovy Sivan , Yuval Yaskil Virtual Ports Ltd. , Jeries Khouria , Hanan Drobiner, MSc, MBA , Tomer Epstein , Biobeat Sam Baker , Kemtai to name just a few :)

A huge thank you to the Israel Export Institute ???? ????? and Foreign Trade Administration - Ministry of Economy & Industry , for their hard efforts and remarkable work : Karin Mor Ron Pando Maya Pardo Angela Estrada Joannah W. Maya Hajaje Yigal Haccoun

#startupnation #medtech #healthtech #medica2023 #tradeshowatwar

I hope that you enjoyed reading my article and found it useful. I value your opinion and would be happy to hear any insights or comments you might have.

Good luck,

Olga Rosenman

Founder, The MedTech Marketing