Intuitive Surgical: Selling $2m da Vinci Robots

Former Area Sales Manager at Intuitive Surgical

Why is this interview interesting?

  • IDN vs community hospital customer segmentation
  • What surgeons really care about and how to pitch da Vinci robots
  • Power dynamics within a hospital
  • Negotiating with hospital administrations when selling da Vinci’s
  • Hospital economics when purchasing a da Vinci versus open / lap surgery
  • How the capital and instrumentation price has changed across generations
  • Risks from J&J entering and potential pricing pressure
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Executive Bio

Joahn Ginsberg

Former Area Sales Manager at Intuitive Surgical

Joahn is a Former Area Sales Manager at Intuitive Surgical where she was responsible for capital sales of over 10 systems per quarter to both IDN’s and community hospitals. She worked closely with surgeons and clinical sales reps to deliver patient value and improve hospital performance with da Vinci robots. Prior to Intuitive, Joahn was a sales rep at Stryker Endoscopy where she was responsible for finding, negotiating, and closing capital deals. Read more

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Intuitive Surgical: Selling $2m da Vinci Robots(February 1, 2021)

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