CategoryMedical & Pharma
infarma Madrid
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About this event
Infarma Madrid 2027
Infarma is the leading European pharmacy event that combines two key formats in one place: the European Pharmacies Conference and the Medicine and Parapharmacy Exhibition. It is designed to bring together pharmacy professionals and brands to drive practical learning, product discovery, and business opportunities across community pharmacy and related healthcare retail categories.
Event basics
- Dates: March 16, 17, and 18, 2027
- Venue: Fira Barcelona - Gran Vía (Hall #3)
- Address: Av. Joan Carles I, 64, 08908 Barcelona
- Time (exhibiting): 10:00 - 19:00
What Infarma is
Infarma is positioned as the “European epicenter” for pharmacy-focused knowledge, innovation, and opportunity. The event connects leading companies with community pharmacists, creating a dedicated environment for professional development and exchange of ideas.
The conference component addresses real, current topics shaping the future of the community pharmacy office and its care services, while the exhibition component showcases a broad range of pharmacy-relevant products and solutions from participating brands.
Why attending matters (audience value)
Infarma runs over three intensive days and offers exhibitors a specialized audience and a structured setting to showcase products and services. The event emphasizes business creation and strategic adaptation for community pharmacies.
It also frames attendance as an opportunity for pharmacists to find inspiration and insights to address major challenges and to discover new ideas to thrive in the pharmacy market. Participation is presented as “exclusive to professionals,” aligning the show’s positioning with targeted industry engagement.
Scale and reach (Infarma by the numbers)
The official event highlights significant industry scale and growth indicators:
- 10,000+ pharmacists (headline figure shown on the site)
- 300+ exhibitors (headline figure shown on the site)
- 27,000+ attendees (headline figure shown on the site)
Event format and programming areas
Infarma is organized across Congress and Exhibition tracks, supported by a scientific programme, speakers, and additional formats included within the congress agenda.
- Congress: scientific programme focused on topics impacting the future of community pharmacies and care services.
- Exhibition (Medicine & Parapharmacy): marketplace environment for pharmacy-focused brands and solutions.
- Professional development: attendance is positioned around insights, trends, and innovation affecting pharmacy operations.
Who the event is for
Infarma is built for professionals working in community pharmacy and pharmacy-adjacent healthcare retail ecosystems. The event specifically highlights participation by pharmacists and frames the content around the realities and priorities of the pharmacy office.
Location context
The show takes place in Barcelona, Spain at Fira Barcelona - Gran Vía, Hall #3, giving exhibitors and attendees a high-access urban venue within a major European event hub.
Data sheet
Infarma Madrid – Event Attendee & Buyer Profile Analysis
Event date: March 16–18, 2027
Location: Fira Barcelona – Gran Vía Venue, Barcelona, Spain
Event status: Upcoming
Research date: July 1, 2026
Event Overview
| Field | Details |
|---|---|
| Event Name | Infarma Madrid 2027 |
| Event Date | March 16–18, 2027 |
| Event Status | Upcoming |
| Venue | Fira Barcelona - Gran Vía Venue - Hall #3 |
| City | Barcelona |
| State / Region | Catalonia |
| Country | Spain |
| Organizer | Official Infarma organizers / technical secretariat as shown on the event website |
| Official Event Website | infarma.es/en |
| Event Type | Pharmacy conference and medicine / parapharmacy exhibition |
| Primary Category | Medical & Pharma |
| Secondary Applicable Categories | Business Services; Retail; Science & Research |
| Audience Reach | Primarily national with meaningful Iberian and European reach |
| Estimated Attendance / Expected Footfall | Official site states 27,000+ attendees / 30,000+ professional visitors in promotional copy. Attendance figure not publicly independently confirmed by the organizer. |
| Attendance Data Reliability | Medium-High for promotional estimates; no independently audited attendance figure provided in the source text |
| Main Purpose of Event | To connect pharmaceutical brands, pharmacy professionals, and suppliers for business development, education, innovation, and product discovery in the community pharmacy sector. |
About the Event
Infarma is presented on the official website as “the largest pharmacy event” combining the European Pharmacies Conference and the Medicine and Parapharmacy Exhibition. It is designed as a high-density business and education platform for the pharmacy market, bringing together exhibiting companies, pharmacists, and sector stakeholders for product discovery, professional learning, and commercial relationship building.
The event matters because it sits at the intersection of retail pharmacy, consumer health, OTC products, parapharmacy, and professional development. For suppliers, it offers direct access to community pharmacists and pharmacy decision-makers; for buyers and attendees, it provides a concentrated environment to compare products, review innovation, and evaluate commercial partners. This makes Infarma highly relevant for lead generation, distributor development, channel partnerships, and B2B outreach in the pharma and pharmacy ecosystem.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Community pharmacists / pharmacy owners | Independent pharmacies; regional pharmacy groups | Final product and supplier selection; channel assortment decisions | Core purchasing audience for OTC, parapharmacy, wellness, digital pharmacy, and merchandising solutions. |
| Pharmacy chain buyers | Retail pharmacy chains and multi-site pharmacy operators | Category management; vendor onboarding; promotional planning | Important for large-volume listings, shelf placement, and commercial negotiations. |
| Category / merchandising managers | Pharmacy retailers, consumer health brands, distributors | Range building, pricing, assortment, and trade promotion influence | Relevant for brands seeking retail distribution and category expansion. |
| Distributors and wholesalers | Pharma wholesalers; health and beauty distributors | Channel access, stock planning, and supplier qualification | High relevance for manufacturers wanting wider market coverage and logistics partnerships. |
| Procurement and sourcing teams | Pharmacy groups, retail operators, healthcare supply companies | Vendor evaluation, commercial terms, and contract management | Relevant for suppliers offering packaging, equipment, software, logistics, and private-label products. |
| Medical / consumer health brands | OTC, supplements, dermocosmetics, personal care, and wellness companies | Partnership development and channel expansion | Often attend to meet pharmacies, distributors, and retail partners. |
| Technology leaders | Pharmacy software vendors, digital health firms, e-commerce teams | Solution evaluation and modernization of the pharmacy workflow | Relevant for POS, CRM, inventory, patient engagement, and e-pharmacy solutions. |
| Operations and facilities leaders | Pharmacy chains and retail health operators | Store operations, workflow, equipment, and facilities decisions | Relevant for shelving, fixtures, refrigeration, automation, and store operations suppliers. |
| Association leaders and educators | Pharmacy associations, training bodies, continuing education providers | Influence on professional standards and education programs | Useful for sponsorship, thought leadership, and policy-adjacent outreach. |
| Media and sector analysts | Trade press, pharmacy media, research and insight firms | Market visibility and narrative shaping | Important for publicity, launches, and positioning in the pharmacy market. |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Barcelona | High local attendance from Barcelona metro pharmacies, suppliers, and healthcare businesses | High | Barcelona is a major commercial and healthcare hub with strong pharmacy and consumer health coverage. |
| Host region: Catalonia | Pharmacy owners, distributors, and trade partners from across Catalonia | High | Strong regional draw due to proximity and established pharmacy market density. |
| Nearby business hubs | Madrid, Valencia, Zaragoza, and northeastern Spain | Medium-High | Likely attendance from broader Spanish retail, wholesale, and consumer health networks. |
| National reach | Pharmacy groups and suppliers from across Spain | Very High | Official messaging indicates a large professional audience and national sector relevance. |
| International reach | Iberian and European pharmaceutical stakeholders | Medium | European positioning is explicit in the event description; international reach is plausible but not quantified. |
| Trade corridors | Spain–Portugal and wider EU consumer health distribution networks | Medium | Relevant for brands seeking Iberian and EU distribution, retail, and pharmacy channels. |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| Primary | National | The event is centered in Spain and is clearly positioned for the Spanish pharmacy market, with strong participation from pharmacy professionals and sector suppliers. |
| Secondary | Global / Regional in practice | Official wording references the European pharmacy community, giving the event additional regional relevance for Iberian and European vendors, although no global attendance breakdown is published in the source text. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| ARKOPHARMA | Pharmaceutical / consumer health brand | Testimonial indicates active participation in the event and strong commercial relevance to the pharmacy channel. | arkopharma.com | Senior Category Manager, Channel Director, Trade Marketing Manager | Confirmed Speaker Organization / Prior-Year Participation Evidence |
| ARTURO ALBA | Consumer health / dermocosmetic brand | Testimonial shows participation and business value within the pharmacy market. | arturolba.com | Founder, Formulator, Commercial Director | Prior-Year Participation Evidence |
| SALVAT | Pharmaceutical company | Testimonial states it is a returning participant and uses the event to present innovations. | salvat.com | Consumer Health & Channel, Business Development Director, Sales Director | Prior-Year Participation Evidence |
| Cofares | Pharmaceutical wholesaler / distributor | Highly relevant buyer-side organization for pharmacy supply, logistics, and channel programs. | cofares.es | Procurement Director, Supply Chain Director, Category Manager | Strong Market Fit, Attendance Not Confirmed |
| Alliance Healthcare España | Pharma wholesaler / distributor | Key channel operator for pharmacy supply and product distribution partnerships. | alliance-healthcare.es | Purchasing Manager, Commercial Director, Operations Director | Strong Market Fit, Attendance Not Confirmed |
| Farmacias directas / pharmacy groups | Pharmacy operator | Represents the exact end-user buying audience for pharmacy products and services. | farmaciasdirect.com | Owner, Procurement Lead, Store Operations Manager | Strong Market Fit, Attendance Not Confirmed |
| Vitae Health Innovation | Consumer health brand | Relevant for pharmacy-channel product launches and professional outreach. | vitaehealthinnovation.com | Country Manager, Sales Manager, Trade Marketing Manager | Strong Market Fit, Attendance Not Confirmed |
| Laboratorios Viñas | Pharmaceutical laboratory | Fits the event’s pharmacy and parapharmacy audience and channel development use case. | vinas.es | Business Development Director, Key Account Manager, Product Manager | Strong Market Fit, Attendance Not Confirmed |
| Isdin | Dermocosmetics / consumer health | Strong pharmacy channel alignment and common presence in pharmacy trade events. | isdin.com | Category Director, Sales Director, Channel Manager | Strong Market Fit, Attendance Not Confirmed |
| Cinfa | Pharmaceutical company | Directly relevant to pharmacy-channel selling, education, and innovation promotion. | cinfa.com | Commercial Director, Market Access, Product Manager | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer / Procurement Director | Procurement | Executive / Director | Owns vendor strategy, sourcing decisions, and commercial partnerships for large pharmacy or healthcare organizations. |
| 2 | Category Manager | Merchandising / Commercial | Manager / Senior Manager | Controls assortment, shelf strategy, and supplier onboarding for pharmacy retail categories. |
| 3 | Supply Chain Director | Supply Chain / Operations | Director | Relevant for distribution, replenishment, logistics, and inventory solutions. |
| 4 | Business Development Director | Commercial | Director | Targets partnerships, channel growth, and market expansion opportunities. |
| 5 | Sales Director / Key Account Manager | Sales | Director / Manager | Manages pharmacy chain and distributor relationships, often attending to source new business. |
| 6 | Product Manager | Marketing / Product | Manager | Evaluates product-market fit, launches, positioning, and channel feedback. |
| 7 | Operations Director | Operations | Director | Influences store operations, workflow improvement, and implementation of new services. |
| 8 | Pharmacy Owner / Managing Pharmacist | Retail Pharmacy | Owner / Senior Operator | Core buyer for pharmacy products, services, software, and merchandising tools. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Pharmaceuticals | Direct alignment with pharmacy products, prescription-adjacent, and consumer health brands. | Brand, channel, and portfolio decision-makers. |
| 2 | Consumer Goods | Relevant for OTC, wellness, skincare, and pharmacy retail products. | Trade marketing and retail channel targeting. |
| 3 | Wholesale | Wholesalers and distributors are central to pharmacy supply chains. | Distribution partnerships and purchasing teams. |
| 4 | Retail | Pharmacies operate as retail outlets with category and merchandising needs. | Retail buyers, store operators, and category managers. |
| 5 | Logistics & Supply Chain | Inventory, replenishment, cold chain, and distribution are material to pharmacy operations. | Supply chain, warehousing, and fulfillment buyers. |
| 6 | Information Technology & Services | Digital pharmacy, e-commerce, POS, CRM, and operational software are relevant. | IT directors and digital transformation leaders. |
| 7 | Medical Devices | Pharmacies and parapharmacies often stock selected device categories. | Product managers and channel partners. |
| 8 | Cosmetics | Dermocosmetics and beauty products are a major pharmacy category. | Category managers and brand directors. |
| 9 | Health, Wellness & Fitness | Strong fit for supplements, wellness, and preventive care products. | Consumer health, nutrition, and wellness buyers. |
| 10 | Food & Beverages | Functional foods, nutrition, and wellness-adjacent products may be relevant in pharmacy channels. | Innovation and channel expansion teams. |
| 11 | Business Supplies & Equipment | Store equipment, fixtures, packaging, and pharmacy operations tools are relevant. | Operations, facilities, and procurement buyers. |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | 27,000+ / 30,000+ | Estimated / Promotional | Official website promotional copy | The site presents both 27,000+ attendees and 30,000+ professional visitors in different promotional sections. Attendance figure not publicly confirmed by the organizer in an audited format. |
| Exhibitor count | 300+ | Estimated / Promotional | Official website promotional copy | Appears to refer to current promotional positioning. |
| Buyer count | Not publicly confirmed | Unconfirmed | Official website text does not provide a buyer count | Buyer count not stated separately. |
| Speaker count | Not publicly confirmed | Unconfirmed | Agenda / speakers page referenced, but no count provided in supplied text | Use agenda page for finalized speaker visibility. |
| Sponsor count | Not publicly confirmed | Unconfirmed | Official site references contributors and collaborating media, but no count in supplied text | No quantified sponsor total available. |
| Historical attendance | 5,839 exhibitor returns / +80% growth / +22% pharmacies | Historical / prior-year evidence | Official website promotional statistics | These metrics appear to support historical growth indicators, not a current-year attendance audit. |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Pharmacy retail innovation | New products, store concepts, and service differentiation | Product demos, merchandising discussions, and launch visibility | Consumer health, OTC, dermocosmetics, wellness products |
| Procurement and sourcing | Supplier comparison and commercial terms | Meet buyers who control vendor selection and renewals | Contracted supply, private label, distribution solutions |
| Digital transformation | E-pharmacy, POS, CRM, and workflow efficiency | Show digital tools that reduce friction and improve pharmacy operations | Software, integration, data, automation |
| Supply chain and distribution | Stock availability, replenishment, and last-mile performance | Build relationships with wholesalers and multi-site operators | Logistics, warehousing, inventory systems |
| Professional education | Clinical updates and practice development | Educational content and scientific positioning | Training, medical education, professional services |
| Category growth | Assortment expansion in beauty, wellness, and devices | Category manager networking and new listing discussions | Consumer health brands, medical devices, cosmetics |
| Brand activation | Visibility within a crowded pharmacy market | Lead generation, sampling, and trade engagement | Promotional services, booth activations, channel marketing |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The event directly serves pharmacy buyers, channel partners, and consumer health decision-makers. |
| Decision-maker availability | High | Pharmacy owners, category managers, and commercial leaders are highly likely to be present. |
| Data collection potential | High | Strong lead-gen potential through exhibitor, speaker, and attendee engagement. |
| Apollo targeting potential | Very High | The event maps cleanly to pharmacy, pharma, retail, wholesale, logistics, and IT buyer roles. |
| Geographic targeting potential | High | Spain-first with Iberian and European reach enables precise geo-targeted outreach. |
| Best outreach approach | Very High | Target category managers, procurement, commercial directors, and pharmacy owners with product-specific messaging. |
| Overall lead quality | Very High | One of the strongest events for pharmacy-channel lead generation and buyer profiling. |
| Best use case | Very High | Attendee list sales, exhibitor prospecting, pharmacy-channel outreach, and partnership development. |
| Limitations / risks | Medium | Current-year attendee lists are not publicly confirmed in the supplied source text; use careful qualification before claiming attendance. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Pharmaceuticals; Consumer Goods; Retail; Wholesale; Logistics & Supply Chain; Information Technology & Services; Medical Devices; Cosmetics; Health, Wellness & Fitness; Business Supplies & Equipment | Align target accounts with the pharmacy and consumer health ecosystem. |
| Departments | Procurement; Sales; Business Development; Product; Marketing; Operations; Supply Chain; IT | Capture both buyer-side and partnership-side stakeholders. |
| Seniority | Owner; Partner; CXO; VP; Director; Head; Manager; Senior Manager | Prioritize decision-makers and budget owners. |
| Job titles | Procurement Director; Category Manager; Commercial Director; Sales Director; Key Account Manager; Supply Chain Director; Operations Director; Product Manager; Pharmacy Owner; Managing Pharmacist; Trade Marketing Manager | Focus on titles most likely to attend and influence buying. |
| Geography | Spain; Catalonia; Barcelona; Madrid; Valencia; Portugal; France; Italy | Reflect host-market concentration and regional sourcing corridors. |
| Employee size | 11–50; 51–200; 201–500; 501–1000; 1000+ | Cover independent pharmacies through large distributors and brands. |
| Keywords | pharmacy, parapharmacy, OTC, dermocosmetics, consumer health, community pharmacy, wholesaler, distributor, category management, pharmacy chain | Refine account searches for direct event relevance. |
| Company type | Public Company; Privately Held; Partnership; Self-Owned | Include the common ownership structures across pharmacy and supplier companies. |
| Revenue range | Mid-market to enterprise where available | Prioritize organizations with budget and channel scale. |
| Technologies | POS, CRM, ERP, e-commerce, pharmacy software, inventory management | Useful for solution providers targeting operational modernization. |
Suggested Apollo Search Logic: industry in (Pharmaceuticals, Retail, Wholesale, Logistics & Supply Chain) AND title contains (Procurement OR Category OR Commercial OR Pharmacy Owner OR Managing Pharmacist OR Operations OR Supply Chain OR Product Manager) AND geography in (Spain OR Catalonia OR Barcelona OR Portugal) AND employee size in (11-50 OR 51-200 OR 201-500 OR 501-1000 OR 1000+)
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Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Infarma Official Website | Primary / official organizer source | Event positioning, dates, venue, city, attendance-promotional figures, exhibition and congress framing | Very High |
| Fira Barcelona – Gran Vía Venue | Venue source | Venue identification and location context | High |
| Infarma website testimonial and news content | Official event content | Prior participation evidence from ARKOPHARMA, ARTURO ALBA, and SALVAT; general business relevance | High |
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