13th EDITION EUROPEAN MEDICAL DEVICE AND DIAGNOSTIC SALES TRAINING & EDUCATION CONFERENCE
Belgium | 2026
A Quadruple Track Conference
Strategic & Operational Excellence in Sales Training – Where Training Strategy Meets Real-World Execution
A Bigger, More Focused | Designed for Practical Impact | Four Dedicated Tracks | Structured Peer Networking & Exchange
key information
- Sheraton Brussels Airport Hotel, Belgium | Hybrid Conference
- 2nd – 4th November 2026
Conference Insights
Be part of a transformative three-day journey where sales training leaders come together to elevate training, drive innovation, and create meaningful industry connections.
What to Expect:
- Hands-on workshops and execution-led content
- Clear strategic and operational focus
- Real-world case studies and practical insights
- Senior-led discussions and peer exchange
3 DAYS OF INSIGHTS & INNOVATION
A Quadruple Track Conference
Strategic & Operational Excellence in Sales Training – Where Training Strategy Meets Real-World Execution
PRE- CONFERENCE WORKSHOP DAY
WORKSHOP A:
- Repositioning sales training as a commercial growth lever
WORKSHOP B:
- Translating sales strategy into field-executable training
DAY 1 & 2 – CONFERENCE DAY
COMMERCIAL STRATEGY & REVENUE GROWTH:
- AI strategy in sales enablement: signal vs noise
- Case study on strategic account capability as competitive advantage
- Panel discussion: commercial enablement vs training: where the line should sit
- Roundtable discussion: balancing AI-driven learning with human coaching
- Fireside chat: when sales transformations fail – lessons learned
DAY 1 & 2 – CONFERENCE DAY
SALES ENABLEMENT & CAPABILITY ACCELERATION:
- AI-powered coaching in the flow of work
- Case study on closing the gap between training design and field reality
- Panel discussion: sales managers as coaches, not inspectors
- Roundtable discussions: coaching systems that actually get used
- Fireside chat: what sales reps actually use in the field
Our Industry Specialists
Giulia Stefani
Julie Bernard
Michael Lobban
Björn-Ole Böttcher
Andrea Unger
Ingo Dellmann
Daniela Felipucci
Marc van Kan
Pascal Labrousse
Gary Bright
Alejandra Torres Jimenez
Ian Tilly
David Badri
Dr Hugo Cardoso
WHY TAKE PART
Explore what tomorrow’s sales trainers will need: adaptability, digital fluency, and strategic influence.
- Gain strategic insight with practical guidance you can apply immediately
- Learn from real-world approaches, including what works and what doesn’t
- Access clear frameworks to improve training impact and execution
- Take away practical ideas to strengthen engagement and consistency
- Benchmark your approach and connect with peers facing similar challenges
KEY TAKEAWAYS
AI Strategy in Sales Enablement: Signal vs Noise
Cut through the hype by focusing on high-impact AI use cases and putting clear governance guardrails in place to drive real sales value.
Moving Beyond eLearning: Why Sales Reps Revert to Old Habits (Case Study)
Learn how lasting impact comes from reinforcement, real-world support, and systems that sustain new selling habits.
When Sales Transformations Fail: Lessons Learned (Fireside Chat)
Detect misaligned expectations and weak change governance by identifying failure points and resetting what “good” really looks like.
Trainer Burnout: Operational Fixes That Work
Prevent burnout by spotting early warning signs, redesigning delivery models, and protecting quality without overloading trainers.
Accelerating Onboarding Without Quality Loss
Speed up time-to-productivity while maintaining standards by structuring onboarding that supports new hires without sacrificing depth or quality
Using CRM and Data to Target Individual Skill Gaps
Leveraging CRM and performance data to diagnose skill gaps, personalise development, and reduce time-to-competence across the sales team
Moments Captured
Take a glimpse into the highlights of our conferences, where ideas come to life and connections are made
Our Testimonials
I was reminded that transformative medical education isn't just about delivering content—it's about crafting experiences that engage minds, measure impact, and truly stick.
– Director, Global Education Services
Exceeded my expectations. This was the first time I've been at a conference with so many people who have similar roles and challenges. I left inspired and excited to continue developing my network in this space
– Global Education Director
Fantastic opportunity to network with peers on how we can work together to improve education and training for our customers.
– Director, Clinical Education & Training
Overall, it was a great conference with wonderful opportunities to network and to dive deep into some very meaningful topics impacting the med device industry today
– National Director ASC Capital
Loved meeting my peers and sharing true passion on education and patient care, in person.
– Customer Solutions Director
It was a fantastic opportunity to hear from and meet other Sales Training professionals and learn additional ways to impact our business and sales teams.
– CEO
Overall, the conference was a success—engaging discussions, strong participation, and valuable connections were made.
– Director of Sales Education
Right people in the right room. Incredibly engaging.
– Principal, Sales Training / Product Coaching
Great exposure to current happenings in the sales training world!
– Account Executive
Great opportunity to hear best practices and build new relationships.
– Sales Training Manager
YOUR ALL-IN-ONE GUIDE TO THE EVENT
Get the full scoop on what’s in store!
Explore the event overview and dive into the agenda for the 13th EDITION EUROPEAN MEDICAL DEVICE AND DIAGNOSTIC SALES TRAINING & EDUCATION CONFERENCE
—your gateway to 3 days of strategy, science, and innovation.
COLLOCATE WITH US/EUROPE
11th Edition European Medical Device and Diagnostic Sales Training & Education Conference
- 4th - 6th November 2025
- Sheraton Brussels Airport Hotel, Belgium
You're In Good Company
