Outpatient Surgery Magazine - Subscribers

Marking Madness - April 2013 edition of Outpatient Surgery Magazine

Outpatient Surgery Magazine, providing current information on Surgical Services, Surgical Facility Administration, Outpatient Surgery News and Trends, OR Excellence and more.

Issue link: http://outpatientsurgery.uberflip.com/i/121493

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Page 9 of 157

OSM560-April_DIGITAL_rev_Layout 1 4/8/13 11:06 AM Page 10 EDITOR'S PAGE Dan O Connor Robot's Reach in the OR Exceeds Its Grasp Sales reps worked every angle to get surgeons to use the da Vinci. B usiness is brisk at Intuitive Surgical. By Intuitive's count, 1,371 U.S. hospitals have purchased a $2.5 million da Vinci surgical robot. Many of those hospitals have doubled up on their investment, buying a second robot. Not included in the purchase price are several hundred thousand dollars in annual maintenance fees. Worldwide, nearly 500,000 procedures were performed robotically last year. You'd think the alleged clinical benefits of robotic surgery over traditional laparoscopy — more precision, less invasive, better outcomes — would be driving this breakneck growth. But you'd be only partly right. And sadly mistaken. We can attribute at least part of robotic surgery's growth to Intuitive's greedy, groping sales force that regards surgeons not as customers but as conquests and views patients not as people but as cases to be converted. "Salesmen in the Surgical Suite," a report last month in The New York Times, pulls back the curtain on how Intuitive's sales force EDITORIAL STAFF BUSINESS STAFF Editor-in-Chief Dan O'Connor doconnor@outpatientsurgery.net BUSINESS OFFICE 255 Great Valley Parkway Suite 100 Malvern, PA 19355 p: (610) 240-4918 f: (610) 240-4919 www.outpatientsurgery.net Publisher Stan Herrin sherrin@outpatientsurgery.net Director of Marketing Stephen Archibald sarchibald@outpatientsurgery.net Executive Editor Daniel Cook dcook@outpatientsurgery.net Vice President of Sales Michael Woodhull mwoodhull@outpatientsurgery.net Webmaster Brian Willison webmaster@outpatientsurgery.net Art Director Ethan Anderson eanderson@outpatientsurgery.net Account Manager Chad Kemplin ckemplin@outpatientsurgery.net Interactive Media Manager Christine Reyes creyes@outpatientsurgery.net Senior Associate Editor David Bernard dbernard@outpatientsurgery.net Account Manager Jim Boston jboston@outpatientsurgery.net Director of Audience Development Bob Paes rpaes@outpatientsurgery.net Features Editor Stephanie Wasek swasek@outpatientsurgery.net Production Manager Linda Moretti lmoretti@outpatientsurgery.net Circulation Associate Margaret Lundien-Skinner margarets@outpatientsurgery.net 1 0 | O U T PAT I E N T S U R G E R Y M A G A Z I N E | A P R I L 2 013

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