Case 1

Client Challenge

Our client, a large pharmaceutical company, was in the first year of marketing a new product for burn surgery. However, the burn team at the hospital was composed of a new group of customers for the sales force. The reps didn’t have a good handle on the needs of the burn surgeon, the decision makers for burn OR products, or the procedures typically followed during burn surgery.

Lincoln & Hyde Solution

We conducted hour long one-on-one telephone interviews with nearly 60 burn suite team members, including surgeons, PAs, nurses and techs. Armed with insights from those interviews, we were able to describe in detail the challenges of burn surgery and typical procedures, including specifics about grafting. And, we constructed a roadmap for the sales force to successfully approach the burn team with the new product they now offered.