Dr. Atul Gawande has written a much-ballyhooed essay in the New Yorker, entitled "Big Med." His piece proposes The Cheesecake Factory as a model for healthcare. For me, a physician, Dr. Gawande's message left a bad taste in my mouth. The Cheesecake Factory succeeds because of standardization and efficiencies, with complete control over purchasing and production. What recipes work become menu items throughout the chain. What recipes don't work are ...

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