Here’s what happens when clinical specialists change how they engage

For one global healthcare organisation, it became clear that customer conversations were often only delivering part of what they could.Its aesthetics specialists were highly effective at training clinicians in safe injection techniques and best practice. What was missing was a more facilitative approach. Rather than simply providing answers, they needed to ask better questions and challenge clinicians to think differently about their practice.

Measuring progress

In 2021, OTD developed a programme with the organisation to address this. The focus was on developing how clinical specialists engage with clinicians, helping them move from reactive conversations to ones that are more purposeful.

The programme combines interactive workshops with benchmarking at key stages of the learning journey, allowing participants and the organisation to measure capability as new skills are applied in practice.

Before training begins, participants complete a role play benchmark to establish a baseline. A second benchmark follows the workshops, with a final assessment at programme completion. Managers also take part, giving them the opportunity to coach and reinforce the same behaviours between workshops.

Since 2022:

• 169 delegates have completed the programme

• Delegates have come from more than 45 countries

• Delivery has been supported by 36 handpicked associate business coaches

Across the programme, delegates typically demonstrate:

• A c.24% improvement between the first and second benchmark

• Between a 44 and 49% improvement between the second benchmark and programme completion

One senior customer stakeholder described OTD's preparation and delivery of the programme as "exemplary". They also noted that participants who begin at a lower benchmark often make particularly strong progress, with last year's cohort showing an approximate 40% improvement in skills.

Delivering learning on a global scale

The programme brings together participants from Europe, Asia, South Africa and South America. Sessions are delivered across multiple time zones, with facilitators adapting their approach to reflect different communication styles and cultural expectations.

How best to question and challenge are approached differently across cultures. Facilitators adapt their style to reflect local communication norms, helping participants feel comfortable applying new skills wherever they are based.

As the programme has evolved, managers have become more involved so they can coach and reinforce behaviours between workshops. The organisation has also introduced opportunities for participants who reach mastery level to support colleagues across wider teams.

Creating a shared way of working

Alongside improvements in benchmark scores, the customer has seen the approach become embedded across its clinical specialist community.

They told us that participants develop a stronger understanding of customer values and become better at identifying needs and tailoring conversations.

"The programme has supported greater organisational alignment across our in field teams. Just as importantly, participants take real pride in what they achieve and often go on to inspire enthusiasm and motivation in the next year's cohort."

Five years on, the programme continues to demonstrate that changing how clinical specialists engage with clinicians can produce a measurable and sustained impact.

Pop-out quotes as required:

“Participants develop not only the ability to identify needs, but also a stronger understanding of customer values.”
“Content is clear and easy to understand, which is especially important for an international audience.”
“[OTD’s programme] strikes an effective balance between structured learning and interactive engagement.”
“Participants, particularly those who begin at a lower benchmark, demonstrate strong progress in the competency framework by the end of the programme.”

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