Comprehensive women's services programs should not be attempted by hospitals that have not made a strategic analysis to determine its consistency with hospital mission, contribution to survival, consumer need, and willingness of staff to make the necessary changes. Successful women's centers meet minimum criteria of philosophy/product, people (staff), place, and process. Unless the hospital commits the resources essential to meeting those criteria, it risks the perception of marketing to women rather than serving women. This has a potential for negative backlash that could affect hospital success as well as the success of women's services.