Credit: Shutterstock photoIntuitive Surgical ( ISRG ) has seen increased orders for da Vinci Xi Systems since its launch in 2014. However, unlike other medical device companies that provide advanced products at the cost of a higher price for the device, Intuitive has maintained the same average selling price(ASP) of $1.5 million for the da Vinci surgical systems in the last three years. Clearly, the company's strategy is to boost volume sales and gain a significant chunk of the nascent surgical robot market before other competitors enter the field. Moreover, da Vinci surgical systems have already been in the news for its cost-efficacy concerns, so a price rise might hamper the company's overall sales growth.
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The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.
