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Situation: Anesiva was launching its first product: an innovative drug/device combo that quickly and painlessly delivers a local anesthetic before pediatric IV sticks and blood draws. Seems like a no-brainer, but research revealed that many physicians didn’t take pediatric IV pain seriously. However, there was an opportunity to get nurses to champion the cause for change.

Key Insight: Impassioned nurses spoke to the pain IV and blood draws cause in pediatric patients. Many mentioned that before an IV stick, children looked at them as though they were “monsters.”