Month 1 Deliverable
U.S. Market Messaging Framework
Core positioning, audience value props, brand voice
The Problem
Built for engineers.
Ready for surgeons.
Surgeons care about precision, confidence, and workflow. Current messaging leads with specs and architecture - not what drives adoption decisions.
Core Positioning Statement
For spine surgeons seeking proven precision and hospital systems seeking cost control, eCential Robotics is the only open platform that delivers sub-millimeter accuracy, 95.8% surgeon satisfaction, and implant freedom - all without locking you into a single vendor.
Three Audiences. One Platform.
Surgeons
Confidence in Every Case
Sub-millimeter precision with real-time motion compensation. 95.8% surgeon satisfaction. 85% rated easy to use. Dramatically lower radiation exposure for your team.
Hospital Systems
Never Be Locked In
One robot, any implant. Competitive bidding leverage on every renewal. 38-62% lower TCO vs. locked systems. No per-procedure implant lock-in fees.
ASCs
Enterprise Robotics, Accessible Pricing
One system that covers every specialty. A surgeon recruitment tool that doesn't cost $2M per application. Exit flexibility built in.
Surgeons
Confidence in Every Case.
- 95.8% surgeon satisfaction - validated in a 274-patient clinical study Published Jan 2025
- Sub-millimeter precision - real-time motion compensation adjusts for patient movement during surgery
- 85% rated easy to use - fastest registration in the category, less setup time
- Dramatically lower radiation - 3.47 vs 8.37-15.1 Gy.cm2 with fluoroscopy. Leave the OR during 3D scan.
- Reproducible outcomes - consistent accuracy across all patient anatomies and case complexities
Hospital Systems
The Business Case for Open
- One robot, any implant - competitive bidding leverage on every renewal cycle
- 38-62% lower TCO - vs. locked systems over the robot's lifetime
- No per-procedure implant lock-in fees - your capital purchase never dictates your implant supplier
- Future-proof investment - growing app ecosystem with ChoiceSpine, Spineart, and more
- Negotiating leverage - multiple implant vendors compete for your business, not the other way around
Ambulatory Surgery Centers
One System. Every Specialty.
- One system, all specialties - spine, orthopedic, and beyond on a single platform
- Surgeon recruitment tool - attract high-volume surgeons who want to use their preferred implants
- No $2M per specialty - stop buying a separate locked robot for every application
- Lower capital requirement - open platform economics work for ASC budgets
- Exit flexibility - no long-term vendor dependency if your strategy changes
What Surgeons Actually Say
Real Feedback. Real Confidence.
"High predictability, reproducibility and outcomes."
Dr. Westbroek - First U.S. Surgery, Providence St. Joseph
"Particularly fast and reliable."
Dr. Courvoisier - European Clinical Experience
"95.8% surgeon satisfaction with image quality and overall system experience."
274-Patient Clinical Study - Published January 2025
Published Clinical Evidence
2,000+
European Surgeries
95.8%
Surgeon Satisfaction
3.47
Gy.cm2 Radiation Dose
vs 8.37-15.1 Fluoroscopy
274
Patient Study
Published Jan 2025
FDA Cleared Sept 2022
FDA Cleared July 2024
FDA Cleared March 2025
Message Pillars
Clinical Precision
Proven Accuracy
Sub-millimeter accuracy with real-time motion compensation. 95.8% surgeon satisfaction in published research. Reproducible outcomes across all patient anatomies.
Economic Freedom
Open Platform Savings
The only platform where hospitals bid implants competitively. 38-62% lower TCO vs. locked systems. No per-procedure implant lock-in fees eating into margins.
Proven Platform
Clinical Track Record
2,000+ European surgeries. 274-patient published study. Three FDA clearances. ChoiceSpine, Spineart, and a growing ecosystem of partners building on Op.n.
The VELYS Counter-Narrative
"J&J validated our technology.
We validated our commitment to openness."
VELYS SPINE is built on eCential's platform - J&J licensed the technology because it's best-in-class. But they locked it to DePuy Synthes implants, forcing hospitals into a single-vendor implant contract. Same technology, opposite economics. The original open version vs. the locked copy.
Brand Voice
What We Say vs. What We Don't
"Confidence in every case"
"Implant freedom for surgeons"
"Proven precision"
"Revolutionary technology"
"95.8% surgeon satisfaction"
"Best-in-class platform"
"Lower radiation for your team"
"Advanced imaging capabilities"
"Reproducible outcomes"
"Cutting-edge robotics"
Surgeon language, not engineer language. Confidence, not hype. Evidence, not claims.
The Competitive Question
Ask any competitor:
"Can I use another manufacturer's implants?"
The answer tells you everything.