Do MedTech Events Still Matter?

Do MedTech Events Still Matter?

The U.S. remains the largest medical device market in the world (USD 188.68B), with Germany leading in Europe and ranking third globally (USD 42.88B). Both markets are massive, fast-moving, and tightly regulated. With so much happening online these days, it’s fair to ask: where do MedTech professionals actually go to connect, learn, and move the industry forward?

May is always a busy month. It’s the middle of Q2, momentum is building, and most teams are pushing hard toward mid-year goals. So carving out time to attend events isn’t always easy, but when chosen well, they’re absolutely worth it. I had the chance to attend two events, one in each of these major markets. They couldn’t have been more different in size, but both proved the same point: when done right, in-person events still matter. The right conversations are still happening there.

SGS Conference

On 13 May, I spoke at the SGS Medical Technology Conference near Munich. My topic? Reprocessing validation: cleaning, disinfection, and sterilisation of reusable devices.

Yes, in a world of AI hype and digital disruption, that might seem like a legacy topic. But it’s not. It’s one of the most active pressure points in regulatory submissions right now.

We’re seeing more technical files get rejected for poor reprocessing instructions or unsupported service life claims. Some manufacturers still lift IFUs from similar products rather than building reprocessing strategies around how their own device actually behaves. That shortcut doesn’t hold up anymore and regulators are making that clear.

My message was simple: reprocessing isn’t a checkbox at the end. It’s a design decision, and it needs to be backed by data.

Several attendees, including technical file reviewers, echoed the same concerns. It’s clear the issue is widespread. I also shared what was, for me, a turning point: the project we led during COVID validating reprocessing for single-use N95 and FFP3 masks. Working with the UK government and the FDA at the peak of the pandemic reshaped how I think about reusability.

The project drew the right kind of attention. Everyone started thinking more seriously about disinfection – after all, if you’re putting a reused mask on your face, you start to think differently about the safety of other devices too.

Big credit to SGS for curating such a meaningful event. It wasn’t about volume, it was about the depth of discussion.

MD&M East

The following week I flew to New York for MD&M East. The venue was impressive, Javits is huge, but the event itself felt scaled down compared to other MD&Ms I’ve attended. Some people said it’s been shrinking over the past couple of years. Maybe the rotating location impacts turnout.

Still, the floor had plenty of good conversations, suppliers, manufacturers, consultants, and labs all connecting in useful ways. Sessions on supply chain resilience and biocompatibility stood out, and one talk on ISO 10993 revisions (specifically post-reprocessing testing) mirrored topics raised in Germany. Different markets, same regulatory challenges. That kind of alignment is important. It shows that the pain points are consistent globally, and that regulators and developers alike are circling around the same core issues.

There were also “employee lounges” for big-name companies like Stryker. Not sure how well they worked, traffic looked low, but the idea was interesting.

Would we ever exhibit at MD&M East? Possibly. Some labs were there: Nelson Labs, Eurofins, and others. It’s a decision we’d make based on our goals for the region. That said, I saw a wide mix of companies, some there for the first time, others on their tenth round. The common thread: everyone’s cautious but hopeful.

The ROI Question

Here’s the honest truth: a booth doesn’t guarantee results. Some exhibitors build a stand, sit back, and hope people show up. That’s not our style.

You have to go all-in, engage everyone and make sure you’re remembered. Most attendees aren’t in a buying cycle, but they will be one day. These events are about visibility, connection, and momentum. The ROI isn’t always immediate, but the relationships often lead to real results. We’ve also found that attending as a delegate is a great first step. It lets you assess whether the event is worth going bigger next year.

Why We Keep Showing Up

We’ve made a deliberate choice to support events that align with our values, ones that move the industry forward. And that sometimes includes getting on stage, not just showing up.

We don’t exhibit everywhere. But when we do, we treat it like an investment not a gamble. For us, it’s about being part of the conversation. Raising awareness. Supporting progress, it’s what drives better outcomes.

While I was in Germany, my colleague Marianne was at the RAPS conference in Brussels, a diary clash we couldn’t avoid, but another great example of showing up as a team.

Next up: MedTech Innovation in Birmingham, EBME in Coventry, OMTEC in Chicago, and MD&M Minneapolis later this year. Different audiences, different formats, but all chances to stay engaged and keep learning.

There’s still a place for events in this industry. That’s why we keep showing up.