Global Medical Device Company

Reducing Unintentional Over-sedation by Uncovering the Hidden Problem

What we did:
Attitudinal insights • Message strategy • Product launch

Challenge

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.

Insight

ICU staff were masking the effects of asynchrony by sedating their patients, unintentionally contributing to the over-sedation and opioid crisis.

Solution

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.

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