More than 1.2 million patients will undergo gallbladder removal surgery this year in the U.S.1
For the first time ever, they could have a choice in how that procedure is performed. A new surgical platform is enabling surgeons to magnetically retract and maneuver organs, minimizing incisions, and in this way reducing scarring, speeding recovery time and enabling better patient outcomes.
Minimally invasive procedures have advanced the surgical field with techniques and instrumentation that is reducing lengths of stay and complications associated with open surgery. Laparoscopy is also less expensive than open surgery when factoring in rapid recovery, and fewer complications and sick days. Widespread adoption of these techniques have made multiport laparoscopic gallbladder removal (cholecystectomy) the standard of care for more than 20 years.
Magnetic surgery: An evolution in minimally invasive surgery (MIS)
The surgical field is driven by innovation and magnetic surgery is the latest in the spectrum of minimally invasive operations. Recently, the U.S. Food and Drug Administration (FDA) issued de novo clearance for a first-of-its kind magnetic surgical instrument system.
Using the magnetic system, surgeons can now maneuver and lift the gallbladder using a magnetic field without damaging the abdominal wall, enabling safe reduced-port surgeries, even to the level of "scarless" one incision surgery. This technology may represent fewer complications during the surgery, such as organ injuries, bleeding and pain as well as reduced risk of infection. These benefits, together with a faster recovery time and less scarring, will lead to greater patient satisfaction.
A differentiator for surgeons and hospitals to create patient loyalty
Patients will easily perceive the benefits of this new technology, as it enables them to have a less invasive surgery. With more empowered patients going online to research and get information about their treatment options, providers have an opportunity to differentiate their brand and services from their competitors. Highlighting the use of an innovative technology, such as magnetic surgery, enables surgeons to provide a better treatment with better outcomes that will increase brand reputation, drive patient engagement and encourage use of services. In this way, the institutions can increase patient selection, bringing new patients and decreasing patient defection within one's own healthcare organization. As surgery represents an intense life experience by itself, patients develop a deeper connection and loyalty with their surgeon and institution if their expectations are fulfilled. This means the building of a long lasting relationship with the patient and future use of the provider.
Another important aspect of early adoption of new technologies is the effect on the surgical team. Novel technologies have a higher capability of generating coverage within academic publications. This increases the local and international reputation of the surgeons and hospital. Also, the complete team, realizing that are delivering a superior treatment using cutting edge technology, will increase their pride and work satisfaction, further increasing patient satisfaction. Lastly, having a busy practice with the latest technology available and a satisfied team, will increase the recruitment of top surgical talent, creating a virtuous cycle.
An informed patient will select the provider that she or he believes will deliver a better service. Magnetic surgery, being the latest evolution of MIS, is an opportunity for surgeons and institutions to fulfill, and even surpass, patient expectations.
Alberto Rodriguez-Navarro, M.D., is the president and CEO of Levita Magnetics.
1 http://www.ethicon.com/payors/mis/cholecystectomy/overview
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