HIMSS vs Hospitalar for Exhibitors
Side-by-side data and our editorial take on which conference is the right exhibit investment for your medical device.
If you exhibit medical devices, HIMSS and Hospitalar are likely both on your shortlist. Both serve overlapping clinical buyers, but the audience composition, booth economics, and exhibit floor experience differ in ways that materially affect ROI. HIMSS draws 35,000 attendees with an estimated all-in 10×10 of $15,000–$22,000. Hospitalar draws 91,000 attendees at TBD all-in. Below is the side-by-side data plus our editorial take on which conference fits which kind of exhibitor.
| 9.7 HIMSS | 9.5 Hospitalar | |
|---|---|---|
| Score | ||
| Buzzbox Score | 9.7 (Exceptional) | 9.5 (Exceptional) |
| Event Details | ||
| Dates | March 9-12, 2026 | May 19-22, 2026 |
| Location | Las Vegas, NV (Venetian Expo + Convention Center) | Sao Paulo Expo Exhibition & Convention Center, Sao Paulo, Brazil |
| Scale | mega | mega |
| Audience | ||
| Attendees | 35,000 | 91,000 |
| Exhibitors | 1,200 | — |
| Purchasing authority | ~50% | ~55% |
| Effective buyers | 17,500 | 50,050 |
| Costs | ||
| $/sqft | — | — |
| 10×10 space | — | — |
| All-in estimate | $15,000 – $22,000 | — |
| Cost per buyer | $1.06 | — |
Why exhibit at HIMSS
The #1 show for selling digital health, EHR-integrated products, and patient monitoring to hospital IT and admin buyers. Where enterprise deals start.
Why exhibit at Hospitalar
The #1 gateway to Latin America's healthcare markets. Brazil alone is the 6th largest medical device market globally. 91,000+ attendees with significant government procurement officers make this essential for companies expanding into LatAm.
Why skip HIMSS
Wrong audience for clinician-first devices (surgical instruments, implants). Pure clinical audiences are thin here.
Why skip Hospitalar
Brazil's ANVISA regulatory pathway is complex and slow. Companies without existing Brazilian registration or a local importer/distributor will collect leads they can't convert for 12-24 months. Portuguese-language materials are essential -- English-only booths underperform badly.