It is this penetration strategy that has led the company to successfully pave new paths for the diffusion of its Therapeutic Solutions throughout the world. Just like in the Czech Republic, for example.
“The results achieved in the Czech Republic are a tangible sign of how our modus operandi effectively responds to the real needs of our stakeholders” explains Giacomo Granozio, Area Manager and Education Program Manager of ASA. Whether physiotherapists or veterinarians, public hospitals or private clinics, our steadfast aim is to offer not only quality devices with proven performance but also specific skills to optimise their use in day-to-day contexts”.
MLS® Laser Therapy and Magnetotherapy are designed to support both the daily practices of rehabilitation professionals in the human and veterinary fields, and as a valid means of rapidly restoring patients’ well-being, without any side effects and in entirely safe conditions.
“The format developed for the Czech Republic serves as a model for other countries too” points out Granozio. “The actions implemented, including the direct involvement of local professionals trained as ASA Trainers, the establishment of partnerships with public institutions and trade associations to promote our training offer through official channels, and the availability of regular after-sales refresher courses, can effectively be applied to any market context. It is clear, however, that since each region has its own specific needs and modus operandi, targeted courses and materials must be developed in order to cater to these differences, ensuring the offering is effectively adapted to each of the unique requirements”.
An advantage similarly perceived in the type of educational material provided by the company. As Ondřej Daněk, Manager of Kardio-line, ASA distributor for the Czech Republic, explains.
“ASA training activities boast highly targeted educational materials, which, combined with courses, webinars and on-site training, offer professionals the opportunity to acquire specific skills and fully exploit the potential of laser therapy and magnetotherapy. Moreover, the possibility to receive immediate feedback on these Therapeutic Solutions directly from duly prepared company representatives stands as an added value – of not minor significance – for professionals. Also of primary importance is having a space in which to directly exchange experiences and information on the therapies; an exclusive environment that has proven key to developing personal skills and knowledge”.
The value of training: teamwork and trainers par excellence
The personalised and continuous training provided by ASA through specialists with diversified and internationally recognised skills is, therefore, indispensable both in maximising the results potentially achievable using the therapies, and in creating virtuous cycles between industry professionals, trainers, local distributors and institutions.
“As Granozio explains: “In order to promote this proactive circuit, it is crucial to select local partners and trainers who are very familiar with the target sector and whose goals and visions are aligned with those of the company. But that’s not all: ASA trainers must also be willing to work as a team every day in order to achieve the set objectives, acquire in-depth technical knowledge of our technologies and devices – which must then be combined with their own clinical experience – and be capable of subsequently conveying it to the ‘students’, inspiring and motivating them”.
And “teamwork” is crucial in achieving this goal.
“Collaborating with ASA on training means joining our Educational Team and, therefore, the ASA family. Those who want to join our circuit as a trainer, having received suitable training on our technologies and scientific publications, are called to share their clinical experiences and knowledge with regard to the diseases targeted by our therapies. Teamwork means making good use of each person's reciprocal contribution to achieve shared objectives, such as improving teaching methods, promoting the continuous development of the therapeutic protocols and optimising the results potentially achievable on a daily basis”.
Daněk, who agrees, reminds us that
“working together and continuously is the only way to achieve the goal we have set for ourselves, i.e., improving the quality of life of human and animal patients using effective therapies. Teamwork, however, must go beyond each of the individual links in the chain, thus paving the way for collective growth”.
An ambitious objective, which, however, in order to be achieved, necessarily calls for the forging of relationships and partnerships with local Public Institutions and Trade Associations.
Value-based partnerships: how to promote the spread of laser therapy and magnetotherapy culture
“The ultimate aim of developing relations with leading organisations in each country, be they public or private entities, study centres or associations, is to structure thematic training programs throughout the region” explains Granozio. “These pathways are helpful in promoting the culture of our instrumental therapies and are perceived as qualitatively significant in improving one’s profession and skills set”.
A “serious, mutually beneficial and long-term” collaboration, which, as the Czech partner reminds us, “is highly appreciated by public institutions and educational associations in the field of veterinary and human rehabilitation, since these partnerships provide access to increasingly up-to-date and advanced knowledge, especially in terms of research”.
Just as important is the transfer of the results of clinical studies and clinical practice, along with the creation and sharing of efficient therapeutic procedures.
“Institutions welcome the opportunity to channel this knowledge to students and course attendees, who can thus learn about the specific qualities and benefits of ASA therapies right from the start of their career”.
This is also confirmed by the high rate of participation in training projects held in collaboration with Universities.
“These types of courses, whereby we offer our knowledge and the results of our research to promote the advancement of professionals’ skills, are particularly valuable insofar as they reach a wide audience interested in expanding their skills set” explains Granzio. “The very positive feedback we have received thus far, tells us that we are on the right track”.
Projecting ourselves into the future: next steps
On the back of the success of its continuous training plan, and with a view to consolidating its existing markets and opening up new channels, ASA is planning several new actions.
“We will work to expand our network of trainers, offer specialised training sessions, update all our scheduled courses to reflect the latest research and clinical experiences in the field, as well as develop educational materials that increasingly meet student requirements. We also intend to provide specific resources allowing operators to review and consolidate the things they have learnt during the training sessions” concludes the Education Program Manager.
Daněk adds, “Our medium-term goal is to keep expanding the presence of MLS® in all segments of veterinary medicine and human rehabilitation. Hence, we will continue to advise individual physicians and therapists, improve our collaboration with existing institutions and establish new partnerships with other organisations in other sectors”.