Improve your memory

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 techniques - visualization, association - it has made a big difference for me”.
“That’s great! What about 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 flower with the long stem and thorns?”
“You mean a rose?”
“Yes, that’s it!”
Then he turned to his wife and asked: “Rose, what was the name of that clinic?”