Precision

Client: Intuitive Surgical

Project: “Intelligent Surgery” Campaign

Target Audience: C-level hospital executives, Integrated Delivery Network Executives

Facing growing pressure from competitors, Intuitive Surgical needed to reassert its dominance in the field of minimally invasive surgery. To help them accomplish that, we outlined three key objectives:

1. To establish and own a new “Intelligent Surgery” category

2. To make Intelligent Surgery the first option for more procedures

3. To maintain Intuitive’s reputation as a surgical thought leader

Though it would be a challenge, creating a new category would allow Intuitive to articulate its value proposition while owning the competitive narrative. To get people talking about Intelligent Surgery, we promoted these pivotal messages:

1. Intelligent Surgery improves patient outcomes and experiences

2. Intelligent Surgery improves care team experiences

3. Intelligent Surgery lowers operational and care costs

The next step would be to explain how Intuitive delivers such comprehensive benefits. For that, we spotlighted the three essential elements of Intelligent Surgery:

1. Human understanding — from patient treatment, care team interaction, and clinical research

2. Smart systems & instrumentation — that enhance surgical vision, articulation, and accuracy

3. Digital insights — derived from both system and instrument data and hospital’s big data sources

The campaign is currently underway and is helping position Intuitive as the foremost authority in minimally invasive surgery.