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Robotic Surgery: Clever Marketing or Life-Saving Technology

Sat, 08/13/2011 - 9:45am
Bio-Medicine.Org

NEW YORK, Aug. 13, 2011 /PRNewswire/ -- Robotics are helping surgeons make great strides in the medical arena, and the advanced technology used in robotic prostatectomy procedures delivers many benefits to both surgeon and patient. However, in recent news, there is some scrutiny on the frequency of its use. Further, some critics are cautioning patients against the mass marketing of robotic surgery and its benefits. Dr. David Samadi, Vice Chairman, Department of Urology, and Chief of Robotics and Minimally Invasive Surgery at The Mount Sinai Medical Center is a prostate cancer treatment and robotic prostatectomy expert who agrees that in some cases the technology is being oversold, but still firmly believes in the benefits of robotic surgery.

(Photo:  http://photos.prnewswire.com/prnh/20110812/NY51900)

Patient-level marketing about new technology and, specifically, robotic surgery is on the rise. Hospitals nationwide are spending large amounts of money to obtain the equipment for robotic procedures and, as such, are devoting significant resources to promoting it. While dedicated to the care and treatment of patients, hospitals are still businesses that compete with one another. The latest technology, more skilled surgeons, and better facilities are all part of their marketing arsenal. A recent report in the Journal for Healthcare Quality primarily criticized hospitals for making too much of robotic surgery on their web sites. The study, designed to highlight the over-marketing of robotic surgery, accused hospitals of relying too heavily on the positive outcome statistics provided by the robot man

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