Hospitals in Massachusetts and the Ritz-Carlton?

According to Christopher Rowland from the Boston Globe Massachusetts teaching hospitals are asking for help to Ritz-Carlton consultants.

Boston teaching hospitals -- known for their world-class medical care, but sometimes brusque treatment of patients -- are responding to increased competition among themselves by trying to make patients feel more like valued customers.
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Mass. General brought in a consultant from Ritz-Carlton, the global hotel chain known for its luxury service, to stress what may seem obvious: the importance of a warm smile and addressing patients by name.
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Room-service meals -- served at the time of day requested by a patient, and featuring an expanded variety of choices -- have become common in smaller community hospitals. The practice has been slower to catch on in urban medical centers, though Children's Hospital Boston and Tufts-New England Medical Center make it available, as do certain areas of other hospitals, like the maternity ward at Brigham and Women's.

Read via Boston Globe here.