Which brand positioning strategy did Intuitive Surgical use to drive adoption of their da Vinci Surgical System when it faced initial resistance from traditional surgeons?

In the competitive medical device market, brand positioning can make or break a product's success. This poll tests your knowledge about how a particular revolutionary medical technology was positioned in the marketplace to overcome significant adoption barriers. Understanding these strategic positioning decisions offers valuable insights into how medical innovations successfully transition from novel concepts to standard-of-care solutions.

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Positioned it as 'Surgery 2.0' - emphasizing complete replacement of traditional surgical methods
Positioned it as a 'Surgical Assistant' - emphasizing how it augments rather than replaces surgeon skills
Positioned it as 'Cost-Effective Surgery' - emphasizing primarily the economic benefits to hospitals
Positioned it as 'Patient-Requested Technology' - marketing directly to patients to drive demand