CPhI, the Mobile for the pharmaceutical sector
The most important fair in the world for the pharmaceutical industry, CPhI Worldwide, is making its first appearance at Fira de Barcelona. This event, which will occupy the entire Gran Via complex, will feature stands from some 2,500 companies and is, according to Pere Camprubí, director of External Business of Fira, “the Mobile of the pharmaceutical industry”.
Following more than ten years of talks, the event organized by the fair operator UBM, which is based in London, is being held in Barcelona for the first time, after several editions in Madrid. “This event is the main reference point for the world pharmaceutical sector, and from its beginnings has been held every year in either Frankfurt, Paris or Madrid, cities that represent three countries, Germany, France and Spain, which are of special interest for the organizers because of their importance for the sector”.
For Fira de Barcelona, becoming one of these host cities of the CPhI was a priority objective. One of the strategic objectives of the institution is to attract the most important events, and it is its proven organizational capacity and the quality of both of its sites (Gran Via and Montjuïc), the success of other events such as the Mobile World Congress or medical congresses, and the city of Barcelona itself, that has made it possible.
According to data from the organization, the financial impact of the event, from the 4th to the 6th October, will earn around 150 million euros for Barcelona. This event will bring together the leading laboratories and companies in the sector to present their latest productions of active ingredients, equipment, machinery, technology and solutions for the handling and packaging of medicines, attracting over 37,000 professionals from 150 countries.
Changes in the industry
This annual event makes it clear how the pharmaceutical industry has changed in the last decade. Rafael Beaus, Global Consultancy Manager in Azbil Telstar, is very well informed about the current situation of the sector. “When it comes to raw materials and active ingredients, production has shifted to China and India, where 80% of the ingredients of medicines are made at reduced cost. This is a response to the fact that we are changing from a brand-led market to a market of generic products”.
However, the strongest trend of recent years is that we are “moving from medicine based on remedies that are valid for all patients to a more personal medicine in which each patient has their own medicine, using bio-technological processes and new ways to administer the dosage”, says Rafael Beaus.
The international strategy of Fira de Barcelona
“Be alert, get known and make a good offer”. This is the formula behind Fira de Barcelona’s successful strategy, according to Pere Camprubí, to attract top-level events. “The market is very limited, but Fira de Barcelona is well-known and has a good reputation. Its contribution to the organization of the Mobile World Congress, ITMA and CPhI opens a lot of doors, and as the trade fair of a city like Barcelona, it has a lot of extra value. Cities like Munich, London and Amsterdam are the main competition in this Champion’s League at the moment. Even so, Fira de Barcelona has yet another advantage: the salons that come here grow and improve their results. And they want to come back”.