Field Service Medical 2026
February 23 - 25, 2026
Westin Carlsbad Resort & Spa, CA
Fernando Morales
Vice President, Sales and Marketing Operations (Surgical and OR Integration) KARL STORZ
Reinventing Service: Harnessing Technology & Data-Driven Operations to Boost Service Revenue & Connected Care
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
9:10 AM Keynote Panel: Inside the AI Playbook of Today’s Top Service Leaders
98% of service leaders have now started some form of AI initiative for service, from full-scale rollouts to early-stage vendor evaluations. In 2026, the focus is shifting. It’s no longer about getting started, it’s about delivering results.
In this session, service leaders from TransLogic and Karl Storz share what sets successful teams apart. You’ll hear how they moved beyond pilots to embed AI into daily operations, delivering consistent results across resolution speed, technician confidence, and service efficiency.
What you’ll take away:
- What high-performing teams are doing differently to scale AI
- How to avoid the common missteps that slow impact
- Proven tactics for adoption, alignment, and showing measurable results
If you're building your 2026 service AI roadmap, this is the playbook innovative leaders are already using.
Leading Change: Building Resilient, Patient Centered Service Models for Improved Customer Care
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