Industry Updates · Latin America
Serena on CIOSP 2027: Plan Beyond the Exhibition for Sales in Brazil
An exhibition opens conversations. Turning those conversations into business requires market-access planning, local cooperation and delivery readiness. Put your exhibition and regulatory plans on the same timeline.
The 44th CIOSP will take place from 27 to 30 January 2027 at Expo Center Norte in São Paulo, Brazil. For dental device and consumables manufacturers considering Brazil, it offers an opportunity to meet industry participants and potential partners. Official event information ↗
If you ask me, “Serena, is this exhibition worth attending?”, I would suggest looking beyond stand location and visitor numbers. Start with one question:
If we meet a suitable distributor, are we ready to move the relationship forward?
1. Distinguish exhibition display from commercial sale
A common planning mistake is to treat displaying samples and placing products on the market as the same activity.
ANVISA has specific application and import procedures for products that have not completed local regularization and are intended for exhibitions or events. It is therefore too simplistic to say that an unregistered product can never be exhibited. Equally, exhibition samples cannot simply be brought into Brazil without checking the requirements. The arrangements depend on the product, intended use and event conditions. ANVISA exhibition import guidance ↗
I recommend separating two workstreams:
- Exhibition: which samples to bring, how they will be imported, permitted demonstrations and their disposition after the event.
- Commercial sales: the applicable market-access route, local responsibilities and realistic delivery readiness.
These workstreams can progress together, but one does not replace the other.
2. Do not assume one regulatory route fits every dental product
Dental equipment, instruments and materials differ in intended use and risk. Being a dental product alone does not determine the regulatory pathway.
Brazil groups medical devices into risk Classes I to IV. Under RDC 751/2022, Classes I and II follow notification (Notificação), while Classes III and IV follow registration (Registro). Classification must still be assessed against the intended use and applicable rules. ANVISA regulation ↗
My recommendation is to select the products you genuinely intend to sell in Brazil first, then assess classification, documentation gaps and the project timeline.
A larger display range is not necessarily better. A clear route to market for your priority products matters more.
3. Discuss regulatory responsibilities with potential distributors
Price, channels and sales volumes matter. I would also bring the following questions into the discussion:
- Who will handle local submissions and ongoing maintenance?
- Which documents and costs will each party be responsible for?
- Who will coordinate labeling, after-sales support and customer complaints?
- How will documentation and business continuity be managed if the partnership changes?
You may not settle every point at the exhibition. However, having a discussion checklist can reduce repeated conversations later.
Do not wait until a customer wants to buy before discovering that the parties have different expectations about responsibilities and delivery dates.
4. Work backwards from the intended delivery date
A simple preparation checklist can help:
| Decision to clarify | Information to prepare |
|---|---|
| Priority products | Product names, models and intended uses |
| Regulatory readiness | Classification assessment, available documents and outstanding items |
| Exhibition samples | Display plans, import arrangements and post-event disposition |
| Target customers | Distributor profile, channels and proposed cooperation terms |
| Post-event follow-up | Responsible person, information pack and next discussion milestones |
I would not promise a uniform approval or delivery timeline before understanding the product and completeness of its documentation.
Be specific about the milestones you can establish, and transparent about uncertainty. That is a stronger foundation for a long-term relationship.
A final thought from Serena
An exhibition creates the opportunity to meet. Market-access and delivery preparation determine how far that meeting can take you.
If you are preparing for CIOSP 2027 or considering Brazil for your dental products, begin by organizing the product names, intended uses, existing certifications and your intended market-entry timeline.
Contact me to clarify the questions that need assessment before discussing a suitable way forward.
Serena Zhang
serena.zhang@sungoglobal.com