3 Secrets to Successfully Marketing Robotic Surgery

Hall is mindful that each patient is unique and some are more interested in the technical aspects of the procedure than others, who just want to learn how quickly they can get back to life afterwards.

"I think people want to understand the procedure and why it is beneficial to go with robotic-assisted surgery over traditional surgery," he says. "The technical should be kept minimal, in my opinion, until the patient shows he or she is interested in more."

Both organizations agree that ads are not the place to get overly technical, but branded websites and microsites are a prime resource for patients to find more, detailed information.

"I think the hospital's obligation it to let potential patients know that robotic surgery is an option," Hall says. "The decision as to what surgical tactic is ultimately taken should be between the physician and his or her patient."