During my various commutes over the past week I have been hearing a new radio commercial about Intuitive Surgical Inc. (NASDAQ: ISRG). The City of Hope Hospital in Los Angeles is advertising their Di Vinci robotic surgical procedures to attract patients.

They use the catch phrase "The science of saving lives" while promoting less invasive surgical procedures, shorter hospital stays, and faster recovery. These are well-known themes among the medical profession and investors but it is the first time I have heard the story promoted for a competitive advantage among hospitals. I am sure it won't be the last.

Certainly this will raise the bar among other hospitals competing for similar business and simply to keep their Di Vinci operating rooms productive, cost effective, and profitable. It also means that any hospital without the equipment will soon be deemed second rate, if they are not already.

Perhaps we will soon be hearing competing hospitals bragging about having multiple Di Vinci's or more trained doctors or the highest number of procedures or new procedures. Where will it end? When it is common place and every hospital is using the system.

Have you heard any radio advertising from hospitals in your city? Fans of Elvis Costello can check out Radio, Radio" at Last fm. here.

ISRG closed last Friday at $299.17 and is trading down slightly this morning. It has been hovering around $300 for the past two weeks.

Sheldon Liber is the CEO of a small private investment company and the principal for design and research at an architecture & planning firm. He writes the columns Chasing Value and Serious Money. DISCLOSURE: I currently own shares of ISRG and BRK.B.