The Occupational Therapy Service is proud to work in partnership with CloserStill Media to deliver the educational programme at the Occupational Therapy Show. For several years my associates and I have ensured engaging, topical CPD is available throughout the exhibition and for 2026, the depth and diversity of this content will once again be raised. However, as an exhibitor, it is equally important to provide a showcase that delegates find enticing and full of insightful value. So how do you achieve this as a potential or existing exhibitor? Here are a few considerations to explore...

Engaging effectively with delegates at the OT Show requires more than an attractive stand or a stack of brochures. For both returning exhibitors and first-time participants, success lies in creating meaningful, relevant and memorable interactions that resonate with a highly knowledgeable audience. Occupational Therapists and related healthcare professionals attend the show with clear objectives – seeking practical knowledge to enhance everyday practice, CPD, evidence-based innovations and opportunities for professional development. Exhibitors who align their approach with these expectations are far more likely to generate sustained interest and long-term value from the cost of stand space.

A critical first step is to clearly define your engagement strategy before the event. Exhibitors should identify what occupational therapists are looking to achieve from attending and tailor stand content accordingly. A showcase should demonstrate a clear understanding of the challenges delegates face, such as case load pressures, achieving the best patient outcomes and maximising value from ever constrained equipment and care budgets. When delegates feel understood, they are significantly more likely to engage.

Stand design plays an important supporting role, but it should never overshadow substance. A visually appealing stand can attract attention, but it is the relevance of what is being offered that sustains engagement. Interactive elements – such as express CPD seminars, live product demonstrations and moving and handling mini workshops can prove popular.

Short, focused talks on relevant topics can draw in groups and create opportunities for deeper discussion. For example, the specialist healthcare marketing agency, iDIS Creative Marketing Limited, who works with us, has proven to be a trusted supplier who can help guide, promote and deliver on stand education.

In addition, slots can be booked with the organisers for the various presentation theatres on the show floor that provide dedicated audiences keen to expand their knowledge.

Over and above education and clinical awareness, being able to test and trial equipment first-hand is vital for all professionals, especially those recently qualified. These approaches allow delegates to directly experience the practical application of a product or service, bridging the gap between theory and real-world use.

Equally important is the role of stand staff. The most successful exhibitors invest in directing their teams not just to inform, but to engage in meaningful dialogue. Delegates at the OT Show are typically experienced professionals; they value conversations over sales pitches. Staff should be prepared to ask insightful questions, listen actively and adapt their responses based on the delegate’s specific interests or challenges. This consultative approach builds credibility and trust, which are essential for gaining brand traction and potential product prescribers. 'Working the show' is critical; keeping engaged with visitors that pass, not standing disengaged with a coffee or holding internal meetings!

Content is another powerful engagement tool. Exhibitors who provide high-quality, evidence-based resources position themselves as thought leaders rather than vendors. This could include white papers, case studies and practical guides. Importantly, this content should be concise and accessible during the event, with options for delegates to access more detailed information digitally. Many delegates prefer not to fill a bag with physical literature whereas providing QR codes linking to digital copies works well. Tote bags still remain popular as giveaways though.

Pre-show and post-show engagement are often overlooked but can significantly increase footfall. Prior to the event, exhibitors should leverage PR, email campaigns, social media and event news streams to invite delegates to their stand. This communication needs to be simple and enticing – clearly demonstrating 'what's in it for the delegate' whether that's educational, practical or theoretical. After the event, timely follow-up is essential to all those delegates who details have been collected. Personalised communication that references the specific conversation held at the stand is far more effective than generic blanket outreach.

Finally, exhibitors should measure success beyond simply the volume of leads achieved. While capturing contact details is important, the quality of interactions and who was spoken to are far more meaningful indicator of success. It's never quantity of visitors, but quality. In our experience The OT Show has proven to deliver significant ROI year-on-year for exhibitors which is why the event continues to remain strong. Ultimately engagement is not about visibility alone – it is about relevance, credibility and connection. Exhibitors who prioritise these elements will not only attract delegates to their stands but will also build relationships that extend well beyond the event itself.