Too often hospitals and physicians react to a competitive market by offering “me too” services, which never produce the anticipated growth in market share. Gain a fresh perspective on developing the hottest, most underdeveloped midlife women’s service niche: incontinence. Learn about the growing market demand, receive an overview of the management of incontinence, assess your hospital’s readiness to adopt a focus in incontinence, and apply a proven model of marketing communications awareness to your program.