Next to Axel Hoppe, Head of Marketing of Hitachi, is a huge computer tomograph standing. "A model in original size", he says proudly. "In reality, it weighs several tons." These heavy devices are accordingly expensive. So Hoppe is not expecting any impulse buying at his booth. "But we have sales talks in the run-up and solemnise the joint signature at MEDICA", tells Hoppe. In the festively arranged meeting room, customers and producers drink with champagne to the contract. Axel Hoppe is very content with this year's course of the fair. Not for the first time: "Visitors find Hitachi products since more than 30 years at MEDICA", Hoppe says.

"Today, we nearly cannot accomodate the demands", says Head of Marketing Angela Schiller of the company Schiller, as she finally finds the time for a chat. The employees hardly found time for lunch, the customers had to wait for free sales men. "But this is as every year. Our German branch generates a quarter of its annual turnover at MEDICA. Therefore, it is the top fair for us", explains Schiller. Everything started 35 years ago with a one-man show. Today, the company attends with 80 persons.

Malte Blombach, PR Manager of Dräger, is popular: only after one hour he finds time for an appointment. "I am sorry but it is daylong like this", he apalogises. Yet the timepressure means fun to him: "We brought many new products this year on which all employees have worked a lot." The excitement could be felt equally among customers and employees: "The adrenalin really gets flowing." To be able to show the devices practically at MEDICA, is an important step in the sales process, he adds. The innovations find interantional recognition: "About every third sales talk is held in English."

Not only MEDICA, but also Mindray celebrates an anniversary. The company does not want to let its decennial participation at MEDICA pass quietly: "Celebration of ten years with MEDICA" is therefore written on a colourful sign at the booth of the company. "Our booth has doubled its size during those ten years. Next year we would like to have an even bigger booth. We will talk about this with the fair later on", explains Marketing Coordinator Caro Elbersen. "In this way, we can exhibit even more devices and thus, we are convinced, sell more."

This year there is a surprise in hall 11: a booth of the World Health Organisation (WHO). This is new at MEDICA. "In 2007, the WHO adopted a resolution that medical technology should be promoted by the WHO", explains Technical Officer Björn Fahlgren. At MEDICA he finds exactly those international companies and customers the WHO would like to address. "From now on, we will surely be of the party more often!"

Dirk Püntmann, Marketing Manager of Tunstall has achieved at MEDICA what he had expected: "We established extraodinary many contacts with international guests and could get in touch with long-standing customers." His company exhibits at MEDICA since the fair is existing: "It is a wonderful tool to socialise with customers. Next year we will be here again."

Roland Stutz, head of research at HHP Homehealth, presents only one product at MEDICA: a special medical massage table. "On the occasion of the introduction on the market we are starting a major offensive", explains Stutz laughing. "We simultaneously present our new product in four halls ." And adds: "MEDICA is ideal to check the product's chances of success on the market. Only here I'm getting a direct feedback. MEDICA is like a thermometer on the market." His current product goes down very well. "At MEDICA I set up a network with various institutions that are so interested in my product that they would like to promote and use it."

The fancy bar at Miele is busy. Accordingly content is Michael Sedlag, Head of Product Management: "We attend MEDICA since I can think. For us, it is the most important platform to present innovations." Regarding Europe, he explains, MEDICA primarily is a contact point. "However, customers from far away often come here to buy. They can inspect the products and decide unhurriedly". says Sedlag. And bergain in their mother-tongue - since the sales men at the booth of Miele speak English, Arabic, Russian, Japanese and many more languages.

For Janja Visevic, Marketing Manager of the company iSoft, the fair really works out: "Contrary to the general trend of declining attendance at fairs, MEDICA remains stable", Visevic is glad. "Also this year, it was busy at our booth all day long." And one meets 100 percent the target group, she continues: "We will come back."

"For me the fair is always a fixed appointement", says 23 year old Kristina Marino from close to Koblenz. The young woman works in a medical specialist shop and visits MEDICA for the third time. Mainly she joins the fair to maintain established business relationships and to get to know what´s new.

"Last year I was pregnant - in the eighth month", remembers Daniela Bäumle. Together with her husband Stefan the 29 year old woman saw their little son Niklas at the fair 2008 - during a sonography. This year the young family joins MEDICA because of private interest.

General Manager Philip Fenton has been to MEDICA many times before. He wants to buy new medical devices for his company in London. "Full speed - that´s what I´m going to do today", says the sympathic man in the wheelchair before he drives away and meets another business friend.

The nurses Anja Schröder, Barbara Albrecht und Christa Marx are from close to Aachen and concentrate on the halls 14,15 and 16. "We are specifically looking for positioning aids or also specialized tableware, that we can buy or maybe lease", says Christa Marx, who has often been at the fair with her workmates.

The ecotrophologist Simon Nischk came from Münster to visit MEDICA. He wants to get specifically into contact with other companies who have to deal with IT or software development. "I informed myself in advance, where I can find which company", says the 30 year old guy.

Hansjoachim Müller, 43, comes from Heide and has his 13 year old daughter in tow. She wants to get insider news concerning orthopaedics. "I personally focus on halls 9 to 11. I am very interested in metrology", says Mr. Müller before he moves on with his daughter.

Pradeep Singh is a businessman from New Delhi in India. His father and his brother have been to MEDICA in the previous years. "But this year it is my turn", he smiles. Pradeep Singh does everything to improve the standing of his company. "One of our family will always come here in future, that´s for sure."

Robbert van Houwen and Mirjam Visscher are both 19 years old and study "Biomedical Engeneering" at the Universiteit Twente in Enschede. "We would like to get some orientation for our Master degree", says Mirjam. The Dutch students join the fair for the first time.

The couple Nadine Lendzian and Marco Michalak only has one aim concerning the fair. "I got to know that you can get ultrasound at some stands. That´s why I´m here", the expectant mother tells us. A friend told her that the exhibitors take much more time for the checkup than some doctors do. Both hope that they can go home with some nice pictures of their child.

The Mexican factory owner Javier Ramos was in a hurry, when we met him. "There are so many things I would like to see", he tells us. He has already seen a lot of great products he could buy and sell. "For me MEDICA is some kind of paradise", he romances.

Physiotherapy and orthopaedic technology are topics which are high on demand at every MEDICA. 486 exhibitors are showcasing respective products and solutions for this segment. 29,000 visitors of MEDICA are especially interested in these topics

Physiotherapy and orthopaedic technology are topics which are high on demand at every MEDICA. 486 exhibitors are showcasing respective products and solutions for this segment. 29,000 visitors of MEDICA are especially interested in these topics

Physiotherapy and orthopaedic technology are topics which are high on demand at every MEDICA. 486 exhibitors are showcasing respective products and solutions for this segment. 29,000 visitors of MEDICA are especially interested in these topics

Physiotherapy and orthopaedic technology are topics which are high on demand at every MEDICA. 486 exhibitors are showcasing respective products and solutions for this segment. 29,000 visitors of MEDICA are especially interested in these topics

Physiotherapy and orthopaedic technology are topics which are high on demand at every MEDICA. 486 exhibitors are showcasing respective products and solutions for this segment. 29,000 visitors of MEDICA are especially interested in these topics

Physiotherapy and orthopaedic technology are topics which are high on demand at every MEDICA. 486 exhibitors are showcasing respective products and solutions for this segment. 29,000 visitors of MEDICA are especially interested in these topics

Physiotherapy and orthopaedic technology are topics which are high on demand at every MEDICA. 486 exhibitors are showcasing respective products and solutions for this segment. 29,000 visitors of MEDICA are especially interested in these topics

Physiotherapy and orthopaedic technology are topics which are high on demand at every MEDICA. 486 exhibitors are showcasing respective products and solutions for this segment. 29,000 visitors of MEDICA are especially interested in these topics

Where there is light there is almost no shadow – thanks to a new OR light
If the surgeon takes a closer look, things can quickly be “cast in shadow”, because as soon as he bends over the patient, as his head gets in between the light source and the operating field. Dräger shows that this doesn’t need to be the case with its new “Polaris” range of OR lights, which it will present at MEDICA 2009. The special arrangement of the 108 LEDs in the Polaris 700 ensure that the light level in the operating field is only slightly reduced, even if several surgeons are working over the OR field simultaneously or if an object crosses the path of the light. In addition to this, the lights can also be adapted to use future LED technology, as the reflector modules are interchangeable.

GE is helping to transform the delivery of patient care with Venue™ 40, a miniaturized ultrasound system with advanced touch-screen technology. Venue 40 is portable, allowing physicians to quickly perform rapid diagnostics and needle-guided procedures right at a patient’s bedside, providing real-time results. Whether it is being used in the emergency room, operating room or sports medicine clinic, the lightweight system can be easily transported from location to location, offers high-resolution imaging, and is easy to both use and clean.

The best night’s sleep you’ve ever had… The new system provides a range of therapy options for mild to severe sleep apnea patients and helps providers recognize changing patient conditions that may require different treatment. With new advanced event detection software and expanded reporting capabilities, Philips Respironics Sleep Therapy System has the ability to recognize and report when a patient may be experiencing symptoms beyond OSA. A sophisticated three-layer algorithm distinguishes between obstructed and clear airway apneas and periodic breathing, such as Cheyne-Stokes Respiration. Medical professionals now have easy access to sleep assessment parameters typically found on diagnostic equipment.

A laser shower to quickly heal inflammation
Light has healing powers! Working on this principle, MKW has grown to become one of the leading manufacturers in the field of low-energy laser systems. MEDICA 2009 will see the world debut of MKW’s “Power Twin 21”, a device with which laser light can be applied over a large area. It would be very time-consuming to treat many complaints such as injuries, inflammation or skin diseases using a pin-point laser system. The laser shower generated by the Power Twin 21, however, cuts the treatment time dramatically. The 21 laser diodes used by the device are arranged in such a way that it is capable of treating a surface area of 5,500 mm² homogenously. For special applications, various laser parameters such as the power or the frequency can be varied individually. The most special feature is that the laser shower can simply be changed into a laser comb at the click of a button! This allows the laser shower to be used to treat very hairy skin and scalp problems too.

“WaveRunner” for water rescue in shallow waters
Lührs Rescue has regularly caused a stir at MEDICA in the last years with its specialised rescue vehicles for use on water and on land. MEDICA 2009 is no exception, as we anticipate the presentation of yet another spectacular product to the medical world: The “YAMAHA WaveRunner” for water rescue, especially for use in shallow waters. The jet boat is expected to see its operational debut next summer on the Baltic island of Usedom. On the beach and on the road the water rescue vehicle is transported on a specially designed trailer made by Harbeck. As well as featuring state-of-the-art blue lights using LEDs made by Hella, it also has an electronic siren and a medical kit for use by the emergency doctor on location.

At last! Intraoperative cardiac imaging for newborns
It will soon be possible to perform high-risk open-heart surgery on babies or small children with improved visual control – using ultrasound imaging to monitor entire operations in full. At MEDICA 2009, Philips will become the first manufacturer in the world to present such a small ultrasonic transoesophageal probe. The youngest and most seriously ill patients are set to benefit most from this giant technological leap. The probe, which is just 7.5 mm thin, is inserted into the oesophagus, from where it then transmits high-resolution images of the heart throughout the course of the operation, without the air in the lungs or the ribs obscuring the images. This allows the operation, for example to correct a complex heart defect, to be better planned and completed faster. Another advantage is that it is possible to check the success of individual steps of the operation while it is still underway, reducing the number of corrective re-operations. This tiny TEE ultrasound probe augments and completes the spectrum of ultrasound imaging in paediatric cardiology/surgery.

Heart monitoring system – integrated in clothing
When monitoring high-risk patients and patients with chronic diseases or in order to diagnose certain heart conditions, permanent, continuous monitoring of the vital signs is desirable. Using long-term compatible textile electrodes and a textile carrying system it is possible to combine permanent monitoring with ease of handling. If an adverse event such as ventricular fibrillation occurs, the device records it and sends the data to a smartphone via a wireless connection (Bluetooth). In future, it is hoped that this will send the information to a service centre, where experts can assess the data and decide what further action, such as calling an ambulance or notifying the patient’s GP, is necessary. The key thing is that not only does it record an ECG, it also records the person’s level of activity using acceleration sensors. This prevents the device from setting off an alarm if the patient’s heart rate and circulation rise just because they climbed a flight of stairs quickly. The device has not yet been approved, but is currently in trials being tested and will be presented in the special area of the MEDICA MEDIA Telemedicine Theme Park

A fitness machine for less stressful stretching
Stretching makes your body more flexible and relaxes your mind. To avoid injury and achieve optimum effects, Technogym, in cooperation with doctors and physiotherapists, has developed a special fitness machine to promote effective stretching. Using the FLEXability Line machines you can stretch the muscles of both the rear and front portion of the body, boosting the effectiveness of the exercise.