Chairman & CEO / MedTech's Top Search Consultant / The Mullings Group Companies / Board Member / Angel Investor / Keynote Speaker
Intuitive is doing it again. If you are in medical device, you are currently witnessing the first medtech company who is positioning themselves as a lifestyle brand. Intuitive Returning from SAGES this past week, it is clear that the team at Intuitive is executing on playbooks that were written by Apple and Steve Jobs and taken even further by Tesla and Elon Musk. If you attended SAGES, you saw it first hand and may not have realized it. Now that it is called out, you know. The new form factor of D5, the clear attention to the industrial design factors, the finishes.......seems Apple-like. Go to the Intuitive LinkedIn page and view their postings from the last week: - Dave Rosa's "What is Belief?" pic - The video from SAGES of "Transforming Surgery Together Again" - The Intuitive gamer headset on a customer The Intuitive website alongside the Tesla and Apple websites, have very similar vibes. Creating a visceral connection and taking a product to the level of a surgeons lifestyle creates legions of deep connections for the products to follow. You become part of a family, tribe, a community, a subculture. And now that I showed you, you will see it everywhere :) Well done Intuitive.
Agree Joe Mullings - beautifully worded. Agree with branding n marketing - but let’s not forget the client is the patients and not the surgeons . Apeing Tesla n Apple - could be a slippery slope and border unethical.
Steve Bell
3mo
Yeah - I’m loving their marketing - it’s up a level !! I felt we were doing that at CMR when the great Patrick Pordage was still there …. Do miss those days of progressive marketing… Intuitive has that mantle now and are utterly rocking it !!!!! 10/10
Thanks Joe! The fact that you know what “industrial design” is means a whole lot. I’m amazed at how many folks in med-tech are still unaware of the value industrial design brings to a business.
Mark Finn
3mo
Thank you Joe. It’s great to see things through new lenses
Tim Hulford
3mo
In the early days when intuitive started investing in design, being a designer there felt like carrying a large flashlight - shining a light on so many parts of the company, the culture, the technology, the empowerment health care providers felt when they used the technology - which wasn’t yet being brought to the forefront and expressed. Now it is all there for the world to see - and no one needs a flashlight anymore. That’s what design does.
John Magnasco
3mo
Can’t agree more. Built off of a clear vision, strong company values and unwavering quality-focused execution. All centered around user needs and experience.
ManyMangoes 🥭
2mo
Impressive insights, truly valuable for anyone struggling with SEO. Have you considered the impact of semantic keyword clustering? ManyMangoes leverages this to amplify content relevance and SERP dominance, far beyond traditional keyword strategies.
Chairman & CEO / MedTech's Top Search Consultant / The Mullings Group Companies / Board Member / Angel Investor / Keynote Speaker
3moMost of the elite lifestyle brands create a subculture around their products. Surgical robotics surgeons are already a subculture unto themselves. Why not play deeper? Now introduce the Intuitive lifestyle brand intention and the emerging new surgeons into the world of surgical robotics. Needing to belong to the subculture of the existing subculture. Right now in surgical robotics, there is no Samsung, there is only Apple. Classic medical device companies, make shorter term campaigns aimed at selling a device. Watch Intuitive can make deeper, long-term messaging experiences that have less to do with their product and more around the culture. Nike commercials where you didn’t know the first time you watch the “Just Do It” https://www.youtube.com/watch?v=0yO7xLAGugQ or Think the classics of Apple of “Here’s to the Crazy Ones” https://www.youtube.com/watch?v=-z4NS2zdrZc in 1997 or the more severe iconic 1984 commercial by Ridley Scott during the SuperBowl. https://www.youtube.com/watch?v=ErwS24cBZPc Perhaps medtech would be hard pressed to go as far as “1984” but I see the courageous ones taking us out of the dark as a matter of good sense.