The advertising campaign from Lakeshore Urology is simple: two basketballs placed close together to resemble, well you can figure it out.
It may not seem like a common association -- college basketball and vasectomies -- but Dr. Adam Perlmutter, of Lakeshore Urology in Valparaiso, assures that it is.
"It's pretty much one of the biggest times of the year," Perlmutter said.
He said he averages one vasectomy a day during normal office days, but on the Thursday and Friday of the first week of the NCAA men's basketball tournament the number increases to 10 a day.
Although there are a few types of vasectomies, traditional vasectomies take about 30 minutes and are performed in the doctor's office with the patient under local anesthetic. An incision is made in the skin of the scrotum, and the vas deferens is cut and tied or cauterized, according to urologyhealth.org. The tubes then are reinserted into the scrotal sac, and the incision is closed.
"It's pretty common," said Perlmutter, who knows of urologists across the country who offer similar marketing campaigns. "We all do it. Whoever started it, I don't know, but he's a genius."
For example, Virgina Urology has created the site, www.vasectomymadness.com, which tells potential patients they can "enjoy full days of uninterrupted basketball action from your couch."
Across the country, the Oregon Urology Institute advertises its Snip City promotion, which promises a recovery kit, "and most importantly -- a doctor's note stating you need to sit on the couch and watch basketball!"
For most men, the recovery is primarily a psychological issue because they're getting surgery on their "manhood," Perlmutter said. If the procedure is done on a Thursday or Friday, most men are back to work by Monday, he said.
Perlmutter said he tells his patients they can be as active as they want after the procedure, but they will be sore for a day or two.
He said he believes many wives aren't aware of the vasectomy and basketball connection.
"I really shouldn't tell you all of this," Perlmutter said. "I'm giving away the secrets."