Reorganising regional operational marketing in a regulated environment

A long-established French player in medical devices for blood transfusion, present internationally and among the world leaders in certain segments, this company operates in a highly regulated market. Backed by long-term family ownership, it is going through a structural transformation: tightening regulation and the integration of a recent acquisition.

Its marketing department, marked by heavy team turnover and a strongly process-driven culture, needs to become more operational. Leadership wants to build marketing that faces the market and serves sales, organised around three future regions.

A senior consultant in strategic and operational marketing for the regulated medical sector works full time for six months, on site: auditing the existing marketing set-up, defining the target model for regional operational marketing, building a methodology for action plans by region, cascading global strategies to country level, coaching the regional marketing leads and leading the function across teams without line authority. Drawing on his experience of transfusion, he takes on a mentoring role to support change in a fragile organisation.