Interview with Managing Director Wolfram Diener – "We align ourselves with the growth themes of the industry"
Interview with Managing Director Wolfram Diener
"We align ourselves with the growth themes of the industry"
Since 1 October 2018, Wolfram Diener has been Managing Director of Messe Düsseldorf. His responsibilities include MEDICA, amongst other things. In a conversation with the editorial staff, he describes his first impressions and speaks about current changes and future prospects.
Diener explains that he found it easy to join MEDICA: “I encountered a very competent team with knowledge of the markets and industries. Now, I am intensively working to determine what is driving the industry and which trends need to have a platform at MEDICA.”
For a successful MEDICA, our own exhibition venue in Düsseldorf offers an excellent starting position, from which “together with our services, we can create good framework conditions for our exhibitors and visitors,” says Diener. However, they have to be constantly adapted to the needs of the exhibitors. Thus, the team is currently reviewing the supporting programme with conferences and forums under the motto, “What provides exhibitors with real added value?”
MEDICA must achieve a sharper profile, according to Diener. Consequently, the five product areas are advertised by means of customised communication with targeted content. In addition, it should be made even easier for visitors to find the exact products they are looking for. This could include more helpful navigation tools for a head physician, who may only visit a trade fair once a year and want to quickly find their way around.
Restructuring in the exhibition halls
There will be changes in the exhibition halls this year. “The manufacturers of surgical instruments wish to be close to the manufacturers of endoscopes, thus they are now moving from Hall 13 towards Hall 10. This also means shorter distances for the respective visitor target groups. Hall 13 will become the crystallisation point for the topic of digitalisation due to the addition of the IT area. Here, the visitor will find everything that is required in a modern hybrid operating theatre today,” says Diener, describing the new layout, which will support networking between the producers of these devices. Furthermore, the then completed new Hall 1, with its new entrance area in the southern part of the exhibition grounds, will offer the areas of laboratory medicine and diagnostics an ideal platform for MEDICA 2019.
Strategies for a successful future
“Digitalisation continues to progress, and now affects all areas of MEDICA, from disposals to the complete medical technology portfolio. The Roland Berger study ‘Health 4.0’, which was carried out on the initiative of Spectaris and Messe Düsseldorf, confirms the importance of digitalisation. The healthcare industry and medical technology will only be competitive in the future if they take the strategic steps necessary to keep pace with digital transformation. This is what we will specifically support with MEDICA.”
In addition, Messe Düsseldorf should not only increase its visitor advertising in targeted overseas markets, but also in core European countries such as Germany, Great Britain, Italy and the Netherlands. And what does the new MEDICA Managing Director wish for the future? “I am working with our team on consistently aligning all our activities with the future and the growth themes of the industry. Only in this way will we sustainably strengthen our leading position worldwide.”
Runtime of next MEDICA in Düsseldorf: 18 - 21 November 2019