SofMedica Group had expanded from its origins as a medical equipment distributor in Romania to a holding company with four business lines operating in six countries. This expansion had been driven by SofMedica's mission: to make cutting edge medical technology available to the remotest patient by enabling healthcare professionals through education and access to innovation. As the company marked its 30-year anniversary Georgios Sofianos, SofMedica's CEO and owner, considered the many opportunities and challenges facing SofMedica.