Tinkel suggested that more marketing and advertising might be necessary: an appeal to consumerism. The big for-profits advertised, marketed, and then hired paid greeters and patient escorts. They redecorated rooms and made them all private. The big nonprofits followed suit. The elderly volunteers who said good morning as you walked in the front doors of CHWC were sweet, but maybe it was time to make CHWC a bit more like the Ritz and then market the high-touch “concierge” service.
