6 Things to do at CPHI Milan 2024
The 6 things (with an additional 5) you must do at CPHI Milan 2024!
Each year, we review the must-do things at CPHI in Europe, and as we are four weeks out from the event, now is a great time to start thinking about CPHI Milan and additional things to do away from the main exhibition floor.
In its 35th anniversary year, this year CPHI takes us to the Fiera Milano in Milan on the 8th-10th of October, with the number of exhibitors increasing to 2,400 from 1,400 since the last event in Milan in 2021 - additional exhibition halls are being opened this time to cater for the increased numbers. And the delegate numbers are also set to hit record numbers - from 40,000 last year to 62,000 - with CPHI organisers noting that international visitors to the event are on the rise, particularly from the Asian pharma hubs. I feel we are set for a packed event this time around.
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For a flavour, Adam Andersen, executive vice-president, pharma at Informa said: “We are delighted to be returning to Fiera Milano, as Italy and the Lombardy region are widely known as one of the key pharma manufacturing centres in Europe. There are very few global locations with such a depth and breadth of local and regional talent. We expect a large international attendance and will marry this with local and regional manufacturing insights.”
For quick housekeeping purposes… the Fiera Milano is located north-west of Milan, and is accessible via the A4 motorway if you are attending by car/taxi. This likely won't be the quickest way in during rush hour. (This said, if you are driving, you have access to approx 10,000 visitor parking spots - making it the venue for those travelling by car.)
As with any city of this size, rail is likely the quickest route. The Rho Fiera Milano underground station is near the East Entrance with Metro line 1 (Red) stopping there. Additionally, Rho-Fiera station is also close to the East Entrance and offers multiple connections. Trains EC, FR, R21, R23, REG, RE4, RE5, RV, S5, S6 and S11 are your options.
Now to the Fiera itself. The exhibition centre has three main entrances – East (Porta Est in Italian), West (Porta Ovest) and South (Porta Sud). The East and West entrances are connected by a passageway - a world away from the CPHI Frankfurt layout. The nearest halls to the East Entrance are 1,2,3 and 4. Halls 15, 24, 13 and 22 are close to the West Entrance, while Fiera Milano’s offices, service centre and Convention Centre are accessible via the South Entrance.
The venue is over 1 km long and has 20 pavilions set on both sides of the main passageway, with 14 of them being used for this event (with only halls 20 and 16 used upstairs), making it a great venue for accessibility and a show as large as CPHI. For those with “Leader” or “Explorer” passes, you have access to the show from 9am.
And each year, the CPHI show produces a range of opportunities and activities for delegates, and the ones which we’ve recommended each time are the following:
Get out and about in the host city
Visit the Zen Zone
Attend the CPHI Pharma Awards
Visit the Innovation Park in Hall 6 (last year’s “Start-up Market”)
See at least one keynote (we’ll also provide our picks from the agenda in the coming weeks).
However, there are a few activities we would recommend this year which we will run through in this post. Before we do, take a quick look at the official CPHI Milan promo video…
6 things to do at CPHI Milan
1. Check out the CPHI Games Zone/Networking playground
Each CPHI event tends to incorporate a games/fun zone within its conference. Located approximately at the centre of Hall 6, it’s always worth popping in to see what’s on offer, as well as see who you might bump into. Previous Games Zones have included VR, pool and ping pong/table football tables and giant chess sets, as well as retro gaming stations. Food and drink booths are also usually nearby. Some form of online contest will certainly be present. Taking part will also offer some time away from the busy conference halls for an hour or so, which we’d always recommend. You’ll see me there at some point during the show!
In addition to the Networking Playground, Duck Fishing contests will take place on the Corso Italia (central walkway) next to the CI Louge between 12-2pm on all three days of the show. Something else to try that will provide networking opportunities with a twist, where you’ll get a chance to win a prize!
2. Join the Orientation Marketing-CPHI Wine trail!
One of the most exciting activities for this year’s CPHI is Wednesday’s Wine Trail: Best of Drug Delivery Meets Best of Italian Wine. Starting at 5pm (local time) on the second day of the event, a range of exhibitors will take part in a designated wine trail, allowing participants to visit a select number of exhibitors and try the wine (for free!) on each of the booths. You will have a range of wines (and some delicious accompanying canapés) available for you to try, and each wine can be reviewed, with reviewers being entered into a competition to win a case of wine.
Register in advance for the trail and for further information and updates via email about the wines and exhibitors taking part. More information on the Wine Trail coming soon!
3. Register for the “CPHI Celebration” Party
The CPHI Celebration is this year’s main talking point amongst event organisers and peers alike. It will feature the CPHI Pharma Awards as well as the Networking Party that follows but the event’s 35th anniversary will mean that the celebrations will be amplified.
From CPHI Online: “CPHI Celebration is an exclusive evening of top-level networking, drinks and canapés, set against a backdrop of innovation as we announce the 2024 CPHI Pharma Awards winners. The curated guest list of exhibitors and nominees brings together the brightest minds in our community to make powerful connections in a relaxed environment. CPHI Celebration is an exclusive opportunity to meet industry leaders and forge connections that could lead to years of business. Don't miss this unique opportunity to celebrate, connect, and pave the way for future collaborations. ”
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4. Join the Happy hour each day
Similar to the Games Zone, you’ll also have the opportunity to get away from the conference halls at the end of each day and attend the happy hour, and you can usually do so from around 4.30pm onwards. As CPHI will be celebrating its 35th anniversary, expect more entertainment this year - the Happy Hour sessions will no doubt be worthy of dropping in on this year.
As CPHI themselves put it: "Unwind after a busy day at the CPHI Happy Hour, now bigger and better! Enjoy a lively street festival atmosphere with DJs, street art, and surprises. Connect with pharma professionals in a relaxed setting and celebrate the day’s success."
5. Use the CPHI Portal (before, during and after the event)
We have always been a fan of CPHI’s online event and portal. Each year, the organisers have built upon the digital portal, increasing its features and functionality to allow for a seamless experience whilst using it via the website or app. And we think that this year’s platform is the best yet. You can use the app all year round, however, the platform comes alive around the core CPHI events, especially the European edition.
So, you can get involved with the event, either in Milan or from your desktop. You can engage with the content and speakers, as well as the exhibitions, before, after and during the event. If you are attending in Milan, we recommend looking at the agenda or the exhibitor lists and connecting with fellow pharmaceutical professionals before the event. Be sure to download the CPHI Event app so that all of the pre-work you have just conducted is transferred to your mobile, as well as having a scanning tool to collect contact details, so you can use it on the floor of the event (be prepared to experience wi-fi/data issues if this is the case).
6. Visit the San Siro
Next week, we publish our recommended attractions to visit whilst at CPHI - for those looking to make the most of the early morning and late evenings touring the sites of Milan, keep your eyes peeled…
However, if you are in Milan, a must-visit attraction/location is the San Siro football stadium, the home of professional football clubs, AC Milan and Inter Milan. Built in 1925, it’s one of the oldest as well as the largest stadiums in Europe, with a capacity of over 80,000. Over the last few years, various projects have been introduced to demolish and replace the San Siro with a newer stadium, however, all projects have now been scrapped and the historical landmark will live on.
Conveniently, the San Siro is located in the same North-Western corner of Milan, and you can take a taxi to the San Siro from the Fiera Milano in just 15 minutes, making it an ideal venue to visit either on your way to the exhibition or on your way back. The Metro line 1 (Red) is the best option to get to the stadium, getting off at Lotto and then jumping on the Metro line 5 (Purple) to San Siro Ippodromo, walking 5mins the rest of the way. There is no fixture at the San Siro during CPHI Milan, however, a stadium tour costs around 30 Euros and will give you access to the stands and pitchside, changing rooms as well as the player’s tunnel.
By Prelvini - Own work, CC BY-SA 4.0, Wikimedia Commons
Have a drink with the Orientation Marketing team!
I will be joined by members of the Orientation Marketing team at CPHI Milan. We will be present for the three days of the event and are there to network - to meet our clients and partners, as well as those who would like to know a little about our services. If you have some time, you could meet our team members to discuss marketing opportunities and avenues for growth - via PR and comms, media planning, content marketing, PPC, events or inbound marketing - as well as the publications we work with and what they can do for you.
Or, if you just want to meet us for a social - a coffee or a glass of wine or beer - we’re equally happy to hear from you! We will also be on the Wine Trail, where you can stop by and say hello. Please get in touch to arrange a meeting if you are attending the show.
For more on events in the pharmaceutical sectors, and how we can support you, see our section on events. And if you are attending CPHI Milan, talk with one of our team members by booking a meeting.