How We Cut Out The Competition With a Higher Def Surgical Technique
Client: Covenant Health System
Project: da Vinci Market Launch
Challenge:
Covenant HealthCare's major competitor was the first in
the market to offer da Vinci technology-a new, minimally
invasive surgical "tool". Not only was Covenant
losing market share because of this, they were also losing
Doctors. So, while Covenant was not the first in the market
to offer the technology, they did acquire a newer and
better version of the equipment. They were ready to announce
and promote their da Vinci, but needed to find a unique
differentiator and way to communicate its superiority
in lay terms.
