How Docs are Selling Cosmetic-Gyn to a Growing Market

Attendance at the Congress on Aesthetic Vaginal Surgery has been jumping about 20% every year.  Some doctors are finding success in this controversial practice. Marie Myung-Ok Lee in the Atlantic Monthly:

As a practical matter, this rejection by medical gatekeepers means that, for now at least, cosmetic-gyn has virtually no oversight and no credentialing requirements. At the conference, doctors were encouraged to view themselves as entrepreneurs marketing their services to consumers, with all that entails: sessions covered everything from search engine optimization for doctors’ Web sites to “The Blue Plate Special,” a urogynecologist’s advice on how to persuade a patient to add cosmetic-gyn to an incontinence surgery. The Web site of one ahead-of-the-curve doctor featured not only a $500 coupon but also “Patriot Program” discounts for federal employees and military personnel. One conference presenter summed up the new dynamic: “Retail plus medicine equals ‘retailicine.’””

http://www.theatlantic.com/magazine/archive/2011/06/perverse-incentives/8489/

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