Samsung Medical Equipment Tour: From Trade Fair to Hospital Doorstep
The Samsung Medical Equipment Tour demonstrates how a roadshow can elevate traditional event marketing and extend its impact far beyond the walls of a trade fair. Traveling across Germany with a fully equipped expandable mobile showroom, the tour brings Samsung’s latest medical innovations directly to healthcare professionals at their own hospitals and clinics.
A standout moment of the tour was the multi-day installation at MEDICA Düsseldorf, the world’s leading medical trade fair. Here, the expandable unit functioned as a powerful extension of Samsung’s booth. Visitors could step away from the bustle of the exhibition halls and enter a dedicated demonstration environment, a quiet, immersive space designed to showcase equipment up close and in detail.
Trade fair vs Roadshow
While a trade fair provides high visibility for a limited number of days, a roadshow can continue the engagement.
After MEDICA, the tour continued to hospitals in Göttingen, Duisburg, Remscheid, Aschaffenburg and more. At each stop, medical teams had the opportunity to explore the equipment in a focused, accessible setting, literally right outside their workplace. This direct, on-site approach allows for deeper conversations, hands-on testing and meaningful engagement that simply isn’t possible on a crowded show floor.
By combining both approaches, the reach of a major exhibition and the intimacy of targeted hospital visits, Samsung created a seamless, memorable customer journey. Awareness and excitement at the trade fair flowed naturally into real-world product demonstrations at the doorstep of the target audience.
A clear example of modern event strategy: a roadshow doesn’t have to replace a trade show, it complements and amplifies it.