Pharma Forum EMEA 2025: Key Takeaways

Pharma Forum EMEA brings together pharma companies, partners, agencies and suppliers each year to discuss the future of medical meetings, congresses and events, and how to navigate complex regulations and compliance implications.

BCD Meetings & Events attends each year to learn, contribute and stay aligned with the needs of the sector. This year, three of our team spoke at the event and we had colleagues from France, Switzerland, Turkey, the UK and the US in attendance.

Here are the key points we learned from this year’s event:

Compliance is serious and shared
Pharma compliance is a core requirement for our industry and it’s not optional. A stronger, safer sector depends on everyone understanding the rules and applying them. Agencies, clients and suppliers all need to actively educate their teams. When knowledge goes up, risk goes down.

AI is expanding but must be used wisely
AI continues to support with streamlining  workflows in pharma meetings and we got to “play” in an interactive session, discovering how AI can help build dashboards to verify congress ROI and see how real time insights can help measure the success of a medical congress. Both Generative AI and Agentic AI will significantly impact the M&E space, automating low-impact tasks and enhance decision-making. AI works well for repetitive tasks and can free people to do more valuable work. The role of AI does not remove accountability nor the need for a human being. We still must stay compliant, protect data and prepare teams for changing skills and role expectations.

Partnership works better than simple delivery
Successful meetings and events are built on trust between pharma companies and their partners. A true partnership means more than completing tasks. It requires time, communication and shared understanding. Listening, being proactive and providing value are essential.

What creates a good partnership for long term success

• Understand the client’s goals
• Bring ideas before being asked
• Build real human connection
• Share expertise and insight
• Ask for feedback and act on it

Industry shifts and market outlook. New U.S. travel bans and visa restrictions have created major challenges for international attendance at U.S.-based events and there is a shift toward domestic focus. Changes in immigration policies and longer visa processing times are posing challenges for international attendees, resulting in decreased participation in U.S.-based events. International visits to the U.S. down 14% year-over-year; 61% of hoteliers report occupancy challenges.  In Europe, the need for compliant hotel options is growing as more global attendees meet outside the US. Longer lead times suggest 2026 & 2027 will continue to be active years for pharma meetings. But planners will need to do more with less.

Tariffs and pharma manufacturing changes are affecting costs and supply. There are growing concerns over tariffs affecting pharmaceutical innovation and patient access. The US has seen major investment in domestic production, which is reshaping its role in the industry

The Pharma Package Directive in the EU is also important. It is a major update to pharmaceutical regulation and will influence how medicines are developed, protected and accessed. The direction of this policy will impact meeting content, compliance and expectations for everyone in the ecosystem. GDPR enforcement prioritized amid rising AI use in healthcare and new regulations on patient data and algorithmic transparency is emerging.

Looking ahead
Our takeaway from Pharma Forum EMEA is clear. We move forward with a focus on education, compliance, smart use of AI and strong partnerships. These are the foundations that help us support our pharma clients and deliver responsible, meaningful meetings.