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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."