MADISON - The flag is flying at half staff at UW Hospital as family and friends come to terms with this horrible tragedy.

"It's hard being on this end," said Dr. Ryan Wubben.

Used to giving bad news not receiving it, Dr. Wubben fought back tears as he talked about the death of his three close friends.

"It hurts, it hurts. It's difficult," he said.

Wubben worked side by side all three of them.

He says Dr. Darren Bean was a passionate advocate of healthcare.

Nurse Mark Coyne loved flying. He'd been doing it for two decades.

And Steve Lipperer was a pilot everyone trusted.

"He was a very methodical, quiet but business-like who I would fly with tomorrow if I could," he said.

So would co-worker Adrianne Cisler. She found out the chopper was missing about 12:30 Sunday morning.

"They were a tremendous crew, very seasoned in what they do and we were very hopeful there would be survivors," she said.

Understandably, family members did not want to talk on camera saying it was just too soon.

But the wife of the pilot tells TODAY'S TMJ4, "This is a huge blow not just for my family but the entire community."