In order to ensure that its training is of the highest calibre, Align Technology has created a formal, externally accredited qualification for its sales professionals to certify them with the Diploma in Orthodontic Science. This is accredited by EduQual and maps to the European Qualifications Framework. The programme standardises and benchmarks the competency of Align Technology’s sales professionals.
The diploma provides a comprehensive understanding of orthodontic science and related technologies giving its sales professionals a depth of understanding, as well as significant expertise to engage with dental professionals. It also provides them with a comprehensive understanding of the Invisalign system and the necessary skills to understand the complexities of running an efficient and effective dental practice.
All Align Technology sales professionals are required to achieve the diploma (which takes around six to 12 months to complete) to demonstrate their clinical and technical competency as well as their sales acumen. The blended learning programme is delivered in a number of ways including distance learning modules for presenting and reinforcing the fundamental concepts of orthodontics; facilitated sessions provide forums for analysis and interpretation; simulated sales activities assess the learner’s ability to apply their knowledge and skills. Testing and assessment is robust and rigorous.
Jo Birdsall, a consultant orthodontist, commented:
“I have been using Invisalign for some time and have been very grateful for the aid of the Invisalign sales professionals. This programme and qualification provides them with an excellent understanding of the treatment process and ensures that they can communicate the benefits of this highly effective system. The course also prepares them to assist clinicians to gain the best from the Invisalign system for their patients, and credibly promote the benefits of Invisalign to orthodontics professionals, as they implement change in clinical practice.”
One recent recipient of the diploma, Carole Lafarge, who joined Align Technology seven years ago, was asked to explain what this entailed:
“As a territory manager we have no formal dental qualifications, we are not medical professionals in the eyes of our customers, however, it is fundamental to our work with dental professionals that we really understand and address clinical issues with them. This gives us credibility with our customers. We represent Align Technology and showcase the Invisalign system and must do so with an understanding of the clinical basis for its successful application.
“In addition to the constant clinical innovations the company launches and requires us to know about in meticulous detail, they help us to develop our business skills and our knowledge of orthodontics. Indeed, it is not enough to know the protocols of our technology; we are required to expand our general knowledge of orthodontics to a very high level.
“The Diploma took me about eighteen months to achieve and involved a number of clinical training sessions at regular quarterly meetings, sessions with the dental professionals who work in a clinical support capacity for the company, e-lectures as well as online assessments.
“As you can imagine the last fifteen days before the final test for the diploma were particularly intense. I had to prioritise my studies over my usual activities and I had to juggle my daily professional activities between the administrative work, preparation for my field visits, travel to meetings and studying for the examination.
“To pass the diploma we were put under exam conditions and monitored throughout. We were set two written tests (with a choice of six clinical subjects), two multiple choice questions on a variety of clinical topics and a simulated sales assessment on a given subject. The papers were marked by dentists and I am happy to say that I passed.
“Align Technology is the first company in the orthodontics sector to develop an externally accredited professional diploma for its employees. The diploma has a huge value to me because it is the recognition of my knowledge, my competency, my investment in my career and my continuous hard work. And it is not finished! A continuing professional development programme is in place to maintain and expand my skills and knowledge still further.
“I am proud to have achieved the diploma and I am well aware that Align Technology has invested so much in my future. I had never seen this level of in depth training in any of my previous professional experiences. This training allows us to strengthen our credibility with the orthodontists with whom we work and that is very important. Without credibility, we cannot establish a relationship of trust and properly respond to customer needs.”
Andy Edwards, a consultant maxillofacial surgeon, commented:
“The best support we can provide for company representatives entering dental and orthodontic clinics is proper and appropriate training. For this training to be externally validated and quality assured is the gold standard of professional management and staff development. The qualifications framework is timely against the current background of clinical governance. I believe that representatives with this level of knowledge and skill will be credible and inspire confidence.”
For more information please ask your Invisalign sales professional about their development journey and the Diploma in Orthodontic Science or visit www.invisalign.co.uk to find out more about how the Invisalign system can benefit your patients and you.