Ten-minute read
The Pharmacy Show is the UK’s largest dedicated trade event and education conference for the community and primary care pharmacy sector.
This premier gathering provides an exceptional platform for exhibitors to connect with potential customers. It brings together thousands of pharmacy professionals, industry leaders and suppliers under one roof to showcase their innovative solutions and position themselves at the forefront of industry developments.
This comprehensive guide will equip you with all the essential information needed to make your presence at The Pharmacy Show a resounding success. Whether you’re a first-time exhibitor or a returning participant looking to enhance your impact, we’ll provide valuable insights and practical advice to help you achieve your objectives.
We’ll walk you through every aspect of exhibiting, from understanding the event’s significance to creating an engaging exhibition space that captures attention and reflects your brand’s identity. You’ll discover how to leverage the show’s educational programme and interactive features to maximise your exposure and connect with potential customers.
We’ll also share strategies for measuring and maximising your return on investment, ensuring your participation delivers tangible business results. Whether your goal is to launch new products, strengthen existing relationships or explore fresh business opportunities, The Pharmacy Show provides the perfect stage.
Read on to discover how you can harness the full potential of this exciting event and set your business up for success at The Pharmacy Show. From practical considerations about the NEC to marketing strategies that will help you stand out, this guide is your comprehensive resource for creating an impactful presence at the UK’s premier pharmacy trade event.
About The Pharmacy Show
Over the past decade, The Pharmacy Show has established itself as the major gathering for pharmacy professionals, with over 300 exhibitors and hundreds of hours of live education content delivered by world-class speakers. The 2024 event attracted over 8,700 pharmacy professionals across two days, demonstrating its significant draw and industry importance.
For suppliers, technology providers and pharmaceutical companies, The Pharmacy Show represents an unrivalled opportunity to engage with a highly targeted audience of decision-makers. It’s the only dedicated national education and product-sourcing event for pharmacy professionals in the UK. It creates a unique environment for meaningful face-to-face interactions with pharmacy owners, wholesalers, buyers and distributors.
What makes this event particularly valuable is its visitor profile. The show attracts a diverse audience of pharmacy professionals from across the sector, including independent community pharmacists, pharmacy multiples, hospital pharmacists, pharmacy technicians, dispensing doctors and procurement specialists. This concentrated gathering of industry professionals creates an environment where exhibitors can showcase their products and services directly to those with purchasing authority and influence.
The exhibition floor is thoughtfully designed to maximise visitor engagement, with education theatres positioned strategically to maintain a steady flow of traffic throughout the show. This approach ensures exhibitors benefit from consistent exposure, with 98.3% of delegates reporting that The Pharmacy Show is important for them to explore new products and solutions.
For companies looking to expand their exhibition presence within the pharmacy sector, the organisers of The Pharmacy Show, CloserStill Media, also run two additional events: Clinical Pharmacy Congress at ExCeL London in May and Clinical Pharmacy Congress North at Manchester Central Convention Complex in November.
These complementary events focus specifically on clinical pharmacy professionals working in NHS settings, private hospitals, hospices, Primary Care Networks, care homes and general practice.
About the venue: NEC Birmingham
The National Exhibition Centre (NEC) in Birmingham provides an ideal setting for The Pharmacy Show, offering exhibitors and visitors a world-class venue with exceptional facilities and accessibility.
Located in the heart of the UK, the NEC’s central position makes it accessible from across the country, with 75% of the UK population within a four-hour drive. This strategic location is particularly convenient for pharmacy professionals travelling from different regions.
The venue boasts outstanding transport connections, sitting adjacent to Birmingham International Airport and Railway Station. A free air-rail link takes just 90 seconds to transport visitors between these travel hubs and the exhibition halls. Birmingham International Station offers direct services to London Euston (journey time approximately 70 minutes), as well as connections to Manchester, Leeds, Glasgow and other major cities.
Road access is equally convenient, with the NEC positioned adjacent to the M42 motorway and close to the M6, providing straightforward connections to the UK’s motorway network. The venue is clearly signposted from all major routes.
The NEC offers over 16,500 parking spaces across several car parks, with dedicated areas available for exhibitors to pre-book. The venue’s traffic management system helps reduce congestion during major events.
Inside, the technical infrastructure supports pharmaceutical exhibitors with comprehensive power distribution options and high-speed Wi-Fi throughout the exhibition halls. Audio-visual support services are available, with the technical team offering expertise in setting up presentation equipment and specialised lighting.
Accommodation options surrounding the NEC include several hotels within walking distance of the exhibition halls. The Resorts World complex houses the Genting Hotel, while the Hilton Birmingham Metropole, Crowne Plaza and ibis hotels are all situated on the NEC campus.
Food and refreshment facilities are extensive, with numerous restaurants, cafés and food outlets throughout the complex.
The venue’s spacious, purpose-built exhibition halls create an ideal environment for The Pharmacy Show. With flexible spaces, excellent lighting and clear sightlines, the NEC allows exhibitors to showcase their products effectively. The venue’s experienced operations team understands the specific requirements of healthcare exhibitions.
This combination of accessibility, facilities, and expertise makes the NEC Birmingham an excellent choice for The Pharmacy Show, providing the perfect platform to engage with the UK’s pharmacy community.
Essential considerations for exhibitors
Success at The Pharmacy Show requires careful planning and attention to detail across multiple aspects of your exhibition strategy. As you prepare to exhibit at the UK’s largest pharmacy trade show, these key considerations will help ensure your participation delivers maximum value:
Booking
Securing your ideal space at The Pharmacy Show begins with the official booking process. The event offers various stand options to suit different needs and budgets.
To book a space, visit the official website, where you can submit your exhibition requirements through the online booking form. The organisers will guide you through selecting the right space for your stand, based on factors such as visitor flow and proximity to education theatres.
Early booking is highly recommended, particularly for prime positions near main entrances or high-traffic areas. The Pharmacy Show sales team can provide detailed floor plans and advise on stand locations that might best suit your objectives. They can also explain the different stand packages available and any early booking incentives.
Budget
Developing a comprehensive budget is essential. Beyond the basic stand space costs, you should consider several additional expenses:
- Stand design and build: Modular system or bespoke
- Graphics and branding: Production of banners, signage and display materials
- Furniture: Rental of counters, seating, display units and storage
- Technical services: Electrical connections, lighting, AV equipment and internet access
- Staffing: Travel, accommodation and subsistence for your team
- Marketing materials: Brochures, samples, giveaways and digital content
A well-structured budget should include a contingency fund of 10-15% for unexpected costs or last-minute requirements. Create a spreadsheet tracking all your potential expenses to ensure your investment delivers the desired return.
Logistics
The NEC has specific operational requirements all exhibitors should note:
- All deliveries must be pre-booked through the venue’s event delivery platform, Voyage Control
- Vehicles must first report to designated lorry parks, following electronic signage
- High-visibility clothing is mandatory in loading areas during setup and breakdown
- A 15mph speed limit applies throughout the inner vehicle areas
The NEC operates a structured access system with time slots allocated for different stand sizes. The Pharmacy Show organisers will provide detailed information on your specific access times closer to the event.
Storage space at the NEC is limited, so plan carefully for the storage of marketing materials, product stock and packaging. Empty packaging can be stored through the official lifting contractor, though this incurs additional costs.
Finally, consider how your products and exhibition materials will be transported to and from the venue. Many exhibitors find local logistics companies familiar with the NEC particularly valuable for navigating the venue’s delivery procedures efficiently.
Marketing opportunities
The Pharmacy Show offers extensive marketing opportunities before, during and after the event. Many of these opportunities have limited availability and additional costs, so exploring your options early in your planning process is advisable. Check out the show’s exhibitor marketing toolkit to see what’s available.
Pre-event planning timeline
A structured timeline will help ensure all elements of your exhibition stand are prepared:
- Six months before (so, now!): Secure your exhibition space and appoint key suppliers
- Four months before: Finalise stand design and begin developing marketing materials
- Three months before: Submit technical requirements to organisers and prepare product demonstrations
- Two months before: Begin pre-show marketing campaign and staff briefing plans
- One month before: Confirm all logistics and delivery schedules
- Two weeks before: Final team briefing and preparation of all marketing materials
- One week before: Reconfirm all arrangements with suppliers and shipping
Staff training
Plan your staffing levels based on the size of your stand and anticipated visitor numbers.
Create a rota system ensuring adequate coverage throughout both days of the event, including scheduled break times. Remember that the busiest periods typically occur mid-morning and early afternoon, with quieter periods usually at the beginning and end of each day.
Brief your team thoroughly on your exhibition objectives, key messages and any special offers or demonstrations planned. Assign specific roles, designating technical experts for detailed queries and staff to manage hospitality and lead capture.
Making the most of your exhibition stand
Your exhibition stand at The Pharmacy Show is your primary touchpoint with potential customers. A well-designed stand can boost your visibility, attract pharmacy professionals and contribute to achieving your exhibition goals. Creating an effective stand requires careful consideration of several key elements tailored specifically to pharmacy audiences, including:
Design considerations
When designing your stand for The Pharmacy Show, consider the specific needs and interests of the audience.
Create clearly defined zones for different product categories or services, allowing visitors to navigate your offering logically. Separating prescription medications, OTC products, services, and technology solutions will help visitors quickly find relevant areas of interest.
Incorporate comfortable, semi-private discussion spaces where you can hold detailed conversations about clinical applications or business partnerships away from the main traffic flow. These areas will prove particularly valuable for conversations requiring discretion or detailed explanation.
Ensure adequate lighting for your product displays, especially for packaging details or instructional materials. Pharmacy professionals pay close attention to product information and will appreciate well-lit displays that facilitate easy reading of packaging and supporting literature.
Use professional medical aesthetics where appropriate. Clean lines, neutral backgrounds and clinical styling can enhance the perception of product quality and reliability. However, balance clinical styling with welcoming elements that encourage engagement.
Effective branding
Pharmacy professionals respond particularly well to branding that communicates clinical credibility and practical benefits. Your stand branding should emphasise how your products or services address specific challenges faced by pharmacists in their daily practice.
So, maintain a consistent visual identity throughout your stand, from graphics and colours to staff uniforms and marketing materials. Ensure your company name and logo are clearly visible from multiple angles and distances, with key messages positioned above average head height for maximum visibility across the busy exhibition hall.
For pharmaceutical products, highlighting accreditations, clinical evidence, and compliance with relevant regulations will strengthen your professional credibility. Consider creating visual representations of data or case studies that demonstrate efficacy or cost-effectiveness. Statistics and evidence-based outcomes resonate strongly with the pharmacy audience.
Keep your messaging clear, focused and jargon-free. Pharmacy professionals appreciate straightforward communication that respects their clinical knowledge while clearly articulating what makes your offering distinctive in the market.
Interactive elements
Interactive technology can significantly increase visitor engagement at The Pharmacy Show.
Product testing stations allow visitors to handle and examine your products in a controlled environment. For pharmacy items, this might include demonstrating dispensing equipment, medication management systems or diagnostic tools.
Video demonstrations of products in use can effectively showcase larger equipment or systems that can’t be fully operational on the stand. These can run on continuous loops or be presenter-led at scheduled times.
Touchscreen displays presenting detailed product information, clinical data or customer testimonials provide engaging self-service information points that complement staff interactions. Interactive tablets can provide detailed product specifications, comparative data or prescribing information that complements your physical displays.
For pharmacy software or digital health solutions, live demonstration points allow visitors to test functionality firsthand, a particularly effective approach for pharmacy management systems or patient record solutions.
Augmented reality demonstrations can illustrate how medications work within the body or show how equipment integrates into pharmacy workflows, which can be helpful for explaining complex processes or mechanisms of action.
A well-designed exhibition stand that thoughtfully incorporates these interactive elements will significantly enhance your presence at The Pharmacy Show, creating meaningful engagement with pharmacy professionals and maximising your return on investment.
Product displays
Effective product display is crucial for pharmaceutical exhibitors. So, arrange your products at various heights to create visual interest and highlight priority items. Key products should be positioned at eye level and easily accessible for examination.
Use clear, concise product information cards with essential details visible at a glance. For pharmaceutical products, focus on key benefits and unique selling points rather than exhaustive specifications. Consider using illuminated display cases for smaller items, ensuring your products are well-lit and protected while remaining visible from multiple angles.
Create logical groupings based on therapeutic categories, application areas or customer types to help visitors quickly locate relevant products for their practice. For items that can’t be physically displayed, high-quality photography or 3D models can effectively communicate product features and benefits.
Stand options
The NEC’s high ceilings and excellent lighting create an ideal environment for showcasing both bespoke and modular stands. The venue’s technical infrastructure supports complex designs with robust power distribution and data connectivity throughout the exhibition halls, enabling sophisticated product demonstrations and digital engagement.
Bespoke exhibition stands deliver maximum impact and brand differentiation. These custom-designed structures are built specifically for your brand, allowing complete creative freedom to reflect your company’s identity and messaging. Bespoke stands enable unique architectural features, custom lighting solutions and distinctive brand experiences that capture attention in the busy exhibition environment. For pharmaceutical companies with complex product ranges or interactive demonstrations, these tailor-made designs can incorporate specialised display areas, private consultation rooms and technology integration. Bespoke exhibition stands create a lasting impression and showcase your commitment to the pharmacy sector. They can be designed with elements that can be reconfigured for future shows, balancing initial investment with long-term value.
Modular exhibition stands offer an excellent alternative, combining visual impact with practical benefits. Using systems like T3 or beMatrix, these stands feature interchangeable components that create custom-looking displays while controlling costs. The modular approach provides significant design flexibility with the advantage of reusability. Components can be reconfigured for different show sizes or layouts. For pharmaceutical exhibitors attending multiple events, modular exhibition stands allow consistent brand presentation while adapting to various venue specifications. These systems accommodate integrated product displays, audio-visual elements and lighting features, creating professional, eye-catching stands.
Exhibition logistics at the NEC
Planning your logistics carefully and understanding the venue’s requirements will help ensure your exhibition experience runs smoothly from arrival to departure:
Setup and breakdown
The NEC operates a structured system for exhibition setup and breakdown. For The Pharmacy Show, setup typically occurs one to two days before opening, with allocated timeslots based on stand size.
During the build period, vehicles must report to designated lorry parks, following electronic signage. Once registered, you’ll be directed to the appropriate unloading area when space becomes available.
Breakdown begins after the show closes on the final day, with exhibitors typically required to clear stands within hours. No dismantling is permitted before the official closing time for safety reasons.
Deliveries
All deliveries to the NEC require pre-booking through Voyage Control, the venue’s event delivery system. Include your stand number, company name, hall number and show name on all packages.
The NEC doesn’t accept deliveries before the official build-up period. For deliveries during the show, items should be addressed to your company representatives, including their mobile numbers.
Access and Health & Safety
Vehicle access during build-up is controlled through the venue’s traffic management system. Exhibitor access during show days is permitted one to two hours before opening and 30 minutes after closing.
Safety regulations include mandatory high-visibility clothing in loading areas, structural certification for custom-built stands, and certified electrical installations. Fire exits and gangways must remain clear at all times.
Health & safety requirements
Safety is paramount at the NEC. High-visibility clothing must be worn at all times in offloading areas. Vehicles must park in designated areas only, avoiding yellow hatch markings and never parking on red hatch markings, which are emergency exit routes.
The venue provides painters’ cupboards with water supplies in each hall during build and breakdown periods. All exhibitors must comply with the venue’s safety regulations and ensure their stand construction and operation meet the required standards.
Storage and support services
On-site storage is limited, but options include:
- The venue’s official logistics contractor offering secure storage (additional cost)
- Incorporating storage within stand design using lockable counters
- Specialist facilities for specific requirements (arranged in advance)
- Daily deliveries from nearby warehouses
The NEC also provides comprehensive on-site support, including:
- Exhibitor Services team for technical assistance
- Emergency maintenance for critical issues
- Stand cleaning services (pre-booked)
- Wi-Fi technical support
- Security services, including overnight stand surveillance
- Medical assistance through the venue’s first aid team
Case studies: our successful stands at The Pharmacy Show
Learning from previous exhibitors can provide valuable insights for your success at The Pharmacy Show. Here’s a standout example of work we’ve done for one of our clients, demonstrating how effective stand design and execution can lead to impressive results:
Centred Solutions
We were delighted to partner with Centred Solutions, a leading pharmacy automation provider, for their presence at The Pharmacy Show over the past three years. Our collaboration has helped showcase their innovative ‘Hub and BeSpoke’ automation system to pharmacy professionals nationwide.
For the exhibitions, we created an open modular stand featuring a 12m back wall and a rigged overhead banner with custom graphics. The design included a bespoke reception desk with integrated LED lighting, branded product display units, and a digital totem with a 75-inch screen displaying targeted content. The space accommodated a full-sized working Flow RX Hub system, enabling live demonstrations throughout the event.
Our approach prioritised sustainability, using lightweight, biodegradable stretch fabrics for graphics and creating reusable components. Pivoting from a fully bespoke to a modular system-based solution reduced installation time to just five hours while maintaining visual impact, creating a bright, bold presence visible throughout the exhibition hall.
The client praised the stand’s flow and received excellent feedback from visitors, particularly regarding the sustainability elements. We’re now developing an exciting new stand concept for Centred Solutions for the 2025 show, building on our successful partnership.
Testimonial
“Trade shows can often be stressful, but Chris and the Ei team ensured that everything was taken care of and ran smoothly.
“The whole experience was outstanding. The attention to detail was meticulous, and the team worked hard to help us achieve our goals and bring our shared vision for the stand to life.
“One of the things we loved most about our stand was how sustainable it was. The reusable structure, artwork and banners ensured there was very little waste from our stand once the two-day event was over.
“We’re delighted we found an events partner that shares our values, so a huge thank you to the team at Ei for helping us achieve our aims.”
Shelley Dyer
Head of Marketing, Centred Solutions
Expanding your exhibition presence
For exhibitors looking to maximise their impact within the pharmacy sector, the organisers of The Pharmacy Show offer additional exhibition opportunities through the Clinical Pharmacy Congress events: CPC London at ExCeL in May and CPC North at Manchester Central in November.
These events specifically target clinical pharmacy professionals working in NHS settings, private hospitals, hospices, Primary Care Networks and general practice.
Participating in multiple events creates significant advantages. Exhibiting at both The Pharmacy Show and CPC events provides year-round engagement with different segments of the pharmacy profession, extending your reach beyond community pharmacy to clinical specialists.
The strategic timing of these events creates natural marketing touchpoints throughout the year, allowing you to maintain a consistent brand presence in the sector.
Many exhibitors achieve cost efficiencies by coordinating resources across shows and reusing stand elements and promotional materials. This approach maximises return on marketing investment while maintaining brand consistency.
To learn more about these events, visit www.pharmacycongress.co.uk.
Get ready for The Pharmacy Show with Exhibit Interactive
The Pharmacy Show presents an unrivalled opportunity for companies to connect with the UK’s pharmacy sector. With over 8,700 pharmacy professionals attending, this event delivers a targeted audience of decision-makers in a focused business environment.
Your exhibition stand is a powerful tool for showcasing your brand, product and services to the pharmaceutical sector and connecting with key industry players. That’s where Exhibit Interactive can help.
As a creative exhibition design agency, we’ll work collaboratively to bring your vision to life, translating your needs into a stunning, functional exhibition space that aligns with your brand and objectives.
So, whether you’re a first-time exhibitor at The Pharmacy Show or looking to refresh your presence, partnering with our experts can help you achieve your goals. Reach out today to learn how.
