We're not trying to drive the neighborhood into the hospital to shop until you drop. The focus is not on external marketing: Woman's already has incredible daily traffic, and they're on a tremendous growth mode. It's really about getting the retail message to all the physicians, the front-line workers--everybody that's involved in touching the patient in some way.

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It takes everybody by shock and surprise. We can take [hospitals] from a couple of hundred thousand dollars a year to multimillions. And that's what we're doing for Woman's.

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