HOW I SEE IT
PAUL TANNER, Director, 90TEN Healthcare
The PR team at Brazil has sailed directly into a media hurricane.
On the one hand it has succeeded where others have failed at securing solid media coverage for a web site that reviews NHS services. But it has also failed to manage the adverse reaction from the UK medical community.
The Government's Patient Choice initiate is all about providing choice to patients at a primary and secondary care level, while helping to drive up standards and quality of care. From this perspective, a web site such as iWantGreatCare.org is desirable to patients.
The team at Brazil could have worked with the BMA, to secure its endorsement. But to its credit it did mobilise the Patients Association.