See, of course, Paul Graham's article on PR agencies: http://www.paulgraham.com/submarine.html
Going back to the subject of the article, I wonder how much this visit program actually costs, and whether it could be direct-marketed to wealthy people with elderly parents. "For $10,000(e.g.) a year, we can reduce your parents' hospitalizations by 33% and help them live independently." Sort of like concierge medicine.