Client issue
A leading MedTech company sought to demonstrate the unique benefits of their virtual 3D surgical planning software in thoracic surgery, as opposed to the use of traditional 2D CT scans.
CRA approach
We conducted secondary research to compile a list of potential value propositions. We conducted primary market research with thoracic surgeons as they created complex surgical plans using 2D CT scans and then again using the virtual 3D planner. In following qualitative interviews with those surgeons we explored the rationale behind differences in the planning approach. Using the surgical task load index (SURG-TLX), we quantified and statistically analyzed the difference in task load of surgical planning between the two approaches.
Client impact
The project output provided comparative responses in complex surgical plans, identifying instances where the virtual 3D software provided a statistically significant improvement. Qualitative insights informed which value propositions are most impactful with thoracic surgeons. Our recommendations guided next steps on how to improve uptake of the virtual 3D modelling software.
