November 20, 2012 – Television ads that promote a health system’s cancer treatments. Radio spots that proclaim the virtues of bariatric surgery. Sponsored links found with Web engine searches. All these messages are aimed at capturing your future health care dollars. The St. Louis area is a booming health care market, and health systems and hospitals are using marketing and advertising dollars to compete for patients and promote their brands and niches, from maternity to stroke care. But some health care experts question whether hospitals should spend so much money on promotion and advertising, especially the nonprofit health systems that pour tax-exempt funds into these campaigns.