Thursday, March 25, 2010

LAS VEGAS - Though they have different expectations from the show, exhibitors at Medtrade Spring all look forward to one thing: Spending quality face time with customers.

"We see the show as a place to meet with our clients with the intent of getting their feedback on our product direction and services," said Spencer Kay, president of Plainview, N.Y.-based Fastrack Healthcare Systems. "It is also a major opportunity to gauge the direction the industry is moving in."

Scott Gammons, vice president of Loudon, Tenn.-based Adroit Medical Systems, says "image" is the primary reason for exhibiting, but he says sales generation and networking are also important.

"We want to increase our familiarity with existing customers and land new business from the positive word-of-mouth we get at shows," he said. "We like hearing 'I was told to come by your booth.'"

San Diego-based SeQual Technologies has focused more on educational content and supporting industry issues in recent years, said President and CEO Ron Richard.

"Our presence at these shows is very strategic and we make the most of the opportunity to maximize our dollars per event," he said. "We don't attend the shows with the intent to book orders, but more so to make contacts with key decision makers, as well as look for distribution partners in areas of the world where we want to add sales and services."

For exhibitor ACHC, Medtrade Spring is a platform for showing support for the HME industry while strengthening relationships with providers, said marketing assistant Stacey Hahn.

"We plan to reinforce the ACHC brand as more than just accreditation by providing additional value for our accredited providers," she said.

To magnify its presence at Medtrade and facilitate a larger volume of visitors, San Diego-based ResMed invested in a larger booth this year, said Drew Terry, senior director of product management for sleep.

"We are updating the booth to promote our new products in new ways," he said.

Lawrenceville, Ga.-based Brightree plans to have a theater at its booth to demonstrate its new Release 24 feature, said Mark Blount, vice president of marketing.

"The most important facet of exhibiting at Medtrade is showcasing our new features and functionality to both customers and prospects," he said.

Overall, exhibiting at Medtrade Spring is an enjoyable experience for Somerset, Pa.-based DeVilbiss Healthcare, said marketing communications specialist Stephanie Murray.

"It's a great way for us to connect with HME providers, explore new partnerships, gain valuable feedback, and stay abreast of current trends in the market," she said.