Bio-Rad Medical Devices Roadshow

To bypass reliance on traditional trade shows, BMG worked with Bio-Rad to deliver a targeted mobile roadshow using a 10.5-tonne custom truck. The roadshow allowed clinicians to attend demonstrations of Bio-Rad’s equipment at their own NHS hospital site.

BMG modified the vehicle to safely transport and house two specialised pieces of medical equipment—weighing up to half a tonne each—complete with climate-controlled demonstration zones, a comfortable hospitality suite, and refreshment facilities.

By positioning the truck in hospital car parks during strategic time windows, the client’s sales team delivered live product demonstrations to invited healthcare professionals with minimal disruption to their clinical shifts. BMG managed the entire eight-month lifecycle, handling rigorous site vetting, complex logistics, and on-site support.

Bio Rad Medical Roadshow

The Challenge

To demonstrate heavy, high-value medical equipment directly to busy clinicians on-site without relying on external trade shows or interrupting critical hospital workflows.

The Solution

BMG custom-fitted a 10.5-tonne, climate-controlled truck featuring secure structural mounting for half-tonne devices, dedicated demonstration zones, and integrated client hospitality areas.

The Delivery

We led an eight-month operational planning phase covering site vetting, route logistics, and turnkey driver setup at target hospital car parks across the southern UK.

The Impact

The roadshow drove widespread professional reach and high-value engagement, providing an accessible, highly tailored environment for sales teams to secure dedicated time with key healthcare decision-makers.