Our Work
Where evidence meets interactivity. Shaping pathways for surgical site complications
“The interactive pathway tool has changed the way we communicate with our customers. It lets them create tailored pathways that reflect each clinician’s practice and patient needs, opening up more relevant and productive conversations. At the same time, it strengthens our message around the prophylactic use of our product as a proactive approach to preventing surgical wound complications.”
Marketing Director, Smith+Nephew
Surgical site complications (SSCs) remain one of the most common and preventable challenges in surgery. While guidance from the World Union of Wound Healing Societies (WUWHS) provides clear recommendations, consistently applying them across departments can be challenging.
Our client wanted to move beyond traditional education and find a more engaging way to help clinicians turn global guidance into everyday action. The challenge was to bring a static PDF pathway document to life and transform it into a digital experience that would make SSC prevention both interactive and meaningful.
We created an interactive pathway tool that allowed clinicians to explore SSC prevention dynamically and apply guidance in real-world decision making. Through a guided experience, users selected a surgical procedure, reviewed common risk factors and identified which were major or moderate based on their own patient populations. The tool then generated a tailored incision management plan aligned with WUWHS guidance and each clinician’s preferences, creating a bespoke pathway that reflected the risks they encounter every day.
The end goal of the pathway was to indicate when the client’s wound care product should be considered within the incision management plan and to highlight the benefits of using it prophylactically to reduce the risk of SSCs. It became a practical way to support clinicians in making proactive, evidence-based decisions while also reinforcing the client’s role as a partner in complication prevention.
Beyond its clinical value, the tool became a key engagement and commercial asset. It was used by sales representatives to guide evidence-led discussions with customers, featured as an interactive element at multidisciplinary expert meetings, and served as a lead generation hook across multiple digital campaigns.
By turning static guidance into an interactive experience, we created a tool that informed, engaged and delivered measurable value, helping clinicians make confident incision management decisions and strengthening our client’s relationships across the surgical community.