34th Medic Africa 
28–30th November 2007
Eko Hotel Expo Centre
Lagos, Nigeria

Nigeria: on the threshold of a big leap forward?

Since its launch in 1987, Medic Africa has built a reputation for being the most focussed, specialised medical marketing event across the continent.

Partnership with key organisations in each host country has been a crucial aspect in achieving this success. The meetings are marketed exclusively to the medical professionals in their area, ensuring that the visitor profile is highly specific, unlike the many general trade fairs which take place in Africa and which try to offer a healthcare marketing solution.

The Central Bank of Nigeria’s quarterly economic report indicates that the economy grew by 6.1% during the last quarter of 2006. Remarkably it claimed that the biggest influence in this yearon- year rise was the non-oil sector, with agriculture and industrial output cited as the key performing sectors.

For the health sector, there are two major benefits of the current financial position. The first is simple and obvious: there is every expectation that at longlast the ‘social sectors’ of health and education are going to be afforded
some real growth in public sector funding. This has happened before, and the results have been less than tangible, but the difference this time is that 5 years of consistent growth has had a big impact on Nigerian society. Whilst widespread poverty still prevails for a large percentage of the population, there is now a very discernable and fast growing middle class which has enabled the private health sector to grow exponentially. After about 25 years in gestation (seriously!), the health insurance programme is now moving forward well and several HMOs have now been successfully established.

What this means is that for the first time since the halcyon 1970s there are a significant number of Nigerian doctors who, via public and private practice income, are happy to stay at home rather than move abroad. Thus for the first time in more than 30 years, there is some experience within the medical ranks, capable of helping Government to initiate reform and move the health agenda forward. It is nascent, but it is firm.

The challenge is huge. Nigerians represent something like 2% of the world population and yet it harbours 10% of world maternal deaths in child childbirth; there are key upswings in road traffic accidents and urban and domestic violence; and key correlates of ill-health including hunger, poverty, illiteracy, lack of clean water, poor sanitation, poor housing and unemployment are still prevalent. Also the diseases of affluence are growing fast: type 2 diabetes, hypertension, and cardiovascular disease are all much higher than in most of Europe.

And then there is the challengeof Nigeria itself! Reality is that it is not half as complex and difficult as it is made out to be so long as you don’t try to do it yourself. Agents are king in this market and whilst you need to work on marketing your name and product lines, leave the business side of things to an appointed agent to act on your behalf.

To this end, there is no better route than an established and trusted medical exhibition. Medic Africa was established in Lagos in
1986 and whilst the meeting has rotated around the continent, Nigeria has been its most common location and it is a very well known brand in this market.