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What to expect at MEDICA 2018

por Gus Iversen, Editor in Chief | October 12, 2018
European News
Horst Giesen
From the October 2018 issue of HealthCare Business News magazine

Fall is almost here and that means the annual MEDICA trade fair is just around the corner. As it does every year, the event will take place at the Messe Düsseldorf fair grounds in Germany. From November 12 - 15, medical equipment stakeholders from around the world will convene for the massive event to network, make deals and catch up with old colleagues.

HealthCare Business News checked in with Horst Giesen, global portfolio director, Health & Medical Technologies at Messe Düsseldorf, to find out what he's most excited about for this year's event, how the show has evolved over the years, and what role global affairs have in the actual experience of MEDICA.

HCB News: Can you tell us about your role within MEDICA and how long you have been involved in the event?

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Horst Giesen: For over 25 years I have been the project manager responsible for MEDICA. In addition to managing the work of the project team, key aspects include the ongoing content alignment of MEDICA with current trends and its worldwide marketing.

This requires close cooperation and coordination with many partners. At MEDICA 2017 we introduced our new umbrella brand MEDICAlliance. This includes all healthcare events organized by the Messe Düsseldorf Group globally. As global director, Health & Medical Technologies, I am also responsible for the strategic alignment and uniform marketing of these events.

HCB News: In retrospect, which memories or topics made the biggest impression at last year’s event?
HG: At MEDICA, visitors are always offered the entire spectrum of innovations for outpatient and inpatient care, with a variety that has no equal and is unique worldwide. And yet there is one subject in particular that fascinates the industry, has already had a strong influence on the last MEDICA, and will once again provide much to talk about in November 2018 – digital transformation! It shapes the healthcare industry worldwide, has changed processes and business models, in some cases radically. We’re staying on top of this hot topic and are examining it from different perspectives in our forums as well as the accompanying conferences.

HCB News: Is there anything you are particularly looking forward to at MEDICA 2018?
HG: I look forward to the appearance of our new Federal Minister of Health, Jens Spahn. He has only been in office for a few months and has already made it clear that he wants to "step up the pace" with regard to the digitalization of the healthcare industry in Germany. Jens Spahn will open MEDICA 2018 and the 41st German Hospital Day on the opening day (November 12).

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