A couple of hospitals in Nashville are finding new revenue streams from... Temper-pedic, and maybe even a soft drink company pushing its water and juices.

Started in July 2005, The Enliven Partnership is pushing the envelop by selling category-exclusive sponsorships to companies who can enhance the patient experience. Hospitals get free products and funds, sponsors get product placements.

Before we dismiss this idea too quickly, read enliven's 2-page PDF that explains their approach - they are obviously also being very sensitive to the overcommercialization/those-capitalist-pigs gut reaction that many of us will have. This could truly be a win-win-win situation:
- Anxious patients get a better experience
- Cash-strapped hospitals get cash and valuable products.
- Vendors get branding

So long as the products truly fit the hospital mission of serving patients better, why not?