St. Mary’s is San Francisco’s oldest hospital, and that’s who goes there: San Francisco’s oldest patient population. So the object was to get Young Professionals Who Don’t Get Sick to notice them. A rather tough task, considering UCSF, one of the best hospitals in America, is maybe four blocks away, and California Pacific Medical Center – known for concierge-level service, is another five minutes down the street. But St. Mary’s is good for stuff like broken legs, sprains, etc. Because they’re so slow and sedate, they’ve got tons of room – and time- in the ER. Hence the 30 minute guarantee. We applied the Mating Call Of The Dumbass: “Hey, y’all, watch this!” to the problem, and voila – a six-percent rise in ER admissions. Bunch of Addys, too.