I want to start 2025 on the right foot and hopefully help a little with my thoughts on what you should do and what you should not do when marketing your soft tissue surgical robot.
I’ve got a fairly good internal experience and now a very good external experience of watching what works and what literally grates on the market. ( I get a lot of feedback from a lot of customers of how your messaging comes across.)
I’m going to start by saying - for the strategics - if you are thinking your marketing is an extension of your current product lines and it should be running the same playbook… then read on.
If you’re a startup / scale up - and you think it’s about flashy headlines - promises and “we will change the world” to everyone, then read on.
It’s not 2015 anymore. We now have over 45 systems in some form of soft tissue robotics on the market - about to come on the market - or about to leave the market.
We have a legacy of casualties (Titan, Avatera and more) that have recently departed.
We have a hyper dominant market leader that is running a near perfect marketing playbook and that has re-written the rules since 2015. Talk cost at your utter peril.
Take this advice for what it is… just my advice. I know some of you will know way better and already have all this in hand because you’ve sold consumables in the OR for years. Or you’ve sold capital equipment at about the $100K mark - so you know how to do this. If you know it all - lots of other articles in my blog ;) (I'm teasing)
So let’s dive in…