Despite the total digitalization of business processes, the pharmaceutical industry remains one of the most conservative in terms of communication. Major contracts, technology transfers, and strategic partnerships are still concluded face-to-face. In an environment where the cost of every contact is rising, participating in exhibitions stops being just an image-building step. It is an investment that must yield returns.
However, event effectiveness is often reduced by two factors: insufficient attendance (at the stand or webinar) and organizational issues that distract the team from negotiations.
Why Do Visitors Walk By?
There is a common misconception among exhibitors: “We bought a spot in the center of the pavilion, so people will come to us.” In practice, exhibition organizers ensure general traffic into the hall, but fighting for the attention of a specific visitor is the company’s own task. In modern B2B marketing, an event begins long before the doors of the exhibition center open. If the audience is not “warmed up” in advance, participation efficiency drops significantly.
A Toolkit for Attracting Your Audience
To guarantee that the right specialists mark your stand or seminar in their calendars, systematic work with the information field is required. At PHARMPROM, we use a combination of proven channels:
- Email Marketing. A targeted newsletter is a personal invitation aimed at the core audience (plant directors, quality directors, chief technologists, regulatory representatives). A personalized letter works more effectively than impersonal advertising.
- Portal Announcements. Banners and news on a specialized industry resource create a “presence effect” and cover a wide professional audience.
- Social Media. Publications in Telegram and other networks allow you to reach that part of the audience that consumes content via mobile devices.
Event Organization: From Logistics to Atmosphere
Another frequent problem is the overloading of the marketing department. Preparing an event involves hundreds of small tasks: stand construction approval, catering, sample logistics, and hiring temporary staff. If you try to cover all these issues internally, there is simply no time left for quality preparation for negotiations.
We offer a “turnkey” format, allowing the company’s top management to focus on business and content rather than organizational routine.
1. Participation in Industry Exhibitions
We handle support at major venues (Pharmtech & Ingredients, Analitika Expo, etc.):
- Resolving technical issues, communication with the venue and stand builders.
- Technical supervision of assembly and dismantling.
- On-site service provision (catering, cleaning, promo staff).
- Production of branded souvenirs and printed materials.
2. Own Business Events
Sometimes the general exhibition format does not allow for a deep dive into a topic. In such cases, we organize separate events tailored to client tasks:
- Business Breakfasts and Seminars: A chamber format for a deep immersion in technology or presenting new products to a narrow circle of partners.
- Conferences: Large-scale events to make a loud statement in the market.
- Webinars: An online format to gather an audience from different regions and countries without logistics costs (we handle the technical side and moderation).
Summary
A successful B2B event is not just a beautiful stand or a hall in a prestigious hotel. It is a managed flow of target clients and flawless organization that works for the company’s image. By using industry media resources to attract an audience and professional event management for implementation, you turn every event into a sales tool.
