The St. Louis area is a booming healthcare market, and health systems and hospitals are using marketing and advertising dollars to compete for patients and promote their brands and niches. TV ads that promote a health system?s cancer treatments. Radio spots that proclaim the virtues of bariatric surgery. Sponsored links found with Web engine searches. All these messages are aimed at capturing your future healthcare dollars. Some healthcare experts question whether hospitals should spend so much money on advertising, especially the nonprofit health systems that pour tax-exempt funds into these campaigns.