Dr. Renato Bosita MD, MBA

GLG News by Dr. Renato Bosita MD, MBA, Spine Surgeon

GLG News is now G+ Insights

G+ is a community for professionals, academics and entrepreneurs to connect through online discussions and in-person meetings. You will continue to see G+ Insights (formerly GLG News) here as well as on the G+ website, where you can share and discuss the G+ Insights you read.

Push and Pull: Smart Marketing

June 18, 2007

Analysis of:Eli Lilly: Drug Ads Influencing Patients | www.therapeuticsdaily.com

Advertising directly to the end users of medical devices and pharmaceuticals is effective in increasing awareness and demand for these products.  Look at Viagra/Cialis for erectile dysfuction, Ambien/Lunesta for sleep, and even Celebrex for osteoarhtritis.  Ad campaigns are successful because patients walk into their doctors' offices asking for these drugs.  Likewise, in the device market, J&J and Stryker are using this pull strategy to increase awareness of and demand for total joint arthroplasty.  The companies have also been effective in getting publicity through celebrity sponsors, such as Jack Nicklaus and Arnold Palmer.  Integrated push and pull strategies for advertising just makes advertising sense.  This model has been used in many non-medical arenas for many years.  Ultimately, it is the responsibility of the physician to recommend these drugs and devices appropriately for each patient and sometimes to tell the patient "No!"

Evolution of Fluoroscopy: More Usage, Better Technology

June 8, 2007

Analysis of:The Newest in Fluoroscopy Technology | www.dentalcompare.com

Fluoroscopy makes spine surgery safer, easier, and faster.  It allows for real time images that show the postion of the spine and any impants that are placed.  Younger surgeons tend to use this technology more than older ones.  Fluoroscopy machines (esp. the GE OEC 9800 and 9900) produce images that are superior to machines from the previous generation.  The machines themselves are of lower profile and not as cumbersome as before.  Some even offer a CT-type software package. There are also more pain management doctors and procedures that require fluoroscopy.

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