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 speak to 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, 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, creative team, engineers

Impact: The single-port (SP) platform received FDA clearance in 2018, when the original brand copy launched. Eight years later the brand copy continues to act as a through-line in surgeon-facing messaging. The empowering copy and messaging continues to surface in field sales tools and content. This has contributed to the systems gaining significant traction, posting a 68% year-over-year increase in procedure volume in early 2026, contributing to Intuitive’s annual revenue of $10B in 2025.