Of course it was

Rico says he looked at the clock, seemingly at random, and there it was again: 11.11 am. It's not just him, of course, it's a movement. Don't believe Rico? Buy the book.
This is an excerpt of that book from Amazon:

For many years, the numbers 11:11 have been mysteriously and repeatedly appearing to people all over the world. Often appearing on digital clocks, the sightings of 11:11 tend to occur during times of heightened awareness, having a powerful effect on those involved. They cause a reactivation of our cellular memory banks and a stirring deep inside of something long forgotten. The appearance of 11:11 is also a powerful confirmation that we are on the right track, aligned with the beam of our Highest Truth.
The 11:11 is an insertion point for the Greater Reality to enter the present moment.
On January 11, 1992 well over 100,000 people gathered together in groups large and small throughout the planet to activate the Doorway of the 11:11. This activation was significant because it was achieved without media publicity, spreading from heart to heart and by word of mouth. The groups came together as One Being and performed a series of Sacred Dances and Unified Movements at pre-arranged times.

Rico says that, scary woo-woo crap aside, it's an interesting phenomenon, and it's been bugging him for years; the fact that Jefferson Hospital is at 111 South 11th Street in Philadelphia only makes it more personal...