FOCUS GROUPS BOOK
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Pa0ent Phil Doe was 51. He was born with a bicuspid aor0c valve, which means he had only two<br />
cusps of the heart instead of three. (SLIDE) A bicuspid aor0c valve may cause the heart's aor0c<br />
valve to narrow. This narrowing prevents the valve from opening fully, which reduces or blocks<br />
blood flow from the heart to the body. Phil was followed for many years for this condi0on.<br />
In 2004, he began having shortness of breath. Dr. Doe, recommended an aor0c valve<br />
replacement using the Bentall procedure.<br />
Dr. Doe had Phil sign an informed consent. SLIDE. On January 22, 2004 he had the surgery. The<br />
surgery failed, and Phil required 5 months in the hospital and a heart transplant.<br />
Dr. Doe did not ever tell Phil he had never done the procedure before.<br />
Conclusion:<br />
Armed with this template to execute the narra0ve focus group, you will have confidence that<br />
every case that passes the test and makes it into your office is one that can be successfully<br />
worked up through the Edge System.<br />
The boHom line in these types of presenta0ons is to have a clear objec0ve, to keep the<br />
presenta0on simple to only include that informa0on that furthers that objec0ve, and keep track<br />
of how your votes and emo0onal response develops and strengthens over 0me as you<br />
transi0on a case from client centric to a system failure work up.
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