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.


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