A hospital opened a walk-in clinic in a shopping mall. Being super-intelligent, no-nonsense men of science, the doctors called their clinic what it was, the Ambulatory Care Center. The docs knew that "ambulatory" meant "walk-in." Unfortunately, the patients didn't. The center was in the bedpan until a marketing survey showed that 58 percent of its potential customers thought ambulatory meant you came by ambulance. They changed the name: Walk-in Clinic.