The memory clinic

Two elderly couples were enjoying friendly conversation when one of the men asked the other, "Fred, how was the memory clinic you went to last month?"
"Outstanding," Fred replied. "They taught us all the latest psychological techiniques - visualization, association - it made a huge difference for me."
"That's great! What was the name of the clinic?"
Fred went blank. He thought and thought, but couldn't remember. Then a smile broke across his face and he asked, "What do you call that red flower with the long stem and thorns?"
"You mean a rose?"
"Yes, that's it!" He turned to his wife. . ."Rose, what was the name of that clinic?"