The Change That Matters

Minimally invasive surgery has universally transformed care in the field of medicine. And among the first innovators to adopt minimally invasive robotic-assisted surgery decades ago, are urologists. To honor the pioneers who continue to help shape the future of da Vinci surgery, Intuitive sought to highlight surgeon perspectives on the past, present and hopes for the future. 

The Work

Intuitive’s “A Future of Firsts” campaign launched in conjunction with the approval of the da Vinci SP (single port) surgical system in Europe; it celebrates how robotic-assisted surgery has transformed medicine, recognizes the pioneers who made it happen, and poses questions about the next generation of innovations to come. The campaign features nine surgeons and came to life as a three-episode series that brought unique perspectives together in candid conversations and sponsored content. The campaign debuted at the European Association of Urology congress, and the dialogue extended into social and booths at medical congresses. 

The Impact

Within the first three months, the campaign surpassed the audience engagement and provider registration goals.