Procedure Immersion: How we unlocked hidden insights using a visual roadmap to simulate the OR experience
Often the precision behind the use of a device during a procedure is lost when Surgeons speak to laymen, even skilled medical moderators.
The client challenged us to find a way to bring more precision into the discussion, and to ensure that all the procedural steps were mapped.
We created visual frameworks of a procedure to encourage a comprehensive systematic discussion, as well as one in which the physician was fully immersed and comfortable having a detailed discussion via the guided content.
We filled a number of gaps in knowledge, namely points in the experience which have particularly high impact on forming attitudes and driving behaviors.
We identified a variance in approaches: Points in the experience where customer normative expectations (what ought to be) are not met by predictive expectations (what will be).
We also identified where the unmet needs are to improve time, procedure outcomes etc. and where a device may offer the most benefit or be most differentiated.
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