To protect against declining admission rates and revenues, many hospitals are introducing innovative services to attract patients and physicians to their facilities. Women’s health programs have been developed and offered in many markets consistent with this need. This paper examines the actions that hospitals have taken to date, and compares them to the attributes that have been cited in the literature that are seen to influence patient choice. The paper provides a framework which can be used to more effectively define and target programs of this type. © 1990 Taylor & Francis Group, LLC.