The journal ads are bright and colorful. They describe EEG and EMG equipment with trendy, catchy headings:
"A New Dimension in Neurodiagnostics"
"The Leading Light in EMG/Evoked Responses"
"Now Sleep Labs Can Make House Calls"
"Evoked Potential Technology at Your Fingertips (Learn in the morning, operate in the afternoon)"
"The New, Mighty Navigator"
The equipment names are similarly virile-Madison Avenue at its best: one is called "NEUROSTAR"; others, "MYSTRO," "CONCERTO," and "VIKING." One unit is billed as "a complete neurodiagnostic laboratory," promising neurometric analysis, brain map ping ("see events inside your patient's brain"), ambulatory EEG recording, evoked potentials, sleep laboratory tracings, and surgical monitoring. Practitioners are exhorted to "Equip Your Practice for Under 40K!" Some ads promise that the equipment will pay for itself in "just a month." Another rejoices that the computerized diagnostic machine even "fills out insurance reports ready for