Consider this surgical robotics ad for Venti Medical Center a cautionary tale; it goes to the extreme to demonstrate the banality of many hospital ad campaigns promoting leading edge technology. When I see ads touting new technology I always try to imagine the consumer looking at the ad with a big thought bubble over her head asking “So What?” I often clump these ads together with those promoting national rankings. If we’re going to talk about technology and rankings, we need to make it relevant (more about the consumer and less about us). Otherwise, it is just more narcissistic spewing and self-absorption. If we want to engage consumers, we need to find ways to talk about things they care about. And that starts with listening to them and caring about what they have to say. For many healthcare organizations, it will involve a major cultural shift.