This document discusses the adoption of robotic surgery using the da Vinci system. It first provides background on robotic surgery and its advantages over traditional techniques. The da Vinci system currently dominates the robotic surgery market, holding 60% market share. The document then analyzes factors influencing adoption among patients, doctors, and hospitals/payers. It discusses how attitudes can vary within these groups and influence each other. The document also describes research conducted on non-doctor participants that found most were comfortable with and understood robotic surgery, though cost was a lower priority than clinical factors. It concludes by recommending targeted marketing approaches to influence each group's adoption decisions.
4. What is robotic surgery?
Robotic surgery allows doctors to perform many types of
procedures with more precision, flexibility, and control than is
possible with conventional techniques.
5. Intuitive Surgical’s da Vinci® robot
• In 2000, Intuitive Surgical Inc. introduced the da Vinci® robot
• Economic, Clinical, and Ergonomic advantages
Miniature operating arms
Three-dimensional magnification screen
All-encompassing system of surgical instruments and
camera/scopic utensils
6. da Vinci® Surgical Areas
• Cardiac surgery
• Colorectal surgery
• General surgery
• Gynecologic surgery
• Head and neck surgery
• Thoracic surgery
• Urologic surgery
8. Robotic Surgery Market Snapshot
• Value of global surgical robot device market = $3.2 billion in 2012
anticipated to reach $20 billion by 2021
• Intuitive is the leader in the market, holding onto roughly 60% of the
market share
• Worldwide installed base of da Vinci® surgical systems had increased
from 300 in 2004 to 1,000 in 2008
• Emerging competitors: Transeterix , Titan Medical, Verily, Medtronic
9. Advantages of the da Vinci® Robot
Clinical and economic benefits:
Reduced length of hospital stays
Fewer complications
Less need for blood transfusions
Lower rates of infections
Fewer hospital readmissions
Faster return to normal activity
10. Advantages of the da Vinci® Robot
Ergonomic benefits for surgeon:
Better control over the surgical instruments
Better view of the surgical site
No longer has to stand throughout the surgery
Hand tremors are filtered out by the robot's computer software
Surgical robot can be used continuously by rotating surgery teams
11. Adoption Dynamics
• Widely adopted in Western markets despite
– Controversial clinical benefits
– High cost
• Consumers
– Providers: to purchase and use?
– Patients: to request?
– Payers: to reimburse?
15. Segment 1
● Patient
○ “Newer technology is better” & “This is
the newest technology out there, and I
deserve it”
○ Attitude formation - problem
solving/standard learning hierarchy
16. Segment 2
● Doctors
○ Divided attitudes - low-involvement hierarchy
○ Surgical robots are efficient assistants for my job
○ Surgical robots has no proven clinical effectiveness
○ "Technologies are being adopted and becoming widespread
based on the marketing prowess of equipment makers and
suppliers, not necessarily on the public good."
17. Segment 3
● Hospitals
○ Patients demand vs.
Financial loss
○ Early adopters vs. Latter
adopters/laggers
18. Decision Making
● Patient attitudes influence hospital’s decision
● Doctors attitudes can influence patient’s decision
● Patient attitudes easily influenced by many different sources
● Doctors attitudes can also have some level of influence to hospital’s decision
● It’s important to value all three parties interests
Patient
DoctorHospital
Other sources -
e.g. Internet/Friends
19. Research Methodology
● Conducted surveys among 71 non-doctor participants
○ Knowledge - How much do you know about robotics surgery?
○ Safety Perception - Do you view robotics surgery as safe?
○ Decision Making - What research sources?
○ Financial Cost - How important is cost?
○ Multiattribute attitude
20. Results
● Demographic
○ 20-30 years old – 80%
○ Engineering & Management background - 44.8% & 39.7%
● Knowledge
○ 60.3% know about robotic surgeries; 87.9% have correct basic
understanding of robotic surgeries
21. Results
●Safety Perception
○ How comfortable would you feel if undergone robotic
surgery - 86.2% neutral to very comfortable
○ How likely do you think it is for robots to experience
failures - 67.3% unlikely to neutral
● Financial Consideration
○ Cost is the lowest priority
22. Results
● Medical Decision Making
○ Would you prefer robotics surgery? - 65.5% neutral
○ Research sources - hospital (33), Friends (42), Other patients
(37), Internet (41)
● Safety Perception
○ How comfortable would you feel if undergone robotic surgery -
86.2% neutral to very comfortable
○ How likely do you think it is for robots to experience failures -
67.3% unlikely to neutral
