MedTech: entering the German market for an Italian company
Published on 24 September 2026 · 4 min read
I got to know medical technology at Humanware. For this company from Italy, I took on business development in Germany.
A market study as the foundation
It started with a market study: how is the German market structured, who are the relevant players and where are the opportunities? Without this foundation, any market entry is flying blind.
Finding a distribution partner
Building on that, I looked for a distribution partner in Germany. The key was finding a partner that fits the product and the target group.
Preparing trade fairs
I also prepared trade fair participation – for many medical technology companies the most important place to build contacts in the German market.
What this means for your business
Entering Germany works with solid market knowledge, the right distribution partner and well-prepared trade fair appearances.
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