The customer is often first when seated at a restaurant table or when he or she walks into the lobby of the Ritz Carlton, but such an experience can still be a new phenomenon in health care. Dr. Edgar Staren, Senior Vice President for Clinical Affairs and Chief Medical Officer at Cancer Treatment Centers of America tells the Chicago Tribune's Bruce Japsen how these hospitals provide customer-friendly care with specialized food, massage therapies and alternative treatments to complement the traditional chemotherapy and cancer treatment regimens.