India, April 5 -- I was recently interacting with a newly recruited marketing representative in my hospital, trying to understand his key responsibility areas (KRAs). Without batting an eyelid, he promptly replied that he would work hard to ensure that patients in the hospital have a "wow" experience. He was young, enthusiastic, and this was his first exposure to the healthcare ecosystem. Prior to this, he had worked in the hospitality sector, where customer delight and memorable experiences are not just desirable but expected.

His response was undoubtedly earnest, but it also struck me as slightly overzealous and, perhaps, somewhat misplaced. The casual invocation of the word "wow" in the context of a hospital made me pause. Is it ever ...