I think people in health care are beginning to understand that humor has a place in marketing communication. Yes, health care is a serious business. But we don’t have an opportunity to educate and inform if we don’t have the audience’s attention. Check out this spot Southeast Missouri Hospital is running to encourage colonoscopies. It works on a number of levels — it’s entertaining and it speaks to the reason many of us (okay, especially guys) don’t get around to having the procedure. So it resonates emotionally. Nice work.