Dream Girl is an Urdu film released in July 1986. It appears to have been a complete flop.
The film is worthy of attention for a couple of reasons. It is the product of the vivid and crazy imagination of director Saeed Ali Khan, who achieved in certain circles a cult status not unlike that accorded to John Waters for several of his pictures, most notably the delightfully titled Haseena Atom Bomb (The Beauty Atom Bomb (1990).
Dream Girl is an example of the artist in development. While there is definitely vim and vigour aplenty in this film of a spoiled rich bitch-cum-karate chopping feminist crusader who has a change of heart and in the end uses her dance moves to bring down the heartless villain, Khan has clearly not been able to weave his myriad ideas together in a seamless tapestry. Characters crash into the story unannounced with fully developed backstories while the timeline jumps from present to past without any visible adjustment in the characters’ garb or physical appearance. Atom Bomb was still three or four years away.
The second point of note is that Dream Girl is really a Pashto film. Though the dialogue is entirely in Urdu, the actors are all Pashtuns, including the giant of Frontier filmdom, Badar Munir. The lines are delivered fluently enough but are laced with the charming twang of the borderlands. Given that Pathans are the favorite butts of Pakistani jokes, one wonders at Saeed Ali Khan’s motivation.
But the biggest reason this spectacular clunker is worth a glance is for a couple of brilliant song and dance sequences, the best of which is Main Hun Dream Girl.
Main Hun Dream Girl (I am Dream Girl) is the perfect introduction to what distinguishes Pashto movies from all others: peppy big bodied women in tight outfits creating a general ruckus.
Being the opening and the title track to the movie, the song had to be something special. Run of the mill just wouldn’t do. And so it is. Bubbling with the fuzzy, slightly muddy electronic sound that made 1980s pop music so forgettable, we are treated to a Pakhtun-imagined Midsummer’s Night Dream. Dream Girl (Nadia Hassan) plays Queen Hippolyta decked out in a billowing wedding gown as troops of T-shirt and jeans clad Amazons (hooris, perhaps) dance and frolic in the gardens. Sadly, the groom is nowhere to be seen.
But Dream Girl’s karate teacher, decked out in blue robes, does pop up here and there, calling attention to herself by throwing her hands in the air for no apparent reason and to no effect.
Pashto movies are infamous for their provocative mujras and come hither poses. Dream Girl does not really get into that scene but a repeating series of slinky snapshots of the heroine, which appear to have been manually cut and pasted, do hint at the sex that lies just below the surface. As do the many phallic shaped balloons.
If there are two words that describe this amazing hodgepodge of uninspired choreography (most of the moves imitate marching troops), slow motion gymnastics and general bedlam, they are gay abandon. Everyone is having fun. There are no standards to uphold and no prizes to be won. Kemal Ahmad has come up with a catchy disco sound and a nameless singer croons out the lyrics as the Amazons romp it home and balloons waft in the breeze. There is nothing serious about this and that’s why Dream Girl and Pashto movies, even when they are in Urdu, are so much fun.
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.
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.
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.
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.”
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.