Prior research established unmet needs during a critical part of surgery, which often creates anxiety.
Our client’s potential solution would address this issue during the workflow to ensure a positive patient outcome.
30+ in person one on one interviews in 4 large cities in the US, Europe, and Asia.
Professional moderators conducted the interviews using a simultaneous translator in non-English speaking countries.
Recruited surgeons with a mix of specialties, years in practice, hospital settings, and types of equipment used, and who met procedure quotas.
Asked partners to “be creative” and “query their panels” to help determine best locations and find surgeons who would qualify/attend in person.
Deeper understanding of the workflow – which led to a reframing of the ultimate measure of success for this initiative.