Exhibit 1.
Characteristics Of Thirty-Eight Unique Web Pages Mentioning Robotic Prostatectomy, 2010
| Characteristic | Number of pages |
Percent of pages |
|---|---|---|
| TYPE OF PUBLISHER | ||
| Intuitive (da Vinci manufacturer) | 5 | 13 |
| Other medical device manufacturer | 0 | 0 |
| Hospital | 17 | 45 |
| Hospital as a whole | 11 | 65 |
| Department of urology | 4 | 24 |
| Unidentified part of hospital | 2 | 12 |
| Private practice or individual physician | 10 | 26 |
| Not-for-profit advocacy organization | 2 | 5 |
| Academic (not health care provider) | 0 | 0 |
| Other | 4 | 11 |
| PUBLISHER PERFORMS ROBOTIC PROSTATECTOMY | ||
| Yes | 27 | 71 |
| No | 10 | 26 |
| Cannot determine | 1 | 3 |
| TOPIC OF PAGE | ||
| Robotic prostatectomy | 27 | 71 |
| Other robot-assisted surgery | 0 | 0 |
| Other specific prostate cancer treatment | 1 | 3 |
| Prostate cancer treatment options | 5 | 13 |
| Prostate cancer in general | 2 | 5 |
| Other cancer topics | 1 | 3 |
| Other | 2 | 5 |
| SPECIFIC CONTENT | ||
| Mention of other treatments | 31 | 82 |
| Equal or more space for treatments other than robotic prostatectomy | 10 | 26 |
| Description of another aspect of prostate cancer | 10 | 26 |
| Intuitive’s website template | 0 | 0 |
| Hyperlink to an Intuitive website | 4 | 11 |
| Mention of da Vinci, Intuitive, or EndoWrist | 25 | 66 |
| Description of robotic prostatectomy or da Vinci as “high tech” | 23 | 61 |
| Mention of safety | 10 | 26 |
| Mention of the publisher’s quality | 18 | 47 |
| Celebrity testimonial | 0 | 0 |
| Expert testimonial | 6 | 16 |
| Patient testimonial | 14 | 37 |
| Video | 13 | 34 |
| Hospital logo | 19 | 50 |
| Picture from Intuitive | 6 | 16 |
| Picture of da Vinci robot | 14 | 37 |
| Picture of people in an outdoor setting | 10 | 26 |
| Picture of people in any nonmedical setting | 21 | 55 |
| LOCATION OF MENTIONS OF RISKS | ||
| Landing page | 17 | 45 |
| Page one click away from landing page | 5 | 13 |
| Does not mention risks | 16 | 42 |
| FONT SIZE FOR MENTIONS OF RISKS | ||
| Risks in smaller font than benefits | 3 | 14 |
| Benefits and risks in same size font | 18 | 86 |
SOURCE Authors’ analysis. NOTES Da Vinci is the da Vinci Surgical System. EndoWrist is a brand name for some of the instruments attached to the arms of the da Vinci robot.