Successfully Overcoming 4 Common Challenges in Medical Device Training for Physicians

by | Jun 15, 2024 | MedEd

Training end users is one of the most expensive aspects of any new product launch, making it crucial to meticulously plan, develop, and execute the training to maximize your significant investment.

Aggressive company utilization expectations and pent-up customer demand will continuously compete for early training capacity and procedure support volume.

Effective training, promptly followed by robust initial procedure support, is the key to ensuring safe and effective product use.

The four challenges and strategies to overcome are:

Challenge

Strategy

1. Complexity in separating sales activities from training sessionsAvoid mixing skeptics with committed physician trainees during training
2. Difficulty in scheduling time within an already overwhelmed scheduleClearly communicate the training’s importance for ensuring safe and effective outcomes, while being efficient and respectful of the time commitment required
3. Delay in applying trainingPromote timely application of training that is aligned to when the physician can start using your product

4. Lack of repetition prevents the development of muscle memory

Improve muscle memory through repeated practice, bolstering usage with excellent support and encouragement to initiate product utilization

See Additional Details on these strategies by scrolling left and right.

1. Keep sales activities separate from training sessions

 

Challenge: Mixing skeptics with committed physician trainees can be counterproductive, as skeptics may slow down or derail the training process.

Potential Solutions:

  • Ensure clarity with the sales team regarding the importance of bringing dedicated physicians to training and refraining from using it as a sales pitch
  • If physicians are not prepared to begin using the product immediately, explore alternatives to secure their commitment beforehand
  • Establish a strategy for addressing potential training disruptions, prioritizing most attendees who are present for training purposes
  • Equip the sales team to secure customer buy-in for the training

 

2. Clearly communicate the training's importance for ensuring safe and effective outcomes, while being efficient and respectful of the time commitment required

 

Challenge: Physicians have very limited time and prioritize their personal and professional commitments. Hospitals may also restrict their availability.

Common Sentiment: “I’m experienced on your competitor’s product; just show me the differences during a procedure”.

Potential Solutions:

  • Gather feedback from customers who have utilized the product (IDE study participants or ‘For Research Use Only’ activities) to tailor training for their colleagues
  • Involve seasoned users as faculty trainers to ensure trainees recognize the training is conducted by peers, not just company instructors
  • Clearly define and communicate the value and time required for training to all stakeholders using appropriate training goals and agendas
  • Utilize physician peers as trainers to underscore the significance of the training

 

3. Encourage timely application of training

 

Challenge: If physicians cannot use the product immediately after training due to contracting, purchasing, or reimbursement issues, their ability to retain and apply what they have learned diminishes.

Potential Solutions:

  • Instead of training as many physicians as possible early on, collaborate with hospitals and physicians to schedule training when they can start using the product
  • Track the time from training to first use to ensure timely application of skills

 

4. Foster the development of muscle memory by repetition

 

Challenge: If physicians do not use the product multiple times, they risk not developing the necessary motor skills to become proficient and confident.

Potential Solutions:

  • Guide the sales team to collaborate closely with customers, setting clear expectations about the importance of repeated use
  • Track the time from first use to the fifth or tenth use to ensure consistent application and skill development

 

Trainers: Engage experienced users in developing training focused on achieving safe and effective outcomes.

Leaders and Trainers: Be sure to balance the number of physicians trained with the ability to get those physicians performing the multiple procedures so help embed the new muscle memory.

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