MedStar Good Samaritan Hospital in Baltimore tied its multimedia ad campaign to get older adults to have colonoscopies to the TV show "Gilligan's Island." Ads suggest people who were young "when Gilligan was marooned on a desert isle" need a colonoscopy to prevent colon cancer. Online ad clicks hit rates seven times higher than the U.S. average for health care campaigns, and the initiative led to 44 appointments for colonoscopies.