Meet TransEnterix

TransEnterix designed the Senhance® Surgical System, the first and only digital laparoscopic platform, to give surgeons improved control, comfort, clinical intelligence, and confidence to improve the patient experience and usher in a new era of minimally invasive surgery (MIS).

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Challenge

In October 2017, the FDA cleared TransEnterix’s Senhance Surgical System, which marked the first abdominal surgical robot approved in 17 years. The first was Intuitive Surgical’s da Vinci® Robotic Surgical System and “robotic surgery” was synonymous with it. TransEnterix had to find a way to establish differentiation when launching their robotic platform in the U.S. However, the company was able to submit international data for FDA clearance which meant there were no U.S. surgeon champions, extremely low awareness of the Senhance System, and it needed to be seen as a new and different type of surgical robot.

Solution

Grey Matter reimagined their value proposition to create a new market and then crafted a PR strategy to educate stakeholders about the importance of ushering in a new era of surgery—not about a new robot.

We delivered the following:

  • Conducted market research to develop a novel brand category and messaging platform
  • Created a proactive media relations campaign to elevate awareness, and offered company subject matter experts to share their perspective in industry articles
  • Developed and published a series of bylined articles in key outlets to expand awareness and validation of the Senhance System

Business Impact

  • Received coverage in 100% of the company’s medical trade targets following FDA clearance
  • Garnered over 300 million media impressions in first year following FDA clearance
  • Secured five national speaking opportunities for executive leadership to present at top industry events, such as MedDevice Talks and the Annual American Medical Device Summit
  • Following the awareness campaign, the company and leadership were recognized for four national awards
  • The CEO was named one of TIME Magazine’s 50 Most Influential People in Health Care
  • The company recognized nearly 240% growth in revenue in the first year following the U.S. launch

"Grey Matter Marketing is a one-of-a-kind agency we’ve had the pleasure to work with for several years. The GMM team grew up in the med device industry on the client side so they have a rare blend of first-hand therapeutic and technology knowledge and deep functional expertise to create the architecture to help us enter the market in a position of great strength. They take a very different approach to branding and positioning leveraging brain science to drive behavior change and help the market understand the urgent problem you’re solving in a new and better way. This scientific approach has yielded tremendous results for our company.
With their guidance, we’ve been able to set ourselves apart, develop a narrative that is connecting deeply with our target audience, and build momentum in the market. With the help and guidance of Grey Matter, we have emerged as a true global player in the world of soft tissue robotics. They are integral to our success. "

~ Todd Pope, CEO of TransEnterix