Transcatheter aortic valve replacement (TAVR) is not only a breakthough minimally invasive medical therapy, but offers a new business opportunity for hospitals that begin a program. The technology is viewed as cutting edge not only with clinicians, but also among the general public. This can be leveraged to promote the hospital as a cutting-edge facility and help attract new patients. However, creating these programs requires long-term financial, professional and equipment commitments, which may not be right for all hospitals. There are also concerns that a proliferation of TAVR centers may make programs less profitable and reduce the proficiency of any one center as patient volumes decrease if patients are spread between many competing hospitals.