(Above) Example of a good corporate advertisement!
PRIVATE HOSPITAL ADVERTS â€“ RACIST OR OVERSIGHT?
I just could not believe my eyes lately as I monitored the various advertisements put up by various private hospitals in the country!
Something was certainly wrong and it was clear that a private hospital can boast of its state of the art infrastructure and technologies, many multi disciplinary tertiary care facilities and services!
They can have mind catching slogans and claim that they have trained and qualified staff to provide a comprehensive and professional healthcare delivery system!
They can also boast of highly qualified administration staff to manage a tertiary care healthcare institution but all this claims can fail as they have in my book when you look at their well published advertisement in the public domain!
But – they missed a major mark!
Their advertisements give the impression, rightly or wrongly that they are here to provide a healthcare service just to one race!
But that is what their advertisements are saying!
The huge photographs used all are from one major race in the country and I cannot but wonder who their corporate communications advisers were!
In house or out-sourced?
Mistake â€“ big mistake!
(Above: Najib and Kak Rosmah pushing 1Malaysia theme!)
The Owners of private hospitals in this country must remember that they are investing and attempting to build a healthcare service which must meet the rights, needs and interest of 1Malaysia demography!
That means the photographs and images used must portray Malaysia!
In fact not only must they remember not to duplicate the grave mistakes of the Malaysian public service despite all the hype and propaganda on 1Malaysia!
They must remember they must go overboard to say that they are different from the obese, incompetent self serving public sector!
They are different when they show a corporate image of being multi racial!
They show professionalism, dedication, commitment and drive when they show that they are catering to a multi racial Malaysian population and others!
Private hospital owners and decision makers must remember it is just not about financial returns on investments, returns on investments in state of the art medical technology, having staff with brilliant academic qualifications and the skin of oneâ€™s color @in this case knowingly or unknowingly omitted but it is all about perception that are derived when one looks at the corporate image published whether in the corporate profile, website, recruitment advertisements, manuals or pictorials and images used by the said healthcare institution!
Are you here to serve one race or 1Malaysia?
When I walk in into your private multi million state of the art infrastructure â€“ will I see a 1Malaysia there serving me?
And it must be reflected fairly in the positions filled in the corporate hierarchy!
Of course, I know one private hospital which went overboard of retaining a senior management staff from the finance section from one race despite repeated alleged sexual in proprietaryÂ with a staff from the same hospital and within the confines of the institution – that’s the way they care and serve?
Now coming back to this issue – certainly the Private Healthcare Facilities and Services Act do not say anything about 1Malaysia!
I know that as I too contributed when it was drafted!
Just as I did papers on Liver transplant, Health Tourism, Transplant Tourism, on Racism and Power Politics in Private Healthcare and several on other pertinent issues revolving around Private Healthcare Services in the Country!
I have said my piece here without fear, favor or prejudice â€“ if you think there is merit here please do the right thing!
Some people can be very cruel despite their public and corporate pronouncements and they will not hesitate to destroy your career when you speak the truth!
And how do I know all this?