
Strengthening Commercial Strategy
and Launch Readiness
Client Snapshot
Industry: Medical Device / Diagnostics
Stage: Fully Established
Project Type: Commercialization Excellence, Strategic Planning, Campaign Development
The Challenge
Intuitive Surgical, a global pioneer in robotic-assisted surgery, partnered with LLSS to support its lung division, which leads commercialization of the ION system—a robotic platform used to detect lung nodules and enable early diagnosis of lung cancer. While the company is well-established, this division was supported by a young and rapidly growing marketing team navigating a highly competitive landscape. With limited foundational marketing structure, the team needed strategic guidance, stronger internal capabilities, and a clear messaging platform to differentiate ION in a market that includes formidable players such as Johnson & Johnson. In addition, they were preparing for future expansion beyond diagnostics and needed support to assess market opportunities and evolve their positioning.
Our Approach

LLSS partnered with Intuitive Surgical’s lung division to deliver a comprehensive commercialization strategy while building internal marketing capability through our Launch Excellence Acceleration Program (LEAP). We led the development of the ION system’s main campaign, conducting creative testing to refine both messaging and visual elements. This process helped the team differentiate effectively and finalize a unified campaign direction. Separately, we supported a high-profile mobile medical education initiative, which brought the ION system to key cities in a semi-truck activation to drive community awareness and early detection of lung nodules. In parallel, we enhanced the UI/UX of the ION digital experience, optimizing flow and navigation for clinical audiences
Solutions Delivered
Consulting
- Commercialization strategy and marketing team mentoring through LEAP
- Market assessment to explore future therapeutic expansion
- Primary market research and campaign message testing
- Strategic positioning and competitive mapping
- Patient-centric market research studies
Creative
- Commercialization strategy and marketing team mentoring through LEAP
- Market assessment to explore future therapeutic expansion
- Primary market research and campaign message testing
- Strategic positioning and competitive mapping
- Patient-centric market research studies

Outcomes & Results
- Strengthened foundational marketing capabilities across the lung division
- Finalized and deployed differentiated campaign creative and messaging
- Successfully executed national mobile education initiative across major U.S. markets
- Conducted strategy and readiness planning for therapeutic expansion
- Improved digital experience for clinical site visitors with optimized UI/UX
