Fernando Morales

Vice President, Sales and Marketing Operations (Surgical and OR Integration) KARL STORZ

Day 1, February 23, 2026

8:50 AM Keynote: Driving Commercial and Operational Teams To Advance Patient Care and Increase Revenue

Aligning commercial and operational teams is critical to delivering both service excellence and financial performance. This session explores how strategic leadership and integrated execution can elevate patient care while driving sustainable revenue growth in service.

Fernando Morales brings nearly 15 years of progressive leadership experience at Karl Storz, where he has held key roles across sales, field operations, and technology marketing. From leading regional sales teams to overseeing surgical and OR integration strategies, Fernando has consistently driven performance by fostering collaboration, streamlining operations, and delivering customer-centric solutions. His deep understanding of surgical environments and commercial dynamics positions him uniquely to speak on the intersection of business strategy and clinical impact.

Join Fernando as he shares actionable insights and proven frameworks for empowering teams to deliver results that matter—to patients and to the bottom line.

Takeaways include:

Integrating strategies for growth and learning how to align sales and operations to accelerate revenue while enhancing care delivery
Optimizing surgical workflows and discovering how operational integration and technology marketing can transform clinical efficiency and outcomes
Utilizing practical tools for building high-performing, cross-functional teams that drive innovation and customer satisfaction

Day 2, February 24, 2026

10:50 AM Keynote Panel: Cross functional collaboration: Bridging service, sales, and marketing for a unified customer experience

This panel reveals how organizations can break down barriers, synchronize strategies, and share knowledge to deliver consistent, high-impact interactions at every stage of the customer journey. Learn proven tactics for integrating processes, aligning objectives, and building a culture of collaboration that drives loyalty and growth.

Key Takeaways:

Uniting teams for a seamless customer journey
Sharing insights to anticipate and meet customer needs
Streamlining processes for consistent, brand-aligned interactions

Check out the incredible speaker line-up to see who will be joining Fernando.

Download The Latest Agenda