… subsidize it.
The Medica Trade Show has 4400 exhibitors on a massive campus in Dusseldorf. It is the largest medical trade show in the world. If you conservatively estimate that the field of view below contains 100 exhibitors, this would be 2.2% of the total. The value of worldwide health care wealth represented at this trade show is probably measured in trillions in whatever currency you want to imagine it.
…and another 2 or 3%
One exhibitor actually brought an ambulance helicopter into the hall to be a backdrop on a performance art set with the part of Death being played by a white-faced mime on stilts. I kid you not.