If a business fails, it was an idea that didn’t work. If treatment fails – it must be a botch up. A broken gadget may be beyond repair, but not a patient in a doctor’s hands. From such ungraded expectations stems the potential for things to take an ugly turn.
An unwanted profession dealing with an unwanted condition, namely Ill health:
If possible, we would wish away death and diseases, hospitals and doctors. A hospital is not a holiday resort, but it too costs money. And the scenario of an adverse outcome like death simply becomes unacceptable.
Marketers often think that everything is new in the digital world. They have simply forgotten the first principle, which is to serve the customers – to have a customer-centric view and not a product-centric one.