Bollywood flashback

Shakespeare to Dracula, Marc Zuber had it all covered

Apart from Hindi films, Zuber appeared in small roles in British and American productions.

When the history of Indian actors who have managed to be included in foreign productions is written, luminaries like Saeed Jaffrey, Shashi Kapoor, Roshan Seth and Irrfan are likely to have whole chapters devoted to them. Lesser-known professionals who will be lucky if they get more than a paragraph’s worth of mention include Marc Zuber.

Indian audiences of a certain vintage will remember Zuber as the rakish and rugged anti-hero from the movies of the 1980s. His most prominent role was in Vinod Pande’s Yeh Nazdeekiyan (1982), one of many movies in the ’80s to examine marital infidelity. Zuber starred opposite Parveen Babi and Shabana Azmi, and it was his first leading role after having spent over a decade in the United Kingdom in small parts on the stage and in television and films.

Play
The title song of ‘Yeh Nazdeekiyan’.

Yeh Nazdeekiyan did nothing for Zuber’s career as a leading man. He followed up with roles in nondescript movies with such loaded titles as Kanoon Meri Mutthi Mein (1984), Aurat Pair Ki Juti Nahin Hai (1985) and Shingora (1986), in which he enjoys a romp with Persis Khambatta, another actor who had a brief run in Hollywood.

One of Zuber’s better-known films is RK Nayyar’s murder mystery Qatl (1986), starring Sanjeev Kumar as a blind man, Sarika as his unfaithful wife, and Zuber as the lover.

Play
‘Qatl’.

Despite his striking looks, Zuber remained on the sidelines whether in India or the United Kingdom until his death on May 28, 2003. He was born on May 5, 1944, in Lucknow, and was brought up in London. Little is known about him, apart from the fact that he began his career on the stage with the Royal Shakespeare Company.

In the television film A Kiss Is Just A Kiss (1971), Zuber got a bit role as a radio operator. This led to several minor television roles. His film debut was in 1973 in The Satanic Rites of Dracula, starring Christopher Lee in the titular role. Zuber was cast as a guard. He appeared in several blink-and-miss roles, including in Robin Hood: Prince of Thieves (1991) – he is listed as an interrogator in possibly the opening sequence – and the British romantic comedy Shirley Valentine (1989).

In a bizarre turn of events, Zuber’s last listed film role was in the Muhammed Ali Jinnah biopic that starred Christopher Lee. Zuber plays Muhammad Iqbal in Jamil Dehlavi’s controversial biographical film Jinnah, which drew flak for the casting of Lee over Pakistani actors.

Play
The trailer of ‘Jinnah’.
We welcome your comments at letters@scroll.in.
Sponsored Content BY 

Putting the patient first - insights for hospitals to meet customer service expectations

These emerging solutions are a fine balance between technology and the human touch.

As customers become more vocal and assertive of their needs, their expectations are changing across industries. Consequently, customer service has gone from being a hygiene factor to actively influencing the customer’s choice of product or service. This trend is also being seen in the healthcare segment. Today good healthcare service is no longer defined by just qualified doctors and the quality of medical treatment offered. The overall ambience, convenience, hospitality and the warmth and friendliness of staff is becoming a crucial way for hospitals to differentiate themselves.

A study by the Deloitte Centre for Health Solutions in fact indicates that good patient experience is also excellent from a profitability point of view. The study, conducted in the US, analyzed the impact of hospital ratings by patients on overall margins and return on assets. It revealed that hospitals with high patient-reported experience scores have higher profitability. For instance, hospitals with ‘excellent’ consumer assessment scores between 2008 and 2014 had a net margin of 4.7 percent, on average, as compared to just 1.8 percent for hospitals with ‘low’ scores.

This clearly indicates that good customer service in hospitals boosts loyalty and goodwill as well as financial performance. Many healthcare service providers are thus putting their efforts behind: understanding constantly evolving customer expectations, solving long-standing problems in hospital management (such as long check-out times) and proactively offering a better experience by leveraging technology and human interface.

The evolving patient

Healthcare service customers, who comprise both the patient and his or her family and friends, are more exposed today to high standards of service across industries. As a result, hospitals are putting patient care right on top of their priorities. An example of this in action can be seen in the Sir Ganga Ram Hospital. In July 2015, the hospital launched a ‘Smart OPD’ system — an integrated mobile health system under which the entire medical ecosystem of the hospital was brought together on a digital app. Patients could use the app to book/reschedule doctor’s appointments and doctors could use it to access a patient’s medical history, write prescriptions and schedule appointments. To further aid the process, IT assistants were provided to help those uncomfortable with technology.

The need for such initiatives and the evolving nature of patient care were among the central themes of the recently concluded Abbott Hospital Leadership Summit. The speakers included pundits from marketing and customer relations along with leaders in the healthcare space.

Among them was the illustrious speaker Larry Hochman, a globally recognised name in customer service. According to Mr. Hochman, who has worked with British Airways and Air Miles, patients are rapidly evolving from passive recipients of treatment to active consumers who are evaluating their overall experience with a hospital on social media and creating a ‘word-of-mouth’ economy. He talks about this in the video below.

Play

As the video says, with social media and other public platforms being available today to share experiences, hospitals need to ensure that every customer walks away with a good experience.

The promise gap

In his address, Mr. Hochman also spoke at length about the ‘promise gap’ — the difference between what a company promises to deliver and what it actually delivers. In the video given below, he explains the concept in detail. As the gap grows wider, the potential for customer dissatisfaction increases.

Play

So how do hospitals differentiate themselves with this evolved set of customers? How do they ensure that the promise gap remains small? “You can create a unique value only through relationships, because that is something that is not manufactured. It is about people, it’s a human thing,” says Mr. Hochman in the video below.

Play

As Mr. Hochman and others in the discussion panel point out, the key to delivering a good customer experience is to instil a culture of empathy and hospitality across the organisation. Whether it is small things like smiling at patients, educating them at every step about their illness or listening to them to understand their fears, every action needs to be geared towards making the customer feel that they made the correct decision by getting treated at that hospital. This is also why, Dr. Nandkumar Jairam, Chairman and Group Medical Director, Columbia Asia, talked about the need for hospitals to train and hire people with soft skills and qualities such as empathy and the ability to listen.

Striking the balance

Bridging the promise gap also involves a balance between technology and the human touch. Dr. Robert Pearl, Executive Director and CEO of The Permanente Medical Group, who also spoke at the event, wrote about the example of Dr. Devi Shetty’s Narayana Health Hospitals. He writes that their team of surgeons typically performs about 900 procedures a month which is equivalent to what most U.S. university hospitals do in a year. The hospitals employ cutting edge technology and other simple innovations to improve efficiency and patient care.

The insights gained from Narayana’s model show that while technology increases efficiency of processes, what really makes a difference to customers are the human touch-points. As Mr. Hochman says, “Human touch points matter more because there are less and less of them today and are therefore crucial to the whole customer experience.”

Play

By putting customers at the core of their thinking, many hospitals have been able to apply innovative solutions to solve age old problems. For example, Max Healthcare, introduced paramedics on motorcycles to circumvent heavy traffic and respond faster to critical emergencies. While ambulances reach 30 minutes after a call, the motorcycles reach in just 17 minutes. In the first three months, two lives were saved because of this customer-centric innovation.

Hospitals are also looking at data and consumer research to identify consumer pain points. Rajit Mehta, the MD and CEO of Max Healthcare Institute, who was a panelist at the summit, spoke of the importance of data to understand patient needs. His organisation used consumer research to identify three critical areas that needed work - discharge and admission processes for IPD patients and wait-time for OPD patients. To improve wait-time, they incentivised people to book appointments online. They also installed digital kiosks where customers could punch in their details to get an appointment quickly.

These were just some of the insights on healthcare management gleaned from the Hospital Leadership Summit hosted by Abbott. In over 150 countries, Abbott is working with hospitals and healthcare professionals to improve the quality of health services.

To read more content on best practices for hospital leaders, visit Abbott’s Bringing Health to Life portal here.

This article was produced on behalf of Abbott by the Scroll.in marketing team and not by the Scroll.in editorial staff.