A while back, Johnson and Johnson’s Ethicon and Google’s Verily Life Science joined hands to form a surgical robotics company. The potential of this is obvious – the marriage of these technological (Google) and surgical (Ethicon) juggernauts is bound to result in something great. The two companies have named their offspring Verb Surgical.
Omar M. Khateeb, writing for Logic Inbound, argues why Verb Surgical could very well revolutionize the practice of surgery, and the surgical industry as a whole. The first major disruption is Verb’s redefinition of what a surgical robot actually is. According to the company, “Robotic surgery units available on the market right now are not technically ‘robots,’ all (they are) is an extension of the physician’s eyes and hands.”
What that means is that while robots have definitely helped surgeons get more precise with their surgical practices, they haven’t necessarily taken over entirely. And these robots tend to be quite expensive, so only the best healthcare facilities have access to them.
Verb Surgical is quite ambitious in its goal, as it wants to democratize the practice of surgery itself, so that everyone around the world has access to leading edge surgery. Not everyone is going to be recipient to the idea of democratized surgery however, especially traditional surgeons.
Khateeb notes that his father, a surgeon himself, remarked “What if they’re not interested?” when told about the benefits this kind of ‘democratized’ surgery brings to surgeons all around the world.
Verb of course realizes this, saying “Any time you have an established market; there are friction points as it evolves.”
Thus, marketing is a challenge that every new technology has to overcome. Without sufficient marketing, even the most promising technology can miss the ears of the public and as a result, not become as popular.
Verb is in a promising position to capitalize on good marketing. It’s a pioneering company that is aiming to revolutionize the practice of surgery. That is already excellent material for any marketing company out there. However, Khateeb says that Verb shouldn’t just become popular – it should become synonymous with the words ‘digital surgery and ‘democratized surgery / surgical democracy’. This will help the company become even more prominent and popular, similar to how people automatically link smartphones to the iPhone and video streaming to Netflix.
Khateeb also says that Verb is in a prime position to ‘pre-suade’ surgeons into accepting it. The name of the company itself has been brilliantly chosen. Intuitive Surgical, the first company to bring robotic systems to surgery, chose ‘intuitive’ because its technology allows surgeons to be more precise in their practices.
Similarly Verb Surgical, as the name implies, is all about action. They want to take actions that change the world.
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