What we’ve seen the very best clinics do differently at The Fertility Show (from super personal experience)
It’s that time of year again in London. The days are sunnier, and there’s a collective shift into spring happening across the city. And if, like us, you’re in any way involved in the fertility space, you’ll also probably be on the countdown to The Fertility Show.
The Fertility Show 2026 takes place on Saturday 16th and Sunday 17th May at Olympia London. (Grab your tickets here at a tidy 20% discount with code FS20, if you’re wanting to attend as a visitor!)
Today though, we’re talking all things exhibiting. The show features over 70 experts and specialists, and has a wide variety of stand spaces available. And as a team who’ve attended for the last four years, walking the space both as patients and as exhibitors, we’ve had a close-up view of what works, particularly for fertility clinics.
Spoiler – it absolutely doesn’t always come down to budget or stand size.
So here are four things we’ve seen the very best clinics do well, and why exhibiting at the show can set you ahead of the rest, if you or your clinic team are still on the fence about this year.
1. They make everything instantly clear
Picture the moment someone walks past your stand. They’re scanning, taking things in quickly, deciding where to stop.
TRB Team tip: When we’ve been there on the patient side, the clinics that drew us in all nailed one or two key messages really well.
Think:
- Who they help
- What they’re known for
- Why it’s worth stopping to talk
And really, you can almost feel the difference as you walk past. The strongest stands give people a reason to pause without having to squint at their banners.
2. Their stand stands out (in the best way)
And speaking of which, you don’t need the biggest footprint to make an impact. In fact, some of the busiest stands we’ve seen have been on the smaller side.
What they seem to get right is the feel of their space.
TRB Team tip: The stands we always want to walk up to are open, they make it obvious where to stand or start a conversation, and they have their messaging visible from a distance.
Fertility is an often difficult and deeply personal thing, so when a space just feels generally approachable, patients are more likely to step in without hesitation. And that first step is half the battle, we think!
3. They’re brilliant at real conversations
After that first step up to the stand, the best clinic teams ask good questions and listen kindly. Whilst it sounds pretty simple, it’s a real skill when there are so many interactions happening around you.
TRB Team tip: A few things we’ve seen work well include:
- Letting the attendee or patient lead with their personal fertility situation
- Picking up on small details and reflecting them back
- Keeping things light and personable, rather than overly polished
People often speak to five, six, sometimes ten clinics across the day. If you’re the one who slows the pace down and makes it feel like a proper conversation, you’ll be memorable.
4. They make space beyond the show itself
Finally, one of the most effective ways you can show up as a clinic is to treat The Fertility Show as a starting point, rather than an end.
TRB Team tip: Make it easy for us as attendees to continue the conversation afterwards, whether that’s through:
- Clear next steps, like booking a consult or attending a webinar
- Follow-up emails with a personal touch
- Content that answers the questions we didn’t get to ask on the day
Even the keenest beans from your in-person conversations can lose momentum without a clear follow-up plan. With one, you’ll have a clearer pathway for converting new patients.
Why it’s worth showing up (properly) at The Fertility Show 2026
There’s something about the vibe of The Fertility Show that you don’t really get elsewhere.
You hear the real questions people are asking. You see what they’re drawn to. You also get instant feedback on how your clinic is perceived face-to-face, rather than being filtered through clicks or marketing metrics.
It’s also a rare chance to step back and look at the wider landscape, learning how other clinics are positioning themselves, what feels clear vs confusing on the show floor, and where you naturally stand out (or blend in).
Thinking about exhibiting with your clinic?
If you’re considering taking a stand at The Fertility Show:
- Have a look at this year’s exhibitor’s page and floor plan
- Get clear on your primary objective, whether that’s brand awareness, lead generation, or perhaps a new treatment or testing focus
- Align your internal team on how conversations would be handled on the day
- Plan your follow-up journey before the event, not after
Want to reserve your spot? Do contact Show Director, Carole Hunter at [email protected] to explore availability and make your enquiry.
