They will need to have a tenacious sales team, as ISRG has feet on the street everywhere. I would echo the many statements on this board before, ISRG sales tactics are very aggressive because they know they can get away with them. They will treat physicians like gold, and then go to administration and hold firm during negotiations. If I was selling SPORT, based on what I know now, I would be hitting the ambulatory surgery centers and big private practices hard. If your a big private practice group that can purchase your own robot and perform in your own surgery center, procedures that you once had to do in the hospital, that is a no-brainer for the private practice (generally speaking). The physician gets the technical fee, and the physician also gets the global fee (shared with his/her partners). I think this is a HUGE advantage with SPORT. The private practice or ambulatory surgery center markets they are using robotic surgery (latest greatest), referring docs send patients to that practice as they continue to demonstrate expertise. Its cheaper for the patient (anything out of a hospital is cheaper), and insurance companies as well. Patient outcomes improve, this is important as reimbursement is tied to outcomes soon, which keeps reimbursement up for that particular procedure, thus justifying the purchase and learning curve in the first place.
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