Market research conducted in November and December 2020 presented in this article gives insight into how clinicians can be better equipped to support patients to self-care. Results show that clinicians in Australia, China, France, Germany, Spain, the UK and the USA, estimated that 45% of their patients with chronic wounds could benefit from greater involvement in their own care. Practitioner attitudes towards encouraging shared care varied globally; in China, the UK and the USA, shared care is a more established approach than in France and Germany, where care is predominately nurse-led. Findings indicate that clinicians themselves require support to identify patients who can self-care and practical tools are needed to facilitate this approach to service delivery.