The Robot is In: How to Instill Trust When Marketing Robotic Surgery

Would you let a robot perform your surgery? Most people wouldn't be sure—which is why companies investing in this technology need to develop a compelling message to convince them.

robotic surgery
Photo: Tara Winstead via Pexels

From health-monitoring wearables and AI-powered apps to virtual reality training and telemedicine, technology is transforming the healthcare ecosystem to better support patients and professionals—a priority that has become increasingly urgent amidst a global health crisis. Among this pioneering technology? A procedure straight out of The Jetsons: robotic surgery

Robot-assisted surgery allows surgeons to perform complex procedures with greater precision, flexibility, and control than ever before. The benefit is two-fold: Surgeons can perform delicate procedures with fewer complications, while patients experience reduced pain, faster recovery, and less scarring. But this new technology is not without risks—some of which include robotic malfunctions or infections. 

In the past year, a slew of healthcare tech companies have gained funding and global regulatory approval, for everything from eye surgery to dental surgery to abdominal surgery—and more. If the idea of a robot snipping and sewing while you’re knocked out makes you uneasy, just remember that oftentimes, this technology provides for greater vantage for surgeons and can reduce human error. In fact, robotic surgical platforms have the power to effectively “democratize surgeries,” with the technology creating uniform procedures that can be implemented worldwide. 

As with all aspects of healthcare, when it comes to surgeries, patients need to feel informed and protected. Medical device startup Memic is building trust in its product—the only FDA-authorized surgical robotic platform for transvaginal surgeries—with clear and factual messaging that doesn’t leave patients in the dark. Let’s take a look at its key messaging strategies for marketing this rapidly growing evolution in healthcare. 

Learn why the best return on your marketing dollar comes from copywriting.

To create a trustworthy product, start with trustworthy messaging

Before a patient undergoes any kind of medical procedure, they understandably have questions and concerns. What does the procedure involve? How long will it take? Will I be in pain afterwards? 

The last thing people want is ambiguity when it comes to questions about their health—and yet they also don’t need overly complex jargon that only leads to more confusion. Memic strikes a balance between factual, clinical information and accessible patient education with messaging led by statistics, clinical evidence, and the qualifications of its staff. 

A clinical study on its website reveals that Memic’s robotic surgery system, Hominis, completed 30 hysterectomies with a 100% success rate—reporting no device-related adverse events or complications. For a new patient unfamiliar with this technology and nervous about the procedure, this data is powerful and reassuring. 

While some of its language leans more heavily towards the clinical side, it’s clear that Memic is a leader in this space, especially considering its FDA authorization. 

Focus on what differentiates your product from the competition

Despite heavy competition in the robotic surgery space, including Johnson & Johnson’s Ottava robot, Memic has established itself as a pioneer of proprietary tech—with revolutionary branding to go along with it. 

Its Hominis system is designed to replicate the motions and capabilities of a surgeon’s arms, with shoulder, elbow, and wrist joints. Though the robot is technically making the incisions, surgeons are responsible for controlling the technology by making tiny incisions with support from the robot’s miniaturized instruments and a high-definition, three-dimensional camera. The system allows surgeons to “reach the unreachable.” 

While sharing important information about the efficacy of their product, Memic’s brand messaging simultaneously establishes themselves as leaders of the future who have gone where no one else has gone before. This is inspiring and memorable for healthcare facilities and patients alike—the two most important audiences it serves. 

MarketSmiths Case Study

A medical technology startup, Ezra used the latest technology to screen patients for prostate cancer. Unfortunately, its website didn’t match these ambitions—it was too serious, and risked alienating the at-risk patients Ezra was trying to attract. But after approaching MarketSmiths, Ezra soon got a website it could be proud of. Interviewing a number of SMEs, we dug deep into the science of cancer diagnosis—while keeping copy upbeat and approachable. Between that and help with social media and SEO, we’ve helped transform Ezra into one of the most impressive healthcare firms around—and kept their audience safe from the scourge of cancer. 

>> Read the full study

Robotic surgery has the power to expand healthcare accessibility

It’s no secret that healthcare access in the United States bars entry to many. Structural and systemic inequities, rooted in racism and sexism, have long excluded patients from the care they need—and the pandemic has only amplified this long-standing issue. Robotic surgery offers a more level playing field, creating consistent industry standards no matter where the surgery is performed. 

In line with its revolutionary technology, Memic is committed to another (not-so) revolutionary idea: What if everyone had access to high-quality care at a reasonable cost? 

Memic’s mission can be summed up in its brief tagline: “Minimum footprint, minimum costs, maximum capabilities.” Its product boasts a significantly lower selling price than other marketed robotic surgery systems, potentially allowing more medical facilities including hospitals and ambulatory surgical centers to access and adopt surgical robotic systems. 

Reinventing healthcare with precision and agility

The future of healthcare depends on structural improvements and renewed attention to what both professionals and patients need. Robotic surgery is one way technology is disrupting the industry to deliver more precise, effective care—potentially at a lower cost to everyone.

Memic recently closed a $96 million Series D funding round and is committed to research on other surgical procedures that could benefit from robotic surgery, beyond transvaginal operations. The only question is, when will robots enter the operating room next? 

Looking for well-crafted, precise copy that doesn’t sound like it was written by a robot? Our team of human copywriters can help. Reach out today. 

Olivia Watson

Olivia Watson

Affectionately nicknamed Lib by her friends and family, Olivia has always found a home in books and the places that safe keep them. You can often find Olivia browsing the fiction aisle at the nearest library, a cup of tea in hand. Her passion for language brought her to the Canary Islands last year, where she taught creative writing to elementary students.

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