Brand copywriting: Launch of da Vinci Single Port surgical system

Problem: Intuitive markets directly to surgeons, and I needed to develop launch copy and brand messaging that would ask surgeons across specialties to consider an entirely new approach to minimally invasive surgery.

Approach: Created copy for launch materials including brochures, one-pagers, website, ensuring that content was empowering, focused on clinical pillars, and included only accurate technical specifications and clinical data. The goal was to inspire surgeons to consider what impact they could make with a surgical system enables complete surgical procedures through a single cut the diameter of a quarter.

Timeframe: ~3 months

Team: Marketing managers, brand and creative team, engineers, clinical and regulatory affairs, legal

Impact: The Single Port (SP) platform received FDA clearance in 2018, and that was when the original brand copy launched. Eight years later, the brand copy continues to serve as a through-line in surgeon-facing messaging. The messaging also continues to surface in field sales tools and content—activities that directly contribute to the systems continued global expansion.