Re: Anyone defend TURP?

On Sat, 15 Nov 2003 11:53:27 -0500, dohlund wrote
(in message <[EMAIL PROTECTED]>):

I think Laserscope is making a mistake positioning PVP as an 
alternative to or different than TURP.  It just sets up the Uro for the 
reaction "oh no, not _another_ 'gold standard'".  The Uro's have a lot 
of emotional investment in TURP and it's not a good strategy to attack 
that head on.

When you look at it, PVP is simply a TURP done with a laser, resulting 
in fewer complications.  I think Laserscope should be positioning it as 
"TURP Plus", "Enhanced TURP", "Laser TURP" or something like that.

If there are any marketers out there who have read Reese and Trout's 
"Positioning: The Battle for your Mind", you will know what I am 
talking about.  The Uro's know and understand TURP... why not leverage 
that rather than attacking it?  We don't need a new category called 
"PVP".

In addition, all the insurance companies and related industries 
understand TURP and have their bureaucracies set up to handle it.  So I 
use a laser scapel instead of a steel one... what's the problem?

Anyone have the email address of the marketing department at 
Laserscope?  Patrick?

-- 

Jack