Multi-Country Strategic Marketing

From country prioritization to cross-market execution for Global Marketing Leads in pharma.

Expert faculty from international pharma marketing practice
Cross-country peer exchange with senior marketing professionals
Officially certified according to ISO 9001 and ISO 21001

Termin

Format

Online-Seminar

Gebühr

Ab 1.890,00 € zzgl. MwSt.
Leistungen & Ablauf

Angebot anfordern Angebot anfordern

Termin

Format

Online-Seminar

Gebühr

Ab 1.890,00 € zzgl. MwSt.
Leistungen & Ablauf

Angebot anfordern Angebot anfordern

This two-day seminar equips Global Marketing Leads in pharma with the strategic and operational skills to manage multi-country marketing effectively. From country prioritization and launch sequencing to governance, compliance and AI enablement, participants work through the full journey from global strategy to local execution. Two hands-on workshops included.

Your speakers

Maximilian Schulze

Associate Director, Strategy & Operations

Associate Director, Strategy & Operations

Piotr Wrzosinski

BD Polska sp. z o.o., Warsaw

Head of EMEA Omnichannel Delivery Center
Piotr Wrzosinski is an experienced specialist in digital transformation, omnichannel excellence and AI enabled marketing operations…

Orlando Santos

Biogen International GmbH, Baar, SWITZERLAND

Global Omnichannel Content Head & Commercial Transformation Lead

What to Expect

Country prioritization and launch sequencing across markets
Market access and pricing as strategic input for marketing decisions
Omnichannel adaptation at market and channel level
Customer-centric HCP engagement and brand positioning across markets
Operating model design: governance, decision rights and compliance
AI and technology enablement for multi-country marketing
Training includes two Workshops

Who Should Attend

This seminar is designed for experienced marketing professionals in the pharmaceutical industry who are responsible for cross-country marketing strategies and their operational implementation.

This seminar is particularly suitable for:

Global Marketing Leads and Global Brand Managers
International Brand Managers and Regional Marketing Directors
Launch Excellence Leads and Launch Strategy Managers
Medical Affairs Managers with cross-country marketing responsibility
Commercial Excellence Managers involved in multi-market execution

Objective of the Event

This seminar equips Global Marketing Leads with the skills to design and operationalize a multi-country marketing strategy, from strategic direction to day-to-day execution.

Day 1 addresses the strategic foundation: where to play, in what order, and under which external constraints. Participants work through country prioritization and launch sequencing, explore market access and pricing as strategic input for marketing decisions, and develop a clear approach to omnichannel adaptation across markets.

Day 2 translates strategy into execution. It covers customer-centric HCP engagement and brand positioning across markets, operating model design with governance structures and decision rights, compliance integration, and the practical use of AI and technology to enable multi-country marketing at scale.

Both days include hands-on workshops in which participants apply the frameworks directly to their own organizational context.

Your Benefit

Participants have expanded their knowledge in

Market prioritization and launch sequencing
Global-to-local governance and decision rights
Cadence and KPI management for cross-country execution
Operating model design, ready for internal application

Programme

each day from 9:00 am until 4:30 pm CET

Day 1 - Welcome & objectives

From Global Strategy to Local Relevance
Piotr Wrzosinski

Where to play, in what order, and how to avoid disconnected local activity

Translate global brand strategy into country-level priorities while maintaining strategic coherence
Apply principles for country prioritisation and launch sequencing, including IRP and access implications
Identify common failure points in global-to-local strategy transfer

Coffe break

Marketing Meets Market Access & Pricing
Maximilian Schulze

Access and pricing as strategic input for marketing decisions
Value sequencing across markets
When pricing constraints should dictate launch order
Working relationship between marketing and market access teams

Lunch break

Omnichannel Adaptation Across Markets
Piotr Wrzosinski

Adapt channel and content strategy locally without breaking the global model
Distinguish true local market needs from preferences and legacy habits
Build strong feedback loops between global, regional and local teams to improve adoption and performance

Coffee break

Workshop: Strategy Application
Piotr Wrzosinski and Maximilian Schulze

Turning the strategic discussion into a practical country and channel plan.

Apply country prioritisation and launch sequencing to your own business context
Assess how access and pricing considerations may influence launch order and marketing focus.
Define high-level omnichannel adaptation priorities for a selected country or market archetype.

End of day 1

Day 1 - Welcome & objectives

Piotr Wrzosinski

Where to play, in what order, and how to avoid disconnected local activity

Translate global brand strategy into country-level priorities while maintaining strategic coherence
Apply principles for country prioritisation and launch sequencing, including IRP and access implications
Identify common failure points in global-to-local strategy transfer

Coffe break

Maximilian Schulze

Access and pricing as strategic input for marketing decisions
Value sequencing across markets
When pricing constraints should dictate launch order
Working relationship between marketing and market access teams

Lunch break

Piotr Wrzosinski

Adapt channel and content strategy locally without breaking the global model
Distinguish true local market needs from preferences and legacy habits
Build strong feedback loops between global, regional and local teams to improve adoption and performance

Coffee break

Piotr Wrzosinski and Maximilian Schulze

Turning the strategic discussion into a practical country and channel plan.

Apply country prioritisation and launch sequencing to your own business context
Assess how access and pricing considerations may influence launch order and marketing focus.
Define high-level omnichannel adaptation priorities for a selected country or market archetype.

End of day 1

From Engagement to Execution: Customer-Centric Marketing Across Markets
Orlando Santos

HCP engagement at individual level across countries
Behavioural data and segmentation as the foundation of local execution
Personalisation at scale across markets, regions and cultures
Brand positioning across markets: consistency meets local relevance

Coffee break

Operating Model Design: Governance, Decision Rights & Compliance Integration
Piotr Wrzosinski

Define decision rights across global, regional and local teams
Design governance and cadence models that support speed and affiliate engagement

Integrate compliance as a design factor from the beginning

Lunch break

Workshop: Operating Model Design
Piotr Wrzosinski

Draft a practical operating framework for multi-country marketing execution
Define governance structures, decision rights, escalation pathways and KPI checkpoints
Prepare a short executive-style pitch on how the proposed model improves speed, consistency and market adoption

Coffee break

Technology, AI & Commercial Enablement
t.b.d.

AI use cases for content localisation and campaign automation
Performance tracking across markets

Wrap Up and Q&A

End of Seminar

Orlando Santos

HCP engagement at individual level across countries
Behavioural data and segmentation as the foundation of local execution
Personalisation at scale across markets, regions and cultures
Brand positioning across markets: consistency meets local relevance

Coffee break

Piotr Wrzosinski

Define decision rights across global, regional and local teams
Design governance and cadence models that support speed and affiliate engagement

Integrate compliance as a design factor from the beginning

Lunch break

Piotr Wrzosinski

Draft a practical operating framework for multi-country marketing execution
Define governance structures, decision rights, escalation pathways and KPI checkpoints
Prepare a short executive-style pitch on how the proposed model improves speed, consistency and market adoption

Coffee break

t.b.d.

AI use cases for content localisation and campaign automation
Performance tracking across markets

Wrap Up and Q&A

End of Seminar

Downloads

Whitepaper: Storytelling in Healthcare Communication

Herunterladen

Technical requirements

You need a reliable Internet connection to take part in our online events. To have the best possible learning experience, we recommend that you use the latest version of the Microsoft Edge or Google Chrome browsers. You will need a headset, loudspeaker or telephone to play the audio. Further information is available here. Please check beforehand that your microphone or headset and camera are working properly. Do not access our services from a VPN since there are issues with the audio over such connections.
We have integrated Zoom video conferencing software into our Learning Space for our online training courses. If you are not authorised to use Zoom, please get in touch with us so we can make alternative arrangements for you to take part in our online training.

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All important or additional information and personal documents are available in your personalised customer portal. This is also where you start your online courses. If you do not have access to the customer portal yet, you can easily register here.
On the day of the event, you kick off your online training in the customer portal by clicking ‘Participate’ directly in the respective event. You will then be redirected to the Learning Space.
Learn more about our online events here.

In-house Offers - On-site and Online

We also conduct this seminar exclusively for your company - individually tailored to your requirements, flexible scheduling and available as either on-site or online format. Contact us and we will prepare a customized offer for you.

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In-house seminars

Our programmes are also available for in-house training. Just contact us!

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We are now officially certified to ISO 9001 and ISO 21001 standard.

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