The joy of getting older

Max comes back to town after having moved to Florida.  He goes to visit his old friend Phil, whom he hasn’t seen in years.  They chat about old times for a while, and then Max says, “How’s your memory, Phil?  I seem to forget things.”

Phil says, “Hey, I’ve got a great doctor for you.  I was starting to forget things myself, and I heard about a doctor who gives a memory course.  And it’s terrific.  He has you associate things and names with other things.  You should see him.” Max says, “I’d love to.  What’s his name?”

And Phil says, “It’s, er, uh, wait a minute.  Let’s see… a flower!  Yeah, it has a long stem, it smells good.  It’s usually red, but it can be yellow…”

“A rose?” Max prompts.

“That’s it!” Phil says.  And he shouts, “HEY, ROSE, WHAT’S THE NAME OF THAT DOCTOR I WENT TO?”