BusinessWeek Online
Selling The Promise Of Youth
Friday March 10, 5:01 pm ET
By Arlene Weintraub
As Dr. Ron Rothenberg bursts through the door of his anti-aging institute in Southern California, a cell phone pressed to his ear, his nurse warns him of the busy day ahead. There will be four-hour consultations with each of three prospective patients, she says. They're all coming to hear the 60-year-old Rothenberg's pitch about how his tailored regimens of diet, exercise, and hormones will make them feel younger and live longer....
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