With more than 60,000 attendees from over 160 countries, it’s safe to say that CPHI Frankfurt is one of the biggest and busiest events in pharma. The scale can be daunting: this year will see nearly 2,500 different exhibitors set up across the endless halls of Messe Frankfurt. All will be competing for your attention and that of your fellow attendees, who in turn have their own plans and priorities. In short, it’s a lot. Without a game plan, the experience can quickly tip from energising to exhausting. It can be hard to feel like you’ve made the most of your time at the event, instead coming away disappointed and deflated.

We’ve been attending CPHI since 2008, and we’ve picked up a few tricks along the way. What we’ve learned is that, when navigating an event on this scale, every little planning decision matters. From your choice of footwear to when and where you schedule your meetings, getting these things right can vastly improve your event experience.

1. Shoes matter more than you think

This might seem obvious to the CPHI veterans out there, but you’re going to walk. A lot. The Messe Frankfurt exhibition space is vast, and with all the rushing between talks, and meetings, and demos, and events — not to mention getting to and from the venue — you can expect to clock up over 20,000 steps a day. That’s the equivalent of 10 miles! This means that comfortable shoes are not just a necessity, but a crucial CPHI survival tool.

A smart but practical pair will save you from sore feet (and blisters) and help you keep energy levels high across the multi-day event. The takeaway: leave your dress shoes at home and say goodbye to the high heels.

2. Travel light

The only thing worse than sore feet? Sore shoulders. We’ve learned from bitter experience that carrying a heavy bag quickly takes its toll. Unless you’ve got a pitch or a formal meeting, you rarely need a laptop on the show floor, so we’d recommend packing light. A lighter bag means you’ll be less tired, more focused (hopefully), and ready for the inevitable mad dash for your next commitment. An added bonus? More room for event swag.

3. Trains beat taxis

The taxi queues at CPHI can be long and frustrating, especially at peak times. Thankfully, Frankfurt’s public transport is reliable and fast, and can get you to and from the venue with less stress. Staying central or near good connections can also help you maximise time (and save your feet). The S-Bahn, U-Bahn, and tramway all serve the CPHI venue directly, as well as regular buses. Our advice: ditch the queues and get a Frankfurt Card.

4. Plan (but don’t overplan)

We’ve all been there: you need to be at the opposite end of the venue in five minutes. Your meeting is running over. Your feet are sore.

Unfortunately, commitments at completely different (and far away) areas of the venue are almost unavoidable. The best thing you can do is build in plenty of buffer time between meetings and accept that things will shift. Delays, chance encounters, and last-minute reschedules are part of the CPHI rhythm. Resist the temptation to cram every hour of the day — some of the most valuable moments come from having the space to recharge, to pause, or to follow up on a spontaneous introduction.

5. The best conversations aren’t always scheduled

Some of the most memorable interactions don’t happen in meeting rooms at all. They happen at booth drinks, side events, or even when you bump into someone at a coffee stand. Informal conversations often open doors just as effectively as carefully planned pitches — sometimes more so. When you meet someone outside of a prearranged agenda, you tend to connect as people first, businesses second. That human connection helps build rapport and trust, which lasts far beyond the event itself. So, don’t be afraid to leave space in your schedule for serendipity.

6. Don’t stress too much about leads

With thousands of exhibitors and attendees, CPHI is simply too big to measure success by the number of leads you collect. Everyone else is trying to do the same thing, and it can feel like shouting into the void. Instead, focus on visibility and presence. Showing up, being seen, and reinforcing your brand among industry peers is what really pays off. Think long-term: the awareness you build now often comes back weeks or months later, when someone remembers your name and reaches out at exactly the right moment.

7. Embrace the event (and leave the office behind)

Too often, we see people hunched over laptops between meetings, catching up on work, or even cancelling event commitments to deal with office deadlines. That’s a wasted opportunity. Your business is making a big investment in sending you to Frankfurt, so you’ll only get as much out as you put in.

Delegate as much of your office work as you can, ditch the inbox, and throw yourself fully into the event. The conversations, insights, and chance encounters you’ll have on-site are far more valuable than any report you might send from your hotel room.

8. Pack a brolly!

Frankfurt in October can be glorious sunshine one minute and pouring rain the next. A compact umbrella might seem like a small detail, but it’s the kind that makes a big difference.

No one wants to show up to a meeting soaked through and flustered. Pop one in your bag and thank yourself later.

CPHI, conquered (almost)

CPHI can feel overwhelming, but it’s also one of the best opportunities to connect with the global pharma community. Through (sometimes painful) trial and error, we’ve learned how to make the most of it, and hopefully these lessons save you a few blisters and headaches along the way. We’ll be at CPHI Frankfurt this October — just look out for the signature yellow Notch tote. Stop us for a chat, even if it’s just to debate the best shoe brands for tackling 20,000 steps a day.