Hospitals Learn the Hard Sell

Learn the Hard Sell Feverish competition brings hype to the health-care industry

The U.S. medical establishment may still draw its primary inspiration from the Hippocratic oath, but many hospitals are taking a few lessons from Madison Avenue. Items:

-- Mount Sinai Medical Center in Miami Beach is selling its own brand of chicken soup, complete with the hospital name on the label. Reason: to promote its reputation as a warm and soothing place.

-- SwedishAmerican Hospital in Rockford, Ill., is offering a clever gimmick to lure obstetrics customers: Dial-A-Dad, a service in which beepers are given to expectant fathers so they can be paged within a 30-mile radius when mothers go into labor.

...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!