For UK MedTech companies
You spend tens of thousands on exhibition stands and cannot trace a single contract back
Badge scans are not pipeline. Without structured pre-show outreach and post-show follow-up, most medtech exhibitors are paying significant sums per event for brand presence alone, not sales conversations.
Two minutes. Solva follows up with specific event-to-pipeline options.
- Exhibition stands are busy with generic conversations but few meaningful data captures
- Sales teams receive large lists of unprioritised badge scans post-event
- High event spend with no clear return on investment (ROI) metrics
- Lack of pre-scheduled meetings with key decision-makers at events
- Inefficient allocation of marketing and sales resources
- Increased workload for sales teams chasing unqualified leads
- Significant wasted marketing budget on unproductive events
- High cost per qualified lead (CPL) impacting profitability
- Perception of the company as disorganised or untargeted by potential clients and partners
- Reduced brand credibility due to generic engagement
- The primary root cause is a lack of integrated strategy, treating events as isolated marketing activities rather than critical touchpoints in the sales funnel.
- This often stems from a disconnect between marketing and sales objectives, insufficient pre-event planning for targeted engagement, and a failure to implement robust post-event follow-up processes.
- Additionally, a lack of clear ideal customer profiles (ICPs) means event presence is often untargeted, leading to high volumes of unqualified interactions.
MedTech companies with a structured pre/during/post event strategy significantly improve lead generation and ROI, though a precise '4x more qualified leads' figure from a verifiable UK source for MedTech is not readily available. (Nanobot Group, 2025)
Source: https://nanobot.group/blog/maximizing-the-roi-of-industry-events-for-a-medtech-startup
How to fix it
Define your ICP before each event. Run targeted LinkedIn outreach to attendees two weeks before. On stand, focus on demonstrating clinical outcomes rather than product features. Build a 30-day post-show follow-up sequence for every qualified contact.
Frequently asked questions
Why does this problem persist?
MedTech companies often exhibit at conferences without a structured pre-show outreach, on-stand engagement, or post-show follow-up process. Stands generate badge scans but not qualified conversations. Without a clear ICP and a reason for the right people to stop, events become expensive brand exercises.
What is the cost of leaving it unaddressed?
A typical UK exhibition stand can cost from £500 for basic displays to over £50,000 for large custom builds. For B2B sales-qualified leads in the UK, the cost per lead can range from £250 to £700. (T3 Systems, 2026; ProInteractive, 2026)
This is exactly what I do with UK private practices. Answer the few questions above and I'll come back personally with where to start. Paul.