Correct me if I'm wrong, because I don't know much about insurance or lawsuits but I'm pretty sure you can't force an insurance company to pay you because of "embarrassment". But that's exactly of Canadian surgeon Dr. Navraj Heran is trying to do.
If this doctor is trying to "stick it to the man" and insurance companies, I applaud him on that front. But if he truly believes he should receive money because of "embarrassment" then maybe he didn't learn anything from his 20+ years of schooling.