Medical decision journeys · Message strategy and development · Product launch strategy · Commercialization
CASE STUDY
Having removed ‘asynchrony’, a major cause of agitation for ventilated patients, our client struggled to gain market share, and ICUs were seemingly uninterested in reducing asynchrony for their patients.
ICU staff were masking the effects of asynchrony by sedating their patients, unintentionally contributing to the over-sedation and opioid crisis.
Lead with over-sedation, not asynchrony, as the problem. Provide an easy guide for ICU staff to reduce over-sedation, including the elimination of asynchrony.