Launching the future of surgical visualization
When B. Braun needed to introduce True Digital Surgery to the world, they needed more than marketing — they needed a brand. We built the complete identity, digital presence, and go-to-market strategy for FDA-cleared robotic surgical visualization technology.
The Challenge
Brand from Scratch
True Digital Surgery was a new venture backed by B. Braun, one of the world's leading medical device companies. The product was revolutionary — FDA-cleared robotic surgical visualization — but the brand didn't exist yet.
Complex Technology
Explaining robotic surgical visualization to surgeons, hospital administrators, and investors required translating highly technical capabilities into clear value propositions.
Credibility from Day One
Entering a competitive surgical technology market meant establishing credibility immediately. Strategic partnerships with Alcon and AESCULAP needed to be front and center.
Our Approach
Brand Identity Built for Innovation
We developed a visual identity that communicated precision, trust, and cutting-edge technology. The brand needed to stand on its own while clearly connecting to the B. Braun parent company.
The result: a modern, clinical aesthetic with bold typography and a color system that differentiates True Digital Surgery while maintaining the credibility of the B. Braun name.
Website & Digital Presence
The website serves multiple audiences — surgeons evaluating new technology, hospital procurement teams, and investors assessing the company's potential. We designed a multi-layered experience:
- Technology overview with clear, visual explanations
- Clinical applications and case studies
- Partnership highlights with Alcon and AESCULAP
- FDA clearance documentation and regulatory information
- Contact and demo request flows
Innovation Microsite
To position True Digital Surgery as a thought leader in surgical innovation, we created a dedicated microsite showcasing the technology roadmap, research partnerships, and vision for the future of robotic surgery.
The microsite became a key tool for investor relations and media outreach, providing a premium digital experience separate from the product-focused main site.
Video Production
Nothing communicates surgical technology like video. We produced a series of videos including:
- Technology explainer video for trade shows and website
- Surgeon testimonials from early adopters
- Procedure demonstrations showing real-world applications
- Partnership announcement videos with Alcon and AESCULAP
Each video was optimized for different channels — full-length for the website, shorter cuts for social media, and vertical formats for mobile viewing.
Trade Show Marketing
Surgical technology lives at trade shows. We designed booth graphics, product displays, and digital presentations for major industry events including:
- American Academy of Ophthalmology (AAO)
- American College of Surgeons (ACS)
- Medical Design & Manufacturing (MD&M)
The trade show presence established True Digital Surgery as a serious player in surgical visualization, drawing crowds and generating qualified leads.
Results
True Digital Surgery launched with a complete brand identity, website, innovation microsite, video library, and trade show presence — all within six months.
The partnerships with Alcon and AESCULAP were announced with coordinated marketing campaigns that generated industry press coverage. The innovation microsite became a differentiator in investor pitches.
From concept to market presence, we gave True Digital Surgery the foundation to compete in one of healthcare's most demanding sectors.
"Within the complexity of healthcare, Buzzbox stands out with their responsive and consistently high-quality design and development support. Their understanding of our industry has empowered True Digital Surgery to connect with our target audience and elevate our brand effectively."
— Barry Stagg, Director of Corporate Communications & Investor Relations, True Digital Surgery