We studied how surgical technology is bought and used as decisions shift from surgeons to patients and insurers.
The challenge
Medical technology firms increasingly drive surgical advances. B. Braun needed to understand this shift and how much say patients have in their care.
Our approach
We observed procedures and the cleaning journey of reusable equipment, and interviewed patient groups, buyers, senior nurses and executives.
The result
A view of the new paradigm: surgeons can specialise through technology, and closer collaboration between hospitals and technology companies is needed.
Brand-wide figures reflect the client’s overall performance, not this project alone.
