Advertising for Da Vinci System

- Why are we advertising?

o To inform South Florida’s medically attentive residents between ages 20 to 45 that the Da Vinci Surgical System will be more beneficial to patients over regular surgery because it is more precise and accurate, resulting in fewer, smaller incisions and less blood loss.

- Who else is getting our money?

o Direct Competitors: South Miami Hospital, Kendall Regional Medical Center, Aventura Hospital and Medical Center

o Indirect Competitors: Other hospitals or medical centers that perform non-robotic surgery such as Baptist and Mercy Hospital among others.

- Whom are we talking to?

o South Florida’s medically attentive residents, A20-45

- What do they currently think?

o Many people prefer to have surgeries involving a robotic surgical system.

o Robotic surgery is beneficial for the patient.

o It is expensive for hospitals to employ robotic surgery.

- What do we want them to think?

o The Da Vinci Surgical System will be more convenient to patients over regular surgery.

- Why should they believe this?

o The Da Vinci Surgical System is precise and accurate, resulting in fewer, smaller incisions and less blood loss.

- What is the most persuasive idea we can convey?

o Less Pain, Faster Recovery…

- What is the brand character?

o Brand character: Patrick Dempsey

o Relationship to consumer: A trustworthy and caring neighbor

- What is the tone of voice?

o Proud, caring, inviting

http://www.nytimes.com/2010/02/14/health/14robot.html

http://www.physorg.com/news/2011-01-robotic-surgery-tremendous-benefit-patients.html

http://biomed.brown.edu/Courses/BI108/BI108_2005_Groups/04/interview_wagner.html

http://www.davincisurgery.com/davinci-surgery/frequently-asked-questions.html