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New surgical cases are the most important because it's the first opportunity for your product to shine or fall.
If you're not on top of things, it's easy for the first case to go poorly, then you are struggling to get case two. First impressions matter in our industry and in every industry - it's a reality of how human beings operate.
That's why it's also important to make sure you get more than a one case commitment from the doctor. You want to be sure to have a second case lined up and a commitment from the surgeon prior to the first case. That way you can address anything that comes up that you weren't prepared for in the first case, for the second case.
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