Recent Findings in Robotics Described by Researchers from Korea Advanced Institute of Science and Technology (KAIST) (The Role of Advertising In High-tech Medical Procedures: Evidence From Robotic Surgeries): Robotics

2023 MAY 25 (NewsRx) -- By a News Reporter-Staff News Editor at Insurance Daily News -- Current study results on Robotics have been published. According to news reporting out of Daejeon, South Korea, by NewsRx editors, research stated, “Hospital advertising has grown more than five-fold in the past two decades. However, unlike detailing and advertising for prescription drugs, the topic of hospital advertising has been understudied.”

Financial support for this research came from Ministry of Science & ICT (MSIT), Republic of Korea.

Our news journalists obtained a quote from the research from the Korea Advanced Institute of Science and Technology (KAIST), “This research introduces a customer-centric view to this market by investigating the role of advertising in patients’ choice of high-tech medical procedures, with a focus on robotic surgery. The authors analyze approximately 140,000 individual patient records and television advertising data from Florida during 2011-2015 to investigate how hospital advertising of robotic surgery affects patients’ choice of robotic surgery over more conventional laparoscopic and open surgeries. Using a variation of a designated market area border identification strategy, the authors find that this advertising leads to more robotic surgery choices. The advertising effect is especially strong for Medicaid patients, whose socioeconomic status tends to be lower. While robotic surgery is associated with a short-term health benefit (i.e., reduced length of hospital stay), it does not affect long-term health benefits and comes at a higher cost than other forms of surgery.”

According to the news editors, the research concluded: “Thus, understanding the effect of advertising robotic surgery has significant health, cost, and marketing implications for different stakeholders in the health care industry, such as patients, health care providers, surgical robot manufacturers, insurance providers, and policy makers.”

This research has been peer-reviewed.

For more information on this research see: The Role of Advertising In High-tech Medical Procedures: Evidence From Robotic Surgeries. Journal of Marketing, 2023. Journal of Marketing can be contacted at: Sage Publications Inc, 2455 Teller Rd, Thousand Oaks, CA 91320, USA.

Our news journalists report that additional information may be obtained by contacting Tae Jung Yoon, Korea Advanced Institute of Science and Technology (KAIST), Kaist Coll Business, Mkt, Daejeon, South Korea.

The direct object identifier (DOI) for that additional information is: https://doi.org/10.1177/00222429221151058. This DOI is a link to an online electronic document that is either free or for purchase, and can be your direct source for a journal article and its citation.

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