Direct anterior total hip arthroplasty: solicitation and industry

The following manuscript reviews the recent and continued increased interest in the direct anterior total hip arthroplasty approach. Two important drivers for the popularization of this approach were identified: industry and solicitation. We discuss the potential roles in which industry has been able to market this approach and what impact this had on patient and surgeon demand. The direct anterior approach is now the second most commonly performed approach and continues to increase in popularity amongst both patients and surgeons.