Intuitive Surgical, the global leader in robotic assisted surgery, has compounded at over 27% since it was listed in 2000. Given the potential new entrants from J&J and Medtronic, our research has focused on understanding the history of ISRGs go-to-market strategy and the barriers to scale for new entran. We explore:

1. RAS vs laparoscopic surgery fundamentals
2. How ISRG scaled its installed base in the early years
3. Selling to surgeons vs hospitals 
4. How customers measure ROI 
5. The importance of ISRGs training infrastructure

Robotic vs Laparoscopic Surgery

Surgeries can be classified into three categories: