Sensory experience is the best way to sell surgeons and hospitals on new surgical technologies

Brodeur worked with a company pioneering in minimally-invasive surgical technologies, conducting a comprehensive analysis of over 16 studies to identify “gaps” in knowledge. We then conducted additional research to fill in those gaps.

Based on that research and working with different departments within the company, we created a roadmap for the introduction of “power” into the surgical suite. All organized using our Relevance methodology, the roadmap focused largely on the Sensory aspect of the product and the surgeon’s experience. The model and framework were designed to influence the behavior of three key audiences:

  • Hospital administrators and materials managers
  • Operating room nurses and support staff
  • Surgeons

The model and plan we developed with the company enabled different divisions and geographies to organize around a single set of messages.