Application FIRST-ADLX in the pharmaceutical sector – Dr. Haitham ElMasry

In the ICF (Saudi) chapter, we aim to raise awareness of coaching to thrive in the community. For this mission, we created 5 communities of practice (Leadership, Youth, Coaching in the organization, Health & Wellness, and Coaches’ development).

The “Future of Healthcare symposium” is the first initiative that helps Healthcare practitioners to understand the importance of coaching competencies to fit with future requirements. The Audience was 120 pharmacists from different backgrounds and experiences in KSA. The healthcare domain has globally transformational change arising the importance of the patients in health-related decisions and the role of technology acquisition. In addition, the KSA 2030 vision for the healthcare domain also has its part in, mainly promoting quality and better utilization of resources are the key drivers. To achieve these objectives, many strategies were designed for promoting preventive care and reaching care through home healthcare and telehealth. A key aspect is moving the role of healthcare practitioners from decision makers to decision facilitators will make this change happen. In healthcare meetings like this, participants usually focus on the venue and facility, continuous medical education accreditation hours, and entertainment.

“Experience will matter”, so designing an experience that will raise awareness about the future and encourage the HCPs to develop were the key pillars. Using FIRST-ADLX in designing and facilitating contributed to the success of the program. For the “Focusing on the Learner domain”, the design was built on understanding the persona and the learner centralization in the learning process. This gave me insights that the majority of the attendees, about 70%, came from hospitals, 25% came from community pharmacy chains, and 5% from managerial positions. The physical environment was designed to make them comfortable and could easily divide them into groups. We used Prezi to capture their focus and attention. The learning outcomes focused on attitudes and skills not only on knowledge (Transforming from KSA (Knowledge – Skill – Attitude) to ASK (Attitude – Skill – Knowledge)) but especially on raising the attitude toward acquiring coaching skills in healthcare practice. In the “Interacting within positive dynamics”, we designed some “edutainment activities” to engage and to create an effective high spirit inside the learning experience. I designed energizers “like quiz about places in Saudi Arabia” and educational activities “like quiz about shared information – skills then sharing life leaderboard” and I took care of their motivation because with this huge number of learners, keeping the attention and the spirit is very crucial. For the “Reviewing actively within the RAR model”, we used the LMS application to check readiness through social knowledge about Saudi Arabia. We ensured the readiness for the symposium by using prototypes. We focused on applying different activities throughout the symposium and ensured to listen to their reflections and feedback across the symposiums. For the “Sequencing activities within the session flow domain”, we used “Why – What – How” as the desired flow for better learner engagement. Finally, for the “Transforming learning into the performance domain”,  we focused on asking them how they are going to implement what they learned in the session and how they are going to practice and implement what we learned in their lives. 

So, We shared with you details on how We used the FIRST framework in design. Now, We will share with you how we used it in facilitating the “Future of Healthcare symposium”. For “Focusing on the learner domain, based on learner demography we noticed that we may need external support to ensure proper use of the learning system .. we prepare supportive team “mini facilitators” to help learners to download the learning system and ensure accessibility then we create a fun activity as first activity on the learning system to ensure the readiness of the learners. the outcome was outstanding with 100% engagement from learners. Also, we tried our best to focus on each individual’s needs and questions and then assess if they understand well or not. In the “Interacting within positive dynamics domain”, we frequently divided them into various groups to increase their networking. Also, the interactions were not limited to the learners but also between the facilitators as we mixed the 2 sessions into one.


For the “Reviewing actively within the RAR model”, we used various educational activities such as “the active listening activity” through sharing the best vacation experience. For the “Sequencing activities within the session flow domain”, 6 microlearning were followed with practical activity after each concept sharing/or learner insight. Finally, for the “Transforming learning into the performance domain”, the last part of the symposium was practicing coaching sessions with real-life cases, reflection, and peer evaluation.

Facilitation with passion

Harmony in facilitation

It was a great experience. I concluded that learning in healthcare should align with the future changes from technology acquisition and provide the right experience. I learned valuable lessons such as how to have harmony between different facilitators. Also, I will adopt edutainment to integrate the physical environment with content and provide a valuable yet enjoyable experience. We got outstanding feedback from the sponsors, and they are urging us for more sessions. Most learners got the essence of the future of healthcare and are willing to learn more about coaching.

Closure remarks


Some photos from the preparations:


Many Thanks to my Partners:

Ms. Nisreen Baitalmal –  ICF Professional Coach | Health & Wellness Coach for Women.

Ms. Hélène (LN) Thériault – Healthcare Wavemaker | International Speaker | Group Training & Private Coaching | Creator of the Dive Into a Coach Approach™ Model and Certification Program – Shifting healthcare from inside out.


Haitham ElMasry

Director of Community & Knowledge in ICF Saudi Chapter

Write a comment