VERITAS: TOUCHDOWN - UROLOGISTS' MARCH MADNESS

This week's perspective from Joe Chidley:

This one comes courtesy of our ever-watchful president, Beverley Hammond, who noticed (by chance, no doubt) a piece in USA Today recently about how American urologists are using the NCAA March Madness basketball season as a way to promote vasectomies. Yes, vasectomies. What’s the connection? According to the article, a urology practice in Gainesville, Ga., is marketing the minor surgical procedure as a good way for men “to get waited on hand and foot” while they’re watching sports. Think about it, guys: A few minutes of minor pain, a faint sensation of pulling and tugging – and presto, you’ve got a couple days free and commitment-less to watch B-ball! Apparently some urologists are even offering free pizza delivery and sports magazines to patients as post-op survival kits. As Hammond points out, this is a genius coat-tailing strategy, and it gives the target market plenty of reason to act. If it catches on, expect sales of La-Z Boys and frozen peas to soar.