Brand copywriting: Launch of da Vinci Single Port surgical system

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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 content contributed to gained 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.