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
Online-Seminar
From
1.890,00 €
plus VAT
Services & Process
Veranstaltung - 1.890,-€ zzgl. MwSt.
The registration fee includes downloadable course materials, a certificate, access to the Learning Space, and technical support, including a pre-meeting.
Period:
each day from 9:00 am until 4:30 pm CET
You may dial in 30 minutes before the session starts
Booking details
Online-Seminar
From
1.890,00 €
plus VAT
Services & Process
Veranstaltung - 1.890,-€ zzgl. MwSt.
The registration fee includes downloadable course materials, a certificate, access to the Learning Space, and technical support, including a pre-meeting.
Period:
each day from 9:00 am until 4:30 pm CET
You may dial in 30 minutes before the session starts
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
BioNTech SE, Germany
Associate Director, Strategy & Operations;
With 7 years of consulting experience, primarily as a strategy consultant, I have built strong expertise in market analysis, strategic…
Your speaker
Maximilian Schulze
BioNTech SE, Germany
Associate Director, Strategy & Operations;
With 7 years of consulting experience, primarily as a strategy consultant, I have built strong expertise in market analysis, strategic frameworks and top-management consulting across multiple industries. Transitioning to the pharmaceutical sector, I spent the last 6 years contributing to groundbreaking initiatives, including the launch of the largest pharmaceutical product in German history – the COVID-19 vaccine. This pivotal experience ignited my passion for healthcare, driving my commitment to improving lives through innovative and impactful solutions. I am eager to continue shaping the future of healthcare and creating meaningful change.
Piotr Wrzosinski
BD Polska sp. z o.o., Warsaw
Head of EMEA Omnichannel Delivery Center
Piotr Wrzosinski is Head of EMEA Omnichannel Delivery Center at BD, where he leads cross-market omnichannel execution, marketing…
Your speaker
Piotr Wrzosinski
BD Polska sp. z o.o., Warsaw
Head of EMEA Omnichannel Delivery Center
Piotr Wrzosinski is Head of EMEA Omnichannel Delivery Center at BD, where he leads cross-market omnichannel execution, marketing operations and AI-enabled commercial transformation across Europe, the Middle East and Africa. He has over 20 years of experience in pharma, MedTech, consulting and agency leadership, helping life sciences organisations translate strategy into scalable commercial operating models.
Orlando Santos
Biogen International GmbH, Switzerland
Omnichannel & International Pharma Marketing Leader;
Orlando Santos is an international pharma marketing leader with nearly two decades of experience across sales,…
Your speaker
Orlando Santos
Biogen International GmbH, Switzerland
Omnichannel & International Pharma Marketing Leader;
Orlando Santos is an international pharma marketing leader with nearly two decades of experience across sales, brand management, launch excellence, omnichannel transformation and global content strategy.
He has worked across affiliate, regional and global roles, helping pharmaceutical organisations translate strategy into consistent, compliant and measurable execution across multiple markets. At Biogen International, he led large-scale omnichannel and content transformation initiatives across Europe, Canada and partnered markets, building the governance, systems and affiliate capabilities needed to improve speed, efficiency and customer engagement.
His experience spans the full pharma commercial ecosystem, from field execution and hospital account management to global campaign development, content operations, localisation, channel strategy, customer engagement and performance measurement.
Orlando combines hands-on commercial experience with a strong understanding of AI-enabled marketing, digital transformation and cross-market execution. He holds an Oxford Artificial Intelligence Programme certificate from Saïd Business School, alongside additional qualifications in digital marketing, agile project management and international marketing leadership.
Based in Zug, Switzerland, Orlando delivers training across European markets in English, Portuguese, Spanish and French.
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
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
09:00
09:15
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
11:00
11:15
Maximilian Schulze
- Access and pricing as strategic inputs
- Understanding the different access stakeholders
- Evidence and value as marketing drivers
- Working relationship between marketing and market access
12:45
13:45
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
15:15
15:30
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.
16:30
Day 1 - Welcome & objectives
09:15
From Global Strategy to Local Relevance
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
Coffee break
11:15
Marketing Meets Market Access & Pricing
Marketing Meets Market Access & Pricing
Maximilian Schulze
- Access and pricing as strategic inputs
- Understanding the different access stakeholders
- Evidence and value as marketing drivers
- Working relationship between marketing and market access
Lunch break
13:45
Omnichannel Adaptation Across Markets
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
15:30
Workshop: Strategy Application
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 2
09:15
Orlando Santos
- What it means to be customer-centric
Current situation, desired state, and why this shift matters.
- How to become more customer-centric
The role of modular content, taxonomy, tagging, segmentation, and personalisation in enabling more relevant engagement.
- Customer-centric intelligence: learning from every engagement
How organisations can move from activity execution to continuous learning, insight generation, and improved decision-making.
10:45
11:00
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
12:30
13:30
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
14:30
14:45
Piotr Wrzosinski
- AI use cases for content localisation and campaign automation
- Performance tracking across markets
16:15
16:30
09:15
The Customer-Centric Imperative in Multi-Country Strategic Marketing
The Customer-Centric Imperative in Multi-Country Strategic Marketing
Orlando Santos
- What it means to be customer-centric
Current situation, desired state, and why this shift matters.
- How to become more customer-centric
The role of modular content, taxonomy, tagging, segmentation, and personalisation in enabling more relevant engagement.
- Customer-centric intelligence: learning from every engagement
How organisations can move from activity execution to continuous learning, insight generation, and improved decision-making.
Coffee break
11:00
Operating Model Design: Governance, Decision Rights & Compliance Integration
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
13:30
Workshop: Operating Model Design
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
14:45
Technology, AI & Commercial Enablement
Technology, AI & Commercial Enablement
Piotr Wrzosinski
- AI use cases for content localisation and campaign automation
- Performance tracking across markets
Wrap Up and Q&A
End of Seminar
Downloads
Request the documents using our form.
Weitere Informationen
Technical requirements
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Our Recommendations
Further Information
Your Contact Person
We are happy to advise you personally and individually.
Dr. Myriam Friedel
Conference Manager
+49 6221 500-563
m.friedel@forum-institut.de