Sofia Lindqvist

Customer Experience Center Manager

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Clinicians remember what they could touch and try, not what they were told.

Key takeaway

Put the product in visitors’ hands early and let their questions shape the rest of the day.

01 / How did you come to run an executive briefing program?

I trained as a biomedical engineer and moved into clinical training. Running hands-on sessions for hospital teams taught me how people learn about new equipment, so leading our experience center was a natural next step.

02 / What does a typical briefing look like at your company?

Visitors are often hospital leaders, procurement teams and clinicians together. A typical day mixes a short strategy discussion with hands-on time in our simulation suite, followed by a session on service and training.

03 / How do you secure time from executives and subject-matter experts?

Our clinical specialists are in high demand, so we plan visits around their schedules and keep their sessions focused on what only they can explain. We record short explainer videos for everything else.

04 / Tell us about one briefing that changed how you work.

A visiting hospital team once spent an hour on a workflow we had planned for ten minutes. It showed us what really mattered to them. We now build agendas with the clinicians’ questions first.