Over the last few months, I have been adding more and more soft-tissue robotic surgery systems to headneckroboticsurgery.com. There are now 23 robot profiles on the website (see bellow), and the list keeps growing.
Robotics is easy to market. Futuristic designs, spectacular videos and AI-generated images (often with limited fidelity to the real technology) can make almost any platform look impressive (though remember that good information requires good sources). And these materials often tell us very little about how a robot actually works, what it can really do, or, most importantly, what it adds clinically.
Surgical tech is meant to improve outcomes
The market is becoming increasingly crowded. But the real challenge is not who to build the most sophisticated or “cutting-edge” robot. The competition should not be about who creates the coolest robot, but who creates the most meaningful clinical value.
J Granell. Aug 27, 2026
Alphabetical
2 thoughts on “Less marketing. More clinical value.”