GHA press conference at MEDICA 2025: Global markets in transition, new opportunities and technological trends
This year's GHA press talk at MEDICA on November 17th brought together experts from industry, market analysis, and international collaboration. The focus was on developments in key healthcare markets, new economic opportunities, and technological trends that are shaping the industry in a lasting way. The event clearly demonstrated: The international healthcare industry is undergoing a period of profound transformation.
USA: A mature market in transition
Armin Smajilovic emphasized that despite a highly regulated environment, the USA remains one of the most strategically important MedTech markets. Innovation, clinical evidence, and strong partner structures remain crucial for success. The market offers opportunities for German companies – but requires clear positioning.
Growth regions: Saudi Arabia, UAE and Egypt
The increasing dynamism in new markets was one of the dominant topics of the press conference.
• Saudi Arabia and the UAE They are consistently driving forward the expansion of modern healthcare structures. Tim Thurn, CEO of Oehm and Rehbein, pointed to the enormous pace of investment and the high demand for excellent technological solutions.
• Egypt "It offers growing market opportunities, driven by reforms, local industrialization and a high demand for diagnostic and digital solutions," explained Dina Waked, GHA representative in Cairo.
A visible sign of the growing interest in the German healthcare industry was the Visit of the Saudi Minister of Health to the GHA stand.
Technological trends: AI, connectivity and wearables
Technology remains the central driver of global health innovations:
- Artificial Intelligence It accelerates diagnostics, improves workflows and opens up new care models.
- Interoperability and networking These are basic requirements for scalable digital solutions, also with regard to military medical applications.
Joachim Butzlaff, Senior Regional Sales Manager of the Hamburg-based company 3B Scientific, emphasizes - Wearables and sensor systems expand the possibilities for prevention and continuous patient monitoring.
Michael Herbrik, COO of Easyradiology, emphasized that the added value of digital and AI-based solutions lies not in individual technologies, but in integrated systems that combine data quality, clinical processes and the care pathway.
Military medicine: Innovation from a growing field of application
Joachim Butzlaff demonstrated the technological dynamism emanating from military medicine – from robust diagnostic solutions and telemedicine applications to AI-supported situational assessment. Many of these developments are highly relevant for civilian healthcare systems, particularly in crisis and disaster scenarios.
GTAI: Support in international markets
Stefanie Zenk from Germany Trade & Invest (GTAI) presented the diverse support services available to companies seeking to enter new markets. She demonstrated how GTAI, through market analyses, investment and tender information, and targeted country reports, helps companies identify opportunities early and better assess risks. Her presentation made it clear: anyone aiming for international growth needs reliable information.
Requests to politicians: Innovation requires better framework conditions.
All panelists expressed clear expectations of policymakers. They called for stronger support for innovation, less bureaucracy, and targeted export assistance for the sector. Furthermore, they emphasized the need for closer collaboration between policymakers and industry, greater recognition of the MedTech sector as a core economic sector, and the reduction of regulatory hurdles. Making digitalization and interoperability top priorities was also deemed crucial. It was repeatedly stressed that other countries are acting much more decisively and pursuing more proactive industrial policies in this area.
Conclusion: Opportunities in a changing world
The press conference made it clear:
• Global markets are shifting – and opening up new growth opportunities.
• Companies need to strategically diversify and develop new regions.
• AI and networking will shape the next phase of healthcare development.
• The success factor for all stakeholders remains: reliable information, strong partnerships and technological excellence.
A heartfelt thank you goes to all the speakers for their dedicated contributions and valuable insights.