The large, roadside billboards advertised robotic surgery in bright, bold colors, something that struck David Eibling, MD, professor of otolaryngology at the University of Pittsburgh, as “fundamentally wrong.” Hospitals and physicians “should not be offering robotic surgery as a draw for patients,” said Dr. Eibling, who noticed the billboards while traveling through Florida earlier this year, “but rather as a potential tool to benefit the care of the patient.”
Explore this issue:July 2011
The role of robotics in health care, and health care advertising, is a hotly debated topic. In a recent New York Times article, for example, physicians discussed feeling pressure from their patients to use robotic surgery (Kolata G. Results unproven, robotic surgery wins converts. February 14, 2011. The New York Times online.). Otolaryngologists are paying attention.
“Robot is a hot word,” said Eric Genden, MD, chair of otolaryngology-head and neck surgery at Mount Sinai School of Medicine in New York City. “People like to put it in their brochures, and patients like to feel like they’re getting the most cutting-edge, the most technologically advanced, treatment.”| | | Next → | Single Page