TROY, Mich., May 29, 2025 – Automation Alley, Michigan’s Digital Transformation Insight Center, is now recruiting Michigan companies in the healthcare and medical technology sectors to join its upcoming trade mission to the MEDICA Trade Fair in Düsseldorf, Germany, taking place Nov. 17-20, 2025.
MEDICA is the world’s largest business-to-business (B2B) medical trade show, featuring more than 5,000 exhibitors and 80,000 attendees from 165 countries. It offers unmatched access to international decision-makers, buyers and government officials across a range of healthcare specialties including AI, robotics, diagnostics, imaging and digital health solutions.
This Germany trade mission follows successful trade missions earlier in 2025, including a multi-country delegation to Southeast Asia (Malaysia, Singapore and Indonesia) and a mission to India that featured eight participating Michigan companies. As global supply chain challenges and tariffs continue to impact U.S. business, companies are increasingly looking abroad for new market opportunities while considering domestic manufacturing strategies to remain competitive.
“Trade missions like MEDICA deliver real impact for Michigan businesses,” said Tom Kelly, Automation Alley executive director and CEO. “We’re not just taking companies overseas, we’re embedding them into global industry conversations, giving them the tools and relationships they need to grow exports and create jobs back home. It’s about putting Michigan innovation on the international stage.”
Participating companies will be featured at the MEDICA Michigan Booth, where they will receive:
- A branded kiosk with a monitor, furniture, Wi-Fi and electricity.
- Access to shared meeting space for networking and B2B matchmaking.
- Inclusion in a welcome dinner, networking reception and market briefings.
The mission cost is $2,500 per company (plus $500 for an additional attendee). Space is limited to 10 companies, and registration closes Aug. 1, 2025. Airfare, lodging and local transportation are not included.
Eligible Michigan companies may qualify for up to 50% reimbursement of participation costs through the Michigan STEP (MI-STEP) program, making this a high-impact, low-cost export opportunity.
June 10 Event: Global Business Outlook for Healthcare & Medical Industries
To prepare for the Germany trade mission to MEDIC and to explore broader global trends in medical technology, Automation Alley will host a Global Business Outlook event on June 10 at its Troy headquarters, located at 2675 Bellingham Rd. The half-day forum will feature:
- Global market trends from MichBio President & CEO Dr. Stephen Rapundalo.
- First-hand accounts from medical companies with international experience.
- Updates on funding support from the MEDC’s MI-STEP program.
- Open Q&A and networking with industry leaders.
The event begins at 8:30 a.m. with registration and breakfast, followed by expert presentations and interactive discussion until 10:30 a.m.
“Over the past 10 years, I’ve made several attempts to introduce our products outside the U.S., with mixed results. In countries where we don’t have a local office—such as Vietnam—my outreach was limited to a small personal network, which didn’t take us very far,” said Jimmy Hsiao, CEO and founder at Logic Solutions, Inc. in Ann Arbor. “Participating in a trade mission like the one organized by Automation Alley proved to be the most efficient and impactful way to enter new markets. The results I achieved in just two days in each country would have taken me months or even years to accomplish on my own. The outcomes clearly reflect the thorough preparation work that Automation Alley put in prior to the mission, and it truly paid off for us.”
With more than $2 billion in export sales and more than 10,000 Michigan jobs created or supported through its global trade program supported by the MEDC, Automation Alley continues to be a leader in connecting local innovation with global opportunity.
To learn more about the Germany trade mission or register for the June 10 event, visit automationalley.com or contact Automation Alley’s International Business Services Manager Lisa Lasser at lasserl@automationalley.com.
About Automation Alley
Automation Alley is a nonprofit technology business association and Digital Transformation Insight Center focused on driving the growth and success of businesses in Michigan and beyond through innovation and automation. With a global outlook and a regional focus, we foster a vibrant community of innovators, entrepreneurs, and business leaders through opportunities for collaboration and learning. Our programs and services help businesses develop the skills and expertise needed to effectively jumpstart or accelerate digital transformation. By bringing together industry, academia, and government, we aim to create a dynamic ecosystem that drives innovation and growth across Michigan.
At Automation Alley, our mission is to help businesses thrive in the rapidly changing digital economy by equipping them with the knowledge, insights, and tools to develop a software-first mindset that leverages the power of automation, AI, and other cognitive technologies. We believe that by working together, we can build a stronger, more innovative, and more competitive economy for the future. Visit automationalley.com.
About Michigan Economic Development Corporation (MEDC)
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community development with the focus on growing Michigan’s economy. For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org. For Pure Michigan® tourism information, your trip begins at www.michigan.org. Join the conversation on: Facebook Instagram LinkedIn, and Twitter.
Media Contact:
Brent Snavely
313.378.6082
bsnavely@franco.com
