Thaumatec is a Dutch-Polish company with strong roots in Eindhoven. The company develops software for medical devices. One example is the Eindhoven-based SmartQare. SmartQare’s technology makes it possible to monitor elderly people, enabling them to live independently at home for longer. From Eindhoven, Thaumatec maintains its network within the Dutch healthtech sector. That network received new momentum thanks to international trade missions.
A company working at the foundation of medical innovation
Thaumatec was founded in 2014 and focuses entirely on software development for medical devices and digital healthcare applications. The company works for international clients who want to connect their medical devices to the cloud and require secure, certified software for use in high-risk medical categories.
Founder Barend Smet sees the European medtech market changing rapidly. Due to stricter regulations and slow certification processes, it has become more difficult for startups to bring products to market quickly. As a result, attention is increasingly shifting toward the United States. “You can see that young companies want to enter the U.S. market faster than they did in the past. That makes an international orientation indispensable, especially in a sector where regulation and validation determine everything.”
Mike Houtkamp, National Trade Advisor Health at BOM, observes the same trend: “Because of the complex legislation and reimbursement systems, you see companies wanting to enter the U.S. market even before launching in their home market or in Europe.”
Why trade missions are indispensable
For many entrepreneurs, however, taking the step abroad is complex. The healthcare market is conservative, has high barriers to entry, and requires long-term relationships with hospitals, investors, and knowledge partners.
The first seeds for such long-term relationships can be planted during a trade mission, says Smet. “The programs are intensive and well put together. You come into contact with people at hospitals, knowledge institutes, and local organizations with whom you wouldn’t otherwise easily get a seat at the table. That immediately gives you a realistic picture of the local market.”
BOM plays an important role in this. “On behalf of the national network of regional development agencies, BOM acts as coordinator for a number of strategic foreign regions,” says Houtkamp. “In doing so, BOM works together with stakeholders at home and abroad, such as Task Force Health Care and Health~Holland, local governments, and international partners.”
As a result, the missions are embedded in a multi-year approach. In Minnesota, for example, a Memorandum of Understanding (MoU) has been signed with Medical Alley, a major medtech ecosystem. This ensures that Dutch companies gain faster access to relevant players.
“Such a network shows that a mission is not a standalone visit, but part of a broader strategy and long-term cooperation between regions,” says Smet. “That increases the likelihood that you speak with the right people and that follow-up contacts have real value.”
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Concrete value for entrepreneurs
Joining a trade mission offers added value in several ways, according to Smet. First, participation provides access to the knowledge needed to enter the U.S. market. Entrepreneurs gain insight into legal pathways, reimbursement systems, validation options, and regulations. Smet explains: “Medtech is a difficult market. You need to know exactly how processes work, otherwise you lose years. During missions, you hear from experts what really matters.”
In addition, missions generate valuable business contacts, sometimes even from unexpected directions. “I also gained new Dutch clients through a mission. You spend a full week with other entrepreneurs. Abroad, bonds form more quickly. Within the Netherlands, we don’t always find each other, but once we travel together, that somehow becomes much more natural.”
Missions also serve as a mark of quality when dealing with U.S. parties. “American companies know that participants are carefully selected,” says Smet. “That helps build trust. Especially because the sector is conservative, such a shared group reputation works in your favor.”
A broader perspective on a rapidly changing world
Beyond market access, trade missions also provide strategic insights. Smet points to international developments that directly affect his business operations: geopolitical tensions, supply chain bottlenecks, shifting investment flows, and technological trends.
Being part of an international ecosystem is therefore essential, Smet argues. “What was certain yesterday is no longer certain today. You need to know where opportunities lie, but also where risks are emerging. Taking part in trade missions helps you pick up on those signals early.”
The role of BOM: long-term vision, strong networks
While entrepreneurs mainly operate at the project level, BOM takes more of a helicopter view, focused on developing sustainable international relationships with specific regions. For Smet, this interaction is valuable. “We have our feet firmly on the ground. BOM looks at the longer term: which ecosystems are emerging where, which regions are interesting, which partnerships are being built? Insights like that help me decide where to focus.”
That is why Smet does not see trade missions as standalone trips, but as part of a broader strategy. According to him, the strength lies in continuity: “You build a network that doesn’t stop once you return to the Netherlands. By participating repeatedly, you stay connected.”
‘You can’t do this work from your office’
For Thaumatec, trade missions have grown into an indispensable instrument in its business operations. They make new markets accessible and understandable, and strengthen the international profile of Brabant-based companies. “You can’t do this work solely from your office,” he says. “You have to become part of a larger international ecosystem. Trade missions are indispensable for that.”
