Management at Hilton Head Hospital came to us with an ironic marketing problem. They had attracted more than 50 new doctors in as many specialties, yet the hospital hadn’t outgrown islanders’ misperceptions that, for serious illness, they should head for a big city. Our response was an ongoing series of testimonials from doctors and knowledgeable patients describing their happy surprise at the sophistication of technology and medical care offered, rivaling that of large metro hospitals. Beds filled up accordingly.