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To reach men, talk to their wives

Hundreds of Starbucks gift cards and a slight change to its marketing materials helped Little Company of Mary Hospital (LCOMH) in Evergreen, IL, turn around a marketing campaign with lackluster results. The hospital-a 318-bed facility-faced a problem that many hospitals are familiar with: It had the latest in prostatectomy technology but had trouble getting the men of its service area to care. A 5,000-plus direct mail campaign inspired fewer than 30 visits to the hospital's informational Web site, and for the most part, the new technology was going unused.

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