A Pharma Brand Manager’s Guide to Exhibiting
March 5, 2026 | Congress, exhibitions, exhibitionstanddesigners, exhibitionstands
Securing your exhibition space is a significant milestone. The contract is signed, the floorplan is confirmed and the event is in the calendar.
So what happens next?
Exhibiting successfully involves clear planning and well-thought out design, as well as a thorough understanding of your objectives, audience and environment.
If you’re new to managing exhibitions, here’s what you need to know.
Space-only vs shell scheme: understanding what you’ve booked
One of the first and most important distinctions is whether you’ve booked space-only or a shell scheme.
A shell scheme is essentially a ready-built structure provided by the organiser. It usually includes walls, fascia, lighting and power. This can be a good starting point, but it offers limited flexibility.
A space-only stand, however, is exactly that: an empty footprint within the exhibition hall. While this can initially feel daunting, it offers complete freedom. Every element, including layout, structure, branding, lighting, meeting spaces and interactive features, can be designed around your objectives.
This flexibility is particularly valuable in the pharmaceutical sector, where stands often need to accommodate both branded and non-promotional areas, and reflect the credibility and professionalism of the organisation.
Stand location matters more than you might think
Where your stand is positioned can significantly influence your results.
Some locations naturally benefit from higher footfall, such as those near entrances, main walkways, or hospitality areas. Others may be positioned alongside competitors, which can present both opportunities and challenges.
Being close to competitors may increase your visibility to the right audience, but it also means your stand needs to work harder to differentiate itself. Quieter locations may require more deliberate design strategies to draw visitors in.
Understanding your location allows you to design your stand strategically, so it can work with its surroundings.
Early planning creates stronger outcomes
Starting the planning process early allows time to:
-
Define clear messaging and priorities
-
Develop a layout that supports both engagement and compliance
-
Incorporate medical, meeting and hospitality spaces appropriately
-
Consider visitor flow and interaction points
-
Ensure internal stakeholders are aligned
It also opens up more creative possibilities. Interactive features, immersive content and tailored environments require careful planning and integration. Leaving decisions until late in the process can limit options and reduce the overall impact of your presence.
Defining clear objectives is the foundation of success
Before any design work begins, it’s essential to understand what success looks like for your organisation.
Your exhibition objectives might include:
-
Raising awareness of a therapy area
-
Supporting the launch of a new product
-
Facilitating meaningful conversations with healthcare professionals
-
Strengthening relationships with existing stakeholders
-
Providing education and information
-
Enhancing overall brand presence
Each objective leads to different design and layout considerations.
For example, a stand focused on education may prioritise clear visual storytelling and accessible information, while a stand focused on relationship-building may require more private meeting areas and hospitality spaces.
When you have clearly defined objectives in place, your stand can be designed to support them.
You don’t need to know everything, that’s what we’re here for
You don’t need to navigate this process alone. Many brand managers we work with are managing exhibitions for the first time, alongside numerous other responsibilities. Our role is to guide you through every stage, translating your objectives into a physical environment that works.
This includes:
-
Developing stand concepts and layouts
-
Managing compliance considerations
-
Coordinating build, logistics and installation
-
Providing support before, during and after the event
From the initial conversation through to delivery on the exhibition floor, we manage the process end-to-end. Even the dismantle and storage of your stand.
Our goal is to make exhibiting straightforward, allowing you to focus on your conversations and your audience, leaving the logistics up to us.
A strategic approach makes all the difference
Exhibitions are great opportunities for pharmaceutical companies to engage directly with healthcare professionals and stakeholders. With the right support, your stand becomes an environment that supports exactly that. Get in touch if you want to discover how we can help.
📩 hello@apex.co.uk
🌐www.apex.co.uk
📞 +44 (0)1625 429370
This content was provided by Apex Events and Exhibitions
Company Details
Latest Content from Apex Events and Exhibitions
A Pharma Brand Manager’s Guide to Exhibiting
Securing your exhibition space is a significant milestone. The contract is signed, the floorplan is confirmed and the event is in the calendar. So what happens next? Exhibiting successfully involves...
Exhibition Trends 2026: What Pharma Exhibitors Need to Know Now
Exhibitions remain one of the most powerful ways for pharmaceutical and life sciences organisations to connect, educate and build trust. Whether you're launching innovations, strengthening partnerships or showcasing research, the...
Digital Touchpoints That Work for Pharma
Creative and compliant ways to enhance your exhibition presence.
GDPR and events: what the pharma industry needs to know in 2025
In 2025, data protection is more important than ever. Yet, many in the pharma industry are still behind when it comes to applying GDPR principles at events and tradeshows. With...
Using technology to make your exhibitions stand out in 2025
In today’s fast-paced experience economy, pharma companies can no longer rely on static displays and outdated engagement tactics. Exhibitions remain one of the most effective marketing channels for the pharmaceutical...
How will the events and exhibitions industry change post-Coronavirus?
The Covid-19 global pandemic has permanently changed the events and exhibitions industry. How will the healthcare exhibitions industry adapt to changes when the lockdown has been lifted?
How can your exhibition stand maximise customer engagement?
Here’s the perennial question: whether you exhibit regularly or just in one or two major brand-specific shows, how do you turn your stand from a branded space with product and...
Pharma exhibition stand design with added value
Everyone wants an engaging trade show booth. But, to achieve this, it’s essential to think beyond design and construction. With over 30 years’ experience in exhibition stand design, we use all...