Following shortly on the heels of Sunrise CEO Mike Hammes statement that Sunrise was focusing resources elsewhere in terms of the traditional Medtrade “Spring” show, significant rumor abounds in Europe this week that some “big” companies are seriously considering their options to exhibit at Rehacare - traditionally the largest rehab exhibition outside of the US.

Last year (2006) especially, as far as I can see, was the year where industry heavyweights invested heavily in Medtrade hoping to gain a competitive advantage in the looming reimbursement and NCB challenged marketplace. An additional observation however is that most of the companies chose to address the typical “new improved product” strategy instead of addressing the needs of the new order marketplace. There were of course some notable exceptions.

Then came RehaCare - same thing, except US companies flocked to the show either for the first time or with bigger exhibition booths, hoping for geographic sales (and profits..) expansion - not understanding that the rules of engagement in Europe have also changed. In fact the biggest market outside the US, Germany has announced changes that make the new order US look like a Sunday school picnic.

There are still great opportunities for the homecare / mobility /rehab industry - just don’t look at what has always worked in the past.

If you are in the homecare industry you will know that these two trade shows are “must attends”.

If you would like to know more about the worldwide home healthcare industry there is no better place than:

Medtrade (Atlanta USA - September 19 - 21 2006)
Rehacare (Düsseldorf Germany - October 18 - 21 2006)

See you there.

For “Marketplace” readers that are already in the homecare business they will know the two major events that it is obligatory to attend. For those wishing to learn more about this dynamic industry or are looking for business partners and opportunities the following two meetings are “must attends”. The only downside is that they are less than a week apart and on different continents.

1. Medtrade (link here) is the largest meeting of its type and is held in Atlanta from October 18 - 20 2005
2. Rehacare (link here) - click on the English tab if you don’t speak German- is the largest meeting in Europe and is held in D�sseldorf, Germany October 12 - 15 2005