Hands-on innovative medical technology

With the right preparation and implementation, an industry-specific programme that not only prepares participants for business with Germany but also enables greater insights and opportunities for cooperation in their specialist fields is already a highlight for all involved overall. This is particularly the case if the programme brings together professionals, who work in human medicine. The participants from Azerbaijan, Russia and Uzbekistan will remember one company visit in particular, namely to the KARL STORZ visitor and training centre.

The atmosphere – a historic building in Berlin, the former Empress Augusta Hospital dating from 1869 – in combination with the modern high-tech endoscopy technology fascinated the participants. The visitor programme was even more compelling: not only gained the participants an overview of the state-of-the-art medical technology in a fully equipped operating theatre, they were also able to try the equipment out for themselves in the workshop featuring ultramodern endoscopy workstations. This experience was particularly important for the medical practitioners among the participants in terms of selection and operation of the appropriate medical equipment to be able to introduce the technology into their own companies in the future.


The medical technology producer offered very individual solutions to cater to the needs of this international medical group, and even organised a teleconference with the regional representative in Moscow during the visit. This was combined with a virtual visit to a local KARL STORZ training centre. Employees at the regional representatives in Baku and Moscow were also present to allow the participants to meet the individuals responsible for subsequent contact and queries in person. Professional interest was therefore immediately met with offers of cooperation. The hands-on experience at STORZ moreover showed the visitors just how effective a well-conceived marketing strategy can be.

By Julia Moritz and Oxana Gusarova
Akademie International, Hamburg